https://mightyguides.com/iron-mountain-8-experts-on-marketing-fulfillment/

1. Experts on
Marketing
Fulfillment
Top Marketers Share Advice and
Insights on Why Fulfillment Matters
8
Sponsored by:

2. INTRODUCTION
Marketers face a challenging task. Charged with developing and refining high-level marketing
strategies for their companies while maintaining lean processes that enable the business to respond
to changing conditions with agility, they often find they don’t have enough hours in the day to
accomplish every item on their to-do lists. If processes like marketing fulfillment are not carefully
managed, it can quickly become difficult to service customers and provide them with the resources
they need in a timely fashion.
This eBook features expert advice from eight accomplished marketers on how to manage your
marketing fulfillment effectively, whether by eliminating inefficiencies, improving your spend with
online inventory management, reducing waste, or ensuring compliance. We began with a key
question:
“What tips and tricks can you share with fellow professionals about managing marketing
fulfillment?”
The responses presented here represent a diverse array of industries and perspectives that we
hope will provide you with valuable insight and best practices you can use as you pursue marketing
fulfillment strategies for your company.
© 2018 Mighty Guides, Inc. I 62 Nassau Drive I Great Neck, NY 11021 I 516-360-2622 I www.mightyguides.com
Mighty Guides make you stronger.
These authoritative and diverse
guides provide a full view of a topic.
They help you explore, compare,
and contrast a variety of viewpoints
so that you can determine what
will work best for you. Reading
a Mighty Guide is kind of like
having your own team of experts.
Each heartfelt and sincere piece
of advice in this guide sits right
next to the contributor’s name,
biography, and links so that you can
learn more about their work. This
background information gives you
the proper context for each expert’s
independent perspective.
Credible advice from top experts
helps you make strong decisions.
Strong decisions make you mighty.
2Sponsored by
All the best,
David Rogelberg
Publisher, Mighty Guides, Inc.

3. 3Sponsored by
FOREWORD
Brand, product and program managers, along with other marketing executives, constantly
juggle their desire for great results against their budget constraints. They carefully craft
their rollouts, launches and sales promotions to wring maximum value from the dollars
they’re allotted. But they know that even the most meticulously planned campaigns can
come up short if not well executed.
Good execution depends on a number of factors, including getting collateral, point-of-sale
and training materials into the right hands, in the right quantities, at the right time. Deliver
too little, or too late, and you’ve missed an opportunity.
But that’s just one reason to have a good marketing fulfillment program. In this Mighty
Guide, eight marketing professionals share their perspectives on the benefits of working
with a quality fulfillment partner, ranging from cost savings to innovative design ideas to
winning new business, and more.
We hope their insights will prove useful in evaluating your own programs and inspire you
to explore new ways to benefit from your relationship with your fulfillment company.
Iron Mountain Fulfillment Services is
a division of Iron Mountain, a leading
provider of storage and information
management services. For more than
45 years, Iron Mountain has provided
end-to-end print production and
fulfillment services, along with tools
specifically designed to address
our clients’ top marketing, business
communication and compliance-related
challenges, to companies of all sizes.
We have five fulfillment facilities
strategically located across the U.S. to
serve our clients efficiently and provide
a personalized service including a
dedicated fulfillment team, along with
same-day shipping on most orders
with the highest inventory and delivery
accuracy. When it comes to the logistics
of receiving, storing, managing and
shipping your inventory, you can trust
Iron Mountain to get your messages,
materials, and products to market
quickly, accurately and cost-effectively.
Regards,
Jamal Powell
VP & General Manager, Iron Mountain Fulfillment Services

4. 4Sponsored by
TABLE OF CONTENTS
BETH MOORHEAD
MARKETING CONSULTANT,
LEGRAND AV
TECHNOLOGIES
How to Deliver Efficient,
Cost-Effective Marketing
Fulfillment: P5
PATRICK SWISHER
PROGRAM MANAGER,
BILLTRUST
Collaboration is Key to
Successful Marketing
Fulfillment: P17
BRIAN KEMP
DIRECTOR, MARKETING &
COMPLIANCE TECHNOLOGY,
NATIONWIDE
Achieving Cost-Effective
Flexibility Through
Marketing Fulfillment: P8
PEGGY LEAH DANIEL
US GENERAL MANAGER,
THE LOTTER GROUP
How to Scale Your
Marketing Fulfillment
Effectively: P20
DAVID GABER
SENIOR PRODUCT
MARKETING MANAGER,
EPSON
How Keeping Marketing
Materials Fresh Drives
Business: P11
STEPHANIE NEHMENS
CONTENT MARKETING
MANAGER,
LENDINGCLUB
How Outsourced Marketing
& Fulfillment Solutions
Can Function as Strategic
Partners: P23
JACKIE BURNES
HEAD OF US
MARKETING TEAM,
EXPENSE REDUCTION
ANALYSTS
Marketing Fulfillment
Streamlines Branding &
Increases Efficiency: P14
SUPRIYA RAINA
DIRECTOR, GLOBAL
MARKETING,
PIRAMAL CRITICAL CARE
Achieving Greater
Productivity with
Marketing Fulfillment: P26

