Embarcadero Technologies Inc. named Connect Direct, Redwood City, CA, to handle online marketing geared toward generating sales leads for a line of database software products.
Previously handled inhouse, the account was awarded to Connect Direct without a review. Connect Direct had worked on campaigns for Embarcadero's vice president of marketing and direct marketing manager when they worked at previous companies.
“The client has a loyal following of over 50,000 users worldwide, [and] the mandate for Connect Direct is to leverage Embarcadero's reputation within the database community by generating referral, repeat and new business at the lowest cost per sale possible,” said Howard J. Sewell, agency president.
Connect Direct specializes in direct marketing for Internet and software companies. Accounts include IDG Executive Forums and software makers Inxight and Qiva.
Embarcadero's database software is used to manage, design and deliver enterprise and online business applications.
Tactics involved include banner ads, e-mail, newsletters and newsletter sponsorships to test different messages and offers.
“Embarcadero's products cost, on average, about $1,000 and are sold primarily through a field and inside sales force, so a low acquisition cost is paramount,” Sewell said.