Market Intelligence Research Impacts Client Results!
Enterprise Content Management & Multiple Media Solutions: How integrated marketing strategies contributed to a 30% increase in revenues:
The Scenario
An international $1.6b company with seven divisions, each offering complimentary products and services for print, catalog, & turnkey manufacturing purchased a small software start-up in order to provide a full range of value-added advanced digital services to its customers.
The Challenge
The company’s 400+ member salesforce was steeped in traditional sales & marketing techniques. In addition, current customers were skeptical of introducing new technology into their proven business processes. An internal assessment revealed that the company’s current salesforce as well as their customer install base needed to be educated about the significant cost reduction & increased productivity benefits to be gained from utilizing the advanced digital products & services offered.
How Hypatia Met the Challenge
Our assessment led us to create an integrated marketing & communications plan that leveraged the synergistic business benefits customers would gain from our client’s traditional as well as digital product & service offerings. Our goals included:
@ Create & implement an internal & external product launch strategy for new Enterprise Content Management Solutions and Multiple Media Services @ Increase awareness among key media publications, analysts, current customers & targeted vertical industries @ Create & disseminate cross-divisional business development tools, product demos, direct promotion campaigns & collateral to facilitate synergistic, multiple solutions sales opportunities @ Implement multi-divisional enterprise Customer Relationship Management / Sales Force Automation system to support cross-divisional solutions selling
The Result
@ Revenues increased >30% within one year @ Leads for both Direct & Multi-Divisional salesforce increased >50% @ Media placements increased by >70% @ Enabled client to track sales cycle processes, win/loss measurement & marketing ROI
Hypatia Research,
LLC, http://www.HypatiaResearch.com
delivers high impact market intelligence, industry benchmarking, best practice,
and vendor selection research for how businesses use technology and service
providers to capture, manage, analyze and apply customer intelligence to
enhance performance and to accelerate growth. Coverage areas include:
CRM, Business Intelligence, Customer Analytics, Marketing Automation, Database
Marketing, and Customer Data Integration and Quality. Since its
inception by co-founder Leslie Ament in 2001, clients have relied on
Hypatia for industry insight, expertise and independent research for
guidance in assessing various technology and service options. Like our
namesake, Hypatia, we are committed to Calculating ResultsTM for our
clients.
Hypatia of Alexandria (circa. 370-415 AD), invented
several scientific devices--the astrolabe, planesphere, and hydroscope (hydrometer). These
instruments were used to calculate the distance between planets, the
position of visible stars at any time of the year, and the gravity of
liquids respectively. Hypatia was the first woman to make substantial
contributions to the development of mathematics, astronomy &
philosophy.