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Generating and Managing Sales Leads
Today, more and more companies are finding it increasing difficult to generate and manage sales leads. The days of circling bingo cards are gone, with many publications eliminating the cards altogether. But as Marketing professionals, you need to show the positive effect that advertising has on new business at your company.

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Objectives
Hypernex Inc. has developed a quantitative x-ray diffraction system for fab-level monitoring of polycrystalline phase and texture. As a relatively new company with little revenue, they wanted to cost effectively communicate their unique, high-speed inspection technology to leading semiconductor device manufacturers utilizing copper interconnect technology.

Solution
Key Hypernex personnel would be attending the Semicon West trade show, even though the company was not exhibiting. BHA scheduled meetings with editors of the leading trade publications to discuss Hypernex products and the application at leading semiconductor companies.

Results
An article appeared in the January issue of Semiconductor International. Written and edited by Alexander Braun, the article, "Polycrystalline XRD Method Finds Metal Defects" appears in the Technology News section of the magazine. Hypernex has received favorable response from other companies that are interested in XRD technology.

Objectives
Tantalum is an integral part of advanced semiconductor devices utilizing copper interconnect technology. As the demand for this material increases, companies need an assured source of supply. Cabot Supermetals asked BHA to help them communicate that customers utilizing copper interconnects need Genuine Cabot Tantalum sputtering targets because only Cabot guarantees an assured source of supply.

Solution
BHA produced two ads to promote Cabot tantalum material. Complete your process with Genuine Cabot Tantalum Targets: This ad focuses on establishing the Cabot brand and the need to make the best barriers. Companies have been using Cabot material for years without ever knowing it because they were purchasing the materials from other companies. It's 11:00 PM. Do you know where your tantalum is? It is a huge investment when a semiconductor device manufacturer switches to a copper/tantalum process. Tantalum is a near precious metal making it critical that a company has an assured source of supply. Cabot is the only tantalum producer that is integrated from the mine to the finished target.

Result
Cabot is finding that customers are very interested in talking to them regarding tantalum material.

Objectives
Pfeiffer Vacuum was looking for a low cost way of reaching people using vacuum in universities, government labs and research facilities. Pfeiffer Vacuum needed to promote their company as well as specific products that are of interest to the research and laboratory markets.

Solution
BHA contracted with a society that serves these markets to run banner advertising on a number of their sites. Animated banners were used to promote Pfeiffer Vacuum's compact turbo pumps, pumping stations and mass spectrometers.

Results
Pfeiffer Vacuum banners reported nearly 5 million impressions in 2003 with several thousand click-throughs to their web site.