<< SupportPoint Increases Global Direct Marketing Reach using Listrak Email Marketing
The Challenge
Global marketing is difficult for every company to achieve; however, SupportPoint not only has to reach an audience in different countries, it also has to market across multiple industries and audiences. Enterprise software touches many departments. The operations or IT department might purchase and implement the software, but the customization and training might reside with the department that uses the software. In some instances, the departments reside in different cities, states, or even countries. This means that SupportPoint must develop clear communications that offer pertinent information to audiences on many different levels. It must design creative materials with specific, job-related messaging to different professions, in different industries, and across different locations.
SupportPoint offers its EPSS solution to two distinct markets. The first offering supports enterprise applications and processes through structured, job-specific documentation. This encompasses everything from supporting users to understand and execute complex custom applications to off-the-shelf ERP and CRM systems such as Siebel and SAP. The second offering supports customer service representatives through on demand access to structured corporate documentation such as product information, processes, and IT tools. Agents have this information available at their fingertips so they can respond to customer inquiries, fulfill orders, and provide technical support quickly and accurately. It also allows them to train on the job so downtime is minimized.
SupportPoint needed a way to cost-effectively meet the demands of marketing on such a grand scale. It found that traditional direct marketing tools, such as direct mail and inside sales calls, were expensive and didn’t produce the needed results. So in October of 2006, it found a better way.
Mark Brugger from SupportPoint implemented the Listrak email marketing solution in order to increase global presence in a cost-effective way. Mr. Brugger had experience with the Listrak solution with his previous employer, so he knew that Listrak would allow SupportPoint to reach all of its marketing goals while remaining on budget and on schedule.
“We’re communicating with a large number of people worldwide,” says Mr. Brugger, Vice President of SupportPoint. “We knew that email was the best way to reach our target audience, and I knew that Listrak would give us all of the features and tools we needed to develop creative email campaigns that would entice and educate our subscribers. We need to tailor our messages to very specific groups and Listrak has the profile filter tool to do it!”
