Case-In-Point
Concurrent Improves Marketing Productivity, Performance
Concurrent Computer Corporation, a global software company with headquarters in Atlanta, has provided high-performance systems enabling time-critical solutions to government and commercial markets worldwide for more than four decades. But it wasn’t until a few years ago that its real-time computing business unit gained maximum efficiency in two critical e-marketing processes— campaign creation and metrics tracking.
“I’m not an HTML programmer by trade,” says Mary Phillips, Concurrent’s manager of business development, channel sales, “but with Sevista’s tools I easily generate HTML emails and quickly insert the industry-specific content and graphics we need.” She’s also pleased with the responsiveness of her e-marketing partner in the creation of these campaigns. “Sevista always answers any questions I have in a timely fashion,” Phillips adds.
 In addition to streamlining creation of e-marketing campaigns, Concurrent has mastered the science of generating valuable sales leads. Through a jointly developed interface with its Sage SalesLogix CRM system, campaign metrics tracked by Sevista are placed directly in the hands of the sales team. By noting who clicked through to what offer, salespeople quickly identify which customers and prospects, as Phillips puts it, “raised their hands.”
“Using lists from a spreadsheet for target marketing,” Phillips remembers, “was a nightmare every time.” Concurrent also needed metrics to understand how to improve email campaign performance. Now with Sevista real-time reporting and analysis capabilities, she quickly gets the response feedback she needs.
Phillips credits Sevista for making a real difference in Concurrent marketing. “Its ease of use for frequent communications lets us constantly nurture customer relationships and improve our response rate.” |
E-marketing