Integrating Marketing Collateral Redemption with Individual Employee Performance

Imagine a scenario where your sales representatives are attending a conference with the primary goal of acquiring a significant number of leads. As a marketer, you meticulously prepare in advance by printing and distributing marketing collateral. However, how do you track the revenue generated from the marketing materials handed out by each sales rep?

Traditionally, it is nearly impossible to attribute sales to specific pieces of marketing collateral because of the lack of a robust tracking mechanism. Without this information, both the customer relationship management (CRM) systems and marketing intelligence tools fall short in detailing the effectiveness of your sales materials.

Data-Driven Insights with Digital Content Intelligence

To address this challenge, consider leveraging digital content intelligence platforms such as Paperflite. These platforms provide valuable insights into the ROI of your digital content, including white papers, videos, MP4 URLs, e-books, digital playbooks, GIFs, infographics, and PowerPoint presentations. By understanding when and how your prospects engage with your marketing collateral, you can engage with hot leads and nurture cold ones more effectively.

Tracking Engagement with Paperflite

Paperflite uniquely offers a solution for your scenario. Sales representatives can use their iPads to distribute content to their prospects and track their ongoing engagement. This way, based on how prospects interact with the content, reps can provide just-in-time support and content, guiding prospects through the purchase journey until they become customers.

A True-Life Scenario: Tying New Customers to Individual Employees

For a service client who will be using door hangers for advertising, the General Manager wishes to attribute new customers back to the specific employee who hung the door hanger. Traditional methods, such as writing names on the door hangers, are not preferred. I proposed using a unique code for tracking, which can be printed on the door hangers using variable printing. However, the General Manager finds this approach too cumbersome.

Exploring alternative methods:

Sequential Numbering: Assign a sequential number to each door hanger and track it using a simple scanning or barcode system when a new customer calls in. This method provides a straightforward way to associate new customers with individual employees without compromising on simplicity. QR Code Trackers: Implement QR codes on each door hanger. When a prospect scans the QR code, it links directly to a form or a tracking system that captures their contact information. This method offers a modern and efficient solution for tracking without the need for manual entry. Mobile App Integration: Develop a mobile app that generates unique codes or QR codes for each employee. When a new customer scans the code, the app records the interaction and links it to the employee who initiated the visit. This approach enhances engagement and provides real-time tracking.

By leveraging digital tools and innovative tracking solutions, you can ensure that every piece of marketing collateral enhances the overall effectiveness of your marketing campaigns and helps in attributing leads and revenues back to individual employees. This not only improves employee accountability but also optimizes the allocation of future marketing resources.