Stratix Corp. Counts on Sevista to Drive High Growth
The past three years have been a whirlwind for Atlanta-based Stratix Corp. The mobility solutions leader, serving Fortune 1000 companies in the retail, transportation and logistics, field service and government supply chain, grew from $37 million to $109 million.
During that same time period, the company has also become an expert at e-marketing. Before signing on with Sevista in 2005, Stratix communicated with its clients and prospects using traditional marketing methods. Since then the company has realized the many benefits of a smart e-marketing strategy using email, e-newsletters, web forms and online surveys.
“E-marketing gives us tremendous ability to touch and communicate with our audiences. We couldn’t envision driving this level of growth without e-marketing, and without Sevista,” says Paul Shiman, vice president of marketing, Stratix Corp.
That “everything” really does run the gamut. Stratix leverages Sevista for tradeshow, webinar and other event promotion, for client notifications and for internal and external satisfaction surveys. “For us, Sevista is an essential tool that we use year ‘round. Everything we do to communicate, we use Sevista,” Shiman adds.
Since leveraging the power of e-marketing, Stratix, which provides technology and service components for implementing WWAN, WLAN, VOIP and RFID for companies needing to access mission-critical data anytime and anywhere, has hit send on 66 campaigns. These campaigns allow Stratix to communicate effectively with its universe of 17,000 people, who receive an average of one communication from Stratix per month. The company has carefully monitored results, applying its learning to achieving more and better response.
Learning Leads to Success
Shiman cited a recent event that Stratix hosted at a conference in Texas. The event—a cocktail reception held in the midst of multiple, competing events—was specifically designed for Motorola executives to “get to know Stratix.” Motorola is a key Stratix account, and the potential to strengthen relationships through this event was strong.
Through careful planning of message, offer and media, Stratix more than exceeded its goals. “We invited 200 people, and 200 people showed up.” This was a coup for Stratix, who values its role as client partner, and to the marketing team, who was able to apply its accumulated knowledge of e-marketing to achieve this significant success.
Shiman added that the Stratix sales force is also a fan of e-marketing via Sevista. “Our sales force loves the visibility—seeing campaign results in real time, and being able to follow-up with prospects quickly. They also have enjoyed being part of the testing. For example, they can see that the text-heavy version isn’t pulling as well as the version with more white space. We appreciate their understanding of these e-marketing nuances, and their input.
“While e-marketing can be a challenge because the rules are always changing—we are learning together how to constantly rely on new rules,” he says.
Robust Features and Functions
Stratix is an advanced Sevista user, tapping most if not all of the functionality of the system. The marketing team especially values features related to the following four areas:
- Sevista manages and reconciles duplicate contacts. “We manage multiple lists—by geography, by vertical—and it important to keep these lists separate. Sevista takes care of the duplicates, assuring that we’re able to benefit from segmentation without worrying about sending the same piece more than once to a single individual,” says Heather Ferrer, director of marketing, Stratix.
- Sevista takes care of the bouncebacks and unsubscribes. “We’ve never been blacklisted, and will never will. We are rest assured that Sevista manages this important component of our e-marketing program on our behalf,” she says.
- Sevista provides a dedicated IP address. “This minimizes our risk by ensuring our emails don’t get blocked and that our audiences consistently receive our messages,” says Ferrer.
- Sevista’s SPAM score feature keeps Stratix in compliance. “While we appreciate the ability to score our emails to prevent any appearance of spamming our important constituents, this feature also does a good job educating us … helping us … learn to be responsible e-marketers,” Ferrer says.
Cost-Effectiveness
Both Shiman and Ferrer point out that the robust functionality is “extremely cost effective.” They noted that the company is able to meet its marketing goals efficiently. In the three years since implementing Sevista, the mobile solutions provider has significantly increased client acquisition—without the need to substantiallly increase its marketing budget.
Commitment to Client Service
When asked about Sevista’s client service, Ferrer responded enthusiastically. “Any question I have, my account manager takes the time to show me how to resolve it. He works hand-in-hand with me.”
Ferrer was careful to explain that her Sevista representative “doesn’t do it for me.” Rather, she explained, he teaches her so that she can develop her e-marketing skills over time. “I have a graphics background. Sevista has helped me complement that skill set by teaching me web and technically oriented subjects to help me better market Stratix Corp.”
“It is the education and support that Sevista provides that gives us what we need in an e-marketing partner,” concluded Shiman. “Sevista is an important Stratix partner, helping us in our mission to be the leading provider of the end-to-end solutions that deliver secure information wirelessly across our clients’ enterprises.”