Venafi Demand Generation 

A two part direct mail campaign to a top list of targets 

55

EMEA top targets

20%

booked a meeting

£3m

pipeline generated

The challenge

  • Venafi came to us with a list of hot pan-EMEA senior targets
  • These key contacts would know the name Venafi but not necessarily the proposition and what Venafi could do for them
  • We needed something to capture their attention and start the education process to get them intrigued and wanting to know more

The solution

  • With such a targeted set of data, a direct mail piece stood out as a perfect tactic
  • For a busy senior audience we needed something sleek and smart that would get past the gatekeeper
  • Branded Venafi presentation boxes were designed and produced to house our mailing
  • Inside the bespoke boxes we designed, sourced and placed three pieces
  • Item 1 was a looping flyer that simplified the Venafi solution, its benefits and why it’s needed
  • Secondly we included the remote to an Amazon Fire Stick (the Fire Stick itself to be redeemed upon a face to face meeting)
  • Finally a postcard explaining the Fire Stick incentive and linking to a campaign site was created and included 
  • Our responsive campaign site furthered the journey for the recipient, adding details about Venafi, their solution and providing a form to complete for meeting bookings

The result

  • Venafi loved the campaign! And from the results you can see why... 
  • £3million pipeline generated
  • The idea has been rolled out in the US
  • 20% of contacts booked a meeting within the first few weeks
  • The mail piece has given their sales team a different approach to their calls and is a huge help with expanding their market share

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