Tuesday, March 14, 2006

Advectis: Appealing to their emotions

Atlanta-based Arketi Group, headed by Sami Jajeh, has made the pages of B2B magazine for the marketing work the firm did for mortgage technology leader Advectis and its flagship product, Blitzdocs.

The article focuses on the way Arketi appealed to the emotions of the leaders Advectis hoped to partner with.

"Advectis and Arketi discussed a number of tactics and strategies but ultimately chose an integrated mix of public relations, trade shows, channel business development, e-mail marketing and association marketing-media and methods that emphasized relationship-building."

The results: BlitzDocs sales have grown more than 550% since 2003, according to B2B. Beyond that, Advectis's network subscribership has grown more than 150% annually over the past three years.

Jajeh called the campaign extremely effective. Clearly, it has been. We congratulate Arketi on a job well done.

People tend to do business with people they like. That's a subjective target that depends more upon appealing to your target's emotions than business sense. Of course, these campaigns are always more difficult if the offering doesn't actually make good sense or when you're working with top executives who have trouble being likable. Those are problems Advectis' CEO Greg Smith doesn't have.