In addition to the letter, a four-page, colorful brochure also addresses the financial executive's needs head-on. "The brochure gives me an opportunity to convey more salient information in a different way than just a text-on-a-white-background letter," Intravia shares. Budget Maestro's benefits are clearly outlined throughout the brochure, along with snapshots of the software's dashboard and reporting, to give prospects an image of what they can expect from the product. The copy, much like the letter, highlights how the product can help "you"—a financial officer—meet your goals.
There are bold, graphic calls to action throughout the brochure, and prospects have a choice of four responses: visit a landing page for a free 30-day product trial, visit a second landing page for a free webinar, call an 800 number or visit Centage's homepage. The various calls to action help Centage determine where the prospect is in the buying cycle. "CFOs or controllers or VPs of finance don't usually take that much time out of their day unless there's some real interest in evaluating solutions," Intravia says. For example, if a prospect signs up for a 45-minute webinar or a product test drive, he may be further along the buying path than someone who simply calls or visits the homepage.
When a prospect responds to the direct mail piece, the information is integrated into Centage's CRM system, and a sales representative follows up with him. The company uses a tracking code and customer-provided data to attribute online responses to the direct mail campaign and to more accurately calculate ROI for the mailing. Intravia also says she does some email marketing to nurture those leads who come in through the mail and get them to sign up for a webinar.
Doing the work of a lift note, a Q-and-A on the back of the brochure, titled "5 Questions All CFOs Want Answered," allays prospects' doubts about the product. "You're trying to anticipate their thinking, ‘OK, this sounds great, but how much time is it going to take? How much is it going to cost?' ... They're reading the brochure and formulating these questions in the background, so now you've anticipated their questions and tried to put some answers to them," Intravia comments.