The Challenge
Market pressures from limited bottom line growth due to increased costs created a need for a paradigm shift in sales strategy. There’s a need to meet customers directly where they are, rather than through referrals from dealer-distributor network. How can the technology change to address this need?
The Solution
Digital Mass delivered a structure to send leads to dealer-distributors through personalized messaging directly to the audience when and where they want it. How? Building Lead Calculus to help marketing and sales work smarter and harder. And, by completing 550 JIRA stories.
The marketing strategy started with eBook/case study integrations with Pathfactory and progressive profiling with dynamic forms through custom development in Marketing Cloud.
We started the work with Cloud Pages - landing pages built in Marketing Cloud that serve as the home base of the engagement and measurement.
Measuring actions on Cloud Pages and delivering them to Sales Cloud provides a much-needed upgrade to out-of-the-box tracking. This provides a place to store the lead score and notify sales when a lead takes actions that qualify outreach.
In addition, when a salesperson received an inquiry from an interested customer, we built pre-generated email journeys from which they could send curated content. And, developed SMS messaging tactics to communicate with customers when and where the sales teams needed it.
Aggregating all these actions into a clear lead score built the foundation to provide hot, quality leads to dealer-distributors through advanced marketing tactics.
The Long Story Short
We built Lead Calculus to connect multiple technologies and channel data and make it useful for marketing and sales to generate new leads for the dealer-distributor network.
...But what’s the Marketing ROI?
This project generated +$1 million in revenue over two years, inclusive of all work, the cost was ~$100k.
You do the math. No knowledge of calculus needed.
