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Re-Writing the Marketing Rule Book
Insight Data goes head-to-head with global giants with new email marketing platform
» » INSIGHT DATA, THE AWARD-
winning supplier of marketing data and CRM
software, has developed an all-new email
marketing platform to compete head-on with
global giants such as Mailchimp, DotMailer
and Constant Contact.
The new system, STEM, was developed
by Insight Data’s in-house software team
and integrates fully with Salestracker, the
company’s award-winning prospect database
and CRM system.
THE SALESTRACKER PLATFORM
Salestracker is an online database that
provides users with direct access to market
intelligence and prospect data in the
fenestration and construction
industry. Users simply log
on and access the latest
information on fabricators
and installers, builders,
architects and construction
firms and compile data
lists for use in direct mail,
telesales, or email marketing.
The database has over 60,000
senior decision makers with
full contact details and verified email
addresses.
STEM is the latest innovation by Insight
Data. Unlike existing email systems,
campaigns are built and sent within
Salestracker with email data continuously
refreshed and updated to maximise delivery
and open rates. What’s more, STEM
automatically captures responses within
Salestracker.
Commercial Director Helen Costeloe-
Hughes explains more: “Until now, users
had to export data from Salestracker, filter it
within Excel, and typically import it into an
email marketing system. This was an arduous
process, managing data lists, unsubscribes, and
keeping track of responses. Now STEM can
do all of this for you.”
Traditionally, an email campaign is linked
to a landing page, which captures any
enquiries or responses and sends them one-by-
one to a selected person. Managing all these
sales leads and making sure they are followed
up properly is always a big problem, but not
anymore.
24 » M AY 2017 » CL EARVI E W- UK . C O M
With STEM, anyone
who responds to an email
campaign has their details
captured and saved back
into Salestracker as a sales lead.
All the leads are saved together
and can easily be analysed and filtered,
prioritised and distributed to marketing or
sales people, with processes to follow-up and
keep track of every enquiry.
THE INDUSTRY SALES AND
MARKETING PLATFORM
Salestracker is the must-have sales and
marketing tool for the glass and glazing
industry, with 700 users including most of
the systems companies, major fabricators,
component and glass suppliers and building
product distributors.
The core of Salestracker is the prospect
database which contains over 60,000 potential
customers. Behind the scenes, teams of
telephone researchers continuously call, verify
and update information and several external
data feeds, including credit reference agencies,
enrich the information.
In the last 5 years, modules have been
added to enhance the system. A CRM
(customer relationship management) module
enables companies to store their prospect data,
customer data and other contacts together
securely in one system with built-in sales lead
management, tasks, document storage and
reporting.
Credit profiling was added 3 years ago and
provides users with a credit rating, financing
information including (where available)
turnover and net worth, as well as details of
adverse credit (County Court Judgements).
And in 2015 Salestracker Mobile was
launched, giving mobile users such as field
sales people the Insight database, CRM
system and credit profiling all on their mobile
phone, with clever features such as ‘Nearby’.
Simply tap one key and Salestracker mobile
shows a list of all potential customers within
close proximity of your current location,
complete with map locations and even driving
directions.
The latest evolution means users can build
and manage email campaigns all within
Salestracker using live data to give better
open rates, delivery rates and lead capture.
STEM includes all the features of advanced
email platforms such as inbox testing,
dedicated landing pages and full mobile phone
optimisation, without the time and hassle
involved in using different technologies.
For a demo of Salestracker and STEM email
marketing, contact Insight Data on 01934
808293 or email [email protected]