Case Study Challenges • Client had robust, multi-channel lead generation but was exclusively reliant on tele-sales delivering low conversion to sale – Contacts in database either newly acquired or ill-defined – No process or infrastructure in place to execute on full marketing lifecycle, score leads or optimize revenue. – Current corporate email templates not sufficient to drive high levels of engagement – Persona definitions, message mapping at each buying stage needed Tactics • 3 campaigns developed to create waterfall of cohesive communication with prospects, including campaign to convert prospects during free trial period • Offers honed for 4 key personas with a multimedia user experience to highlight product features and benefits – Each email offered multiple CTAs, and a variety of resources designed to attract all job roles • Progressive profiling used fast-track highly-engaged buyers, and route others for further nurturing Results 43% Average open rate 27% Average click rate 58% Conversion to form submit for gated resources 32% of engaged contacts deemed sales ready <1% opt out Successful Marketing Lifecycle Strategy Client is leading technology and software company that operates in more than 170 countries around the world. The company’s products and services support application development, application security, business services automation, portfolio management, IT service management, quality assurance, and service-oriented architecture solutions. 33 Arch Street, 9th Floor Boston, MA 02110 T: 617.880.4000 F: 617.880.4001 www.quickpivot.com About QuickPivot™ QuickPivot is the leader in real-time cross-channel marketing automation and services for B2B and B2C enterprises. QuickPivot delivers insight plus channels plus content in one marketing platform to enable marketers to listen, connect, learn, and adapt to the changing needs of customers. For more information, visit www.quickpivot.com, or call +1-617-880-4000, or email [email protected]. All content Copyright ©2014, QuickPivot, Inc. All trademarks are property of their respective holders.
QuickPivot Case Study - Building the custom journey from the ground up
Jul 27, 2015
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Case Study
Challenges• Client had robust, multi-channel
lead generation but was exclusively reliant on tele-sales delivering low conversion to sale
– Contacts in database either newly acquired or ill-defined
– No process or infrastructure in place to execute on full marketing lifecycle, score leads or optimize revenue.
– Current corporate email templates not sufficient to drive high levels of engagement
– Persona definitions, message mapping at each buying stage needed
Tactics• 3 campaigns developed to
create waterfall of cohesive communication with prospects, including campaign to convert prospects during free trial period
• Offers honed for 4 key personas with a multimedia user experience to highlight product features and benefits
– Each email offered multiple CTAs, and a variety of resources designed to attract all job roles
• Progressive profiling used fast-track highly-engaged buyers, and route others for further nurturing
Results 43% Average open rate
27% Average click rate
58% Conversion to form submit for gated resources
32% of engaged contacts deemed sales ready
<1% opt out
Successful Marketing Lifecycle StrategyClient is leading technology and software company that operates in more than 170
countries around the world. The company’s products and services support application
development, application security, business services automation, portfolio management,
IT service management, quality assurance, and service-oriented architecture solutions.
33 Arch Street, 9th Floor Boston, MA 02110
T: 617.880.4000F: 617.880.4001
www.quickpivot.com
About QuickPivot™ QuickPivot is the leader in real-time cross-channel marketing automation and services for B2B and B2C enterprises. QuickPivot delivers insight plus channels plus content in one marketing platform to enable marketers to listen, connect, learn, and adapt to the changing needs of customers. For more information, visit www.quickpivot.com, or call +1-617-880-4000, or email [email protected] content Copyright ©2014, QuickPivot, Inc. All trademarks are property of their respective holders.
Related Documents
