Sevista’s E-marketing Platform Keeps Training Industry Growing
“Email marketing is at the heart of our business,” said Jim Hanlin, Ph.D., chief marketing officer of Training Industry, Inc., an online resource linking training providers and corporate executives. The Cary, N.C.-based training intelligence center depends on e-marketing to build its communities and provide value to members, sending 2.5 million emails a month as part of its well-planned, targeted communications program.
Training Industry stays close to 300,000 buyers and suppliers of training services worldwide, providing valuable information on training practices, processes and resources in the form of email, newsletters and reports generated from online surveys. In addition, the company hosts conferences and webinars, and uses e-marketing in the promotion and management of these events. Training Industry’s audience includes training professionals, government officials and corporate executives spanning multiple functional areas and industries.
Hanlin and his team had worked with e-marketing vendors since the company’s inception in 2003, but none had what was needed to best help the organization serve its members.
Training Industry forged its partnership with Sevista in 2006 after a comprehensive search for the right solution. “We appreciated Sevista’s understanding of the unique needs of B2B organizations like ours,” Hanlin said, noting that some e-marketing providers seem suited for smaller companies, or those in consumer industries. “We have found the partnership to be a perfect fit for an international organization with complex e-marketing needs like ours.”
Hanlin had three criteria in mind as it sought a new e-marketing partner. His organization prioritized:
- The ability to effectively segment its various audiences;
- A favorable pricing model; and
- Strong tracking capabilities.
Advanced Segmentation
To effectively communicate, Training Industry needed the ability to effectively segment
its large database. Hanlin explained the importance to his audiences—and his organization—that
members receive timely information that is appropriately targeted. “The more relevant the message
is to the recipient, the more receptive he or she will be to it. A CMO needs a completely different
message than a CIO does, and we want to be able to segregate our communications to all of our
communities in a way that is meaningful.”
At the same time, the organization is careful not to over communicate. “Frequency is an important issue. We don’t want to inundate our audiences.” Training Industry knows from satisfaction surveys what the optimal frequency is—generally community members are receptive to three communications per week. By keeping the messages focused, the company avoids the “send everything to everyone” pitfall that results in frustration, lower perceived value of the offering, loss of interest—and opt outs.
Favorable Pricing
In addition to meeting Training Industry’s segmentation needs, the company was pleased
to find that Sevista offers pricing based on email volume, not size of database.
“This is a huge benefit to us and fits our needs,” said Hanlin. The pricing model aligns with
the company’s segmentation focus—care is taken to deliver only relevant messages, at an optimum
frequency—and Sevista’s pricing favors this sophisticated approach to marketing. “This is equitable
and fair approach to charge by number of emails sent, and was a definite plus in our decision
to go with Sevista.”
Strong Tracking Capabilities
Training Industry’s third criteria—tracking—was also met by Sevista. “Tracking is integral
to us,” Hanlin noted. Through statistics readily available through Sevista, Training
Industry is “constantly honing our ability to better communicate,” he said. “We have to know
if our communications … our events … our website … are effective. By analyzing how many people
opened, clicked through or responded, we’re able to consistently improve.” The organization also
uses Sevista’s online survey capability to gauge effectiveness and gain market intelligence.
Customer Service Orientation
Training Industry got an unanticipated “plus” when they made the decision to partner
with Sevista, according to Rick Gregory, executive in charge of the organization’s
IT community. “We have been very satisfied with our relationship with Sevista,” said Gregory,
noting that the high level of service was an unexpected bonus. He specifically noted Sevista’s
responsiveness and focus on client service. “Our previous providers were often difficult to find
and connect with. With Sevista, we always get the help we need. We get the expert advice and
guidance—quickly—that we need in our email-intensive business.”
“Sevista is 100% our consultant and advisor for our e-marketing,” said Hanlin. “This group is key to helping us get information to our communities about important training trends, strategies, practices and processes that facilitate the mutually beneficial relationships that are so important to our mission.”