Kodak improved the coordination between sales and marketing with Aprimo
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Aprimo, global provider of cloud-based solutions for integrated marketing management, congratulates Kodak, the world’s leading provider of innovations for the imaging market, to the successful use of Aprimo marketing Studio (AMS).
Kodak employs a AMS in the Department of “Graphic Communications”, to qualify leads faster and more cost-efficient and to speed up the sales end. The data-driven, proactive monitoring of prospective customers through all phases of the buying process leads to impressive results: Increase the open rates e-mail by 216 percent – increase the click-through rates by 550% – generation of one million new records with current prospective customer data.
“Previously left to be desired the quality of our leads, and our activities were not closely enough with the sales matched”, says Michael Malec from Kodak. “Today Aprimo marketing Studio allows a better qualification and processing of leads and the ‘qualified’ leads with a much higher probability lead to a sales contract.” “Also we need to invest less time and money, to lead the visitors through the buying process.”
Kodak now dispense with arbitrary reviews – such as “hot”, “warm” and “cold” – and uses instead the key performance indicator-based classifications agreed between marketing and sales. With Aprimo, Kodak can strategically guide the leads through the sales cycle and ensure that only real “marketing qualified leads” (MQLs) sales are passed.
“Better coordination of sales and marketing goals is helping to bring interested parties faster and more cheaply to the completion of the sale”, says Lisa Arthur, Chief Marketing Officer of Aprimo. “By the marketing team has free more capacity to focus on the interested parties and campaigns to develop that generate better leads, strengthen customer loyalty and deliver maximum ROI of marketing investments.”
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