Mainstay was introduced to Bluewolf through their relationship with Oracle and brought our team in to help capture the business value story at Kele. Working with the Bluewolf sales team and the Kele project sponsor, Mainstay was able to develop a quantitative view of the business value achieved. The story focused on the impact of developing a marketing automation solution to benefit Kele’s customers by providing greater customer support and a deeper partnership with their clients.
Learn Powerful PPC Tactics that Get You Leads
In this presentation, you will learn in detail, 10 tactics you can use to craft a winning PPC strategy that gets results!
Tactic #1: Remarketing
Tactic #2: Provide Opportunities for Soft Conversions
Tactic #3: Attribution Modeling
Tactic #4: Measuring Phone Call Conversions
Tactic #5: Interaction Mining
Tactic #6: Targeting Local Customers Everywhere
Tactic #7: Bid Modifiers
Tactic #8: Device Segmentation
Tactic #9: AdWords Shared Library
Tactic #10: User Engagement Optimization
Download this proven worksheet to determine who your ideal customer is, where they are and what they will buy.
Use your customer avatar to drive your content marketing, SEO, paid traffic, brand positioning and copywriting (the Customer Avatar is the Swiss Army Knife of marketing tools)…
Employ the “But no one else would” hack to determine your ideal customer’s “hang outs” so you can reach them with your marketing…
Get crystal clear on the 6 characteristics you’ll need to determine why your customer will buy (and why they won’t)…
Bring your ideal customer to life so you can tailor your marketing to address their goals, challenges and objections to the sale.
Driving Effective Customer Retention for CommunicationsPegasystems
In a world where penetration rates for services like mobile have reached more than 100% in manycountries, Communications Service Providers (CSPs) are shifting their sales and marketing investment from attracting new customers toward maximizing customer value through improved revenue and retention.
Pega is at the forefront of this shift with a market-leading Next-Best-Action Marketing solution that combines sophisticated predictive and adaptive analytics, real-time decisioning and a guided user experience to help CSPs improve retention and drive incremental revenue.
Pega has identified a few key best-practices related to retention. These best-practices are partially enabled by technology, but also enabled by CSP leadership’s ability to think “outside the box” in pursuing efforts to reduce customer churn.
Learn more:
http://www.pega.com/solutions/by-industry/communications-and-media/customer-service
In this webinar, we'll share attribution challenges and results from companies like yours – to help you launch your program and take marketing performance measurement to the next level.
You'll hear real-world examples of how others have championed and launched and attribution programs, aligned KPIs to business objectives, made decisions based on attribution results & operationalized attribution results throughout the organization.
For the full Customer-Centric Transformation report, head here: http://bit.ly/2cRpfSP
Adopting a customer-centric business strategy requires a carefully planned and executed organizational transformation. That kind of change alone is difficult enough without the added pressure of unfounded fears and flawed assumptions. A 2016 Merkle study, in partnership with Adobe, revealed several truths that run counter to commonly held beliefs about what is required to successfully implement people-based marketing across the enterprise.
Our research findings, combined with more than 25 years of experience helping clients place their customers at the center of their business strategy, will help you build the case for change by providing you with key data points to support your initiative. Our new report dispels some of the common myths about transformation – misconceptions that can lead marketers down the wrong path by instilling either excess confidence or unnecessary fear.
We pulled together 10 of the top thought leaders and industry experts in the world of B2B pricing to ask them one question: What is the best advice you could give a fellow pricing strategist?
Learn Powerful PPC Tactics that Get You Leads
In this presentation, you will learn in detail, 10 tactics you can use to craft a winning PPC strategy that gets results!
Tactic #1: Remarketing
Tactic #2: Provide Opportunities for Soft Conversions
Tactic #3: Attribution Modeling
Tactic #4: Measuring Phone Call Conversions
Tactic #5: Interaction Mining
Tactic #6: Targeting Local Customers Everywhere
Tactic #7: Bid Modifiers
Tactic #8: Device Segmentation
Tactic #9: AdWords Shared Library
Tactic #10: User Engagement Optimization
Download this proven worksheet to determine who your ideal customer is, where they are and what they will buy.
Use your customer avatar to drive your content marketing, SEO, paid traffic, brand positioning and copywriting (the Customer Avatar is the Swiss Army Knife of marketing tools)…
Employ the “But no one else would” hack to determine your ideal customer’s “hang outs” so you can reach them with your marketing…
Get crystal clear on the 6 characteristics you’ll need to determine why your customer will buy (and why they won’t)…
Bring your ideal customer to life so you can tailor your marketing to address their goals, challenges and objections to the sale.
