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Looking to expand its new line of servers with VARS on a nationwide basis, Fujitsu Technology Systems turned to The Marx Group to develop an effective lead generation program. Our research proved that mid- and large-sized CTO’s and IT managers were struggling to find redundant servers that could be easily configured and scalable. Fujitsu had the solution, so we developed and launched a series of dimensional direct mailers with key messages that touched the customers’ pain points. The pay-off’s were a Fujitsu branded roller massager and a perpetual calendar/clock. The mailing list was carefully qualified and the follow-up process was coordinated between Fujitsu-dedicated sales people and outsourced telesales professionals.
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Strategy