5. 55Sponsored by
Linkedin
HOW TO DELIVER EFFICIENT, COST-EFFECTIVE MARKETING
FULFILLMENT
Beth Moorhead’s more than 20 years of
experience in marketing, sales, and product
management ranges from work with with
major Fortune 500 companies to boutique
and large international ad agencies, and
startups. Most recently, her efforts grew a
SaaS company’s revenue by over 600%. No
stranger to large firms, Moorhead held senior-
level positions with SBC Wireless (AT&T) and
DDB Needham in Dallas, Texas. While at DDB
she led account-management teams for such
clients as Apple, Verizon, Pepsi, Wrangler, and
General Mills.
Marketing Consultant,
Legrand AV Technologies
BETH MOORHEAD
A
s our digital age advances, we are becoming an increasingly visual society, says
Beth Moorhead, marketing consultant at Legrand AV Technologies. As a result,
marketing fulfillment is still a critical function for businesses to master. “From
a fulfillment standpoint, the sales teams still want streamlined sales brochures, spec
sheets and case studies on jump drives and they will sometimes need this literature
in different languages. These visual materials
affect how we learn and how we buy,” she
says. “There’s a reason why salespeople still
get on a plane to go and shake the other
person’s hand. The customer stills wants that
human touch and the salesperson wants to
strengthen that relationship. We know the
fulfillment piece aids that sales process,”
Moorhead explains.
“Marketing fulfillment is ideal, especially if you’re dealing with short print runs with
multiple versions or even large quantities. It just makes much more sense because it
saves everybody time and money,” Moorhead adds. She finds it especially beneficial
for delivering marketing materials in several languages to locations in multiple
countries. “If you have your marketing materials printed in the country where you will
be distributing them, you already resolved all the shipping and fulfillment issues.
Marketing fulfillment is ideal,
especially if you’re dealing
with short print runs with
multiple versions or even
large quantities.

6. 6Sponsored by
Finding the right partner
means getting access to all
of that industry expertise
that takes a long time to
develop on your own if
you’re managing it yourself.
That way, the turnaround is much faster and shipping costs are
greatly reduced because the marketing materials go directly to the
source. Also the fulfillment process is more cost-effective, because
you can be even more targeted,” she says.
Partnering with an experienced marketing fulfillment center can
also help marketers rein in costs and do more with their existing
budgets, driving additional growth that they might not have been
able to achieve if they were managing the processes in-house.
“A marketing fulfillment partner can say, for example, that if
you change up your design in a certain way, it’ll be more cost-
effective to print. It’ll be cheaper to mail and you can get it out
the door much more quickly,” Moorhead says. She considers this
advantage especially valuable for certain cases, like large mailings
or conferences that want to provide session handouts or booklets
for attendees to reference and make notes on when attending
sessions. “I think that a lot of the small to midsize companies really
could benefit from finding a vendor with an inventory control
service that actually helps them manage some of those larger
event undertakings with limited resources,” she adds.
In addition to gaining expert recommendations on how to manage
marketing fulfillment for specific events or campaigns, marketers
can also benefit from their partners’ industry-specific knowledge,
notes Moorhead.

7. 1 2
KEY POINTS
7Sponsored by
Marketers can also gain access to industry-specific
expertise and best practices for event marketing by
collaborating with a marketing fulfillment partner.
Businesses can meet their marketing fulfillment
requirements in a more cost-effective, efficient, and
flexible way by partnering with a marketing fulfillment
vendor.
“Finding the right partner means getting access to all of that industry expertise that takes a long time to develop on
your own if you’re managing it yourself,” she says. “Talk to vendors that have been working in a particular vertical
for a while. Many of them work with a variety of different industries, but they can give you some examples of what
they’ve done in the past to help a particular industry get its messaging out.”
Thanks to technological advancements and the services of marketing fulfillment experts, Moorhead believes that
today’s marketers have a terrific opportunity to raise the bar on their marketing fulfillment in a more cost-effective,
efficient, and flexible way. With an experienced partner as part of the team, marketers can ensure continued success
as their business grows.