Driving Effective Customer Retention for CommunicationsPegasystems
In a world where penetration rates for services like mobile have reached more than 100% in manycountries, Communications Service Providers (CSPs) are shifting their sales and marketing investment from attracting new customers toward maximizing customer value through improved revenue and retention.
Pega is at the forefront of this shift with a market-leading Next-Best-Action Marketing solution that combines sophisticated predictive and adaptive analytics, real-time decisioning and a guided user experience to help CSPs improve retention and drive incremental revenue.
Pega has identified a few key best-practices related to retention. These best-practices are partially enabled by technology, but also enabled by CSP leadership’s ability to think “outside the box” in pursuing efforts to reduce customer churn.
Learn more:
http://www.pega.com/solutions/by-industry/communications-and-media/customer-service
In this webinar, we'll share attribution challenges and results from companies like yours – to help you launch your program and take marketing performance measurement to the next level.
You'll hear real-world examples of how others have championed and launched and attribution programs, aligned KPIs to business objectives, made decisions based on attribution results & operationalized attribution results throughout the organization.
For the full Customer-Centric Transformation report, head here: http://bit.ly/2cRpfSP
Adopting a customer-centric business strategy requires a carefully planned and executed organizational transformation. That kind of change alone is difficult enough without the added pressure of unfounded fears and flawed assumptions. A 2016 Merkle study, in partnership with Adobe, revealed several truths that run counter to commonly held beliefs about what is required to successfully implement people-based marketing across the enterprise.
Our research findings, combined with more than 25 years of experience helping clients place their customers at the center of their business strategy, will help you build the case for change by providing you with key data points to support your initiative. Our new report dispels some of the common myths about transformation – misconceptions that can lead marketers down the wrong path by instilling either excess confidence or unnecessary fear.
We pulled together 10 of the top thought leaders and industry experts in the world of B2B pricing to ask them one question: What is the best advice you could give a fellow pricing strategist?
LSA16: Attribution Revolution - The New Location AnalyticsLocalogy
This LSA16 session explored the state of the art in location analytics and explains why all publishers, platforms and agencies will need to be able to demonstrate offline impact and optimize against real-world actions such as store visits and in-store sales. For more on the session visit: http://bit.ly/1nxuEQL
LSA16: Constant Contact - Automated Facebook Ad Creation with EmailLocalogy
At LSA16, Douglas Thompson of Constant Contact discussed the company's new Facebook integration that turns emails into Facebook ads and shared some early results. For more on the session visit: http://bit.ly/21Uln8k
Powerful subscription metrics support your business strategy. Learn how the Finance team can use specific subscription metrics and subscriber roles to increase recurring revenue, build customer relationships and drive (not just measure!) performance.
Using Attribution Modeling to Grow Your BusinessRyan Hilliard
Ryan Hilliard, Head of Growth at ROI Revolution, reviews how to leverage attribution modeling to scale your overall business revenue. Avoid pitfalls like simply reassigning sales and ensure you are focused on the bottom line performance. Follow along with an example that can easily be related to your business. Through effective use of attribution modeling and tying it to the customer journey, unlock unprecedented scale for your digital marketing initiatives.
The king is dead! Long live the... God? Customer-centricity is becoming a must!Valentin Radu
He knows more about your products than you do. He connects instantly with all the other customers. If he’s not pleased, he can pretty much do anything to send a company into oblivion.
RIP, Thomas Cook.
Omnipotent, omniscient, omnipresent. The customer is not the king anymore. He is more like a God.
In this incredibly demanding, competitive and connected market, we need to understand our customers better than ever.
In this session, I am offering you the means to understand and please the eCommerce God.
You don’t need offerings.
You just need the right offers.
This presentation gives you instant access to 10 PPC tactics that are rarely used, but highly effective.
10 Proven PPC Tactics & Tips Guaranteed to:
+Drive quality buyers to your website
+Understand how PPC drives your other sales channels
+Use changes in local weather to produce more leads
+Beat competitors in Google Search
+Save time and generate more sales
"Come sfruttare l'automation in Google Search" Piero Marlia - GoogleAdplify
Google Ads si è evoluto molto negli ultimi anni grazie agli avanzamenti del Machine Learning e al tentativo di avvicinarsi sempre di più ai bisogni degli inserzionisti. Scopriamo quali sono le best practice di utilizzo dell'Automation in Google Search al giorno d'oggi e come massimizzare la performance delle vostre campagne.
