In March’s issue of Windows Active magazine, Insight Data’s I.T Manager Matthew Stone was interviewed to discover how the new version of Salestracker helps companies find and win new customers. Below is the interview in its entirety.

Back in 2008 Insight Data launched Salestracker, the first ever online fabricator and installer prospect database. Roll on two years and while other database suppliers play catch-up, Insight has been busy developing not only a brand new version of its online database, but a new way of doing business.

Windows Active – Matthew, for those of us who don’t already know, what is Salestracker in a nutshell?

Matthew Stone – Salestracker is an on online portal that combines a range of databases with an easy-to-use prospect management system. For example, users can log-on to our fabricator and installer database and access the latest information live in real-time on over 14,000 companies, then create a list of target prospects and instantly generate direct mail, email, telesales or field-sales lists. Users can then track prospects, leads and sales activity easily from any location.

W/A – How do you collect the information?
M.S – We have an in-house call centre equipped with a VoIP telephone system with capacity for over 500,000 calls per annum, linked to a sophisticated software system. Our telephone research team constantly updates and verifies records, which are then updated on Salestracker for clients to access in real-time. Behind the scenes we also link to a network of systems, such as Companies House and credit reference agencies, so we identify new companies that have set up.

W/A – Once you’ve collected the data, how do you protect it from misuse?
M.S – We have a sophisticated system that “seeds” the database with fictitious contacts on a rotational basis. We then monitor who is contacting these “seeds” and if they are not a current customer, we know they have used our data illegally. This breaches copyright law and potentially data protection, and with the new rules announced recently by the Information Commissioners Office could result in fines of up to £500,000. We have prosecuted three companies for using our data illegally, but fortunately the vast majority of companies take a responsible approach to copyright and data protection rules.

W/A – What prompted you to develop a new version of Salestracker?
M.S – The first version of Salestracker was written in 2008 as a simple web interface to our database, but we recognised the potential of the system was enormous. Insight has grown considerably in the last two years and established a software division with three software engineers and a technical support team. This has enabled us to develop new Salestracker as a state-of-the-art system that can be as simple or sophisticated as clients need. The new system is packed with features from sales pipeline and campaign management to a range of Apps. It can also integrate with other systems, for example if a client currently uses Sage CRM or Salesforce CRM. Although, because our system is much easier to use and is completely free (clients only pay for the data), we’ve found most clients migrate to Salestracker. We’ve also just launched our iPhone version so sales people can access prospects “on the move”.

W/A – What level of support do you provide customers?
M.S – The truth is companies don’t really want data or a prospect management system, what they really want is new customers and better contact with existing customers. So our business philosophy is based around helping businesses do just that. We configure Salestracker around the clients own needs, regularly visit and attend marketing/sales meetings to provide training on the system and recommend ways to maximise results. We currently have nearly 250 Salestracker users, and some companies have 20 or more people logging on. This requires major support as computer networks vary, people use different browsers or platforms, and computer/IT skills vary from person-to-person. Over the last two years we have established a comprehensive and “user friendly” customer support team that extends to technical/IT support, Salestracker training and “best practice” support for direct mail, email marketing and telesales.

W/A – What other projects are you working on?
M.S – We have several very exciting developments. We’re shortly launching our “Apps Store” where clients can access a range of options, including a credit reference app, quotation and follow-up, integrated email software and map marketing technology.
We are also expanding our range of databases. We’ve recently launched our Architects database which has been very successful and plan to launch six new databases in the coming months. But perhaps the most exciting development is the launch of Cyclone, which is a new fully integrated database marketing service, which we will be unveiling next month.

It would be easy to get carried away, but everything we do is focused on one primary objective: How do we help companies find and win new customers.

Thanks Matthew. We look forward to hearing from you again in the future.

For more information contact Insight data on 01934 808293 or visit www.insightdata.co.uk

 In the first of a series of guest blogs on Insightlive, Neil Roberts, Account Director of Purplex Marketing discusses his views on social networks and how they present companies in the window industry with a valuable opportunity to discover what their customers really think.

