Case Study: Demand Generation

Continuity Software wanted to reach a very specific buyer profile that they believed already existed within their in-house contact database.  They had a compelling offer to make to the person responsible for disaster recovery within their prospect accounts, and they needed to get their attention. Continuity did not have internal resources available to execute the campaign within their desired timeframe, so they asked Eastty Marketing to jump in.  We developed the concept and coordinated all the design and fulfillment tasks related to this campaign.  It took about 8 weeks from concept to completion.

What We Did

We designed a 3-dimensional direct mail campaign that posed the following question to the prospect – “What are you missing?”  We selected a 9” x 12” x 2” self-mailer box, and included a cover letter,  a sample DR assessment report, along with a magnifying glass engraved with the Continuity Software logo on the handle.  The call to action directed them to a landing page on the Continuity Software website where they could request a free 48-hour assessment of their disaster recovery environment.

3 Dimentional demand generation program box cover graphic & microsite landing page

Flash Demo

Another project we handled for Continuity was the creation of a brief flash-based demonstration that highlighted their product’s value proposition in 2 minutes.  Employees included a link to this quick product overview in their email signature, and it was prominently displayed on their website.

Graphic used to link to flash demo


“The use of a virtual marketing team has proven effective for our business.  As an emerging technology company we needed to engage with folks who were well connected and could hit the ground running.”

– Gil Hecht, CEO

To learn more about Continuity Software, visit their website at