Case Study: Solata Permission Manager
Case Study: Solata Sender
Case Study: Solata Content Manager
Case Study: Solata Lead Tracker
Case Study: Solata Target Seller
Case Study: Agency Edition
Case Study: Publisher Edition
Case Study: Solata Permission Manager
Set up an automated system for tracking and maintaining a real-time database of everybody who opts in to receive information or contacts the company in any way to buy or learn more.
Objectives
- Identify people who want to learn more or receive ongoing information.
- Track the source of business.
Background
A major camera company spends considerable sums each year in advertising and trade shows but has a difficult time identifying what comes of its investment. It wants to develop a system that tracks every person who contacts the company and automates the process of sending out communications and measuring results on an ongoing basis.
Solution
The company installs a Solata Permission Manager onto its Web site so that people who visit its site can opt in to receive ongoing information. Whenever the company gets leads from advertising, trade shows or call-ins, the names are inputted into the same system by authorized personnel. Every name is assigned a source, based on where it came from: the Web, advertising, direct marketing, a trade show, word of mouth, etc.
Using the optional Solata Sender, the company sends out permission-based e-mail and print newsletters to the qualified registrants, based on the nature of their requests. Each e-mail newsletter invites recipients to sign in with their user name and password to update their information preferences or addresses.
Using the optional Solata Lead Tracker, all leads get automatically distributed to the salesperson in the designated territory. Salespeople can follow up using approved e-mails and attachments and easily report back results to management.
Using the optional Solata Target Seller, the salespeople can manage all of their prospects and targeted communications, including the ability to send out authorized marketing material and track open rates and click-throughs. Management can access a sales and marketing dashboard that shows the number of total names in the database and their status, number of active customers, serious prospects, less-qualified prospects, etc., as well as reports correlating sales activity with the source of business, communications sent, salespeople, territories, etc.
Results
- The company builds a database available for ongoing direct marketing to people who have expressed an interest in learning more.
- It precisely determines the source of its business, the marketing communications required to close it, sales cycle times and much more.
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Case Study: Solata Sender
Objective
A leading watch brand wants to maintain an ongoing dialogue with people who opt in to receive information via print or e-mail, and measure the results.
Background
The company already has a Solata Manager that is generating new registrations to its newsletters on a daily basis. Now it wants to easily send out and track its communications.
Solution
Solata facilitates a series of e-mail newsletter templates, and a means for the company to easily add text and select lists for sending newsletters and other information based on the request of each recipient. In addition, the company creates a template for a print newsletter, for those who prefer to receive information by mail. Each month, using the Solata Sender, the company creates a new e-mail newsletter with news, trends and ideas related to the watch business, as well as Solata special offers from the company—via both e-mail and print.
The company can now track how many and who opens up the newsletter, and how many and who clicks through to receive more information. It can also track responses generated by the print newsletter.
Result
The company improves marketing efficiency by targeting people specifically interested in what it sells and by measuring results.
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Case Study: Solata Content Manager
Objectives
- Make it easy to precisely track the relative popularity of each part of the company’s Web site, in order to develop new content tailored to actual visitor interest.
- Eliminate
s the need for FTP or Web developer assistance to make basic content changes.
- Integrates Web reporting with all sales and marketing systems to make it easier for authorized employees to manage all processes on a single platform without technical assistance.
Background
A marketing company offers useful how-to and reference information on its Web site as a relationship-building tool. It wants to track the relative popularity of each article so that it can ascertain the topics of greatest interest to its clients and prospects. It also wants an easy way to add content and edit content so that it doesn’t have to rely on technical people to make routine content updates. To avoid training issues and minimize costs, the company seeks a content solution that integrates with all of its other marketing and sales software so that it doesn’t have yet another fee to pay and system to learn, and can access information from the same system as all of its other sales and marketing activities.
Solution
The company installs the Solata Content Manager so that it can track and manage all of the content on its Web site using the same platform supporting its permission management, communications and selling activities.
Result
Management gets a treasure-trove of real-time Web site usage information correlated with sales activities, so that it can correlate Web site visits with marketing and sales activities.
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Case Study: Solata Lead Tracker
Objectives
Track the return on investment of leads generated through marketing.
Background
A marketing company spent hundreds of thousands per year generating leads for its salespeople, and couldn’t honestly say what type of return they received from it. It was not yet ready to set up a networked customer relationship management system, but needed to get better information about its lead generation efforts.
Solution
The company sets up a system equipped with a Solata Permission Manager to collect names of all leads, a Solata Sender to communicate with those prospects and the Solata Lead Tracker to distribute leads to the field for follow-up.
