Q: How do you sell a software program that costs up to a quarter of a million dollars?
A: Through a cheap but precisely targeted electronic lead-generation campaign.
Ask Captaris Inc. It got 1,458 leads this summer from a multipart effort promoting Alchemy, its Sarbanes-Oxley Act compliance software. (Sarbanes-Oxley requires companies to thoroughly document their revenue figures for accuracy.)
The cost? $30,000.
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