On a fixed fee basis, Massini Group will use ideal prospect profiles derived from customer analysis mated with business reference data, CRM/SFA sales cycles in progress and marketing response history to assure that your team maximizes its efforts and sees all the deals.
Massini Group is a proponent of business to business marketing strategies based upon a priori knowledge of the entire marketing universe. In fact, Massini Group has proven the approach superior to mass marketing or list based approaches in the following cases :
- at one of the worlds largest software companies, Massini Group reduced the lead rejection rate from over 50% to very near 0% ;
- at a large computer storage manufacturer, Massini Group produced leads 3600% more efficiently by eliminating an 81% lead rejection rate ;
In this day and age, the sources of business reference data from various sources have gotten good enough that a process can be instituted to assure that all marketing and sales dollars are spent on companies that are pre-qualified as buyer at a sufficient level to assure profitability.
Massini Group employs the following process to build a master list of target sites :
- highly accurate positive identification of customer companies allows business firmographic and public utilization to be added to the customer master ;
- predictive analytics are applied to project spend, profitability and propensity to buy using customers as input data and actual experience as dependent variables ;
- profiles constructed from predictive analytics are applied to all of the companies in the comprehensive marketing universe built using business reference data ;
- marketing response history and sales cycle history is matched to all members of the marketing universe to peg the current client relationship with each company ;
- gaps in contact availability are filled by either specialized contact database overlays or brute force telephone based contact gathering ;
Massini Group commonly measures the actual market coverage as a percentage of the total marketing universe. This metric is a key leading indicator for projection of the impact that marketing spend can have on sales.
Using a marketing reference database as the foundation for marketing campaigns has a number of positive impacts :
- closed loop reporting to revenue and ROI is greatly simplified ;
- persistent memory of previous relationship significantly boosts message relevance and response ;
Massini Group reduced the target disqualification rate from 34% to 8% for a F100 financial services provider by maintaining a master marketing universe with a persistent record of previous telesales call dispositions.