MMI Solutions, Best B-to-B Interactive Marketer
Friday, January 13, 2012
Press release from the issuing company
MMI Solutions’ is thrilled to receive the 2011 Interactive Marketing Awards’ Best B-to-B Marketing Campaign award for its work on McAdams Graphics’ VIP Campaign. MMI Solutions was contracted by Kodak to provide a combination of marketing and sales support to some of their Prosper S10 customers. McAdams Graphics, a family-owned web-printing firm, purchased the Prosper heads to provide a new level of customization in quality and speed to help their prospects and customers achieve a greater ROI on the work McAdams currently produces for them.
The company faced two challenges. First, previous marketing efforts focused on trade advertising hadn’t demonstrated a direct link to new business. Second, the company didn’t have a good system for managing leads in the pipeline, and was concerned that many of the new leads it generated would fall through the cracks. Using their MMI SalesEdge Marketing Automation software, MMI solutions created a 6-month, multi-touch campaign – direct mail with purl and QR Code with a resource center with relevant content to identify, track and score the best prospects. Those non-respondents received and automated mail a week later to follow up on the direct mail piece. All prospects received the newsletter a week later with links to the purl and resource center. The response rates over the 6-month campaign pulled a 27% response rate of unique visitors with a 21% conversion rate of those that filled out and submitted the survey was only half the story. The real story is the sales dashboard that scored the value of the respondents and provided the sales reps with a process to maximize his time on the best opportunities and respond quickly through the system. The success was founded on two things… first- Relevant content that engaged prospects, and second, nurturing them over time to allow them to respond when a business issue arose.
“We’d like to thank Chief Marketer and the Interactive Marketing Awards for acknowledging our work in the success of the McAdams VIP campaign,” says Steven Amiel, President of MMI Solutions. “Our clients have found the MMI SalesEdge a helpful
tool to automate, contour content based on prospect interactions and maximize sales need to focus and nurture their best prospects over longer sales cycles.”
Dan McAdams of McAdams Graphics says, “We use the MMI SalesEdge for our own lead generation and have generated a 25-percent response rate over the first four touch points. We especially appreciate that with the lead scoring, we are able to determine
which are the hottest leads to follow up on and what is most important to them. The process has helped us understand not only how to sell it, but use ourselves as the perfect case study!”
Amiel concludes, “we want to acknowledge Kodak in understanding the marketing and sales tools that would be helpful for their customers to be successful selling the Hybrid Printing capabilities that the Prosper S10 offers.”
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