Spotfire Names Crossbow for Brand Building and Lead Generation

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Spotfire, an analytics software provider, has appointed The Crossbow Group, Westport, CT, as its direct marketing agency of record.

An estimated three agencies pitched for the business, whose billings were not disclosed. The account previously was handled by Partners + Simons, Boston.

"[The mandate is to] measurably build awareness, interest, desire and action among key target segments, that is, life sciences, oil and gas," said Jay Bower, president/CEO of Crossbow.

Crossbow, previously Mirbach Associates for 17 years, will use direct mail, e-mail, online marketing and event collateral to create brand awareness and develop leads for Spotfire.

Spotfire's applications help accessing and analyzing enterprisewide data stored in different formats and locations, transforming this data into decision-making information. More than 18,000 executives in 350-plus companies use the Spotfire technology.

The company is based in Somerville, MA, and overseas in the Swedish town of Goteborg.

With new direct marketing activities in place, Spotfire intends to dive into markets with equal potential to those it already serves.

"It's really helping them build market share in new segments where they don't have as much exposure as they do in the life sciences market," Bower said.

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