WebbMason Launches Cross-Channel Marketing Automation Platform: MarketingBench 2.0

December 24, 2013

Provides Digital and Physical Marketing Creation, Sourcing, Deployment and Measurement on a Single Platform HUNT VALLEY, MD – September 30, 2013 – WebbMason (www.webbmason.com), an integrated marketing solutions and services company headquartered in suburban Baltimore, today introduced MarketingBench™ 2.0, a marketing automation solution for the creation, sourcing, deployment and measurement of integrated marketing programs. MarketingBench 2.0 fills a void in first-generation marketing automation products: the ability to centrally manage print collateral, promotional items and event promotion in addition to digital marketing. MarketingBench 2.0 is delivered as a software-as-a-service (SaaS) application for easy deployment and rapid scalability. MarketingBench 2.0 is ideal for complex marketing ecosystems such as franchise operations, retail chains, field marketing organizations and partner marketing programs where ensuring timely fulfillment and brand consistency can be challenging. Cross-channel marketing is also essential to certain regulated industries such as healthcare and financial services where printed materials are required or highly desirable. “The central principle of cross-channel marketing is engaging the customer through the right channel at the right time. First generation marketing automation solutions focus on digital channels – mainly email and social. MarketingBench 2.0 is truly multi-channel and cross-channel,” said Doug Traxler, Chief Development Officer and Executive Vice President, Sales and Marketing for WebbMason. “MarketingBench 2.0 automates the integration of physical marketing programs and assets such as direct mail, brochures and point-of-purchase displays, and digital marketing into a unified campaign.” Williamson-Dickie Manufacturing Company, a global workwear company, is a long-time WebbMason customer and an early adopter of MarketingBench 2.0. “Our brands are available in more than 100 countries through company owned stores, specialty shops in retail partner locations, and ecommerce sites such as Amazon.com and Dickies.com,” said Matthew McCartin , Chief Marketing Officer, Williamson-Dickie Manufacturing Company. “MarketingBench 2.0 gives us the ability to rapidly customize, deploy, and manage cross-channel marketing campaigns for all distribution channels while maintaining a consistent brand image and controlling costs. WebbMason is a strategic partner and MarketingBench is a game-changer.” Cross-Channel Marketing Suite Critical to Customer Insight Multi-channel integration is the critical fourth and final phase of Online Marketing Suite Adoption, according to Forrester Research, Inc. In CI Professionals: Plan For the Future of Cross-Channel Marketing (April 26, 2013), senior analyst James McCormick writes: “During this stage, organizations establish bidirectional data integrations between online and offline marketing systems, craft a single enterprise contact strategy, and develop multi-channel processes and measurements. For example, a retail bank evaluates campaigns based on both online and offline behaviors by integrating website visitor activity with offline transactional and CRM data.” The ultimate goals and success factors of multi-channel integration are marketing to the customer, not the channel, and consistency across all touch points. MarketingBench 2.0 Features:

  • Centralized Marketing Resources: MarketingBench 2.0 enables end-users to track and manage marketing asset inventory and provides access to WebbMason’s Preferred Supplier Network of global, best-in-class supply chain partners.
  • Cross-Channel Reporting: All key metrics and project data are summarized in reports accessed by administrative users. MarketingBench 2.0 includes a variety of pre-configured reports, which can be customized to meet specific requirements.
  • Channel Profiles: Provides a complete view of internal and external locations supported by marketing such as departments, branches, and sales and distributions partners. Profile data includes logistics, floor plans, marketing collateral consumption and inventory and campaign history. Profiles can be customized to industry and business models.
  • Promotions: Administrative console that defines the types and quantities of marketing materials and programs for event-driven and seasonal promotions. A real-time progress bar indicates open orders and generates the output for fulfillment when the promotion has ended.
  • Project Manager: Automates the acknowledgement, tracking and fulfillment of requests from internal and external constituents.

Complete Lifecycle Support and Marketing Services MarketingBench 2.0 is an integrated software suite developed by WebbMason, and provides direct professional services (consulting, systems integration, data services), technical support, and user training through dedicated teams. Clients can also access WebbMason Interactive for web design and development, email marketing, social media, and SEO/SEM services. Mail house, fulfillment, design and other off-line marketing services are provided through WebbMason.

About WebbMason Founded in 1989, WebbMason is one of the fastest-growing integrated marketing solutions and services providers in the United States. It helps marketers and operations professionals manage brand consistency, streamline processes and save money through a combination of industry expertise, technology innovation, and superior customer service. Solutions include distributed marketing management (WM MarketingBench™), on-demand document printing (WM DocBuilder), online workflow management (WM Connect) and WebbMason Interactive, which provides website development, PURL design, search, email marketing, social media and data analytics. WebbMason has 20 sales offices and eight warehousing, distribution and fulfillment locations throughout the US. Learn more at http://www.webbmason.com.

