BtoB

Wheelhouse reinvents itself

Using the 'Holy Grail'

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One b-to-b direct marketer using the service is Natural Microsystems Corp., Framingham, Mass. NMS was looking for a way to use the Internet to manage direct campaigns targeted to computer design engineers, project managers, business unit managers and general management at about 300 business targets. It is using Wheelhouse to host and manage those efforts.

"The only cost-effective way to reach our audience is direct marketing, and the Web is the Holy Grail of direct marketing," said Allen Carney, VP-marketing for NMS.

"Wheelhouse is helping us get close to our customers to improve the quality of their interaction with us, and to take a major step forward in our marketing effectiveness," he said.

Don LeBlanc, VP-marketing services with Edu.com, said using Wheelhouse's services has doubled the effectiveness of his company's direct marketing programs.

"Our first post-Wheelhouse campaign had more than double the response rate of our best campaign pre-Wheelhouse—over 20% response," LeBlanc said. "In addition, we were able to track results more effectively to determine where we were so successful amongst our customer base."

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