Change is coming
This was very far from send out a mailshot and then see what might happen stuff. This was refine the list, craft the piece, chase down every single one on eshots, invitations to events, the events themselves, offers of proprietary research, the passing on of highly qualified warm leads to the sales teams and the assets those teams would use to close the deal.
In other words, this was end to end stuff, and highly sophisticated stuff at that.
We work on projects like this for BT from initial idea to meticulous campaign analysis. On this one there was a figure we were quite taken with. A pipeline ROI on the campaign of 66:1.
And then a Gold Smart Award put the tin hat on it.