8. 88Sponsored by
If we see low utilization,
then we will move it over
to print on demand to
help save money.
B
rian Kemp believes that partnering with a marketing fulfillment provider can
be beneficial from multiple standpoints, beginning with cost. “If you had to
buy your own infrastructure to support a high level of printing and fulfillment
only for yourself, it could get quite expensive,” he says. By comparison, an outsourced
fulfillment vendor can leverage its resources and internal knowledge to ensure its
equipment is optimally utilized across
multiple customers. By contracting with those
partners, you can take advantage of all of the
capabilities you need, on demand, without
having to invest capital up front.
Businesses can also eliminate printing and
production inefficiencies by working with
a marketing fulfillment provider. “We do a
lot of ongoing analysis and review the cost-benefit of choosing offset versus print on
demand,” Kemp says. “We’ll make a decision about whether it’s more cost-efficient to
go with offset versus print on demand based on volume-order history, for example.” If
Kemp’s team members are evaluating a marketing piece they expect to have a certain
amount of longevity, perhaps a few years in, they may periodically revisit their initial
cost-benefit analysis. “If we see low utilization, then we will move it over to print on
demand to help save money and reduce waste,” he explains.
ACHIEVING COST-EFFECTIVE FLEXIBILITY THROUGH MARKETING
FULFILLMENT
Linkedin I Twitter I Website
Brian Kemp is an experienced
technology leader with a diverse
background working for large
international Fortune 100 companies.
With a career spanning a broad
scope of functions in marketing, IT,
and sales, his expertise centers on
driving efficiencies by leveraging lean
practices and technology. Kemp’s
passion is discovering new solutions
and using a design-thinking approach
to enabling business innovation.
Director, Marketing &
Compliance Technology,
Nationwide
BRIAN KEMP

9. 9Sponsored by
That’s been very, very
beneficial for us—the
local proximity of
where all of our print
fulfillment is located.
Marketing fulfillment is also front and center in the company’s
efforts to win new business. “If you’ve ever signed up for a 401(k)
through your employer, they usually give you a nice cardboard
folder with some marketing literature inside along with a packet
of forms for you to fill out. That is most of what we do on our
financial side at Nationwide,” Kemp explains. Presenting these
materials professionally and in accessible print form is key, he
believes, because of the significance of the decision the customer
must make—they’re trying to decide where they’re going to
put their life savings and prepare for retirement. With the right
materials in hand, that person can have confidence that they are
making an informed decision that’s in their best interest.
Having an established relationship with a marketing fulfillment
provider in place can also come in handy when unexpected
challenges come up. “Sometimes we’ll find out that materials that
are coming from another printer are not going to arrive on time, so
we make sure that our fulfillment provider can print some of those
items,” Kemp says. That way, he and his team can continue to meet
demand without a hiccup. They’ve even been able to do same-day
shipping across town in some cases, which has been incredibly
helpful when they’ve been up against a tight deadline.

10. 1 2
KEY POINTS
10Sponsored by
Marketing fulfillment providers can also offer greater
flexibility, turning around orders on tight deadlines when
needed to meet demand.
Marketers can cost-effectively achieve their goals by
partnering with a marketing fulfillment provider.
“That’s been very, very beneficial for us—the local proximity of where all of our print fulfillment is located,” he
adds. Working with a marketing fulfillment provider in this way has given Kemp’s company additional flexibility it
wouldn’t otherwise have.
Kemp believes working with a marketing fulfillment vendor also makes the business more resilient in the event
of a disaster or an emergency, adding an extra layer of business continuity to mission-critical processes that might
otherwise be interrupted if something were to happen. Thinking ahead with resilience and adaptability in mind, he
also advises that businesses consider working with a provider that stays abreast of technological developments and
emerging best practices so that, as marketing fulfillment evolves, it will be able to take advantage of innovations in
the field. Print and fulfillment vendors need to evolve to being omnichannel, where print is just one of the various
distribution methods they provide.

