Situation

Best known for enterprise-level databases and servers, Sun Microsystems needed to promote its new Amber Road line of less-expensive, open-source storage software.

Goal

Sun wanted to reach small and mid-size businesses with 200 to 2,000 employees, but didn’t want to waste time and money on potential prospects who might have no need for the new software. Also, the modestly priced product could not justify a traditional advertising or direct marketing effort.

Solution

Strategic created “Open Road to Savings” where participants could share ideas for small and mid-size firms to save money. While all content was free, access to premium content required registration—for example, to receive an e-book or attend a webinar.

Results

By showing interest, registrants enabled Sun to focus on only the best prospects for Amber Road. Now Sun distributes an ongoing flow of quality leads to its network of value-added resellers (VARs).