Metrics Include 216 Percent Increase in Email Open rates, 550 Percent Increase in Click-through Rates and One Million+ New Campaign Entries
London, UK, 20 July 2011 – Aprimo, a global leader in cloud-based integrated marketing software, congratulates the Graphic Communications group of Kodak, the world's foremost imaging innovator, on its success using Aprimo Marketing Studio (AMS).
Aprimo client Kodak has adopted an innovative lead scoring approach since implementing and using Aprimo Marketing Studio to more quickly and cost-effectively qualify leads for faster sales close. Data-driven understanding of prospects movement through awareness, interest, desire and action has delivered impressive metrics such as:
• an increase in email open rates by 216 percent
• an increase in email click-through rates by 550 percent
• and one million+ new campaign entries, each containing up-to-date prospect data for ongoing nurturing
“Before we started with this initiative, the quality of our leads needed to be improved and we weren’t tightly aligned with sales,” said Michael Malec, with Kodak. “Today, with better scoring and strategic lead nurturing using Aprimo Marketing Studio, our ‘qualified’ leads are much more likely to buy from sales after hand-off. And these prospects have reached this point in our process more efficiently and for far less cost to Kodak.”
Kodak dropped arbitrary assessments – “hot,” “warm,” and “cold” – and replaced them with metrics-driven thresholds, agreed to beforehand by Marketing and Sales. Using Aprimo, Kodak strategically nurtures its leads, ensuring that only “marketing qualified leads” (MQLs) go to sales. Now the hand-off between Marketing and Sales is more of a collaborative handshake, with tight alignment between the two.
“Aligning sales and marketing goals can help bring prospects from awareness to sale more quickly and cost-effectively,” said Lisa Arthur, CMO of Aprimo. “When that happens, the marketing team is free to focus on prospects and can design campaigns that build deeper engagement, improve lead flow and deliver maximum return on marketing investment.”
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Aprimo, a Teradata company, is a leading global provider of marketing software and services that enhance the productivity and performance of marketing organisations. Through the use of Aprimo’s integrated marketing software, Aprimo Marketing Studio® for B2C, Aprimo Marketing Studio® for B2B, and Aprimo® Relationship Manager, marketers can integrate their organisations, get control of budget and spend, eliminate internal silos with streamlined workflows, and execute innovative multi-channel campaigns to drive measurable return on investment. Hundreds of thousands of marketers trust Aprimo to revolutionise their marketing. Aprimo customers include over one third of Fortune 100 companies, and nearly one quarter of Global 100 companies. Founded in 1998, Aprimo is headquartered in Indianapolis with offices worldwide. For more information call +44 (0)121 380 1670 or visit www.aprimo.com
Teradata Corporation (NYSE: TDC), Aprimo’s parent company, is the world’s largest company focused on raising intelligence through big data analytics, data warehousing and integrated marketing management. Customers trust Teradata's innovative products and services expertise to deliver measurable business value. Teradata acquired Aprimo in January 2011. For more information, visit www.Teradata.com.
Aprimo clients: Aviva, Bank of America, E-ON, Merrill Lynch, Pearson Education, QAD, Standard Life, Wal-Mart, and Warner Bros (Time Warner).
Marketing Manager, Aprimo UKI
+44 (0)121 3801751
PR Consultant, Cyance
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