Home > Articles > Business & Management

  • Print
  • + Share This
This chapter is from the book

Case Study in Lead-Generation Excellence: How Anritsu Reached Key Decision Makers with a Three-Touch Campaign

To whet your appetite for how powerfully lead-generation programs can help drive your business success, enjoy the case of Anritsu, who cleverly figured out how to find and attract wireless industry engineers to express interest in learning more about a new handheld instrument for testing cellular base station transmitters.

Anritsu, a leader in test and measurement equipment for the wireless industry, had a problem getting through to its target audience for the company's handheld BTS Master Base Station Analyzer. The decision makers their sales team coveted were hard-to-reach engineers who spent most of their time in the field. Historically, these professionals had responded poorly to Anritsu's email and direct mail campaigns, converting from prospect to sales lead at a rate of only 2 percent. Anritsu's marketers needed a way to engage the other 98 percent. After they had the prospects' undivided attention, their job would be to convince them that Anritsu's instrument was faster, more accurate, and more compact than its competitors'.

Anritsu's director of marketing communications, Katherine Van Diepen, engaged Beasley Direct Marketing Inc. and Direct Marketing Partners to produce a multitouch, door-opener campaign. The program's objectives were to

  • Penetrate the sales team's wish list, comprising about 1,500 key customer targets at the four top wireless carriers in the U.S.
  • Engage key decision makers.
  • Set appointments for in-person demos.
  • Enhance and validate the target database for future efforts.
  • Track results and demonstrate a positive ROI.

Over the course of three months, the program's developers planned to achieve their objectives with three highly targeted touches. The first touch was a personalized, dimensional direct mail piece sent with a box replicating the product's compact size and picturing its actual controls on the outside, as shown in Figure 1.1. Respondents were invited to visit a personalized landing page (see Figure 1.2), which was pre-populated with the prospect's contact information. A business reply card (BRC), pictured in Figure 1.3, also came inside the box along with a brochure.

Figure 1.1

Figure 1.1 The dimensional mail's packaging shows a life-size replica of the instrument itself, along with a highly attractive offer, a personalized technical message, and personalized URL response vehicle.

Figure 1.2

Figure 1.2 The personalized landing page (PURL) response form was pre-populated with the respondent's contact information; it included a few key qualifying questions, and it resold the iPod Shuffle offer.

Figure 1.3

Figure 1.3 The printed reply form inside the box employed the same strategies as the web-based form to stimulate response.

The second touch was a personalized email to the same target audience. The email, shown in Figure 1.4, was intended to drive responders to a PURL.

Figure 1.4

Figure 1.4 The follow-up email, timed to arrive shortly after the dimensional mail, resells the key product benefits and the compelling offer.

A third touch, in the form of a personalized teleprospecting call to responders and nonresponders, came a day or two after the email.

The call to action for all three touch points were the same: to set an appointment for an in-person demonstration of the base station analyzer. A free iPod Shuffle (preloaded with Anritsu's datasheets and collateral) would be the incentive offer. The results? Wow!

To say the program was successful is a mammoth understatement. The campaign improved the response rate by a staggering 425 percent over prior campaigns and delivered seven-digit sales revenues. An enviable 7 percent of total targets visited the landing page, and 4 percent filled out the response form. A full 49 percent of prospects contacted by telephone emerged as qualified leads. At last tally, the return on marketing investment (revenue to expense ratio) was 41 to 1.

It doesn't stop there. In addition to exceeding sales-ready lead targets, the program gave Anritsu a model to drive revenue from hard-to-engage accounts. It's no small wonder that the program earned an Echo Award from the Direct Marketing Association in the highly competitive Information Technology category.

The secrets to the success of this campaign:

  • A clear understanding of the target market, their motivations, and their buying process
  • Multiple touches through proven media channels, deployed to capture the maximum penetration of a relatively narrow segment
  • A powerful set of benefits and a compelling offer
  • Strong focus on metrics, tracking the performance on each touch, not only response but qualification rates, and conversion to sales

In short, this campaign took advantage of proven best practices in B-to-B lead generation today. So, now, on to the rest of this book, where you can learn these practices and principles for yourself.

  • + Share This
  • 🔖 Save To Your Account

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information

To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.


Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.


If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.


This site is not directed to children under the age of 13.


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020