Company Background:
Miles Technologies is a leading provider of technology-based business solutions to small- and medium-sized businesses in the mid-Atlantic region. From highly customized integration, networking and Internet services to application development, technical support and software customization, Miles Technologies delivers on its promise of "You Request. We Respond. It Gets Done."
Miles Technologies has grown its business through its marketing efforts. With over 1,800 clients served by more than 100 professionals in six offices, a key to their success has been to create and execute highly-targeted marketing campaigns to its prospects. These campaigns account for more than 33% of Miles Technologies' revenues.
Challenge:
In the past, Miles Technologies had driven their campaign efforts using purchased lists. They found moderate success and were seeing diminishing returns.
Chris Miles knew he needed to find a way to tap into up-to-date sources. Experience with purchased lists showed prospects had been inundated, since the lists had been sold many times. Alternatively, they had done work building their own lists which yielded better results, but the effort and amount of error made the process very expensive.
Solution:
Miles Technologies needed to find a solution that could bring vitually untapped information into the marketing mix, while driving high response and lowering overall costs. The answer was a combination of Broadlook's Profiler and Eclipse. Between the two, Miles Technologies has been able to create very targeted lists with real-time information.
Results:
Miles Technologies has seen some impressive results. "Our effectiveness with the Broadlook solution has been almost 2 to 1 compared to a purchased list," said Chris Miles, CEO and President of Miles Technologies. "We credit the dramatic increase in response to now having our own proprietary lists using Broadlook's capabilities."
Not only have response rates improved significantly, but Miles Technologies' staff has been able to increase their productivity over the manual processes they were deploying. "It's like asking someone to dig a pool and offering them a tractor or a shovel," said Mr. Miles. "We estimate we get as much done as 100 times the productivity over what we did manually. That translates tobeing able to reach hundreds more people in a much shorter amount of time."
To Miles Technologies, quality is just as if not more important than quantity. While there are other technologies that claim to tap into real-time sources and automate the process, Miles has found that the human element designed into the Broadlook solution provides superior quality as well.
When asked to quantify the impact that the Broadlook solution has brought to Miles Technologies, Mr. Miles had this to say: "We put our efforts with the Broadlook solution in the context of our entire marketing strategy and budget. Including labor and other related expenses, using Broadlook saves us over $200,000 per year versus other high value marketing alternatives that would produce similar results."