Today’s marketing leadership is being tasked with creating lasting relationships and loyalty among their customer base.
Yet so much of how we engage with customers and prospects is campaign driven, activating specific actions in a single moment in time.
As the development of a robust and connected customer experience strategy becomes the linchpin to CMO success, the question is now more important than ever: Can loyalty and advocacy be built…and how?
This presentation walks through some of the challenges and considerations CMO need to explore in order to reframe how their brands engages their customers like never before.
4 Customer Success Metrics to Inform Your Product-Led (Expansion) Growth Stra...QuekelsBaro
How do you know if your product-led expansion strategy is working? Learn how to apply product acquisition, adoption, retention, and expansion metrics in PLG.
LSA16: Attribution Revolution - The New Location AnalyticsLocalogy
This LSA16 session explored the state of the art in location analytics and explains why all publishers, platforms and agencies will need to be able to demonstrate offline impact and optimize against real-world actions such as store visits and in-store sales. For more on the session visit: http://bit.ly/1nxuEQL
LSA16: Constant Contact - Automated Facebook Ad Creation with EmailLocalogy
At LSA16, Douglas Thompson of Constant Contact discussed the company's new Facebook integration that turns emails into Facebook ads and shared some early results. For more on the session visit: http://bit.ly/21Uln8k
Powerful subscription metrics support your business strategy. Learn how the Finance team can use specific subscription metrics and subscriber roles to increase recurring revenue, build customer relationships and drive (not just measure!) performance.
Using Attribution Modeling to Grow Your BusinessRyan Hilliard
Ryan Hilliard, Head of Growth at ROI Revolution, reviews how to leverage attribution modeling to scale your overall business revenue. Avoid pitfalls like simply reassigning sales and ensure you are focused on the bottom line performance. Follow along with an example that can easily be related to your business. Through effective use of attribution modeling and tying it to the customer journey, unlock unprecedented scale for your digital marketing initiatives.
The king is dead! Long live the... God? Customer-centricity is becoming a must!Valentin Radu
He knows more about your products than you do. He connects instantly with all the other customers. If he’s not pleased, he can pretty much do anything to send a company into oblivion.
RIP, Thomas Cook.
Omnipotent, omniscient, omnipresent. The customer is not the king anymore. He is more like a God.
In this incredibly demanding, competitive and connected market, we need to understand our customers better than ever.
In this session, I am offering you the means to understand and please the eCommerce God.
You don’t need offerings.
You just need the right offers.
This presentation gives you instant access to 10 PPC tactics that are rarely used, but highly effective.
10 Proven PPC Tactics & Tips Guaranteed to:
+Drive quality buyers to your website
+Understand how PPC drives your other sales channels
+Use changes in local weather to produce more leads
+Beat competitors in Google Search
+Save time and generate more sales
"Come sfruttare l'automation in Google Search" Piero Marlia - GoogleAdplify
Google Ads si è evoluto molto negli ultimi anni grazie agli avanzamenti del Machine Learning e al tentativo di avvicinarsi sempre di più ai bisogni degli inserzionisti. Scopriamo quali sono le best practice di utilizzo dell'Automation in Google Search al giorno d'oggi e come massimizzare la performance delle vostre campagne.
Today’s marketing leadership is being tasked with creating lasting relationships and loyalty among their customer base.
Yet so much of how we engage with customers and prospects is campaign driven, activating specific actions in a single moment in time.
As the development of a robust and connected customer experience strategy becomes the linchpin to CMO success, the question is now more important than ever: Can loyalty and advocacy be built…and how?
This presentation walks through some of the challenges and considerations CMO need to explore in order to reframe how their brands engages their customers like never before.
4 Customer Success Metrics to Inform Your Product-Led (Expansion) Growth Stra...QuekelsBaro
How do you know if your product-led expansion strategy is working? Learn how to apply product acquisition, adoption, retention, and expansion metrics in PLG.
Zodiac & InfoTrust Webinar: The Basics of Customer Lifetime Value 5.9.17ZodiacMetrics
Dr. Peter Fader, co-founder of predictive analytics company Zodiac and marketing professor at Wharton, teams up with CMO Michael Loban of web analytics consultancy InfoTrust to explain the basics of using Customer Lifetime Value (CLV) and predictive analytics to supercharge your marketing and business strategy.
The presentation covers-
-The definition of Customer Lifetime Value (CLV)
-Why CLV is meaningful to your organization
-How to think about calculating CLV and why many methods are incorrect
-How to use CLV and predictive analytics to optimize your strategy and campaigns
-Common questions and concerns
Why is a great company culture so rare? How can you make sure your organization has one? The good news is that creating an inspiring and sustainable culture is not as hard as you might think. Dr. David “Doc” Vik reveals the keys to success in The Culture Secret.
