Headline: User Acceptance and Retention Case study body copy: Client: Client provides agency partners with the buy-side and sell-side trading tools to provide high-quality liquidity, market insight, and customized solutions based on innovative technologies. Product is a free add-on to main product subscription, and is provided on-request after contact by sales team. Client then receives commission on trades, and customer-received discount on terminal subscription when trades are placed. Win-win for both. Challenges:  Product takes 60 days to install and there is little post-signup support  Little incentive existed for users to use free tool in highly competitive market for similar resources, and little direct interaction with those with buying authority to incentivize staffers to use too  Huge untapped revenue Tactics:  Integrated, multi-channel campaign designed and executed via marketing automation tool  Campaign included: ‒ “Welcome” campaign • Downloadable welcome packets with review of product features, tips and tricks and survey about usage ‒ User Engagement campaigns • Reinforcement of features education and benefits, as well as upsell incentives to beginning trading (“Get your piece of the pie” offer and access to special events) ‒ Buyer Benefits campaign • Reinforcement of ROI to their organization • User testimonials • Charity donation on their behalf based on trading levels Results:  Increased awareness of product features by users and buyers  15% increase in revenue from increased trade volume, directly measurable against campaign components  Ongoing research to customer opinions on product, competitive products and the business requirements…to improve product and marketing campaigns alike. Header over pop-up’s : Click images below for more on these tactics Image 1 (Campaign Flow) A multi-touch campaign was designed to welcome two types of new customers and continue to educate them on the features and benefits of using the tool. A parallel messaging track was designed to re-engage customers who had never or minimally use the tool. Image 2 (Terminal screenshots) Because the client’s parent product was so widely used by their target audience, “in-product” prompts also promoted features and benefits of the child product related to this campaign. All activity was tracked and informed campaign to provide the right messaging at the right time.

1. Case Study
Challenges
• Product takes 60 days to install
and there is little post-signup
support
• Little incentive existed for users to
use free tool in highly competitive
market for similar resources, and
little direct interaction with those
with buying authority to incentivize
staffers to use too
• Huge untapped revenue
opportunity from existing
customer base
Tactics
• Integrated, multi-channel
campaign designed and executed
via marketing automation tool
• Campaign included downloadable
welcome packets with product
feature reviews, tips and tricks,
usage survey, user campaigns
– Companion campaign sent to
corporate decision makers to
reinforce ROI with testimonials
• Content highlighed features, tips
and benefits, as well as upsell
incentives to drive usage (“Get
your piece of the pie” offer and
access to special events)
Results
15%
Increase in revenue from increased
trade volume, directly measurable
against campaign components
• Increased awareness of product
features by users and buyers
• Ongoing research to customer
opinions on product, competitive
products and the business
requirements…to improve product
and marketing campaigns alike.
User Acceptance and Retention
Client provides agency partners with the buy-side and sell-side trading tools. Product is a free
add-on to main product subscription, and is provided on-request after contact by sales team.
Client then receives commission on trades, and customer-received discount on terminal
subscription when trades are placed. Win-win for both.
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