After
researching
Cadence’s
audience of
computer systems
and integrated
circuit design
engineers, I
decided that
this job was too
big for mere
mortals. So, I
recruited Moses,
Noah, and Alice.
The 3-part
direct mail
campaign had to
grab attention
immediately and
convey a
complex, highly
technical sales
presentation to
a tough audience
of design
engineers. Most
of all, it had
to achieve all
this on a
“submicron”
scale marketing
budget.