A remarkable culture begins with visionary leaders who help their teams take a holistic approach to creating engagement inside their companies and sharing it with customers. Discover how to take culture beyond casual Friday and into more meaningful conversations like:
•Driving Vision
•Defining Purpose
•Clear business model
•Unique/WOW factors
•Meaningful Values
•Inspired Leadership
•Great customers and customer service
•Brand enhancement
•Experience and the emotional connection
If you don’t think you have to focus on attracting—and retaining—the best employees in today’s hypercompetitive war for talent, you are living in the past. The employees and customers of today have a choice and a voice. The secret to culture is simple: take care of your people, never stop innovating, and leave customers wowed. Build a better culture to secure the future for any organization
SaaS content marketing is one of the most powerful tools a software-as-a-service company can use to attract, educate, and convert customers. When done well, your company can base its entire marketing plan around content. Whether you’re trying to build an audience or close sales, this approach can help you achieve your goals.
Whether you are starting or an experienced practitioner, here are 7 CX initiatives that don't take too long to prepare and will bring ROI results - from quick wins to big wins. If you have some time this summer, have a look.
- Craft a compelling RFP Executive Summary that includes quantified measures of business impact and KPIs.
- Prepare a Business Value Assessment (BVA) of their existing solution’s business value.
- Executive-ready presentation that is included as an appendix to the RFP.
- Providing existing RFP customers with a “cost to conduct an RFP” calculator.
- Estimate the full cost of going out to multiple RFPs.
Working with the Mainstay team, the Cisco IOT Manufacturing Marketing team combined research from manufacturing trade associations, management consulting research and an internal benchmarking project to create an Executive Briefing Presentation that would educate CxOs on the opportunities IOT can provide. This content was also repurposed to create a manufacturing IOT whitepaper to provide an asset to entice prospective customers to consider Cisco’s IOT offerings.
Kofax turned to Mainstay to help define the key value drivers and impact levels to help promote their Claims Automation Solution. Working closely with Kofax’s product team and working with key customer references, Mainstay was able to build a very compelling infographic that provides a simple, rapid way to digest a very complex solution.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Metaverse Marketing in the Generation of the Internet - Eugene Capon
Case study kele_bluewolf
1. 1
The Agile
Enterprise
join the agile conversation www.bluewolf.com
The Agile
Enterprise
“With Bluewolf, Kele gets a whole team of experts who always make
us feel like we’re their only client.”
Scott Hauck
Director of Digital Marketing & Demand Generation, Kele, Inc.
company background
Kele is the leading supplier of building automation products, which refers to the computer
networking of electronic devices designed to monitor and control the mechanical, security,
safety, lighting, and climate systems in a building. Kele has been an innovator in the way
it develops products and services its customers, which has led the company to nearly 30
years of continuous growth.
a new marketing vision
Kele brought on Scott Hauck, Director of Digital Marketing and Demand Generation, in
November of 2012. Kele had implemented salesforce.com a few years prior, and had been
using Eloqua’s marketing automation system for just over a year - but they were struggling
to maximize the value of their investment. Kele and Hauck had a vision for transforming how
they could target new and existing customers, but also understood that their current state
included holes in both solution design and processes:
Marketing was basing their messages on a segmentation structure that they thought was
accurate, but in reality, was different than what the buying cycle stages actually were.
Little was being done to engage customers and reward them for their advocacy.
Messages weren’t being tailored to specific needs, and there was a lack of personalization.
determining buying cycle segments
Hauck engaged Bluewolf as a marketing automation expert to help him transform the way
Kele engages its customers. “I needed someone to do the heavy lifting and integration work,
and those people are very few and far between,” Hauck said. “After about five months of
not finding the right resource to bring in-house, I found Bluewolf. The team was very honest
and transparent up front, and I immediately felt that the ‘trust-factor’ was there.”
Bluewolf and Hauck’s team decided that the first priority was to analyze the customer base
Kele Achieves Dramatic ROI from
Marketing Automation Initiatives
challenge
Kele had implemented Salesforce a
few years prior, and had been using
Eloqua’s marketing automation
system for just over a year - but
they were struggling to maximize
the value of their investment.