11. 1111Sponsored by
We have an internal rule
in my department: If it’s
a month old, frankly, we
need to take a hard look
at it.
F
or David Gaber, version control is critical to marketing fulfillment. “If you’re going
to spend the money and the time to produce something at volume, make sure
it’s not something that you’ve been dragging around for three months,” he says.
“We have an internal rule in my department: If it’s a month old, frankly, we need to
take a hard look at it.” Chances are, something has changed during that time. If the
company’s product offerings haven’t been
updated, other important factors such as the
messaging and positioning may well have
changed.
To make sure his marketing materials are
constantly fresh and up to date, Gaber
has instituted a few tightly run marketing
fulfillment processes at Epson. First, when
evaluating any materials to be sent out, his team ensures the content has been
updated within the past 30 days as per the company’s requirement. Gaber’s team
manages its marketing projects in Salesforce, shepherding each project through four
key hurdles in the approval process before it comes to him for a final review and
potential approval.
Gaber notes that when he originally implemented these stricter marketing fulfillment
processes, his chief goal was to retain existing customers that the company had
worked so hard to win.
Linkedin I Website
David Gaber leads North American
marketing and business-development
efforts for Epson’s sensor product line,
primarily serving the aerospace, defense,
and industrial verticals. He is a champion
of bold, innovative, and sometimes
unorthodox advertising and marketing
strategies who has successfully designed
and executed numerous branding and
identification campaigns that have firmly
established Epson as a leader in sensor
technologies. A San Francisco Bay Area
native, Gaber is a Berkeley graduate, and
currently resides in the Silicon Valley area.
HOW KEEPING MARKETING MATERIALS FRESH DRIVES BUSINESS
Senior Product
Marketing Manager,
Epson
DAVID GABER

12. 12Sponsored by
By keeping our
marketing materials
fresh, we’re attracting
people to come to our
website more often than
they normally would.
However, he ultimately achieved even greater benefits than he
had hoped for. “What actually ended up happening was that it
increased the number of customers,” he says. “By keeping our
marketing materials fresh, we’re attracting people to come to our
website more often than they normally would. They’ve come
to trust that we have new stuff getting pumped out all the time.
It’s become a way to engage new customers, which we did not
expect in the beginning.”
Gaber and his colleagues have been pleasantly surprised with
the results of their efforts to keep marketing materials up to date.
“Since we started this project in earnest about five years ago, we
have noticed about a 30 to 40 percent increase in the daily new
unique visits through the site,” Gaber says. He notes that this
bump in visits to the website has also translated into an increase
in sales. “I can actually link about a 20 percent uptick in new
business directly to these unique views on the site,” he notes.
What began as a proactive project to increase customer loyalty
by continually delivering fresh marketing materials actually
ended up creating new business for the company.

13. 1 2
KEY POINTS
13Sponsored by
Businesses can increase customer loyalty and win new
customers by frequently updating their marketing
materials.
Marketing fulfillment can only be effective when
marketing materials are continually kept fresh and up to
date.
In this way, Gaber and his colleagues demonstrated that ensuring proper version control is a terrific way to boost
customer satisfaction and grow the bottom line. Businesses can realize even greater benefits than they might have
originally anticipated by optimizing their marketing fulfillment processes to ensure that their marketing materials
are always up to date.

14. 1414Sponsored by
MARKETING FULFILLMENT STREAMLINES BRANDING AND
INCREASES EFFICIENCY
Before anything else,
make sure to outline your
company’s needs and find
out what materials your
users need to have readily
available.
J
ackie Burnes believes that it’s essential to have a clear understanding of your
company’s marketing needs when setting out to improve your marketing
fulfillment processes. “Before anything else, make sure to outline your company’s
needs and find out what materials your users need to have readily available,” she says.
By fully defining these requirements in advance, you have a better chance of selecting
the right vendor. And once you have found
a fulfillment partner that you like, it’s always
wise to keep the lines of communication
open both with your users and your
vendor. That way, you can continually make
adjustments as necessary in partnership with
your vendor as your users’ needs evolve and
change.
Burnes has also observed that partnering
with a single marketing fulfillment vendor helps a company maintain brand
consistency across franchises. Many years back, before her company began working
with a marketing fulfillment vendor, “It was more kind of a free for free for all where
people were just creating their own things and sending their own materials,” she
says. By contrast, the process they now have in place is better coordinated and more
effective. “Having all of your materials fulfilled through a single platform like a web
store really helps to streamline ordering and ensure brand consistency.
Linkedin I Website
Head of US Marketing Team,
Expense Reduction Analysts
JACKIE BURNES
Jacqueline is an experienced
marketing lead with a demonstrated
history of working in the
management consulting industry. She
has 10+ years experience in customer
service and has been in her current
role, supporting a network of 150+
consultants, since 2012.
During her tenure in marketing, she
has overseen the development of
new marketing and sales tools and
has facilitated a digital marketing
program that has helped to grow lead
generation.

