Clearview National May 2017 - Issue 186 - Page 24

PROUD SPONSOR OF INDUSTRY NEWS INDUSTRYNEWS 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