DATA-DRIVEN DIRECT

At Catapult, we believe that data should be the driving force in your direct marketing efforts. The cleaner, more up-to-date and more reliable that data is, the more effective your marketing campaigns will be. What’s more, where you have access to the best data should drive decisions on what media to use. The results of this data-driven approach are clear, concise campaigns that raise both the quantity and quality of your responders and customers. 

Before beginning a demand generation program, we work with you to make sure you’re building on a solid infrastructure. We ensure that your CRM/SFA system is optimized, and your marketing data is cleansed and complete. If needed, we help you implement technology solutions like Salesforce.com or Eloqua to automate and support the latest best practices in lead filtering, scoring and opportunity management.

Once you’re comfortable with the quality of your in-house data and the process for handling responders, we move to external lists. Here you’ll be faced with the ongoing decision of rent, buy or build.

There’s no easy answer, but there are some guiding rules:

• If you have a high average selling price and long sales cycles, building a smaller, more targeted list and increasing touch frequency has shown to improve campaign ROI.
• If you are trying to reach consumers or small businesses with solutions that have a lower price point, it is most likely better to increase volume with list rentals and targeted purchased lists.

The drop of any campaign—electronically or through the mail—is the start of another data cycle. While many agencies see the drop as the end of their work, we team with our clients to track and measure the impact of our campaign from the moment it starts through to the final response. Using real-time dashboards, we can leverage the data to make adjustments to the campaign—creative, targets, even fulfillment—to maximize your responses.

Because marketing works with so many variables, it is, as they say, part art and part science. However, the more you apply the science of data to your campaigns, the more you can minimize your risk and maximize new sales.

Did you know?
Catapult just cleansed the marketing databases for an IT manufacturer and discovered more than 35% bad or outdated contacts.

Want more specifics?
Contact us now for a one-on-one review.