15. 15Sponsored by
Having all of your materials
fulfilled through a single
platform like a web store
really helps to streamline
ordering and ensure brand
consistency.
This way, we don’t have to worry about 150 franchisees in the
US creating 150 different business card formats. Having them all
consistent helps to bring that cohesiveness together, reflecting the
fact that we are a global company,” she explains.
Working with a marketing fulfillment vendor has enabled Burnes’
team to meet franchisees’ marketing needs with greater efficiency
and flexibility. The company provides its franchisees with a
central resource where they can access a variety of sales tools,
ordering business cards, brochures, and dimensional mailers to
send out to their prospects as needed. They’re also able to also
have these items pre-printed with their customers’ names and
contact information, giving the materials a more professional look
and feel. And as their needs change, they can take advantage of
increasingly sophisticated marketing options such as dimensional
mail.
The franchisees, for their part, are glad to have this streamlined
system in place. It saves them time because they don’t have to go
and recreate the wheel every time they want to order branded
marketing materials. “They simply have to order what they need
and then deliver it in whatever way they’ve set their marketing
campaign for the year,” she says. “They like it a lot because it
simplifies things for them and it gives them that time back to focus
on making their follow-up calls.”

16. 1 2
KEY POINTS
16Sponsored by
Working with a single marketing vendor helps you
ensure brand consistency across multiple locations and
franchises.
To find the right marketing fulfillment partner, you
must first have a clear understanding of your company’s
marketing needs.
Equipped with the resources they need and more time to devote to business development, the franchisees are free to focus
on growing the bottom line.
Having a relationship with a marketing fulfillment vendor in place also helps a business develop new marketing
strategies as the company’s needs evolve. Says Burnes, “Our vendor has a really good grasp on our business and
how we function. It’s made our working relationship a lot easier since they understand how we work so well. It
makes it easier for them to not only overcome any obstacles we might be facing as we try to implement new
products, but it also helps them give suggestions on products that we might want to consider implementing.” In this
way, Burnes and her team have positioned their company and its franchisees well to meet their marketing goals
both now and in the future.

17. 1717Sponsored by
Being able to tap the
expertise of a marketing
fulfillment partner cuts
down inefficiencies or
potential mistakes.
P
atrick Swisher believes that when partnering with a marketing fulfillment vendor,
strong collaboration is of the utmost importance. “Good partners really value
their accounts,” he says. “They value your time and the collaborative partnership
that they have with you. That’s something that I’ve always looked for when managing
the marketing fulfillment for our events.”
Swisher and his team consider their
marketing fulfillment partner a part of their
department, and this strong collaborative
focus results in higher-quality marketing
materials. “Being able to tap the expertise of
a marketing fulfillment partner cuts down
inefficiencies or potential mistakes. You’re
giving that process over to a company that
focuses exclusively on those types of things,” he explains. “Having a group who’s solely
dedicated to managing those projects for you is essential.” With a good partner in
place pushing out a quality product, your business has a greater opportunity to have
meaningful conversations with potential customers.
Marketers can also enjoy greater cost-effectiveness when teaming up with a marketing
fulfillment vendor. “We can go to our vendor at the beginning of the year
COLLABORATION IS KEY TO SUCCESSFUL MARKETING FULFILLMENT
Patrick Swisher is a program manager
at Billtrust, tasked with educating and
enabling organizations to implement best
practices around A/R automation and
payment cycle management. He has over
five years of experience in the software as
a service (SaaS) industry. Prior to Billtrust,
Swisher worked for another provider,
iCIMS (Internet Collaborative Information
Management Systems), managing its
international education programs. With a
BA in Communications from Monmouth
University, Swisher is dedicated to
continuing the conversation surrounding
advancements in the financial and
invoice-to-cash space.
Linkedin I Twitter
Program Manager,
Billtrust
PATRICK SWISHER

18. 18Sponsored by
They make sure that
the materials they put
together are still up to
date and current.
and map out what marketing materials we’re going to need for the
various shows that we will be attending,” says Swisher. In close
consultation with his marketing fulfillment partner, he and his
team can lay out an accurate budget that gives them the flexibility
to capitalize on new opportunities that come up unexpectedly.
Swisher adds that when you partner with a marketing
fulfillment vendor, you get the benefit of the company’s expert
recommendations on new techniques that you may not have
tried yet. Swisher’s trusted partner sometimes comes to him with
innovative promotions that another client has tried, sharing the
results they achieved in doing so and explaining how it might also
be a good fit for his business. Having a partner who’s aware of
creative and new marketing options essentially augments his team,
lending increased knowledge and expertise to their marketing
initiatives. “At the end of the day, you don’t necessarily know
everything. You don’t see everything that’s out there,” he says.
Swisher has also observed that keeping marketing materials
frequently updated helps reduce waste. “Most marketing
departments are looking at pushing out new collateral to keep
engaged with their prospect base or their customers,” he notes.

