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The Document Generation and Data Marketing Connection

Companies today face unprecedented challenges. Audience engagement is more fragmented than ever and the need for differentiation is critical. Companies depend on data marketing to target a specific audience with a specific message at a specific time. And customers are resonating with – and beginning to expect – messaging catered distinctly to them.

According to an article posted on adweek.com, of 3,000 marketing professionals surveyed, almost all “recognize the importance of data marketing in advertising and customer experience efforts, with over 77 percent saying they’re confident in the practice and its prospects for future growth.”

The article also cites that today customers expect and demand “a seamless and relevant experience. They have grown accustomed to marketers’ knowledge of their preferences and anticipation of their needs. Fractured or conflicting messages from a brand make marketers seem unorganized and annoy customers, sometimes even driving them away.”

There are five major drivers of increased data marketing:

  • Maximize effectiveness/efficiency of marketing investments (49%)
  • Gain knowledge of customers/prospects (33%)
  • Desire to align with digital consumer preference (20%)
  • Growing availability of audience date (24%)
  • Need to be more customer-centric (53%)

74 percent of marketers expect to increase their data marketing budgets this year. And 69 percent reported that their data marketing efforts are focused to “targeting of offers, messages and content.”

Document Generation to Drive Data Marketing and Sales

The requirement for data marketing and audience-specific marketing efforts will continue to grow. And the same need is true for companies reaching their potential clients.

Companies need to provide targeted and data-integrated campaigns and proposals that resonate with the goals and objectives of their clients and potential customers.

Not every customer is alike, and the proposals and documents should reflect this. Generated documents need to include data-relevant research, images and more – each specific to the individual client.

From an operational standpoint, this means that companies’ sales tools and documents need to be dynamic and flexible enough to cater to each individual marketing customer’s needs. Successful sales tools should have the ability to be data-driven and specific to each customer.

But that doesn’t necessarily mean each has to be built from scratch.

Automated document generation combined with Salesforce provides a flexible platform to automate the process of generating and distributing proposals, reports and more. Users can build out various document templates (perhaps one for each of their customer segments?) that is dynamically updated with client-specific information through Salesforce.

Instead of compiling each document from scratch each time, companies just build the templates they need and they’re generated with the information from Salesforce.

Automated document generation can tremendously help companies that embrace data marketing. Four major benefits of automated document generation include:

  • Reduce the amount of time it takes to merge data and documents from hours to minutes, with all of the specific information that needs to be included
  • Dynamically merge and support massive amounts of data including images, graphics, maps and more
  • Customize and format documents specific to both the needs of your clients and your company
  • Automatically deliver the finalized document, no matter the size or format of the document

4 Ways Document Generation Can Improve Business Processes

If your company is like most and data marketing is critical to your success, you may wonder which documents similar companies have experienced success in automating. We hear about a broad range of document processes that companies streamline with document generation.

Here are four key processes to automate:

1.  Campaign plan/proposal

Companies need to create proposals that include criteria like region, demographics, reach and applicable images. With document generation, both the data and images can be dynamically inserted into a proposal based on specific product and segmentation criteria located in Salesforce. Read the LinkedIn case study.

2.  Inventory availability reports

For companies such as media companies that manage a large volume of advertising inventory, real-time information on availability is crucial. Document generation enables companies to create up-to-date reports to evaluate inventory, create accurate proposals and respond in a timely manner to customer requests.

3.  Key account summaries

Monitoring key account activity is crucial to business. Document generation allows you at any time to dynamically pull and compile data on your key accounts like purchase history, revenue or product preference.

4.  Invoices

When companies use document generation to create pre-sales documents like contracts, generating invoices is a natural extension. Leveraging the same data, you can now automate your post-sales document process ensuring that invoices and bills are generated and distributed accurate and on time.

Automated document generation combined with Salesforce creates a streamlined experience for both companies and their customers. Utilizing document generation makes it possible for document creation based on data marketing and audience-specific marketing, without the manual process.

Learn more about Nintex Drawloop® Document Generation on our website.


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