A small start-up developer of computer security software got 1,000 leads in six weeks in its first-ever direct marketing campaign.
PestPatrol Inc. used a combination of e-mails, online newsletter sponsorships and a Web seminar this spring to get the names of information technology professionals involved in computer security at large corporations.
The $40,000 effort resulted in more than twice as many names as expected, noted marketing vice president Pat Bitton. She estimated the cost was at least 10 times cheaper than conventional direct mail or e-mail.
To reach its prospects, the Carlisle, PA firm sponsored newsletters and offered white papers on SearchSecurity.com, an industry-specific Web site regularly visited by more than 130,000 IT workers. That’s one of 19 such sites developed by TechTarget, a Needham, MA company that offers targeted search engines and newsletters on the Web.
PestPatrol Inc.’s target audience came from IT professionals at healthcare, financial services, telecommunications and other Web-connected companies that are obligated under federal law to guard customer privacy.
The company also sent e-mails to site users inviting them to a seminar on computer security that would cover legal responsibility issues.
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