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Track Usage of Marketing Materials
 Marketing
departments spend a lot of time and money creating images, brochures,
ads, mailers, presentations, and other sales tools to help the field
sell better. Budgets get tighter and the requests for new marketing
campaigns keep coming. "Do more with less" has become the norm,
so Marketing is pressured to make the best decisions about how to
spend their limited funds.
Despite all of the money spent on marketing materials, many salespeople don't take full advantage of them. Perhaps the materials aren't as useful to salespeople as was thought. Perhaps the salespeople just don't take the time to incorporate the materials into their customer calls. Perhaps there's a relationship between who is using the materials and who is having the best results. Sales executives would like to know.
An online marketing library with usage statistics
can help you identify those items that were used most effectively,
and identify those users that selected and forwarded marketing materials
most frequently. Statistics include number of items, size of library,
number and names of visitors, number of downloads and corresponding
visitor names, and more. Marketing can correlate the materials selected
most frequently with product sales to see which items were the most
effective. Sales can correlate the materials used most frequently
with the sales results by individual rep or channel partner to see
who performed better. With this information, Marketing and Sales
can make better decisions about their respective departments.
Customer Example: Improve ROI on Printed Materials
A global consumer products company asked Marketing
to create an additional campaign for each of the upcoming
quarters to generate new business. The budget had already
been fully allocated so Marketing needed to eliminate some
of the materials currently being printed, warehoused, and
shipped to the field. Decisions like this had been quite arbitrary
and, inevitably, some people would complain. Marketing needed
a more objective way to decide which materials were not being
used.
A TagTeam library is now used to provide usage
statistics. Marketing can analyze how often an item was used
and by whom, and also compare this information to product
sales results.
Each quarter, Marketing meets with Sales to
review the effectiveness of the marketing materials and the
correlation to sales performance. Select materials were eliminated
resulting in a savings of $250K/year that was then used to
fund the new campaigns.
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