The role and importance of marketing is finally beginning to be recognised at all levels of the organisation. With the recognition and support come additional expectations for more professional management, methodical approach and quality centric results. The job of marketing managers and brand managers has become more complex with increasing legislations, multi channel interactions and more complex technologies. Caspian is a technology accelerator and has been designed around the needs of marketing departments and professionals whilst at the same time satisfying the information requirements of other teams, departments, divisions or the entire organisation. Listed below are a range of common issues and requirements.

• Personalised emails, mailings and fax
• HTML mailings and automations
• Data quality
• De-duping
• Progressive profiling
• Segmentations
• List management
• Task developments and management
• Web site integrations
• eMarketing
• Lead qualifications and allocations
• Telephone campaigns
• Subscriptions
• Literature & enquiry fulfilment automations
• Follow-ups automated
• Subscription & emailing opt-out capabilities
• Integrated with quotations & sales orders
• Budget management and analysis
• Campaign metrics and business intelligence

Personalised emails, mailings and fax

Personalised emailing, postal mailings and fax mailings are among the most common task of any size organisation and marketing departments. However infrequent, small or large your mailings, they're probably taking far too much time and money to produce. There may also be questions regarding their effectiveness. Caspian will open up a whole new world to your existing method and options. Confident, targeted and personalised mailings however they are sent can make a difference to the effectiveness of your brand developments and marketing initiatives.

HTML mailings and automations

There are many ways you can make your email mailings very ineffective and inefficient. There are also numerous ways you can waste money and blow away limited marketing budgets. Dependent on your quantities and frequencies you may be using email broadcasting agencies, but how effectively and efficiently are you addressing the bounce backs? If you really want to target, measure and automate then look no further than Caspian.

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Data quality

Data quality is undoubtedly one of the everyday issues facing all marketing departments. Poor quality data is not just expensive in itself, it's the huge costs incurred using it and relying on it. There are many different solutions to this age-old problem, including the option to continually purge data and rent or buy new data, which is probably of higher quality. Caspian provides numerous options and methods to, in the first instance, minimise the quality problems at its source which is manual data entry by staff or through web sites by customers and prospects, as well as data imports and integrations with other systems used in the organisation.

De-duping

No matter how hard you try there will always be duplications, admittedly with Caspian it is significantly less. Caspian de-duping rules assist to a very large degree. But there is also a very sophisticated, secure and fast de-duping tool which addresses international character sets for international addresses and can even find suspects based on ‘sounds like'.

Progressive profiling

Every prospect and customer account as well as all of its contacts is available for an extensive range of highly customisable profiling. Profiling helps in better understanding of your customer base, product and service successes and failures and of course personalised marketing messages. Progressive profiling reduces the administrative burdens. Caspian marketing automation deployed around your specific requirements would carry out specific and intelligent data updates which will enhance your ability to search and select more targeted lists.

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Segmentations

One of the most simple and yet highly effective options in Caspian is the ability to create an unlimited number of business databases, but within the single and central database . Through development of different databases you'll also be able to determine specific segmentations, which when combined with better quality of data and progressive profiling, creates a powerful database. Caspian's simple to use marketing modules will bring fast return on investments.

List management

There are never ending lists that marketing departments need and they are not always used. Generating lists for many organisations is a mammoth task! List management is very effective because it's very easy to specify selection criteria, get results, make further changes and even save the lists for re-use.

Task developments and management

Normally there are fewer staff and management resources in marketing than in many other aspects of organisations, but this doesn't means that there are less tasks involved. For example, organising an exhibition however small your presence at the trade show still requires very effective task development and management. Tasks must be done in the correct order, within particular date range and within very tight budgets. Caspian will simplify virtually all aspects of task development, management and monitoring.

