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Personalized email campaigns w/ sales intelligence

Virtual Silicon (www.virtual-silicon.com) is a leading supplier of semiconductor intellectual property (SIP) to manufacturers and designers of complex systems-on-chip (SoC).

The Challenge

Virtual Silicon wanted a way to deliver their quarterly online newsletter, IP Horizons, to customers and partners. They wanted the newsletter system to integrate with their StageOne web site content management system, so that they could manage landing pages linked from the newsletter.

They also wanted reports that showed how many newsletter recipients viewed the email newsletter and how many went to the site to read in-depth articles. Most important, they wanted tracking at the individual level, so that they could follow up with customers and prospects, and so they could monitor individual activity on their web site.

The Solution

StageOne Broadcast enables Virtual Silicon to deliver newsletters and other marketing communications via email. Virtual Silicon imports contacts from their sales staff SalesForce.com accounts and their client contact base. Thousands of addresses are managed in their StageOne contact manager, which enables them to segment the lists according to their criteria and automatically manages newsletter opt-in and opt-out requests.

Email templates that they designed in StageOne make it simple to create each edition of the newsletter, as well as product and event announcements. Email campaigns and product announcements are tracked in real-time, so they know the performance of each mailing.

According to John Ford, Virtual Silicon's VP of Marketing, the system paid for itself in less than a year. But there were unanticipated decision-support benefits as well: the detailed tracking systems in StageOne enabled him to evaluate customer interest at the product level, based on landing page performance, which was invaluable in their strategic product marketing efforts.

The Players

Graphic design (including original artwork, interface elements, and layout) by Ariago Design (www.ariago.com). Information architecture, Javascript, DHTML, and StageOne system by Specific Impulse.

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