NICE Actimize: Holistic Surveillance
NICE reap the benefits of targeted B2B marketing
NICE Actimize faced an unusual conundrum when launching its new Holistic Surveillance software. In a market where much of the target audience already uses NICE software, how can you make key decision-makers aware of – and interested in – your new products? NICE had a very small audience to hit, with just 80 carefully-selected Chief Compliance Officers chosen for an intelligent direct mail campaign, and aimed to achieve a 25% click-through rate (CTR) to the project landing page.
The upside of targeting a select group of recipients is that you can lavish greater time and resources on things like personalisation and execution. Our solution was to create highly personalised mailers complete with a video pack, business card, and letter – all beautifully presented in a sleek branded box. The crux of the campaign was a magnifying glass, which recipients could use to reveal a secret message hidden in each letter. This acted as a clever metaphor for how NICE software can reveal pernicious hidden activities – combining trade and communications surveillance to spot suspicious patterns.
This ambitious B2B marketing campaign not only met its targets but surpassed them, achieving a 33% CTR to the project landing page. NICE was in a unique position to vouch for the success of the campaign, too. When the company’s CEO visited a client’s office, he noticed that the mailer was open on the COO’s desk – an individual two rungs above the initial recipient. The campaign has sparked positive conversations with potential end users, generating significant pipeline revenue for the client.
Haverly Damon, NICE Actimize Content Marketing Manager.