Each salesperson is assigned a territory by ZIP code. Every lead that comes in from the Web site, that is inputted by any employee who received a lead via phone or e-mail or that comes from advertising or trade show participation is distributed automatically to the sales force through the Web-based system.
Each time a salesperson logs on to their account, they get the latest leads with all of the available details, such as the source and customer profile information provided.
The salespeople enter the results of each call into the system. The Solata Lead Tracker does away with the need for written reports; the salespeople simply provide a brief explanation in the notes field, update any information, indicate the quality of the lead, or the status, and click.
Management gets real-time reports showing the status of all leads.
Results
- The company makes sure all leads get methodically followed up.
- It knows who follows up and who doesn’t.
- The company determines much more precisely the source of its business so it can allocate its resources to get the best results.
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Case Study: Solata Target Seller
Objective
Automate a highly targeted marketing and sales program.
Background
A new hair care product line needs to quickly target the 300 top salons for its sales and marketing effort. It needs a way to tightly focus all sales and marketing activities on the same salons over an ongoing period and wanted a way to automate the entire process.
Solution
The company deploys a Solata Target Seller system to contain the 300 accounts that it wants its salespeople to target. The marketing department uses the same list and technology to deploy its print and Internet activities, and the salespeople use it to manage and record their sales activities. The system gives the salespeople the key tips they need to answer objections, as well as officially approved letters and PDFs that can easily be sent out to customers.
Results
The company insured that its salespeople and marketing team focused on the same people in a choreographed manner to maximize results.
It became able to precisely determine the number of targeted salons that became customers, the source of the name, the marketing and sales activities required to sell it, and the time it took.
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Case Study: Agency Edition
Objectives
- Integrate the sales and marketing activities of an integrated marketing agency offering a full suite of print and Internet direct marketing activities.
- Provide clients with a measurable asset in the form of a permission-based database and the ability to track hand-off between marketing and sales to measure the end result.
- Give clients more reasons to deploy target marketing strategies and tactics.
Background
Selling Communications Inc. is a target marketing company specializing in the sales and marketing arena. Its clients sell products and services to the marketing and sales community with a special emphasis on the various types of marketing agencies. Its clients use SCI to help them build permission-based databases, communicate with those databases using print and Internet marketing and content, and monitor the results. SCI wanted a single, integrated solution for helping clients build databases, communicate with those databases via print, Internet and face-to-face meetings, and correlate database-building activity with marketing efforts.
Solutions
SCI implemented the full suite of Solata products, including:
- Solata Permission Manager, to help clients build permission-based databases;
- Solata Sender, to help clients send out integrated print and electronic communications;
- Solata Lead Tracker, to help clients distribute leads to salespeople and measure the outcomes over time.
- Solata Target Seller to provide clients with a fully integrated suite of marketing and sales management, including contact management and target marketing.
Results
- SCI has almost no client attrition; once clients become database-oriented customers, they stay loyal.
- SCI has experienced double-digit annual growth from almost every client using the technology.
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Case Study: Publisher Edition
Integrate all print and Internet publishing and subscription functions on a single platform.
Set up a system for managing all aspects of an international trade magazine print edition, print and online directory, content and subscription management.
Objectives
Set up an integrated system for managing all aspects of a publishing operation, including: subscriptions, print publications, e-mail publications, an annual workbook and article content.
Background
An international publisher of trade magazines, Web sites and newsletters had used a well-known Web publishing hosted application and was frustrated with its limitations, high cost and the inability to control and get access to its own data. It came to Solata to find an integrated solution to its needs that gave it complete control over its data and operations so that it did not need to depend on the service provider to generate important reports and data.
Solution
The company installs a Solata Permission Manager onto its Web site to collect subscriber data.
Using the optional Solata Sender, the company sends out permission-based e-mail and print newsletters to the qualified subscribers, based on the nature of their requests and their qualifications. Each e-mail newsletter invites recipients to sign in with their user name and password to update their information preferences or addresses and to update their print subscriptions.
Using the optional Solata Target Seller, the company’s telephone salespeople can manage and update all subscriptions received by mail or phone. Management can track all activities on a real-time basis.
Using the optional Solata Content Manager and Cataloger, the company manages all of its Web site content, both for its Web site and electronic directory.
Results
- The company has almost all of its key publishing functions running on a single, low-cost platform designed specifically to its needs.
- The company needs to go to only one Web site to get complete information on almost all of its publishing and subscription activities.
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