B2B Awards 44pp Brochure:12-22 B2BM Awards 07 44pp.qxd 30/10/08 12:46 Page 38
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Category 20:
Best new product or service
Winner: Intimis
Product: Intimis Tracker
I
ntimis Tracker, a marketing system
available from Bristol-based company
Intimis, delivers response behaviour
tracking for delivery in any channel –
direct mail, email, SMS or personalised
subscription advertising – to any
specified web page, without the need
for specially-built microsites.
Such tracking capabilities were
previously only available to companies
with large-budget personalised
multichannel campaigns. Intimis Tracker
makes this available to every marketer in
any organisation for use in any and all
response communications.
How it works
Intimis generates personal uniform
resource locators (PURLs) for marketers
to append to their data set and insert as
calls to action in their communication.
Previously, PURLs were used to take Benefits Case studies
responders to a specially-built microsite. When marketers invite prospects A company running property
With Intimis Tracker, these PURLs and customers to visit a website do investment seminars and services
forward responders to any web page they know who responded? It is increased its booking rate by 300 per
marketers’ choose and in the process, probable marketers know the number cent by calling warm prospects it
the interaction is recorded. Further of hits on a web page, and they’ll know previously had no way of identifying.
tracking into subsequent web-pages the few who converted when they An IT company with a long sales cycle
is made possible by a piece of tracking bothered to pass on their details – that involved multiple decision-makers
code that can be inserted much the say 20 per cent of visitors for a well sent personalised DM across Europe and
same as for Google Analytics. The designed website. But what about the nurtured leads through the system,
company also provides online tools remaining 80 per cent who got as far as lifting response rates from one per cent
for reporting and lead management the web page but didn’t convert at the to nine per cent.
once the campaign goes live. time? They must have a certain level of A manufacturer selling through a
There is no software to install and interest in the proposition. reseller channel created a central lead
pricing is based on a simple per-record Intimis Tracker provides marketers generation campaign, automatically
licence fee, so there is no capital with the contact details of such prospects so assigning leads for resellers to pick up
outlay. Initial set-up and deployment is that they can convert more of them by and convert. The system gave it not
therefore quick and cost-effective but appropriate communication at the only real-time ROI measurement, but
can still be scaled up as necessary. right time. Marketers would only need identified successful resellers and those
Crucially, Intimis Tracker enables to convert 25 per cent of such prospects who needed help to improve results.
increased ROI as customer tracking and they will have doubled their ROI on An IT company introduced PURLs as a
insight can be applied as a standard the campaign. Moreover, because they standard for customer behaviour
across all direct response communications. only need to contact a small pool of tracking from prospecting through
Stephen Yeo, worldwide strategic identified interested prospects, the customer retention. It integrated PURLs
marketing director of IGEL, says, “Intimis follow-up costs are minimised. into its CRM system and uses customers’
gives us, for the first time, the ability to see Andrew Buffrey, regional manager of online behaviour profiles to improve its
who is responding to our marketing DMA West says, “Intimis’s strategic focus service dialogue.
activities without them having to leave has not only revolutionised CRM, it has also A publisher of subscription magazines
their details. This has dramatically reduced addressed some key aims of the DMA in sees PURLs as a way to increase
our cost per lead and helped us develop terms of achieving better targeting, value to advertisers by providing
one-to-one relationships with our accountability and best practice in direct the details of all respondents to the ads
prospects and customers.” marketing.” placed in its publication.
B2BM AWARDS 08 – www.b2bm.biz
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