| Experts Corner |  Communicating intelligently with existing customers is critical, and marketing spend is heavily weighted towards this pool. But businesses cannot afford to neglect prospecting activity. So, what techniques can businesses adopt to ensure that the search for new customers is both targeted and cost-efficient ?
David Jefferies, Marketing Director, Pitney Bowes
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| Highlights |
 Getting Off on the Right Foot: Avoiding Common Master Data Management False Starts
Companies wishing to start a master data management (MDM) project may be unsure where and how to begin. After all, MDM is a journey and success or failure at the first step either defines or dooms the further evolution of the project.
by Ravi Shankar, Director of Product Marketing
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| Abstract: This report discusses the issue of controlling the brand of technology vendors and OEMs in sales presentations. It highlights their importance, describes the risks to brands and proposes that by providing the right solution to support either internal sales divisions or channel partners, it is possible to reduce or even eliminate them entirely. |
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| Abstract: Forget the brand advertising, forget the loyalty scheme, forget the celebrity endorsements – the ability to talk to informed and friendly representatives whenever and wherever is convenient, is what people really value in a company. These findings, from a new research project just published by Connection, provide a critical insight into how companies should be using and measuring the benefit they gain from their massive investment in customer relationship management (CRM) systems and strategies. |
| Topics:
Customer Service | | | CRM Function:
CRM ROI | Customer Profitability | |
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| Abstract: Budgets are moving away from advertising and into direct marketing. As a result, we are all recipients of an increasing level of direct mail through the door, emails in the inbox, adverts with a telephone response number and text messages on the mobile. But companies would hardly be doing it if it did not work. So whose direct marketing do we think is effective and convincing, and what ends up in the bin? Who are the champs of direct marketing, and who are the chumps? |
| Topics:
Email Marketing | |
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| Abstract: In March 2006 Parature conducted a nationwide survey focused on the amount companies spend supporting their customers. Among the participants were companies both large and small, some of whom used a customer support solution and some who did not. |
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| Abstract: Despite recent positive economic signs in the UK, successive Bellwether reports from the Institute of Practitioners in Advertising point to a continued decline in traditional media’s share of adspend as responsive and accountable marketing methods gain ground. |
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