Hitting the Target.

SAN Francisco (Calif.); CALIFORNIA

The article presents information on South San Francisco, California-based Actuate Corp.'s targeted marketing strategy with reference to a survey conducted by direct marketing consultancy Harte-Hanks Inc. and sales research firm CSO Insights. According to the survey, companies are spending more on marketing efforts via mail and e-mail, as targeted marketing becomes a top priority. Customer self-service software for financial firms was introduced by Actuate last year. The company faced a challenge regarding prospect customer lists as its new audience didn't carry the same title across companies. To build a new list, Actuate worked with Catapult Direct Marketing. By using secondary resources or by calling the companies directly, they found the right prospects. Actuate is still tracking how many leads are converting from the campaign.