19. 1 2
KEY POINTS
19Sponsored by
Businesses that collaborate well with a marketing
fulfillment partner enjoy a higher-quality product,
greater cost efficiency, and access to industry expertise.
To succeed with your marketing fulfillment, build
a collaborative relationship with your partner.
With that in mind, his marketing fulfillment partner set up regular check-ins to help keep his company’s marketing
collateral up to date. “They make sure that the materials they put together are still current. Or, if there are changes
that need to be made before they push out the next batch, they flag those too,” he adds. This cuts down on waste
while saving staff time.
Ultimately, Swisher feels that marketers will get the best value from their relationship with a marketing fulfillment
vendor by treating them as a trusted partner and closely collaborating with them. In doing so, marketers can ensure
that they consistently produce high-quality marketing materials, enjoy greater cost-effectiveness and budget
flexibility, benefit from creative ideas they might never have considered before, and cut down on waste. These are
all valuable advantages for any marketing team that wants to achieve success and capitalize on opportunities for
innovation.

20. 2020Sponsored by
When you’re dealing with
quick growth, you don’t
necessarily know how to
correctly scale up your
marketing fulfillment.
A
s a former national program manager for a mobile wireless organization,
Peggy Leah Daniel managed major marketing rollouts to roughly 14,000
retail locations across the United States. Originally, her team managed brand
launches entirely in-house. At a certain point, however, they realized that they needed
to improve their marketing fulfillment processes. “When we were doing our marketing
fulfillment in-house, we didn’t complete all
the necessary steps and we couldn’t achieve
the results we wanted. It made our launches
inconsistent and costly,” she says.
At this time, the company’s brands were
growing relatively quickly. “When you’re
dealing with quick growth, you don’t
necessarily know how to correctly scale up
your marketing fulfillment. We had a lot of
unsuccessful launches because we didn’t have enough marketing collateral, we didn’t
have enough points of presence within the retail spaces, or we didn’t even have the
proper training kits to give to the sales folks that went out to the retail locations,”
Daniel says. “When you don’t have the correct educational materials, that impacts the
folks who are working on the floor level and it ultimately affects your sales, too.”
When exploring solutions for improving Sprint’s marketing fulfillment, Daniel found
that marketing fulfillment centers were often very knowledgeable about how to create
marketing materials, how to store them, and how to fulfill them to distribution points.
Peggy L. Daniel is the US general
manager at The Lotter Group, an
online gaming platform offering
people the ability to purchase lottery
tickets from around the globe. In
the past she held senior marketing
positions in some of the top 100
global corporations and also operated
her own business for six years. In her
current role she lays the groundwork
to facilitate the development of the
lottery courier industry within various
states.
Linkedin
US General Manager,
The Lotter Group
PEGGY LEAH DANIEL
HOW TO SCALE YOUR MARKETING FULFILLMENT EFFECTIVELY

21. 21Sponsored by
Marketing fulfillment
centers create a really
good trail of your
documentation, whether
it’s print collateral or
even digital collateral.
“Marketing fulfillment centers create a really good trail of your
documentation, whether it’s print collateral or even digital
collateral,” she says. “So you always have the right sized images or
right sized brochures—whatever you’re running—and everything
is located within a centralized spot that can be easily accessed
by your points of distribution.” With the correct information and
proper training ready to go, the sales staff has a greater likelihood
of achieving its goals and generating revenue.
Partnering with a marketing fulfillment center also helped Daniel’s
team properly resource its stores while reducing waste. “Some stores
ran through specific services quicker than other stores did, but they
still had the ability to reorder marketing materials for whatever
services they were running through so quickly,” she says. As a result,
the mobile wireless organization was able to pinpoint where certain
products or services were performing better on a regional level. This
also cut down on instances of stockpiling, which is always a risk when
you’re dealing with technology products that are constantly updated
and made obsolete.
Daniel notes that a marketing fulfillment partner can also help
marketing teams stay compliant with any new and emerging
regulations that may affect their industries.

22. 1 2
KEY POINTS
22Sponsored by
Marketing fulfillment centers can also help businesses cut
down on waste while remaining compliant with any new
regulations impacting them.
Businesses experiencing rapid growth can effectively
scale their marketing fulfillment processes with the help
of an experienced partner.
“You have to make sure that you always keep up to date with any new regulations that come out,” she notes.
“Fulfillment companies can help with that too. They can see what you’re running low on or what you already have
plenty of in terms of print material, and so they can help you adapt your workflow to accommodate any new
regulations that affect your business.”
Daniel feels that marketers have the best chance of succeeding with a marketing fulfillment partner if they treat
it as an extension of the team. An experienced vendor can proactively advise a rapidly growing company on best
practices in marketing fulfillment that will help them achieve the results they seek without having to hire large
numbers of additional marketing staff. This way, the company can deliver excellent marketing launches that ensure
business success.

