The Next Level

Process Based Marketing
The Next Step in the Evolution of Database Marketing

· Declining marketing communications efficiency (decreasing response and conversion rates) signal a demand for improved targeting and offers

· Decreasing loyalty and increasing attrition signal the demand for greater brand and message relevancy

· Declining sales productivity in an increasingly volatile buying environment

· A batch-based work environment discourages personalization

· Process-Based Marketing increases opportunities to tailor communications

· Automation improves efficiency and effectiveness

· Process-Based marketing communications move from a static message, volume driven, approach to automation technologies that facilitate delivering the right message at the right time, without small batch penalties

· Strategy aligns with Whole Product Technologies to produce greater impact at lower costs with less resource drain

Traditional Job-Based High Volume Production Marketing Communications is Highly Inefficient

Every “job” comes down to a budget unit

Limited to a few formats

To get a job into production typically takes 15 to20 steps

Requires substantial amounts of human resources

Inability to match the target to the right sales person or contact

Simple Multi-Variable Example On A One-to-One Basis

10 Products

50 Sales people

5,000 customers

(10 x 50 x 5,000) = 2,500,000 jobs or versions

Challenges of Job-Based Manual Execution Model

Data processing costs for personalizing 2.5 million pieces

Purchasing process for 2.5 million jobs

Administration costs for 2.5 million jobs

Cost penalties for small run jobs

Time delays, increased labor demands, accounting problems

Response and fulfillment delays

People resources are strained

Reporting, tracking and management systems overload

The Advantages of Process-Based Marketing – Leveraging an Automated Marketing Communications System Simplifies Execution

Code the database for 1:1 segmentation

Create the templates and business rules

Link the databases to the templates

Pre-approve copy

Automate digital print production

Mail 2.5 million pieces

6 simple steps versus 15 to 20 and only 1 process!