Process Based Marketing:
the use of automation tools with a marketing database to produce marketing communications not as a static, episodic series of messages, but as a natural, ongoing, two-way flow of communications, or process.

What Is Process-Based Marketing?

We help companies capitalize on marketing communications automation technologies to increase measurability, response rates, and relevance. It’s the application of process engineering principles to marketing communications.

Twenty years ago Michael Hammer revolutionized manufacturing with process engineering and corporate reengineering concepts that improved efficiency by 20–40%. Applying those same concepts, companies can realize these same improvements in marketing communications productivity.

It’s a matter of analyzing the current marketing communications structure first and then applying automation tools. Eliminating waste from the system is a key part of the analysis. As Hammer warned, “You don’t want to automate the waste in the process.”

However, done right, costs decrease and response rates increase. Plus, there are the added benefits of managing a process as opposed to managing “jobs.”

Process-Based Customer Bulletins

We helped a car rental company apply automation tools to the daily exception files from all their retail locations. Today, the result is a totally automated program that works through a matrix of 26 different templates with over 40,000 potential variables. The process produces an average of 2,000 mail packages per day covering 30 different customer service situations. The communications go directly from the computer to variable print executions to the mail stream—automatically. Often, the mail packages are waiting on the customers’ desks when they return from their trip. And 40% of the packages are totally unique to the recipient. The result: response rates are up, customer retention rates are up, and costs are down.

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