Best Software boosts VAR marketing plans

Best Software, which acquired Accpac International last year, is bring out a targeted channel marketing program for its mid-market business partners.

Called the Direct Mail On Demand program, it is one of a series of channel marketing plans that the company has rolled out to support products

such as Accpac Advantage Series, its HR Payroll product and its Non profit package.

Also part of the turnkey marketing series is telemarketing, newsletter, Yellow Page advertising and list provider programs.

“Lead generation is a critical task for every business and the channel is no different,” said Scott Gaw, director of channel marketing for Best, based out of Irvine, Calif.

“In addition to their core business of selling software and core integration (services) lead generation should be part of their business, but it is not a core strength. So we developed (Direct Mail on Demand) for partners so they can be more efficient,” he said.

Daphne Dias, director of marketing, with Impac Solutions of Toronto, is currently using the telemarketing on demand program. She said the company has found the hands free telemarketing campaigns to be a service they depend on for leads. Impac uses the program on a monthly or quarterly basis and has been able to provide its sales team with a stead stream of sales leads. The hidden benefit, according to Dias, has been the time saved for the marketing to team to focus on new product strategy instead of hunting for new business opportunities.

Partners who sign up for Direct Mail on Demand through the Web site will be able to build direct mail campaigns by selecting from dozens of postcard and letter templates and customizing the specific fields for their own expertise or local market. From there they can select a prospects mail list. Best’s third party partner in this program Best Strategy of Hayward, Calif. does the rest.

“This gives them the flexibility they need and they still receive the cost savings. No more stuffing of envelopes, which will be a time saver for the partners as well,” Gaw said.

Gaw added that through this Web-based service partners no longer have to work with graphic designers or print shops. They can also upload previously created material to the portal. Another advantage, according to Gaw, is that the approval process is done online rather than on paper, which has to be physically moved from person to person.

Best has also negotiated a 30 per cent discount off standard prices for those who participate in the program. Best also was able to waive the US$150 processing fee. Currently, Gaw said 12 resellers have signed up for the program during this week, and he expect more to be on board.

Also, partners will be reimbursed at a rate of 60 per cent. For example, if the cost of a direct mail campaign is $500, the partner would pay for it up front and get back and be credited 60 per cent or $300 on the back end, Gaw said.

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