QNX Software Systems, a division of Harman International Industries that offers real-time operating system software, development tools, and services for superior embedded design, required a lead-generation campaign that eventually consisted of print advertising, direct mail, newsletters, corporate and product brochures, landing pages with a viral component, and metrics collection.
For the direct response portion of the campaign, the majority of the email lists and newsletters performed extremely well. Conversion rates from prospects to leads for email were double the industry average. More than 471 leads were generated over the two-month span of the project. More than 50 leads represented tier-one companies (major companies targeted by QNX as its highest priority for business development).