We've been thinking so much about our proposition over the last few weeks that I almost lost track of what we set out to do. So I was enormously gratified to get a full on 'lightbulb moment' from a client the other day.
We’ve been thinking so much about our proposition over the last few weeks that I almost lost track of what we set out to do. So I was enormously gratified to get a full on ‘lightbulb moment’ from a client the other day.
The client in question is the marketing director of a B2B business that turns over close to a billion euros. He has been looking at various cross-channel marketing/marketing automation platforms including Eloqua and Neolane. In his words, neither provides him with the complete solution he is after and he acknowledged that both are enormously expensive.
His problem is exactly that which CANDDi was originally created to solve: he is running multiple campaigns to multiple different (but sometimes overlapping) databases for multiple products. Today his campaigns are based largely around web, email and telesales but he is desperate to make better use of social media channels to a) get better return on the content he creates, b) improve efficiency, and c) establish greater influence in debates. This will mean adding channels to the mix.
Today the measurement he does of campaigns is purely linear: looking at the list that goes in the top and the results that come out of the bottom. He might do some A/B testing on email content or landing page designs, but there’s nothing to connect campaigns and contacts together, or to enable individualised information to persist from one campaign to the next. He plans to upgrade the CRM system they are using but that is potentially a multi-million pound capital project with all sorts of resource, training and integration headaches attached - even after he has made the business case for it.
He would like a solution he can use today that will simply connect campaigns and databases, and allow him to monitor interactions across channels. He wants one that is easy for his whole team to use without major training investment. And he wants it priced as a discretionary purchase in the first instance.
He wants…CANDDi. A welcome reminder that we’re on the right track.