The Silicon Review
“Our multi-channel marketing solutions focus on specific products and services engineered to solve distinct challenges in the data, direct marketing, and analytics space.”
MeritDirect’s strategic approach to building a modern marketing organization named them one of 30 companies to watch by Research and Advisory firm, Outsell, Inc. in their Information Industry Outlook 2016 titled Tipping Point. Outsell stated “Built from a legacy, one-dimensional list business, MeritDirect has morphed into data-driven, multichannel marketing solutions combined with data management, consulting, and analytics embedded deep in the B2B, B2C and Data Driven Marketing.”
Core activities of the institution
MeritDirect is the leading provider of global multi-channel marketing solutions, offering integrated marketing through a wide array of products and services. Multi-channel marketers achieve and maximize superior return through MeritDirect’s marketing services that include: Customer Acquisition and Retention, Data and Media Services, Marketing Databases, Consulting and Analytics Group and International Services.
Let us learn more about the institution while conversing with the chieftain: Rob Sanchez, CEO
Why was the company set up? How did you select the vertical and decide to be a part of the global platform?
MeritDirect was set up in 2000 as a legacy direct marketing and consulting firm with entrepreneurial agents from two large data organizations. In addition to legacy Direct Marketing, we quickly grew into experts in the email space which allowed us to grow in technology and media. As we took on more and more clients, we operated in a very consultative role and saw the need for end-to-end services across channels. On the other side of a growing data business, there was a constant need for action based analytics to help our clients make strategic marketing decisions. We wanted to be a fully integrated partner to our clients from research to launch, results to roll out. In addition to being integrated with our clients’ programs, we also felt invested in their success. And our client feedback drove us further: by providing relevant, actionable data attributes within marketing platforms, we were making a difference in their acquisition and retention strategies.
Tell us why analytics became part of your service model?
Our mid-market and enterprise clients were accessing their business marketing data from operational systems via IT logged requests. This created a lapse in response time in both BI reporting and ability to modify marketing strategies in a timely manner. Routing data to MeritDirect daily via automated secure processes and updating our Client-centric Analytics Platforms created more immediate access to their business information.
The natural extension was to enhance their data with the extensive intent, purchase, demographic, firmagraphic data, etc. from our industry leading databases to support regression models in audience segmentation. It was a short step from there to expand into advanced customer and prospect audience segmentation, LTV-based acquisition and retention strategies, BI reporting and the like.
What were the grounds on which you have expanded your company and its offerings over the years?
From 2010 to 2013, MeritDirect invested in the assets of two companies that expanded our scope of services and grew our client base. These early acquisitions were strategic in that they added services and clients as well as provided the principals of those companies’ a seamless exit strategy while maintaining their business unit within MeritDirect.
Within that timeframe, we also hired a global marketing executive, launched operations in a newly formed UK office and hired leading digital marketing talent to launch our Digital Services Division at the company HQ. Our Digital platform focused on Data Driven B2B Digital Solutions leveraging our world class B2B Database, OmniChannelBASE. Using the OmniChannelBASE platform, we launched OmniDigital.
In 2014, MeritDirect recruited three top professionals specializing in CRM engagements with enterprise level technology companies. This launched a Boston office and a suite of new data and analytic services supporting a growing technology client base.
The years 2015 and 2016 saw our largest growth with the acquisition of three companies. These strategic purchases helped us to vertically integrate, widen our analytic capabilities and keep a considerable amount of data processing spend in house.
What learnings helped your company evolve into the organization that it is today?
The leadership team at MeritDirect knew that we needed to diversify and transform our business in order to become an industry leader and maintain a pace driven by evolving technology. We were committed to investing in the resources and talent that would ensure our future as a leader in solution based data, digital and analytic services.
Let us handshake with the boss
Rob Sanchez, CEO - Rob’s career has stretched over 25 years, during which time he forged key business relationships with many marketers including Fortune 500 as well as marquee technology and media clients. He has been recognized multiple times by B to B Magazine as a “Who’s Who” Thought Leader in the industry.
Under Rob’s leadership, MeritDirect has become a leading provider of global multi-channel marketing solutions, offering integrated marketing services through a wide variety of products and tools. Rob has led a strategic approach to building a modern marketing organization that has morphed into a data driven marketing solutions company combined with data management, consulting, digital and analytics embedded deep in the B2B, B2C and data driven marketing world. Through key acquisitions, recruitment, global expansions and expansion of solution based services; MeritDirect has transformed the marketing services business model and positioned itself for a bright future.