Because Aperture was wary of using outside sources for lists due to restrictive usage and cost, they wanted a solution that they could bring in-house. Using MarketPlace Gold, Aperture was able to import a list of recent customers and historical sales data into the iMarket database. They then easily generated reports that identified trends in the data, such as market penetration and potential by industry, geography, and value. These reports turned their customer and lead data into a strategic tool that helped them size markets quickly and accurately and sell more effectively. These pre-qualified prospect lists were licensed, output, and distributed to the Aperture sales force as leads.
Aperture then output additional lists to be used for direct mail and telemarketing campaigns .
Benefits and results. Because of the market potential and penetration reports, Aperture was able to provide its executive management with a better understanding of the industries that they had success in and their relative value to other industries. This knowledge helped them to develop a direction for their strategic marketing efforts. Aperture liked the fact that they could do all of this analysis in-house rather than outsource it. Not only did it save them money, but it gave them the flexibility to control the process on their own and update reports as often as necessary without incurring any additional costs.