Harte-Hanks, Mason Zimbler’s parent company, has announced the launch of The Demand Curve – a new, evidence-based marketing solution for technology companies.
With the growing requirement for measurable return on marketing investments, Harte-Hanks is positioning The Demand Curve as an insight-led marketing solution, combining the global, multi-discipline capabilities of the group to deliver predictable, measurable results throughout the demand generation process.
The Demand Curve is based on four strategic pillars:
- Social: monitoring, analysing and engaging with social media channels to reveal data-driven targets for brand marketing, demand generation, sales enablement and customer service
- Content: analysing existing content assets and mapping them to the technology purchasing cycle, identifying gaps and creating, curating or repurposing content to support the decision making process from beginning to end
- Data: assessing current data inventories, analysing gaps, enriching and enhancing both qualitatively and quantitavely to ensure accurate targeting and maximum spend efficiency
- Funnel: Building the nurture and sales funnel processes to improve conversion rates and increase output by building buying persona development, lead scoring and management, as well as the application of marketing automation tools.
Mason Zimbler has played a central role in developing the Demand Curve solution set and bringing it to market.
James Trezona, Managing Director of Mason Zimbler, was heard to say “there’s really no other organisation out there that can bring together the knowledge and resources to deliver a solution like this. With The Demand Curve we can provide the strategic consultancy to deliver an effective and comprehensive demand plan, and then – crucially –deliver on the plan across the full spectrum of channels from brand advertising through social engagement to telemarketing and fulfilment.”
“The Demand Curve leverages the capabilities of our insight team,” said David Hatch, senior vice president, strategy and solutions, technology markets, at Harte-Hanks, “as well as our B-to-B agency, global database assets, in-depth research content, data quality and data staging services, and our data analytics capabilities. The Demand Curve helps our technology clients plan for programs that will increase demand for their products through multichannel communication with their most qualified prospects.”
Among the companies that have already signed up for The Demand Curve is leading global infrastructure vendor, Juniper Networks. “Though we’ve only just announced this, we’ve lined up more than a dozen engagements among global and domestic B-to-B marketers in technology markets – each of whom are tapping different points of entry depending on their immediate need for expertise,” said Gary Skidmore, president, Harte-Hanks Direct Marketing.
For more information about The Demand Curve, visit http://www.harte-hanks.com/thedemandcurve or contact Harvey Steed at hsteed@mzl.com or call +44 (0)117 311 2000.
