EDS, an HP company

Situation
EDS has a strong market reputation as an IT outsourcing leader, not as an SAP consulting and implementation service provider. And while SAP is interested in helping EDS be a successful partner, the ball was in the EDS court for building awareness and pipeline. EDS had a list of prospects, a lead goal to generate over $25 million in pipeline, a limited budget, a tight deadline, and not much else — with the exception of Smash Marketing.

The Smash Solution
Smash helped refine the campaign message and validate the key titles, creating a campaign with a finely calibrated mix of deliverables designed to boost awareness and generate leads. That mix included:

  • An executive presentation with the new messaging
  • A contact database for the target companies, including e-mail addresses
  • A custom white paper and webinar
  • Executive dinners for prospects and SAP
  • Lead gen programs including appointment setting, direct mail, and e-mail programs

Results
The Smash campaign achieved 130% of the lead goal—as validated by the EDS team. And more than 50% of those contacts were tagged for on-going communications. The leads were right in EDS’ sweet spot: large enterprise SAP customers. Smash helped cut through the noise and grabbed the attention of this difficult-to- reach audience.

Company Background
EDS, an HP company, is a leading global technology services provider with more than $22 billion in annual revenue.

Case Studies