COMPANY: Safari Books Online

In 2001, two of the world’s most prominent technology publishers, O’Reilly Media, Inc and Pearson Education, joined forces to create Safari Books Online. The new company was officially launched in September 2001. The premise was simple: compile the best technology books from leading authors and publishers into an online database that technology, IT and management professionals could quickly and easily search for reliable, definitive answers to mission-critical questions.


When VSL met with Martin Collinson at Safari Books he explained that finding good quality databases for the level of decision makers in the industries they target is just about impossible in the UK and Europe. The brief was about building a database not lead generation but they wanted contacts that had at least some idea of what we offered and qualified they were the correct contact.


VSL conducted a 10 day telemarketing campaign to contact companies in their target sectors to identify the correct contacts and qualify their interest in Safari Book’s solution. This involved some research and then calling to verify the contact and the email address.


Once the 10 day campaign was complete, VSL presented Safari Books Online with a database of 200 companies with 1-2 contacts verified within these companies an the email address to contact them. Throughout the campaign we also sent emails with further information where requested. Although it was not a requirement for the campaign, we still passed 2 leads to Safari Books and outlined 4 warm potentials for them to contact as a result of the calls.

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