Kele needed a better way to target
and market to new and existing
customers.
solution
Kele brought Bluewolf on board
to help them develop a marketing
segmentation campaign that would
target customers at different
stages in the buying cycle. The
buying cycle campaigns were
structured using a recency,
frequency, monetary (RFM) model
and were automated in Eloqua.
results
Since June 2013, Kele has doubled
the number of campaign members
in its lead nurture program, and
has increased open-rate and as
well as opt-in rate. Kele has booked
an additional 75 transactions
($300,000+ in value) based on the
A/B testing, and has dramatically
increased the average ROI per
campaign in the past year.
2. 2join the agile conversation www.bluewolf.com
and compile accurate segments that reflected Kele customers’ buying patterns. They then
created “buying cycle campaigns,” which are automated campaigns that target different
customers in a recency, frequency, monetary (RFM) model.
Bluewolf helped Kele to identify nine buying cycle segments, with corresponding campaigns
in Eloqua:
1. Newbies: Customers that just purchased for the first time. Kele entices them with a
discounted offer to try and get them to move up into the Kele Catch-On segment.
2. Kele Catch-On: Customers who have purchased 3-5 times in the last 3 months. They
are now catching on to the company’s value proposition.
3. Kele Smart: Customers who understand Kele’s value proposition, understand the value
of Kele’s services, and are becoming a frequent buyer (6 or more purchases in the last
3 months).
4. Kele Promoters: Top-tier customers from the Kele Smart category. They promote Kele
via word of mouth, buy frequently (average of once a week), and usually do not go more
than 3 months without buying.
5. Urgent Win-Backs: Kele Promoters who have gone more than 3 months without buying.
They are automatically picked up by one of Kele’s lead-gen reps, and are contacted to
try and uncover any issues/concerns.
6. Win-Back: Customers within the Kele Catch-On or Kele Smart segments who suddenly
have gone more than 3 months without buying.
7. One and Done: A customer who has purchased 1-2 times, but has not bought since.
8. Drop-Off: A pool of customers who have not purchased in over a year.
9. White Space: Potential customers who are on file, but have never bought from
Kele before.
Each of the email campaigns related to these nine segments included a mix of price and
brand promotions, incentives, and discounts, tailored to a customer's position in the
buying cycle. For example, if a customer was in the Drop-Off segment, Kele might offer a
20% discount to try to lure them back. If targeting Newbies, the campaign might focus on
educating the customer, and would promote the company’s value proposition.
success with A/B testing
After identifying the proper segmentation, Bluewolf advised Hauck to test two different
campaigns at the same time with two separate samples from Kele's database (one received
2xthe number of
campaign members in
six months
$300,000
additional revenue in 2013
$250,000
campaign profit margin
ROI on marketing
campaigns
2012 2013
$2,400 | $50,000
Marketing Automation
Solution used
Campaign Wins
3. 3join the agile conversation www.bluewolf.com
coupons, and the other did not) to see which garnered better results. Using the A/B testing
model, Kele gained some critical insight about its customers’ buying behavior that it was not
privy to prior to this experiment:
Kele customers are fairly price sensitive and even relatively small discounts can quickly
incent customers to buy.
Volume discounts were much more effective than a flat dollar-off promotion.
Customer responses to specific product ads were dramatically higher than more generic
manufacturing-driven communications (up to 10x higher).
The customer base that received coupons ordered 5% more than the non-coupon group,
and also brought in 16% more revenue.
ROI doesn’t lie: marketing automation is working
Kele has seen dramatic, almost immediate results based on the marketing services work
with Bluewolf:
In 6 months, Kele has doubled the number of campaign members in its lead nurture
program, and has increased open-rate and as well as opt-in rate.
Kele has booked an additional 75 transactions ($300,000+ in value) based on the
A/B testing.
The campaign profit margin is $250,000.
In 2012, the average ROI per campaign was about $2,400 vs. $50,000 in 2013.
Kele has seen the strongest increase in purchases from its previously inactive
customer base.
Kele’s plan for the future
“In the past few years, I’ve seen marketers go from static platforms to the cloud, and in doing
so, gain incredible access to customer data - so much so, that at times they don't know
what to do with it," Hauck said. “At Kele, we are aiming to be analytics focused, and mine
this data to determine what our customers need before they even know they need it.”
Hauck believes that marketing is the brains and strategic vision for how customer-facing
technology is used. “We definitely plan to continue to work with Bluewolf. With Bluewolf,
Kele gets a whole team of experts who always make us feel like we’re their only client.”
“The Bluewolf team
was very honest and
transparent up front,
and I immediately felt
that the ‘trust-factor’
was there.”
Scott Hauck
Director of Digital Marketing
and Demand Generation,
Kele, Inc.