ATLANTA, July 15, 2008 -- A recent study by management consulting firm McKinsey & Co. indicates measuring marketing effectiveness is a top concern among marketers and their bosses. Measurement tools that provide insight into marketing activities and help defend spending are now sought-after.
"Marketing impacts every aspect of a company's success," said Bill Nussey, CEO of Silverpop, an email service provider delivering an array of on-demand, Web-based marketing solutions. "At the end of the day, marketers need to know their marketing dollars have been well spent and the results are in-line with plans and goals."
With the launch of new dashboard reporting in Silverpop's Vtrenz solution, clients using the company's BtoB lead management platform will be able to receive insightful marketing information on demand. Vtrenz' dashboard reports are graphic summarizations of various, key marketing metrics. The easily accessible data they offer can help build credibility for marketing initiatives from c-level executives and strengthen marketers' abilities to keep successful programs fully funded.
Silverpop's lead management solution automatically delivers a wide array of critical reports that are refreshed daily, detailing everything from Web site visits to lead inquiries, marketing and sales qualified leads, top-performing lead sources, and ROI by campaign, vendor or medium and much more. The solution compiles vast quantities of information into graphical formats, making it easy to access and understand. Furthermore, the solution stores historical data, allowing marketers to perform multi-year comparisons.
"Vtrenz has revolutionized our marketing programs by allowing us to more effectively run lead generation and lead nurture campaigns," said Brendan Ziolo, vice president of marketing for Sipera Systems, Inc. "Now with the marketing dashboard, I can see all my marketing activities based on week, month or quarter. This greatly speeds up my time spent on analysis."
Marketers can schedule exports of reports to key stakeholders. The ability to circulate visually compelling marketing statistics to company executives helps underscore the revenue impact marketing programs have on the bottom line. In fact, Forrester Research found that three out of four marketers say the ability to track marketing ROI gives them more respect in their organizations.
"In a very real sense, the Vtrenz dashboard feature is an empowerment tool," said Bryan Brown, director of product management and development for Silverpop's Vtrenz solution. "Marketing metrics are the key to successful programming. With little effort marketers can now track what is and isn't working at every stage of their marketing campaigns and make adjustments accordingly. And they can easily show the value they bring to the company."
Scott Cohen, director of marketing for Prime Point Media, agreed that Vtrenz' new dashboard functionality is a great enhancement to the platform. "It provides valuable insight into our email and Internet marketing performance in an easy-to-read format, and the scheduling feature ensures that the data is automatically delivered to me when I need it," he noted.
The dashboard is a standard feature of Silverpop's Vtrenz solution. For more information about dashboard reporting, or to download the white paper "Show How Marketing Makes Money: A 5-Step Plan for Proving ROI," visit www.vtrenz.com.
About Vtrenz, Inc.
Vtrenz, a Silverpop solution, is the leading on-demand lead management / marketing automation solution for BtoB marketers, and empowers organizations of all sizes to generate demand for their products and services, close more sales and measure the impact of their marketing activities. For additional information about Vtrenz, go to www.vtrenz.com.