The Science Behind Success™: Marketing Campaign Management That Yields More Sales

Solutions:

6 Deliverables

Strategy

Power of Data

Revenue

Intelligence

IRQ

Lead Farming

Through our experience "getting it right" for scores of clients, we've developed a system for marketing campaign management that incorporates best practices, tools, and metrics that help organizations identify all possible sales opportunities, and then provide the information required to properly deploy sales resources against those opportunities to close the business. We call the application of these marketing strategy services, The Science Behind Success™. It's designed to fill your forecast, not just your pipeline. To our delight, leading industry analysts and experts agree with our approach to an integrated marketing campaign.

Click on an icon to read details on various aspects of The Science Behind Success™ and each one's role in our approach to marketing campaign management.

	Supports marketing strategy services by defining your largest effective targeted market and creating a single warehouse of highly qualified decision makers.
	PointClear offers marketing campaign management that routinely recommends and manages enhancements to your prospect records which substantially improve your customer acquisition strategy and its results.
	Predict high-performing market segments, based on information in the enhanced data warehouse, and use targeted marketing strategy services to allocate the appropriate resources to highest-value targets.
	Identify sales qualified leads through marketing campaign management and nurture qualified, longer-term sales opportunities until they are ready to engage in the sales process as ready buyers.
	Assign opportunities to resources based on priority and value as well as provide marketing campaign management via seamless integration of leads into CRM solutions.
	Ensure results from your customer acquisition strategy as well as return on sales and marketing investments by staying on top of the high-value opportunities; optimize the potential for business with marketing campaign management to ensure that sales opportunities have received appropriate follow-up; and report on the effectiveness of field sales efforts.

PointClear's Marketing Strategy Services: Steps to Improve Your Customer Acquisition Results

A common stumbling block for many organizations is having a loosely defined market-one that is either too broadly defined ("Fortune 500 companies"), which leads to wasteful marketing and sales spend, or too narrowly defined ("Process Manufacturers with 100 plus employees"), which results in lost opportunities that even a fully integrated marketing campaign can't rectify. Adding to this challenge are out-of-date, inaccurate or sparsely populated prospect databases. Some organizations have thousands of undifferentiated names that aren't segmented or prioritized in any way. No wonder numbers aren't being met-organizations don't have the proper marketing strategy services in place.

PointClear helps you identify and define your true market. We run analytics on existing customer and prospect databases to assess the best segments. And we clean your existing databases, transforming that information into a single prospect warehouse that increases the efficiency and effectiveness of your entire integrated marketing campaign. Our marketing strategy services make numbers-from 100s to thousands-manageable, just as we enhance your integrated marketing campaign to increase your efforts and sales ROI.

Several factors combine to make true prospect identification difficult, derailing your customer acquisition strategy. Prospect records are often incomplete, lacking firmographic data (SIC, revenue, employee size), the names of actual decision makers, and other special content that sales needs to help close business.

With marketing strategy services that incorporate enhanced records, you can more accurately define your targets, improving both sales' ability to sell, and the overall results from the integrated marketing campaign. With better results, your sales reps' confidence and performance improve.

Without segmentation and prioritization, it's difficult to know which prospects are most valuable, and who to contact first in your customer acquisition strategy. Properly implementing marketing strategy services and segmenting and prioritizing your prospect universe can improve resource utilization and reduce cost by targeting your budgets, personnel and time to the highest-value segments.

PointClear can identify and prioritize these high-value segments by applying a variety of marketing campaign management techniques, from market universe studies to segment definition, testing, analytics, and prioritization. As a result, your budgets and resources can be effectively aligned against your best prospects to achieve a better ROI on what you spend for your marketing strategy services.

Marketing strategy services that nurture sales opportunities involve one part art and one part science-and in some organizations the end result isn't suitable for framing. The wrong resources are deployed, inaccurate media is used for qualifying, and as a result sales is flooded with low-value "leads" that fall flat, fail to drive revenue, and drive down results from your customer acquisition strategy.

PointClear provides lead qualification and nurturing services using a proprietary and proven multi-touch, multi-media strategy. Our multi-touch approach to marketing strategy services incorporates phone, voice mail, e-mail, web sites, direct mail-a variety of methods within an integrated marketing campaign that are used for connecting with your targets. Opportunities are qualified around decision making authority, pain, initiative, timeframe and budget. As a result, sales executives receive sales qualified leads and marketing nurtures the high-value, though longer-term, qualified prospects until they are ready to purchase-a proven and successful customer acquisition strategy.

Ideal deployment is defined as the best opportunity worked by the best sales resource at the right time. While many sales organizations do not have the luxury of this type of deployment, every sales organization can establish rules for who gets what and when, to drive the appropriate and aggressive follow-up on highly qualified opportunities needed to ensure the highest possible results from an integrated marketing campaign.

PointClear's marketing strategy services increase both the success of your customer acquisition strategy and traction of your sales resources by ensuring the "right handoff" of "the right qualified opportunities" to the "right reps" at the "right time" in the sales process. We provide a crystal clear picture of each prospect's business drivers, plans and buying processes.

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In organizations where marketing strategy services do not include a feedback mechanism for sales reps, marketing tends to buy the "least expensive" leads available. In this setting, organizations have no way to measure the ROI of an integrated marketing campaign and often waste hundreds of thousands of dollars on a poorly targeted customer acquisition strategy that can't be tracked or measured.

PointClear's marketing strategy services include a lead audit, a form of a customer satisfaction analysis, to determine the current status of your existing opportunities and how they can be incorporated into an integrated marketing campaign. With our marketing campaign management in place, we retain sales qualified leads and give sales executives better visibility into rep pipelines, activity and results to improve your customer acquisition strategy.

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