MapInfo
So, what was the problem?
MapInfo, providers of Location Intelligence to help operational decisions in business and the public sector, faced a similar problem as most other companies their size. Formalising a clear internal communications channel between Marketing and Sales, was the largest problem faced by International Marketing Director, Karen Bradshaw.
An international sales team had to be continually updated with product information, industry news and sales material. Their intranet had been spiralling out of control since it's launch 5 years ago with a countless, ill-structured list of links to various articles. Given that finding any relevant resource was so hard, the intranet was rarely if at all used by the sales team.
How did we help?
The communication channel between the marketing staff and the remote sales team needed to be hugely improved. Marketing required a system that would be quick and easy to update, while Sales required bite size, relevant information in a format that would be easily digestible in their 5-minute coffee break.
Take 5, would be an online microsite containing articles in 5 main categories. To gain recognition, while standing out in a from a heavily bombarded inbox, MapInfo's Take 5 needed it's own brand and identity, non-corporate but professional.
This would be released each month. Our system allowed for articles to be easily added to each category, with automatic archiving and an intelligent calendar application. The problem still remained of driving traffic, so a summarised email of the month's articles would be automatically created and emailed to the sales team once the magazine has been written.
The happy ending
The Marketing Team can now concentrate on generating material, knowing that the delivery mechanism to the Sales Team is efficient and effective. Remote Sales staff can now be easily updated on articles and a monthly reminder helps drive traffic to the site where more information can be found. MapInfo now have an informed Sales Department, all armed with the material and information they need.
The Marketing Admin system is easy to use, and offers everything a marketing team needs to organise and structure their content clearly. The tricky and time consuming process of adding a link and information to an ever growing list that no one looked at, will now not be missed.
