Fujitsu is a multinational high tech company that sells hardware, software, telecommunications and services. In Spring 2000 the company launched a services division that manages the operation of large datacenters, distributed networks and PC networks. The services division provides 24x7 operations support via a suite of maintenance services known as InfraCare.

The company hired Barrett Marketing to assist with an analysis of the marketplace, make recommendations as to which markets to target and help with the development of a marketing and lead generation program.

Initially the company felt that its best targets of opportunity were Fortune 100 companies that operate large-scale data centers. After extensive analysis of the marketplace, Barrett Marketing concluded that the biggest targets of opportunity reside within the ISP, ASP, NSP and BSP market sectors, not within Fortune 100 companies. According to an IDC report on corporate IT spending, by 2003 the outsourcing of software and datacenters will be a multi-billion dollar industry. Local and national internet service providers, network service providers, application service providers and the emerging business service providers account for thousands of potential customers.

Barrett Marketing helped Fujitsu develop sales and marketing plans to generate leads based on the geographical limitations of the Fujitsu sales force. Leads were generated using a combination of outbound telesales, online marketing, participation at outsourcing industry events, and membership in outsourcing consortia. Barrett Marketing leveraged its relationship with Harte-Hanks Market Intelligence to create a telesales initiative to pre-qualify prospects and distribute leads to the Fujitsu sales team via the web in real-time.

Barrett Marketing also helped develop a suite of sales collateral, a corporate presentation and a partner VPN which allowed Fujitsu resellers to interact with Fujitsu sales executives and technical support personnel.

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