SUMMARY: How do you sell large corporations pricey products that they don't absolutely need, during a recession?
We love this Case Study because the tactic the marketer tested, adding an ROI calculator to his Web site, didn't initially work at all. Learn what changed. Best quote: "People do not call anymore. They just don't. So if you're tracking response by phone enquiries, you're missing the boat. People go to your Web site. That's the response vehicle these days. You have to try to find ways to track it if you can."