23. 2323Sponsored by
It’s good to get a fresh set
of eyes on a compliance
question or to outsource
it to somebody who’s an
expert in that area.
S
tephanie Nehmens believes that partnering with an outsourced marketing
solution or fulfillment vendor can be beneficial in many ways, from time
efficiency to strategically scaling a business. “It saves you time and money to
concentrate on the strategic initiatives that your subject matter experts are meant
to focus on,” she says. Outsourcing the marketing fulfillment process can also lend
your business budget-friendly flexibility. For
instance, if you don’t have the resources
to hire additional staff to complete specific
jobs or carry out certain responsibilities, it
can be much more cost-effective to tap your
provider’s expertise on an as-needed basis.
Nehmens notes that it’s always wise to
conduct a cost-benefit analysis when
considering an outsourced marketing
fulfillment solution, and make sure the
statement of work is very clear to avoid vague interpretations of the ask. With that
being said, it’s best practice to build potential extra revisions into your timeline in the
event you need them, particularly when working with a new vendor who may not be
knowledgeable about your product(s) or asks yet.
Considerations before outsourcing: “Can somebody without intimate knowledge of
your specific business easily handle the task or project?
HOW OUTSOURCED MARKETING & FULFILLMENT SOLUTIONS CAN
FUNCTION AS STRATEGIC PARTNERS
Stephanie Nehmens is the content lead
for LendingClub’s investor business. She
has more than a decade of experience
specializing in content generation and
strategy, predominantly focused on
expanding marketing efforts from regional
to global levels. A strong believer that
effective, clear communication can solve
anything, Nehmens spent her early career
reporting, writing, and editing in print
and television news, followed by teaching
English in Spain. She holds bachelor’s
degrees in journalism and Spanish, and
FINRA Series 7 and 66 licenses.
Linkedin
Content Marketing Manager,
LendingClub
STEPHANIE NEHMENS

24. 24Sponsored by
We’ve been able to
tap into more of our
vendor’s knowledge
base—even beyond the
needs that we initially
reached out to them for.
If that answer is yes, then think about whether it would be more
cost-effective to outsource this work to a vendor rather than have
an employee do it,” she says. If a task can be fulfilled without
hiring additional staff or utilizing your current employees’ time,
then evaluate how outsourcing it would impact your budget. “If
the cost of hiring an outsourced solution is de minimis compared
to the return you expect, or it allows your employees to focus on
higher-priority projects, then it’s probably worth it,” she adds.
On tactical, straightforward fulfillment needs like print or shipping
jobs, she said “it’s also really great to create a relationship with
somebody you trust to outsource to on a frequent basis. If you
have a quarterly need to do a huge print job, for example, or if you
have events on a regular basis all across the country or globe, it’s
beneficial to find somebody you like who delivers an excellent
product and consistently go to them for the same types of needs.
It really cuts down on the number of revisions you might need to
do.” These details may seem minor in comparison to an overall
event plan or product launch, which may have taken a year plus
to complete, but if shipping goes wrong, for example, it can throw
off your entire execution. A trusted vendor is always best. I suggest
creating a preferred vendor list within your company to ensure
consistent execution and build a trusted partnership.

25. 1 2
KEY POINTS
25Sponsored by
An experienced marketing fulfillment partner can
also help you flexibly scale on demand, filling new
requirements and augmenting staff capabilities as needed.
Outsourcing your marketing fulfillment can free up
your staff to focus on strategic initiatives related to their
subject-matter expertise
Having that outsourced relationship in place can help a business scale efficiently, saving money on overhead costs
that would be associated with hiring experienced staff. You may also find that you’re able to tap your vendor’s
expertise at an even higher level as the relationship progresses and develops a solid track record of delivering high-
quality work. Nehmens has found that as her company’s marketing requirements have evolved, she has been able
to consult marketing fulfillment vendors for ideas or expertise beyond the original project scope.
Outsourcing your marketing fulfillment in this way can also be effective from a compliance standpoint within highly
regulated industries. If you’re rolling out a new product or venturing into a new area of business, for example, you
may want a second or third opinion. Outsourced compliance firms work with multiple clients at once with whom
they may have already encountered the specific initiative you’re embarking on. Even if you have your own legal
department or dedicated in-house compliance resources, “it’s good to get a fresh set of eyes on a compliance
question or to outsource it to somebody who’s an expert in that area,” Nehmens says.
If your business is growing and requires marketing compliance expertise, it is worth developing a strong relationship
with an outsourced solution that knows your industry well. That way, as your marketing needs evolve, you will
have the flexibility to scale in a cost-effective manner, tapping the expertise of your trusted partner to build out
additional marketing capabilities along the way. Such a relationship could be a valuable business asset both in the
short and long term.