Web site integrations

Web sites have and will under go substantial changes and developments. Whether it is done now or in the future, its integration with your CRM system will play a very important role in the effectiveness of brand management and general marketing. Caspian solutions range from very simple to complex integration. A simple example would be enquiry pages which are validated, de-duped, inserted or updated in the central CRM database, recorded against the prospect/customer account and relevant contact and automatically responded with appropriate letter and literature or supplementary information. Caspian can go very far in web site integrations including eCommerce, collaborative selling, intelligent and automated analysis of each page for use by the marketing department for more effective targeting and positioning of the company and its products.

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eMarketing

Almost everyday there are new and innovative options available for more sophisticated eMarketing. In our experience eMarketing expectations are not as successful when measured against expectations often because the foundations are not built or just done badly. Whatever sector your organisation operates in, it is inevitable eMarketing will become more prominent and with Caspian we'll ensure that you never outgrow its capabilities and the advantages that future technologies will offer.

Lead qualifications and allocations

A lead means different things to different people even within the same organisation. Leads generated as a result of marketing activities and initiatives means that it necessitates a more diligent and disciplined approach and execution. The qualification may involve others outside of the marketing department; however, the qualification process, information, business and marketing intelligence derived from it is of paramount importance to the marketing department. Caspian lead management module integrated with the marketing modules is an ideal combination for organisations who want to generate leads, qualify them effectively and feed the sales pipelines. You can customise any number of lead forms to suit different campaigns and business requirements.

Telephone campaigns

There are many detailed requirements if telephone based marketing campaigns and/or follow-ups are to be productive and effective. Designing, defining and distributing selectively specific information, follow-up instructions or full-blown conditional and scripted processes are all available through Caspian customisable modules.

Subscriptions

There may be paid or free memberships to numerous products, services and information. Whatever the requirements for subscriptions and however you need to manage the subscriptions, you'll find the Caspian range of options flexible and customisable. You can also integrate web sites and cater for personalised interactions and automated communications based on subscriptions.

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Literature & enquiry fulfilment automations

One of the most important things in the professional life of a marketer is to know that every enquiry, however it is made, will be promptly and personally responded to, but that's not all; there will also be the supply of the required and targeted information. The history against each person making enquiries will also be updated so everyone in the company knows what has happened. And finally, all or a select range of the enquirers are automatically allocated for a follow up call or meeting with the appropriate internal and/or external sales person.

Follow-ups automated

The biggest sin is to lose a lead because it has been forgotten to be followed-up on time. The truth is that it's one of the most common mistakes and no one suggests that it's done because people think that it doesn't matter. The problems are lack of time and conflict of priorities. By introducing effective and flexible automation there will be more time to sort out priorities. A perpetual and constantly updated list of follow-ups will be the starting point.

Subscription & emailing opt-out capabilities

Nowadays it is more important than ever before to ensure that you record, review, update and demonstrate to auditors that you can listen to and act on the wishes of the recipients of your marketing messages, in particular email mailings. Whatever methods and options you use for recording and managing permission based and opt-out requirements, we can make it simple and efficient.

Integrated with quotations & sales orders

Whatever levels and sophistication you need for managing marketing activities, at some point it will become important to track enquiries to quotation and/or sales orders. You are probably facing many challenges trying to achieve this but recognise the value and importance. Caspian provides you and your sales department with the ability to create and/or integrated with any system you have with quotations and sales orders.

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Budget management and analysis

Marketing expenditure is always under pressure including during the ‘good times'! The truth is that marketing is underpinned by expenditure. In so many situations it is not always possible to know every cost detail in advance. What marketing staff need is an up to date and simple to use system which lets them know at any time how expenditure is shaping up. They hate processing and trouble shooting supplier invoices and payment issues just as much as the accounting department. By managing expenditure there will be more accuracy, planning and redirection of marketing budgets.

Campaign metrics and business intelligence

Within the extensive range of Caspian modules and marketing solutions are also ready-made options, which can also be customised to measure performances. Everyone knows how to import, export and graph in Excel but what's really needed is accurate and informative business intelligence. This is one the most extensive and flexible aspects of Caspian solutions.