Three Steps to Optimize Marketing ROI
Sales and marketing will want to know how and by how much the process will improve results. Finance will look at the bottom line. Your legal department will worry about regulatory compliance, document retention and records retrieval issues. And your top executives will ask how much attention the process will divert from core business functions. Because your fulfillment company is responsible for the automation portion of the communication optimization process and also captures, tracks and analyzes much of the data critical to completing the first two steps, your account representative should be a valuable resource in presentations to your company's key decision makers. Vendor personnel also should be included in the team that actually carries out the project.
But one key message usually gets everybody's attention: A thorough, top-to-bottom evaluation and reengineering process, like communication optimization, can reduce overall marketing costs by 30 percent or more, while improving your response rates and speeding your time to market.
This all sounds wonderful, you're probably thinking, but does it really work? Yes! Here are two real-life case examples from Comac's files.
CASE STUDY #1: Company A manufactures a unique medical device used in a highly specialized spinal surgery. Currently, one in 5,000 U.S. surgeons are certified to perform the procedure that makes use of this technology.
Marketing Challenge: Cost effectively identify individuals who can potentially benefit from this procedure and get them into the offices of surgeons qualified to perform it.
Analysis: The end-users for the device (individuals with a specific type of back problem) are difficult to identify--especially given privacy regulations, such as HIPAA, which limits personal and health-related information that may be given to third parties for marketing purposes. The "distribution" network (certified surgeons) is limited, and most patients suffering from back problems do not immediately seek a surgical remedy.