An international provider of air compressors gets Longwood Software to pump up its extensive library.
For the rest of the December 2007 issue of CRM magazine please click here
Quincy Compressor, an EnPro Industries company that produces reciprocating and rotary screw air compressors, vacuum pumps, and air treatment components, was feeling suffocated by its 900-plus- item literature collection. The organization of documents ranging from brochures to images to flyers was completely disjointed: Some files were contained on CDs or stored on computer; others were free-floating hard copies. Constantly having to get materials out to distributors, Quincy felt the pressure of inefficiency and found relief in a document management system.
The company implemented Longwood Software's TagTeam to host an online library. Documents are now stored onto TagTeam as PDF files and everything is maintained and accessible online both internally and to the public. Distributors and customers alike -- as well as any other Web-site visitors -- now have the ability to instantly download files or request that materials be emailed or mailed to them, all at no cost. "Prior to [TagTeam], we mostly just did print, hard copies, and some PDFs," says Greg Owens, Quincy's Webmaster and creative designer. "But we really didn't do any sort of online or Web-type delivery."
Marketing departments often have to deal with the repercussions of what Scott Richardson, president of Longwood Software, refers to as a "broken asset management system." When materials aren't readily accessible, marketers struggle with chasing them down, a tedious and time-consuming endeavor that commonly results in people getting extremely frustrated, and customers not receiving optimal service. "It's the experience of not putting your best foot forward," Richardson says.
Prior to TagTeam, distributors of Quincy Compressor's products placed orders over the phone and materials had to be packaged and mailed, a process that was significantly slower and less reliable. "It was a very manual process," Owens says. After launching TagTeam, he reports, there was a "70 percent reduction in staff time for managing, emailing, mailing hard copies, and burning CDs." In fact, he now needs only one employee to handle the physical task of mailing to the few companies that still prefer to receive hard copies.
The accessibility of Quincy's library has also allowed the company to attract a much wider audience. "We average 800 to 1,200 views from public-access types, those who aren't distributors or employees, per week," Owens says. "Those are just people coming to our Web site, clicking around, and ordering literature." Owens says that, overall, there's been an 80 percent increase in the number of people accessing the product literature.
TagTeam has also allowed Quincy Compressor to dramatically increase its international scope. "Sales representatives and executives in other countries other than the U.S. and Canada were unable to obtain printed literature," Owens says. "With TagTeam, all of our representatives in Latin America, Europe, and the Middle East are able to log into the system to download on demand." With this capability, Owens reports, Quincy has increased the number of material-supported sales representatives by 55 percent. In addition, the company has recently translated approximately 40 of its online brochures into Spanish, an advancement that has increased the company's exposure by 200 percent, according to Owens.
Not only does TagTeam make it more convenient for employees and for end users, but it also allows Quincy Compressor to recognize and record who is accessing what information based on Web activity. People who download information are required to complete a form of identifiable information including name, address, and company; from there, Quincy connects individuals with the products they are interested in based on the brochure(s) they have downloaded. Realizing the incredible benefits of this information, Quincy has just recently integrated TagTeam with its CRM system. "We use it for marketing data," Owens says. "Every time someone downloads a brochure, it sends the information into our CRM application and becomes a lead that can be followed up on by our distributors and our salespeople." Leads, he adds, have increased between 300 percent and 400 percent since implementing TagTeam.
Since implementing TagTeam, Quincy Compressor has achieved:
- an increase of between 300 percent and 400 percent in the number of leads;
- a 70 percent reduction in staff time managing documents;
- a 55 percent increase in the number of internationally supported staff; and
- an 80 percent increase in the number of people accessing company literature.
The vendor launches a new bookmarking solution for sales and marketing materials.
Sponsored By: Marketo and Real Magnet
Sponsored By: Jacada, Avaya, Confirmit, inMoment and BoldChat
Sponsored By: Genesys, Avaya, Verint, and Aspect
Sponsored By: Informatica
Sponsored By: Freshsales