By Karen E. Klein
Case Study Series: What's Working in Marketing & Selling Professional Services 
In 1991, Richard Goldberg sold his co-op and founded a marketing communications firm dedicated to the heating and energy industry. Warm Thoughts Communications has since grown to 23 employees. In addition to heating oil distributors in the Northeast, the firm now has customers in the heating, ventilation and air conditioning (HVAC) industry and deregulated utility companies across the country.
By late last year, however, Warm Thoughts' direct marketing response rate was declining. Their target market is relatively small, which severely limited their opportunity to test. Prospects were opening letters and emails, but not becoming clients. "We couldn't tell why one marketing piece did fine and the next three didn't. It wasn't predictable," says Rich Carrione, Marketing Director.
Read the complete case study to learn how the firm turned things around and closed six-figures in revenue using webinars.
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