I'm very happy to say a big 'congratulations' to our client Kaseya, and their Metia team, for coming runners up in the 'Best use of direct mail' category at the recent B2B Marketing Awards.

The awards, run by the folks at B2B Marketing Magazine, are some of the most prestigious of the year - and 2011's event was actually the largest ever B2B affair in the world. Winners included Lloyds Bank, Dell, Jaguar, O2, and Microsoft.

The Kaseya campaign (entitled 'When three become one') was all about directly feeding into Kaseya's sales pipeline as they broke into a new sector. With a novel use of the classic toy Scalextric, the highly targeted campaign hit the three most senior decision makers at hand-picked target companies simultaneously. Over the course of a week these prospects were then taken on a journey from initial attention-grabbing and awareness-raising through to a direct one-on-one sales conversation.

One of the wonderful things about lead generation campaigns like this is how measurable they are. It's incredibly satisfying for all involved to walk away from a strong campaign with solid proof that their investment was worthwhile. It's here that the campaign really shone - with the 1:37 spend:revenue ratio  realised by Kaseya grabbing the judge's attention and clinching the second place spot.

Well done again to the whole team - take a look below to see them dressed up to the nines on the day. If you'd like to see more, you can read B2B Marketing Magazine's case study of the campaign here.