Lead Management
By technology industry standards, ESRI may be a mature company, but this Redlands, California-based enterprise has a young, entrepreneurial spirit and a recent growth spurt to match. Over the past seven years, ESRI has grown revenues from $200 million to $500 million. The growth has been the reward for hard, entrepreneurial work, but it has also stretched ESRI's internal systems to the breaking point.
"With more than a million ESRI users worldwide, we required a marketing demand-creation solution that could simplify communication with this audience and establish a dialogue with them," said ESRI's director of marketing. "We needed to be able to do this efficiently and effectively - now and in the future as our customer base continues to expand."
While most enterprise software vendors have shifted their attention to Wall Street and are engaged in mega-merger and acquisition efforts, QAD has redoubled its efforts to build value in the marketplace by focusing on its core manufacturing customer base.
"When I joined QAD, the company had a large and loyal customer base, but revenues and profit had been down for several years and the company had lost visibility in the market," said the chief marketing officer of QAD. "We knew we needed a dramatic corporate change, and I knew marketing needed to be the catalyst, but marketing was seen as a cost center that had not contributed in the past. We had our work cut out for us."
Nedbank is South Africa's largest financial services group, with four retail banks serving 1.6 million customers. As part of a joint venture, Nedbank's Permanent Bank consolidated 85 branches to 46, and initiated a direct marketing campaign to its customers to ease the transition. First, Nedbank used Aprimo's Direct Marketer to centralize and "clean up" its customer and prospect data, and segment customers according to the message needed. Then it used Dialogue Manager to provide each branch with specific customer profiles and contact instructions. The campaign was remarkably successful, helping Permanent bank retain 100 percent of its customers. This represents a 20 percent increase over previous campaigns, providing an additional $1 million in annual revenue for Nedbank.
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