Despite over 60% over Fortune 500 companies using Google Apps to keep their employees connected, Google needed a way to engage the fast-growing SMB segment that think the product suite is too expensive and out of reach. We needed to make key SMB decision makers aware of the advantages that Google Apps can provide: easy scalability with increased productivity and collaboration, especially on the go.
Working with specialist data-buying company Contactability, we started by conducting comprehensive data profiling of potential prospects. We identified targets that displayed the characteristics of fast-moving, innovative operations and matched them against key identifiers of companies available through public sources like the BRW Fast 100. Then we used that data to create a highly personalised DM piece that gave every recipient their own unique personalised URL – taking them to a custom-designed landing page that outlined how Google Apps could benefit their business.