Once solely used by teenagers and students to chat and organise their social lives, social networks and social media are increasingly being used in a business context.

 The window industry is no exception. Glass Talk, the ‘facebook for the glazing industry’ (www.glasstalk.co.uk)  recently been launched to provide industry figures with somewhere to discuss and stay up to date with the latest issues, while blogs such as the ‘Renegade Conservatory Guy’  keeps us entertained with industry related gossip. Meanwhile systems companies, fabricators and industry magazines continue to set up Twitter accounts in order to communicate better with prospects and existing customers (why not follow Insight Data at www.twitter.com/insightdata)

 By using social media, marketers in the window industry are able to gain a valuable insight into what their customers are thinking and get feedback they can apply to their business. The problem is, social networks are unregulated places that move at an incredible pace. This has led to some companies burying their heads in the sand with a policy of not getting involved – but is this the right approach?

 No matter how big or small your company is, the likelihood is that somebody, somewhere is saying something about you online through either a blog, Twitter or on another social network. Would you rather pretend this isn’t happening or would you like to set the agenda and position your brand correctly in the mind of this user group?

 f you don’t use social networking you’re maybe missing a valuable opportunity to discover what your customers really think. By engaging in social media, you have the ability to improve people’s perception of your brand and influence their behavior.

As most of us already know, quite often it’s the unhappy customer who will be the most vocal and they will often use online forums to vent their frustrations. Rather than ignoring these people, we should use social media to find out what the customers issues are and address them immediately. Often the best approach with those complaining online is to drive the conversation offline. This has two positive effects – the conversation will not remain on Google forever and people are often more reasonable when speaking to a “real” person.

 In contrast, those who are vocal about our businesses in a positive way offer one of the best opportunities we have as marketeers. By nurturing advocates we can improve brand image and drive more traffic and conversations to our websites. This comes down to peer-to-peer recommendation.

 Social networks can and do drive the bottom line – we just don’t always see the connection because its impossible to fully understand what motivates our customers purchases. Very often the deciding factor is what a customer has seen online which has swayed them to your services.

Setting up a Twitter account isn’t too difficult. It shouldn’t take more than a few minutes to do and if you get stuck you are bound to know someone who can do it for you. If you haven’t got time to blog and tweet you can buy in the resources by appointing a suitably experienced external agency. Many “new age” PR agencies include social network monitoring as part of their services.

But a word of warning before you do engage in social media – make sure your website is polished and up-to-date. Social media should be used to drive traffic to your website – where the bulk of your company information will be located – and if this isn’t up to date your blogging and tweeting efforts will be wasted.

 In conclusion, I believe social media presents companies in the window industry with a valuable route to market and while the benefits may not be entirely obvious, you cant afford to ignore it.

 If you would like to discuss your online marketing with Neil, please call 01934 808 132 or visit www.purplexmarketing.co.uk

As leading aluminum conservatory fabricator Europa Conservatories knows all too well, if you really want to generate leads quickly and cost effectively you need to use direct mail.

Europa was looking to promote their aluminium portal frame system and used Insight Data to send out a direct mail campaign targeting potential customers in the Midlands and South East region.

“Insight took care of the whole process and I was delighted with the service” comments Glenn Upton, Europa’s MD. “We got a stream of quality leads and turned many of these into customers. Sales of the portal frame system are very strong and I will certainly be using the service in the future.”

Insight Data’s Commercial Director Helen Costeloe-Hughes comments “we have our own fulfillment centre capable of personalised laser-printing, collating, folding, inserting and franking several thousand items in hours, while our creative team designs eye catching fliers and writes powerful sales letters that will grab your prospects’ attention. Direct mail is the most effective form of direct marketing and I would urge any companies looking to win more customers to get in contact now and find out how we can help them grow.”

For more information please visit http://www.insightdata.co.uk/Directmail.htm, email us on info@insightdata.co.uk  or call 01934 808 293.