Most people know WebEx as an online meeting company, but are unaware of its robust offerings tailored for marketing and training professionals. WebEx was looking for a way to change perceptions and get high-potential prospects to take an online meeting with its sales force to jump-start the sales process.

To substantially increase the “meeting rate” from previous WebEx efforts (high single digits), we focused on two things. First, create a format that screamed “open me” and, second, make an offer that was too cool to refuse—an iPod touch. The mailing list was developed in conjunction with the WebEx sales force—ensuring this offer would be sent only to those prospects most receptive to a follow-up call from a WebEx representative.

Response to this campaign was overwhelming. It generated a “meeting rate” of greater than 30%—providing the sales force with a large number of qualified leads, which resulted in high-value closed deals.