Client
CenterRun is an enterprise software company, providing tools to automate the configuration and deployment of Web applications in corporate data.

Challenge
CenterRun had a proven product with phenomenal ROI. Unfortunately, no one knew about it. When Cymbic was hired, CenterRun was facing a rapidly declining economy and a highly demanding board. They needed to fill their sales pipeline fast. But with a 6-9 month sales cycle in a market dominated by IBM, BEA, SUN and Oracle, CenterRun had a challenge being noticed, much less competitive. To make matters worse, CenterRun's entire customer base was participating in a pilot program that precluded any case studies, references or public disclosure.

Solution
To generate immediate traction, Cymbic developed an aggressive lead-generation campaign. Working with CenterRun, we defined the key hurdles in the sales pipeline, including the objections and responses at each step of the sales cycle. When CenterRun defined how many new customers they needed, Cymbic compiled a list of 140,000 prospects drawn from a strategic cross-section of the target market.

We then implemented a 4-stage direct response campaign with the offers and messages required to move prospects through the sales pipeline and deliver qualified leads to the sales team.

Results
With a meticulous testing plan for list sources, subject lines, offers and messages, we achieved 5.5% response and 41% conversion. By the halfway point, the campaign had delivered 403 qualified leads and CenterRun postponed the second half of the campaign to catch up with the new business. At the same time CenterRun closed $12M of new funding.

As an added benefit, our list development process uncovered valuable positioning and segmenting intelligence. By the close of the campaign, CenterRun had a crystallized view of their target audience and the messaging required to engage new prospects.