Global Inquiry Management System (GIMS)

Eriez Magnetics uses state of the art inquiry management software created by Distributed Network Software, to instantly turn inquirers into qualified leads.

Company Background

Eriez Magnetics, world authority in advanced technology for magnetic, vibratory and inspection system applications, designs, develops, manufactures and markets magnetic separation, metal detection and materials feeding, screening, conveying and controlling equipment for domestic and international markets.

Situation

As in many corporations, marketing departments are looked at as cost centers. The results of their spending are often difficult to track – not at Eriez. A few years ago, the marketing communications team at Eriez used a DOS-based inquiry management system to manage inquiries generated mainly from tradeshows and print materials. These inquiries were manually related to sales revenue on a monthly basis.

This process allowed Eriez to manage next year’s marketing budget and provided 50 + US manufacturing Reps with qualified inquiries, however; the system did not respond quickly to territory, product and market changes. In came the Internet which added another level of urgency never seen before in the manufacturing sector. Almost overnight there was a need to automatically; collect, categorize, distribute and manage all inquiries from all marketing events (tradeshows, website, print and magazine ads).

The Internet advent increased the number of inquiries, however, Eriez had to rely on their isolated DOS-based inquiry management system to manage inquiry and marketing activities.

Solution

The marketing communications team at Eriez recognized the need to relate all inquiries to specific marketing events – so when a person visited their tradeshow booth in Chicago then responded to a magazine ad and finally visited www.eriez.com to research an Eriez product – the appropriate Rep was instantly notified of inquiry activity. Distributed Network Software (DNS) worked with Eriez to create a Global Inquiry Management System (GIMS) that provides real-time notification and management of domestic and international inquiry activity.

The appropriate manufacturers Rep, the marketing communications team and the lead fulfillment center are instantly notified through electronic messaging in addition to storing the inquiry for future business intelligence functions.

GIMS is software that facilitates modifications to the manufacturers Rep network, changes to sales territories, product lines and markets. GIMS is built on Microsoft SQL Server database using Visual Studio.NET tools and framework. The GIMS database manages and stores sales transactions from Eriez’ ERP system and website inquiry collection databases.

Through its knowledge of best-practice software development standards and the software development life cycle, DNS created the data bridge between several key information systems that allows Eriez to collect, categorize, distribute and manage all inquiries from all marketing events. GIMS tools allow decision makers at Eriez to appropriately respond to market changes.

Benefits of GIMS

GIMS has allowed Eriez to gain millions of dollars of new business that normally would have been lost on the Internet in addition, it gave Reps the ability to instantly respond to inquiries from email or secured website thus gaining a competitive edge in all markets sectors.

GIMS provides a tool for Eriez’ management team to make timely business decisions and gain manufacturing market share. Eriez need not worry about changing sales territories and allocating resources to new markets because GIMS allows the marketing communications team to make Rep and territory changes without worrying about technology changes.

“GIMS allows us to see the results of all our marketing efforts - the good stuff, as well as the bad. We’re now doing more of what works and less of what doesn’t.”

Keith Jones
Director of Marketing Communications
Eriez Manufacturing