As a software testing company, eCommerce companies are a natural target. Their platforms are in a constant state of flux, and rife with updates, patches, and new releases — leaving them increasingly vulnerable to critical defects that can dramatically impact their bottom line. But everyone has heard that before. We needed a new approach.

So we framed this multi-touch campaign from a different angle — their customers' perspective. By tying the "costs" of poor software quality to common concerns like cart abandonment and user loyalty, we built a new business case — and backed it up with an included white paper that quantified it in hard terms.