Streamlining marketing communications is the practice to produce
more impact for less investment. Most marketing initiatives we observe are
scattered. The Events team has little to no contact with the Web team; or the
Sales team doesn't know the kinds of efforts the Marketing team is producing to
drive awareness of a good or service. The major drawback to this weakness is the
energy being expended by all the parties is not making full impact. Your people
are not working together in a powerful fashion that drives meaningful action
toward new sales and revenue. Thus they simply aren't as effective as they could
be if they were streamlined to understand how the marketing function is working
to build awareness to drive sales initiatives. Ultimately, streamlined marketing
communications will make everyone's job easier, and make it easier to be
efficient, purposeful, and measure results which help you see if your efforts
are producing a return.
NetSuite can Streamline
Communications
NetSuite provides an easy way to achieve streamlined
marketing communications. NetSuite can deliver on multiple fronts: it can track
inbound communications, customer registrations, email communications blasts,
marketing events, web site traffic, and most other traditional marketing
functions.
Here is an example. Let's say you wanted to create a plan in
NetSuite and name it the Summer 2012 marketing campaign that will focused on a
trade show. In this campaign, you are planning to use all kinds of media -
print, online, search engine marketing, the trade show, and email. Within the
NetSuite system, you can design the activities you're going to commit to and
begin to construct the campaign. If you're sending an email, you can use the
prospecting database to target the people who are interested in the trade show
event, and use the email distribution system to announce the day, time, and
details of the event. NetSuite allows for mass email blasts which include
refined tracking systems that will monitor user interactions to help you assess
behavior and campaign effectiveness.
Furthermore, you may want to gather
more information. NetSuite can also host surveys and responses as new customer
attributes that will help you refine your targeting activities. These attributes
will give you more information about your prospects that can then be used by the
rest of the marketing team. This is a key benefit of streamlined communications.
Whereas before, the Email team may not be relaying all of the possible
information to the Events team; with NetSuite, the Events team can see all the
data, understand what potential attendees are interested in, and plan their
event accordingly. NetSuite provides for an integrated marketing
strategy.
NetSuite helps to streamline the cost of the campaign, as well
as measure the marketing return on investment. As if often the case, budgets for
various activities are segmented and separated. With NetSuite, budgets and ROI
are tracked and measured in one system. So the actual performance, the
measurement, and the results of the campaign are ultimately an assessment to see
if you have met or exceeded the objectives.
When marketing communications
are streamlined, it's a smooth transition for those on the sales side of the
business to be talking to prospective customers with all the known data about a
possible customer. Consequently, when you are armed with more information about
what someone cares about, you can better relate to their concerns which will
increase the likelihood of a sale.
