PointClear is an Atlanta-based sales company that helps their B2B clients close the gap between marketing and sales, helping companies fill their sales forecasts with qualified revenue opportunities. In order to help bridge this gap, PointClear turned to Mansell Group to provide an email marketing solution to engage contacts and deliver sales-ready leads to clients.
PointClear began using Mansell Group’s email marketing platform to send email newsletters, online surveys and Web forms to cost effectively communicate and engage contacts. PointClear then began to use the information gleaned from these campaigns to determine what type of follow-up works best with the potential leads—a follow-up call or reply email? They also explored how quickly they should respond to a lead.
PointClear 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.
PointClear learned that when targeting 8,000 CFOs on behalf of an IT outsourcing provider, a follow-up call within one hour of the action taken (click-through, reply or forward) yielded a one in four chance that the prospect continued to the next step of the sales process.
By having the ability to personalize emails and target their campaigns by name, title or industry segment, PointClear is able to make their communications extremely relevant to the final recipient, and in turn, receive more qualified leads list for their clients.
Mansell Group combines leading technology and marketing insight to drive customer communication programs including:
