Sage primarily relies on their extensive group of business partners to sell and install their products. As the economy was slowing they wanted to be sure they continued moving prospects through the funnel. As a result, Sage wanted to reach out to 900 key contacts to help reinvigorate their interest by educating these key targets on the cost benefits of software to overcome their objections.

Dunthorpe developed an integrated multi-touch marketing campaign to drive attendance to a customer case study webinar. The first touch was a call into each target to confirm decision maker contact details. Once all decision makers were identified, they each received a dimensional direct mail package that including a chalkboard style coffee mug with a personalized note. The package also included an invitation and details for the educational webinar featuring a current Sage software user. The packages were followed up with an email campaign and telemarketing invitations promoting the webinar event. After the event, all registrants and non registrants received a follow up call to convert to an appointment.

The program achieved great results. In addition to updating the database by identifying decision makers, we drove 20% overall registration to the webinar which was fueled by a 30% conversion to registration from the telemarketing invitation connects. We also delivered a 6% conversion to appointment of non-registrants.