SPECIAL REPORT Conjungo2market revoluti
Little did the creators of lead generation website Conjungo know that their prodigy would be the forerunner for something far more spectacular, according to CEO Ben Weiner who explains why Conjungo2market is certain to transform and optimise channel MDF spending.
limited model. “We couldn’t sustain the current business model,” explained Weiner. “We needed to demonstrate ROI to our vendor community but also consider different countries, different languages and different time zones. We had a real challenge on our hands.”
Ben Weiner
understate the extent of its evolution from the originator Conjungo. “Conjungo2market brings a whole new dimension to the lead generation capabilities of the original Conjungo,” explained Weiner. “Conjungo was originally conceived as a technology resource centre and online directory with some lead generation capabilities. We had some big brands behind us, but the business model meant that vendors paid to bring their channel partners into the directory so we needed to demonstrate ROI. We couldn’t accurately measure this.
T
o call the capabilities of Conjungo2market ‘mind-blowing’ would be to greatly
We could provide website statistics, which although respectable volumes of traffic, were not allowing us to identify exact lead quantities or track leads converted, we needed to close the loop. We wanted to offer a true end-to-end marketing tool.”
Conjungo’s original modus operandi was challenged in other areas. The economic climate was blowing a chill wind. Consolidation within the vendor community was becoming the fashion, and the extension of responsibilities for many UK channel marketing managers across the wider EMEA region presented unforeseen demands on what had quickly become a
Demonstrable ROI The result was a huge investment into rebuilding
Conjungo.com, introducing additional functionality to benefit the users while improving SEO and ensuring that the site would be ready for rollout into other countries. The EMEA rollout is planned for 2012. “We also drafted in additional expertise to assist with concerns around ROI,” noted Weiner. “That’s when we worked on the development of an additional channel- facing platform called Conjungo2market. We always knew that Conjungo would be developed over time and that the only way that this could be achieved would be to listen to what the vendor, channel community and ultimately what our end user audience needed.”
Conjungo originally launched a couple of years ago with the concept of helping end users gain a better understanding of available technologies, how those technologies might benefit their company and where ultimately they could source the solution. For the vendor and channel community it was a system that enabled them to market their services and solutions. The premise was based on the fact that if people don’t understand the technology and the benefits that can be derived, they simply won’t buy.
According to Weiner, the improved website and the new Conjungo2market channel marketing tool are much slicker by distinction. Conjungo2market is based on a Software as a Service (SaaS) model and Weiner says the launch plays to the proliferation of cloud models and is certain to open the eyes of a huge potential user base. “The Lead Tracking and Lead Management tool is free to all resellers in Conjungo. com with a premier listing,” explained Weiner. “It also has The Campaign Store.
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This is where resellers can take part in pre-approved marketing campaigns in a matter of minutes as the system automatically populates the campaign with their logo, 500 words about their company, company details and even a twitter feed to support any social media strategy.”
Other key features and benefits include the built- in Automated Vendor Campaign Request & Approval tool. “The vendor completes a campaign request form and hits submit. Conjungo, a distributor or preferred marketing services agency (MSA) receive an email saying there is a new campaign requested,” explained Weiner.
Ideal for compliance “The campaign is built and the review and approval process is all performed online with automated emails. Not only is this ideal for compliance such as Sarbanes Oxley, but it also speeds up taking a new product or promotion to market. It accelerates the process, reducing the time
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