Opportunity

Concurrent Computer Corporation, a global software company, provides high-performance systems enabling time-critical solutions to government and commercial markets. While Concurrent provided these high-level systems to their clients, their internal marketing department lacked the type of customer support database that had the functionality the marketers needed in order to generate segmented lists or to track email campaign metrics.

Concurrent implemented the Sage SalesLogix customer relationship management (CRM) system to track house sales and marketing leads and contacts. While this system provided the ability for direct marketing and was a major improvement over their old processes, the system still lacked the ability to easily create HTML emails and track campaign metrics. Concurrent looked to Mansell Group to help fulfill their email marketing needs.

Solution

Through Mansell Group’s email platform, Concurrent was able to easily create HTML emails from the template editor. In addition, Concurrent also began actively tracking email activity and generating reports on who clicked through to what offer, quickly identifying the appropriate customers and prospects for the sales team.

Concurrent found this information so helpful they wanted to integrate the email interface with the SalesLogix system. Mansell Group created an electronic interface to automatically update the SalesLogix CRM with the contact-specific data provided by Mansell Group’s email platform. Now, campaign metrics tracked by Mansell Group are immediately placed in the appropriate hands for analysis and follow-up.

Results

While the new platform provided greater insight into metrics tracking and streamlined CRM updates, Concurrent’s entire e-marketing campaign process has been simplified as a result.

Concurrent’s real-time business unit marketing manager, Mary Phillips, credits Mansell Group for making a true difference in their business’ marking practices. “Its ease of use for frequent communications lets us constantly nurture customer relationships and has improved our response rate.”