Segue Software:
Lead Generation - "Load Testing for e-Confidence"

The Client
Segue Software, "the e-business reliability experts," provides its customers with a critical Internet infrastructure specifically designed to increase e-business system performance, reliability, and quality.

The Challenge
Segue needed a quick infusion of sales leads into their pipeline to help increase sales for the quarter. It was imperative that the message get past the prospects' gatekeepers and be acted on promptly by senior executives in IT and ebusiness functions.

The Arrow Direct Solution
Arrow Direct, based on the consistent success of this format in reaching senior management, developed a personalized number ten letter package with an executive-to-executive look and feel. The copy was strongly benefit oriented, and confronted the prospect with significant questions about web site performance that often keep him awake at night. The mailing included copy presenting the usefulness of the offer, which was a free copy of Segue's book: Load Testing for eConfidence. Three easy ways to respond were provided - fax, phone, and web site. The mailing lists homed in on precisely the target audience's titles, business types, company size, and nature and level of purchasing authority. The reply forms were coded for list source to compare the performance of the several rented lists that were used.

The Outcome
The program exceeded all expectations, generating a 5% response rate, high for senior executive prospects, and Segue also garnered valuable information on list performance, with some significant variations between lists - one pulled 8% - to be used in future campaigns.

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