Campaign Overview

Integrated marketing campaigns are primarily used for lead generation. Unlike branding campaigns, integrated marketing campaigns have the primary purpose of generating qualified leads that could turn into near term revenue. While integrated marketing campaigns also have a branding impact to potential buyers, it is traditionally measured by specific marketing return on investment, which is directly connected to how many qualified leads were generated for a certain category of products and services. The additional branding impact from integrated campaigns can result in additional leads from prospects that are touched today.

ZINFI uses a multi-touch approach to engage a targeted set of prospects about a specific education event around a product or solution, which is delivered by ZINFI's customer. Post-event, either ZINFI or the customer follows-up and qualifies the prospect based on their level of interest, budget availability, and willingness to talk to the customer for further engagement. This happens over a period of ten to twelve weeks, and ZINFI does most of the work.

ZINFI focuses on the IT industry only, so ZINFI's integrated campaigns are used for channel partner recruitment and end-user lead generation for a technology provider. ZINFI's integrated campaigns are also used by solution providers (IT VARs, resellers, SI's, etc.) to drive end-user demand (lead) generation.

ZINFI uses a multi-touch approach (direct mail, email, telemarketing and at times online advertising) to drive potential prospects to an event, which is used for lead qualification. The sequence through which we touch the prospect is completely integrated.

There are marketing agencies on Madison Avenue who run expensive integrated campaigns for major world-wide brands. ZINFI follows a very similar approach, but uses a high level of automation, integrated process, and global resources to drive very high quality, results focused programs. There are five core elements that allow ZINFI to differentiate from others:

• Results focused - ZINFI commits to a number of qualified leads. If we don't hit it on the first round we keep going to guarantee your investment and ROI.
• Visibility - ZINFI uses detailed day to day program management and campaign tracking using automated tools. You as a customer have complete visibility and control. We do this turn-key for you.
• Savings - ZINFI does everything in-house using our internal resources, so you don't have to worry about third party vendors not performing. We also save you money by utilizing internal cost control through integration. We then pass those savings to you.
• Speed - ZINFI uses all in-house resources, so we can move fast and be flexible. Our campaigns are typically run over ninety (90) days, so we can start at the beginning of the quarter, and wrap them up at the end of the quarter to produce immediate results.
• Scalability - ZINFI tracks all process activities and metrics in detail, so you know what is working and what is not, Because of this we can work together to repeat them with higher ROI again.

Both event-based lead generation and direct appointment setting operate on the principle of law of large numbers, i.e., calling a large number of target prospects with a specific buying profile, to generate leads. However, event-based lead generation is a much gentler and better approach, as it sifts through the target list based on interests (aka needs) vs. coercing the prospects to meet a solution provider without truly determining the level of needs (latent, emerging and immediate). The event-based lead generation allows the prospects to be touched multiple times over a period of time on various topics of interests, and make the entire campaign professional and successful.