Like many technology companies, Business Objects targeted most of its marketing to mid-level technical decision makers. But CIOs and CFOs were also critical to the approval process for technology investments, and they were not very familiar with Business Objects. This meant that when deals went up the ranks, they often stalled.

You don’t change senior executives’ perceptions with a single communication. That’s why we developed a CXO program built around quarterly mailings that commanded attention and provided valuable information. These mailings featured:

• A high-impact design that got past “gatekeepers” and engaged busy executives
• Peer-to-peer viewpoints from their C-level counterpart at Business Objects
• An information-rich approach through the leveraging of a germane third-party report

This program not only built awareness, it generated an unexpectedly high number of leads. Telesales follow-up to the first effort revealed that 30% of CXOs recalled receiving the package and 15% agreed to take a meeting with a Business Objects representative.