Contact: Erin Winchester Marketing Manager 410-785-1111 ext. 1237 ewinchester@webbmason.com Chas Kielt On Demand Marketing 617-833-3649 chas@kieltondemand.com


WebbMason Tops Baltimore Business Journal List of Largest Advertising and Marketing Agencies for Second Consecutive Year

October 21, 2013

By Jennifer Moag Black,
Chief Operating Officer and President, Interactive Solutions Division

WebbMason Tops 2013 BBJ Marketing and Advertising List

WebbMason concluded last week by announcing that we once gain topped the Baltimore Business Journal List of 25 Largest Advertising and Marketing Agencies in the Baltimore-area. This was the second consecutive year that WebbMason earned this distinction. The Baltimore Business Journal, the city’s business newspaper of record, surveyed more than 80 companies for the annual feature that ranks agencies by number of full-time employees working in Baltimore area offices. WebbMason employs 161 at three locations in Hunt Valley and an additional 143 in 25 locations throughout the United States. We serve more than 1,200 clients in healthcare, hospitality, financial services, manufacturing, technology and other major industries. 2012 revenue exceeded $100M, placing WebbMason among the leading marketing services firms in the eastern United States.

As Warner Mason, President, Co-Founder and Chairman of the Board, said in the news release we issued announcing our 2013 ranking, “Being the largest employer in the Baltimore advertising and marketing agency community is important for two reasons: First, it means that we are attracting and retaining customers. Second, it means we are attracting and retaining the talent that keeps that customer base happy and growing. You cannot have one without the other.”

Another especially gratifying, and we think interesting, aspect of this news is that WebbMason did not begin life as an advertising or marketing agency as did other companies on the list. In fact, WebbMason was founded as a commercial printing company 24 years ago by Warner and his partner, Kip Webb, who is currently an Executive Vice President with the company. Not content to stand still, we on the WebbMason leadership team always look for new ways to serve our customers by providing new or better services, or filling gaps in the marketplace. This drive engendered a spirit of innovation at WebbMason. While the word “innovation” may be overused, it truly describes how WebbMason thrived through sea changes that swamped and sank other commercial printers as technology and times changed.

Today, WebbMason provides a full range of multichannel offline and digital marketing services, including copywriting, graphic design, brand identity, web design and development, search engine marketing/search engine optimization (SEM/SEO), email marketing, social media management, promotional items, commercial printing, and tradeshow booth design and production

In addition to providing a portfolio of marketing products and services, WebbMason develops and sells marketing supply chain and management software. Last month we introduced MarketingBench™ 2.0, a marketing automation solution for the creation, sourcing, deployment and measurement of integrated marketing programs.  MarketingBench 2.0 fills a void in first-generation marketing automation products from companies such as Aprimo, Eloqua and Unica: the ability to centrally manage and source print collateral, promotional items and event support in addition to digital marketing. In developing MarketingBench 2.0, we are re-defining a market. That is innovation. That is evolution.

5 Ways to Make Your Print Materials Unlock Interactive Dialogue

April 12, 2013

by Doug Traxler

Good ol’ Dr. Seuss once said, “Why fit in when you were born to stand out?”

Sure, it’s a cliché—but, come on, he’s right! Why hand someone a business card – or any other printed piece – with only your brand information on it when you can easily design it to open an interactive connection?  With QR codes, personalized URLs or generic URLs (PURLs & GURLs), it’s easy.

Here are 5 ways to turn print into interactive dialogue:Image

  1. Make your business cards do more work. Add a QR code to your business cards so you can drive prospects to your corporate blog, Facebook page, LinkedIn profile or website content. Or, use it to give away free information or drive prospects to a microsite where they can sign up for a special offer.
  2. Give your brochures greater longevity. Putting something in print makes it permanent. With that being said, many printed materials, unfortunately, have an expiration date. Adding a QR code can make these materials last longer, as you can update the sites connected to the code.
  3. Reach new generations with storefront or point of purchase materials. QR codes can attract a younger and more tech-savvy clientele, as nearly 30% QR code users are from 18 to 34 years old (PitneyBowes).
  4. Increase the credibility of your fliers, handouts and white papers. QR codes are fast and function. You can easily show customers common print materials – product reviews, customer testimonials, fact sheets and FAQs — in a matter of seconds.
  5. Turn envelopes into personal messages. Instead of sealing with a kiss, seal your envelopes with a QR code which drives them to a personalized thank you video or a discount offer. You could also connect the code to a microsite that explains what is in the envelope. This will make your message unforgettable.

Dr. Suess encourages you to stand out—and so do we! Read more about WebbMason’s approach on QR codes here: http://www.webbmason.com/marketing-solutions/#/reaching-the-next-level-integrated-marketings/cross-channel-marketing-campaigns/

If you want a copy of our white paper, “Turn Common Print Materials into Powerful Cross-Media Marketing Experiences,” send a request via email to Erin Winchester at ewinchester@webbmason.com

WebbMason’s Doug Traxler Named to Board of Directors for PSDA

April 8, 2013

Congratulations to Doug Traxler, chief development officer and executive vice president of sales and marketing, who has been named to the Board of Directors for the Print Services and Distributors Association (PSDA) for 2013!Image

With his appointment, Doug represents the tremendous work and dedication found in all WebbMason employees. Like WebbMason, the PSDA is dedicated to providing best-in-class print, marketing and business communications solutions for organizations of all sizes.

