Situation:

Biz360 invented marketing analytics, which enables the quantitative measurement of corporate communications activities. But as with many innovations, successful selling it required a time-consuming education process. And like all start-ups, time was a luxury Biz360 could not afford.

Strategic Insight:
Selling Biz360′s product required strong positioning, and education at multiple levels inside the prospect’s organization. To meet this need, we developed a multi-tiered direct mail methodology matching low-cost pieces to unqualified lists, medium-cost pieces to qualified lists, and high impact pieces to key gatekeepers and influencers. Combining this approach with a strong, appropriate call to action for each phase of the sales cycle produced remarkable results.

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• Our programs generated 70% of Biz360′s sales leads for a 2.5 year period
• We achieved 175% of goal for our campaigns to the life sciences market
• A postcard campaign to the high tech market generated an 11.33% response rate, versus the typical 1%

“They did a fantastic job of helping us establish the right messaging and communication strategy, and delivering effective, top-notch creative that hits the target. They play a key role in the growth and success of Biz360.”
- Robyn Forman , Director of IMC, Biz360

To round out the new interactive offerings, we produced a magazine

Situation:
Like many executive search firms in 2002, Heidrick & Struggles was battling a cyclical decline in its core business.

Strategic Insight:
Heidrick needed to move away from the “start-stop-start-stop” engagement model of traditional executive search firms and create a service model around continuous client engagement. Working together, we created and marketed a suite of “Leadership Services”, including interim placement, executive assessment and coaching.

We then leveraged Heidrick’s unique assessment methodology by building an online assessment and reporting tool that not only improves client satisfaction while increasing the efficiency of Heidrick consultants, it also provides a compelling demonstration of Heidrick’s capabilities in pre-sales situations.

Performance:
We turned an intuition about a market opportunity into a complete launch in just a few months. Within 18 months, Leadership Services had booked $20 million in high-margin revenue. By the end of 2003, they produced $40 million.

“They helped Heidrick to innovate in several areas, including using the Web to expand our search business, pioneering the use of client-facing extranets, and rolling out our Leadership Services offering. Their ability to drive change throughout a complex, global organization like ours enhances our ability to compete, and improves our bottom line.”
- Wesley D. Richards, Senior Managing Partner, Heidrick & Struggles