Advancing Viewpointe Sales Through Targeted Outreach

Viewpointe precision campaign

HB/EMA and Viewpointe, one of the largest information technology service providers to regulated industries, partnered on an awareness and lead-generation campaign targeted at information management prospects, decision makers and influencers at a series of Viewpointe sponsored conferences. The goal was to generate demand for OnPointe, Viewpointe’s Information Governance Platform.

Command Your Content with Precision

The team crafted a communication strategy and event experience, “Command Your Content with Precision,” which showed how the inner workings of Viewpointe’s technology can help perform and manage complicated tasks.

At the event. attendees were given aviator sunglasses, learned about Viewpointe by watching OnPointe videos, interacted on Instagram and spun the Wheel of Precision for a chance to win a Jawbone UP™. “Man and machine” images helped illustrate not only that companies need the latest technology, but in order to address their information challenges strategically, why they need Viewpointe as their trusted service provider.

The target audience received a creative mailer with a handcrafted Viewpointe glider that invited them to a schedule an exclusive private meeting with Viewpointe advisors, along with a series of themed emails. Overall, the lead-generation results were:

  • Direct mail: 13% response rate
  • Email: 24% open rate
  • Private meetings: 37 on-site

With other companies vying for time and attention from potential targets, the Viewpointe interactive booth was a hit at the show with long lines, excited attendees and a busy Instagram feed.



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