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Genesys Telecommunications was faced with a growing list of competitors in the CRM software industry and wanted to take advantage of new products and services to maintain its front-runner position. They also wanted to grow their business by entering new markets. Our comprehensive lead generation campaign used an automotive metaphor – the “dashboard” of the CRM program. We invited potential customers to get ready for faster, smoother, more powerful CRM, and promised to help put them on the right road with Genesys. This dimensional mailer continues to be an effective, everyday sales tool for Genesys’ worldwide sales force. In a second campaign, we focused our efforts on government call centers, using a focused DM campaign, with messaging that integrated with a trade show, industry ads and telesales.
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Strategy
