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Australian software company Integrated Research Pty. Ltd. created more than 1,500 leads for its new product line thanks to an electronic marketing campaign that ran from July to December.

The budget was $20 Australian (U.S. $15.19) per lead.

The year before, the firm had run a direct response print effort that yielded 1,203 leads at a cost per lead of $663 Australian (U.S. $503.75), said marketing campaign manager Angela Waites.

Integrated Research was able to save money and produce well-targeted leads among prospects for its Prognosis software using an integrated online campaign developed by Needham, MA-based TechTarget.

Integrated combined TechTarget's industry-specific newsletters, e-lists and Web sites to reach a target audience of senior-level IT managers, including chief technology and chief information officers at companies of 500 employees or more.

Integrated ran its program on TechTarget's SearchNetworking.com site, which is visited by more than 320,000 members. The effort included a white paper, an e-mail newsletter sponsorship and a Webcast. Prospects who clicked on links in banner ads or in e-newsletters were directed to a landing page where they could answer a set of questions qualifying them as leads.

"We had to be sure our message would get to the right person at the right level and that we were able to effectively identify 'real' prospects from those perusing the topic out of interest," said Waites.

Prognosis costs between $50,000 and $500,000 depending on the number of workstations that will use it, Waites explained.

The campaign ended in Dec. 2004, said Waites, noting that the sales cycle could run as long as six months. The technology's newness also prolongs the selling time.

Prognosis was developed specifically for Cisco AVVID (architecture for voice, video and integrated data) networks and simplifies the deployment and ongoing management of Cisco's IP (Internet protocol) telephony technologies in multiple-location environments, according to Integrated.

At deadline, Waites said Integrated was set to launch an effort for IP Telephony Express, a product suite designed to manage VoIP (voice over Internet protocol) deployments in multisite branch office organizations such as banks, finance and insurance companies, retailers, hospitals, travel agents and educational institutions.