Additionally, every software application you acquire has its own limitations as well as the need for training to optimize its usage. A comprehensive, integrated marketing solution should be flexible enough to accommodate a wide range of requirements—such as PURLs, tracking and response measurement, and fulfillment—and expandable enough to grow alongside your business and your customers’ businesses. Generating such a successful response that you and your customers must look elsewhere to handle all the new business may be worse than getting no response to your marketing efforts at all.
These circumstances advocate an integrated approach to marketing, sales, and CSR communications. Look for technologies that offer a depth of capabilities, including multichannel communications and response management, rather than single standalone applications. Such an integrated system provides a firm foundation for your growth, as well as supporting a wider range of services for your customers. Ultimately, an integrated approach to marketing will simplify your operations, save you time and money, and add to your bottom line.
A unified marketing solution provides a complete overview of all marketing activities, including outreach histories and customer preferences, saving sales personnel from browsing multiple databases for a simple follow up. This approach allows all communications to carry a consistent message and style regardless of the channel used for the outreach. This solution will also support sales teams in moving prospects through the sales funnel, as inquiries and leads can be acted upon immediately.
While there is no substitute for “face time” in building business relationships, today’s marketing technologies can go a long way toward breaking the ice and drawing prospects toward your company. They can also help remind existing customers that you appreciate their business and haven’t forgotten about them. And starting with implementing an integrated marketing approach that works for you makes it possible to multiply your success by offering this same wide range of services to your customers.
John Foley, Jr. is the founder of interlinkONE, and has served as the President and CEO since the company’s inception in 1996. He is widely recognized for his visionary approach in designing Internet business applications that meet the changing needs of dynamic Print, Fulfillment and Mail Service Provider organizations, also known as Marketing Service Providers.