In my last blog entry, I outlined 6 steps to generating ROI from your marketing automation platform. As client investments in tools like Eloqua, Marketo, Pardot, and Salesforce Marketing Cloud continue to grow, this has become an increasing focus for us at Pragmatic: namely helping our clients turn their investment in marketing platforms into profits.
We do this by applying marketing fundamentals like actionable segmentation, objective-based design, direct response best practices, and rigorous focus on measurement and optimization to drive the desired behaviors throughout the customer lifecycle.
To help bring these concepts to life, I thought it might be helpful to walk you through a recent case study illustrating how we helped a large B2B brand turn an underperforming investment in the Eloqua platform into an ROI success story in 6 months.
Month 1 Prospect Universe Deep Dive and Quick Wins
To begin the engagement, we conducted a deep dive into the prospect universe in order to identify actionable segments based on both industry and title/role. Individual data at the contact level was combined with firmographic data and internal propensity models to identify companies and contacts with a high propensity to purchase specific products and services within the client’s portfolio.
Meanwhile, in order to fast-track the value creation process, we audited the existing lead nurture program and reviewed all the content assets available. The goals here were to deliver a set of “quick wins”: detailed, tactical recommendations for improvement to the current program that could be implemented quickly.