26. 2626Sponsored by
O
utsourcing a company’s marketing fulfillment process can greatly benefit
marketers who are juggling multiple projects, believes Supriya Raina, director
of global marketing at Piramal Critical Care. “Don’t try to do it all by yourself,”
she advises. “Outsourcing your marketing fulfillment will really help you concentrate
on your marketing strategy. It’s great to have a marketing partner to improve the
marketing fulfillment and automation
activities. In the long run, it will give you
better ROI.”
Raina has seen firsthand how a marketing
fulfillment partnership can enhance
productivity. At her previous workplace, a
single marketing person was tasked with
managing inventory on her own and found
it overwhelming. “We either carried too little
inventory or we had too much. It was just never optimum,” she recalls. Her company
selected a marketing fulfillment vendor to improve its inventory management,
empowering the sales representatives to order marketing materials online and
customize certain orders as needed. As a result, the person who had originally
overseen the inventory was able to help the team with more meaningful projects such
as new product analysis and marketing strategy.
Outsourcing your
marketing fulfillment
will really help you
concentrate on your
marketing strategy.
A qualified pharmacist with an MBA,
Supriya Raina is a dynamic marketing
professional who likes to challenge
brands’ status-quo. With over 15 years
of marketing experience and 10 product
launches under her belt—spanning
brands related to nutraceuticals, diabetes,
cardiovascular health, packaged goods,
oncology, hospitals, and critical-care
promotion—Raina has hands-on
experience in professional and patient
marketing. She has a proven track record
of success in cross-cultural environments.
Linkedin
Director, Global Marketing,
Piramal Critical Care
SUPRIYA RAINA
ACHIEVING GREATER PRODUCTIVITY WITH MARKETING FULFILLMENT

27. 27Sponsored by
In today’s world, things
become outdated very fast.
Your logo could change,
your product label could
change, or your message
could change.
Working with a marketing fulfillment vendor has also been
valuable from a compliance perspective. “I have spent my
[working] life working with pharmaceutical companies,”
Raina says. “The challenge that we have is that most of the
pharmaceutical companies operate in a competitive, highly
regulated environment.” In such cases, the marketing team needs
to efficiently deliver materials that produce results while at
the same time meeting regulatory requirements. “If you have a
marketing fulfillment vendor who puts those checks and balances
in place, you can make sure that when a rep orders a brochure
or a starter kit, they will only get the approved version,” she
explains.
Raina says that partnering with a marketing fulfillment provider
could help cut down on waste, too. “In today’s world, things
become outdated very fast. Your logo could change, your product
label could change, or your message could change,” she notes. You
could print 10,000 brochures only to find that one sentence in your
brochure needs adjusting, for example, leaving 4,000 suddenly
outdated copies to be thrown in the trash. However, if you have
a marketing fulfillment vendor who provides you with real-time
inventory data, you won’t encounter this sort of problem.

28. 1 2
KEY POINTS
28Sponsored by
A marketing fulfillment partner can improve inventory
control, strengthen compliance, reduce waste, and keep
materials up to date.
By partnering with a marketing fulfillment vendor,
marketers can better focus on higher-level endeavors
such as developing a branding strategy for the company.
“If you have to update the message, you never really waste any of the old stuff because you’re not carrying too
much inventory in the first place,” she says.
Marketers don’t have to struggle with inefficient processes that waste time and money, according to Raina. Rather than being
overwhelmed with inventory management or straining to meet new compliance requirements while needlessly disposing of
outdated marketing materials, marketers can outsource these core tasks to an experienced provider. They will then be able
to enjoy greater productivity and focus on higher-level responsibilities without so many competing demands for their time,
ultimately delivering more sophisticated marketing programs that create meaningful relationships with customers.

29. OPTIMIZE YOUR FULFILLMENT
& PRINT PROGRAM IN 4 STEPS
Iron Mountain Fulfillment Services gives marketers
the tools and solutions they need to:
> Reduce waste & overall print spend
> Identify inefficiencies & recommend improvements
> Measure & control inventory through in-depth reporting capabilities
> Automate brand & compliance procedures
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866.563.4637
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