Place the contact in a common problem situation, from a subjective point of view, and offer product benefits specific to their individual needs.Step 1: profiling call across Step 2: send eye-catching nine DM pieces with 'personalised' benefits and the offer of a free report if they go on the web presentation (nine versions x four countries)Step 3 : Follow-up to offer the prospect the chance to be walked through the teleweb presentation (nine versions x four countries)Step 4 : put contacts who are not ready to buy now on a Nurture Path consisting of three waves of emails and a drive to web strategy (three waves x four countries)

3,161 (60%) of prospect to receive DM piece after profiling call.317 (10%) conversion to 'hot' prospects.32 (10%) conversion to validated leads.