IMPROVING PRIORITY CLIENT TARGETING WHILE REDUCING TIME TO MARKET

When one of the world’s largest and most respected professional consulting firms realized that their issues with the integrity of marketing data and inefficiencies in their e-campaign processes were causing high costs and critical damage to their brand, ELEVATE delivered - by strategically aligning their data requirements, identifying missing key data, and streamlining campaign execution and data maintenance processes.

CHALLENGE

ELEVATE’s client concluded that their current campaign execution process didn’t meet their fast-paced, on-demand requirements. They were spending too much unnecessary time and effort on their marketing campaigns - too many ‘bounces’, too many professionally-embarrassing, mis-addressed mail-outs and campaigns taking too long to prepare and execute. This was having an impact on both the efficiency of the marketing department and the revenue generated by their activities.

The client had tried numerous different models, both internally and by employing third party outsourcing firms. Successive attempts had failed due to the internal teams getting distracted by other responsibilities, a lack of the required skills or experience, poor communication or a simple lack of resources to deliver the results at within short timeframes.

ELEVATE’S challenge was to employ their unique insourcing approach to improve data integrity and to set up a clear, repeatable, trustworthy model for data maintenance, campaign execution, reporting and follow-up.

SOLUTION

ELEVATE assumed immediate responsibility for all of their client’s data management and maintenance and all campaign execution and reporting. Using their 15 years’ experience in the field, their robust methodologies and their attention to detail, ELEVATE developed a bespoke plan to provide a seamless back-office function to the client’s marketing teams. This was in place within two weeks and was delivering tangible results within four.

The solution comprised of:

• Customizing the client’s CRM system to align with their data and reporting requirements and their true business needs.
• Gap analysis of their existing contact data, confirming the integrity of existing data and sourcing all missing information.
• Setting up all processes and lines of communication to ensure best practices could be followed and preparing all of the necessary documentation to ensure that standards would be passed on and maintained over time.
• Implementation of campaign calendars, execution and reporting schedules.

RESULTS

The results of this overall model have been impressive and the tangible ROI has been well beyond the expectations originally set. The client’s marketing teams no longer have to struggle through out-of-date or missing data in order to get campaigns out, and their internal procedures run more consistently and efficiently. Campaigns now reach more of the right people more accurately and reliably, resulting in better awareness amongst their clients and leading to more revenue.

The evidence:

• Gaps in fewer than 1% of key data fields across all core accounts and contacts.
• A delivery failure rate of less than 2% in their email campaigns.
• Greater open rates and click-through rates.
• Much improved reporting on campaigns giving more management visibility of activities and effectiveness.
• Fewer resends required meaning reduced costs.
• Revenues increased as warm leads can be quickly and seamlessly passed on the sales team as soon as the campaign goes out.

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