Project Description: Operating System, Server & Application Suites Software Publisher Indirect Sales Program

Background:
One of the world's leading software publishers needed assistance in targeting small and medium sized businesses with messaging that reminded software users and buyers of the importance of having a software asset management procedure and reminding them that software installed must match with licenses obtained.

Strategies:
Marketry was enlisted to develop a thorough direct mail media plans which reached business owners and executives with purchase authority for software in a large number of US markets. Industry, title/function, company size recommendations were made from a combination of list sources. Further yet, Marketry assembled an analytical team to assist with statistical modeling and ROI measurement system for each use of each list segment by industry, list source, metro marketing area, etc. The model was validated with further tests. Segments thought to be unproductive were proven as revenue generators and less productive segments excluded.

Results:
ROI from this program was calculated to be so high that budget was re-allocated from more traditional software marketing channels to this program, further improving clients' bottom line.