We responded with the first step of a long-term strategy — an ad aimed directly at a dental lab owner’s biggest pain point: lack of consistent quality. We wrapped the ad in an advertorial that further punched the pain point. The ad leveraged the company founder’s excellent reputation with an offer of a recorded talk on quality management problems and solutions.

The results were instantaneous — a flood of leads in the very first week the ad ran. The flood increased with more insertions and PTC soon had to expand its sales force to keep up.