Traxler has been with WebbMason since he founded the company’s first regional office in Washington, DC, in 1995. Prior to joining WebbMason, Traxler spent 13 years with Wallace Computer Services, where he served as sales representative, account executive and general manager. Doug is honored to be named to the Board of Directors and will continue to exemplify the principles founded in our company.

For the official announcement, click here.

WebbMason Board Member David Rich Talks about Big Data in Forbes Magazine

February 25, 2013

Data has always been with us.  But today there seems to be more of it. That’s the bad news.  Now the good news: there are more and better ways to harness the data.  And there are good reasons to do so. For example, it can help companies spot business trends well before they happen. In Gil Press’ recent article in Forbes Magazine, he explores WebbMason Board Director David Rich’s idea of investing in big data, specifically in predictive analytics.Image

“When the 2008 recession hit […] the question was how come we weren’t better prepared with all the money we’ve spent in the last decade on information systems? That has caused a spur of activity that we’ve seen in the last several years, driven by the promise that now it’s technologically possible to have predictive analytics meet performance management at scale in real-time.”

By “performance management” Rich is referring to what it takes to manage the enterprise. He thinks that we are witnessing the emergence of a new management discipline, one that’s “much more about data-driven decision making.” He explains that now: “Management wants more data before making a decision or they want to collaborate with more people before making a decision, then the previous generation.”

The recession impacted all of America, but why didn’t we see it coming? Maybe we weren’t paying close enough attention to the data. With better access to complex information, business leaders could use technology to pre-determine what they need to do. Since the recession struck, businesses are taking advantage of the availability of preventive measures. Today’s predictive analysis technology provides industries with the tools to overcome impending obstacles.

It’s an important trend that David Rich is helping WebbMason pay more attention to in his role as advisor to the company.  Apparently, the writers at Forbes are paying attention, too.

Franchises Using Integrated Marketing Achieve Higher ROI

February 13, 2013

by Doug Traxler

Integrated marketing is complex—but so is running a franchise. Combining the two? Sounds like a potential nightmare. However, iWebbMason Integrated Marketingntegrated marketing can play an essential role in every business, as companies that implement and execute integrated marketing have been shown to achieve a 50% higher ROI. (Source: Gartner)

Last year, a popular franchise reached out to WebbMason for marketing assistance. After some research, WebbMason suggested an integrated marketing approach that blended both print and non-print marketing methods, including  (in simplest terms) personalized QR codes on all direct mail pieces, personalized landing pages, automated reminders and follow-up notices, customized registration and opt-in for newsletters, social media pages, an analytics dashboard and email marketing. This approach enabled the franchise to organize and quickly respond to leads, while also increasing attendance in the organization’s long-term programs.

The results were a dream come true for both the franchise and WebbMason, as the campaign generated a 39.2% conversion rate, 65% higher than the year before, along with a 28% spike in the franchise’s Facebook fans. The good news does not stop there. This November, WebbMason won an award for this campaign during the EventTech conference in New York City.

From New York to Las Vegas, WebbMason’s interactive services are appearing all over the US. On February 18-19, they will be showcased at the IFA Conference at the MGM Grand Hotel in Las Vegas, Nevada. On display at booth #271, WebbMason will present popular tools for many franchise owners, including the new user interface capabilities for its MarketingBench™ distributed marketing management platform.

According to Jeff Elgin’s article, “5 Franchise Marketing Essentials,” on entrepreneur.com, a franchise marketing plan must: drive consumers, involve the franchisees, get the splits right (marketing funding dollars), be well-documented and validate well. To summarize, marketing must bring people through the door—whether it is from a direct mail piece, a landing page, a personalized coupon or a promotional product. Since they work closely with customers, the opinions from the franchisees must always be taken into account. Elgin, CEO of FranChoice, notes that a marketing plan “is no small matter, since your livelihood will rely on the success of the marketing program in driving customers to your business.”

Sure, integrated marketing is complex—but it doesn’t have to be frightening. By integrating print, web, digital, social and other applications, your franchise can create powerful campaigns while reaching, engaging and growing customer relationships and achieving a ROI. From website strategies to email marketing, you can deliver timely, relevant, and compelling integrated marketing programs that resonate with customers across any channel they touch. All of your campaigns and programs will point in the same direction and will work in harmony to reach your goals. An effective interactive plan designed specifically for your franchise can not only meet your needs… it could be a great way to build support for your franchisees as well.

The WebbMason Promo Show is today! Come

September 25, 2012

The WebbMason Promo Show is today! Come and join the fun! #WMPROMOSHOW http://ow.ly/i/XTou

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