In our Relate Vertically brand-to-demand campaign, we tailored creative communications to target specific industries like this example of storage companies.
We tailored messaging to locations based on crime rate data and used geolocation to target buyers.
To map out the entire program, the buyer journey creation captured key audience insights in a reference guide that coordinated all the tactical elements of the cross-channel framework by mapping everything including lead scoring back to the buyer journey.
To develop buyer journey-based offers and content we performed an audit, map-and-gap of current content requirements, did campaign needs-based conversation planning, and built campaign assets for each target industry.
We unpacked the soft-to-hard offer for each of the industries and conversations.
In the end we created 5 detailed nurture tracks that planned all assets, links and necessary information for Eloqua programmers to develop.
We worked with Tyco’s developers to increase their marketing technology capabilities along our phased maturity model approach. They used a home-grown CRM system called Compass and Eloqua. We guided them on how to optimize the database, tracking and reporting.
Our cross-channel engagement model illustrated the logic of the program elements. We routed leads from outbound (push) and inbound (pull) channels to the content nurture program or into the sales enablement program. After completing the calculations and the routing framework, we moved to understanding the buyer wants and needs.
Part of the scoring model included my guidance around investments and targets. High value industries needed to be nurtured with more brand touch-points in programs needing more investment. Other low value targets would have less tailored messaging and fewer touches therefore less investment.
I created a framework that became the basis for the offer strategy demonstrating how we accelerate the path to purchase by moving the buyer from soft to hard offers including up-sell and cross-sell.
Our search program A/B testing showed buyers don’t use the same phrases as Tyco to search for security products and solutions. Tyco calls one of the solutions “Intrusion Monitoring,” but users search for “alarm monitoring.” This created a disconnect on the landing page: “Does Tyco have what I need?” By changing the language on the landing pages and the assets themselves we increased responses by 107%.
Engineering meaningful engagement opportunities required me to redesign a series of tailored landing page templates for simplicity, usability, accessibility and to trigger higher conversions. Additionally a deep dive into the form and database strategy indicated that must ask for industry vertical. In the meantime the client used a 3rd party database de-dupe/append service.
Kicking off our engagement we calculated how we would reach TIS marketing’s goal – to drive 60,000 leads annually and increase lead-to-win conversion rates to 15%. We used SiriusDecisions waterfall calculator to determine the raw responders to qualified leads ratios and worked with the team to budget leads and dollars per channel.
At regular intervals we created a performance report that demonstrated success and told a story. We combined 3rd party data with Eloqua and other sources in Tableau.
TYCO INTEGRATED SECURITY - DIGITAL MARKETING STRATEGY
Tyco Integrated Security (TIS) is a global leader in security and fire protection that was recently acquired by Johnson Controls.
CHALLENGE: When ADT, the well-known consumer security company started selling to businesses, it threatened TIS’s prospective growth. TIS needed to increase awareness and generate demand while passing a high lead volume to sales.
STRATEGY: To connect the national Tyco brand with targeted business owners we built a strategy to relate vertically, relate personally, and relate locally. We used precision targeting by geography, industry and lookalike modeling while utilizing personal stories from current customers, content and hard offers in a multii-touch digital campaign.
IDEA: The campaign idea “Right there with you” asserted Tyco would be right there with owners, securing what mattered most about their business. Creative executions and the media buy included local and industry-specific versions and told personal stories that similar businesses could relate to.
RESULTS: Achieved click-rates 7x industry benchmarks. Bottom of funnel phone responses increased 6x. Reduced average cost per responder from $636 to $38. Delivered average opportunity value goal of $1,400 initial investment with SMB target. Increased MQL to appointment rate from 7% to 19%. Our successful partnership with Tyco led to more engagements for their pharma, food defense and institutional divisions as well as a special customer experience and service design engagement.
MY ROLE
My role was to be the lead catalyst for promoting a cross-functional focus on buyer experience-based digital marketing campaign planning and execution. I defined and socialized digital strategies that extend across business and geographic segments as I worked directly with senior stakeholders to be sure that the program was executed and our goals were met.
Primary and secondary research with small-business owners specific to security purchase behavior
Performed competitive UX and content analysis of top security companies
Drove coordinated integration of digital strategy across all channels
Worked with IT and marketing operations to define business requirements for evaluation and incremental transformation of digital systems and automation platform development to support campaign execution
Optimized digital interfaces to drive deeper engagement and positive user experiences
Content strategy and nurture planning
KPI definition and dashboard design as well as review and approval of every performance report
Plan and oversee A/B testing of digital user interfaces (ads, landing pages, portal pages)
Ensured that the channel managers utilized a systematic tracking system to enable multi-touch attribution