Marketing Automation / Nurture campaign creation / Reporting
468% increase in leads
61% increase in sales
Rolling out a Marketing Automation programme for Databarracks was like switching the lights on. Suddenly every customer journey was illuminated, from the first touch to final contract sign-off.
Through a combination of content discovery, review and classification and customer data capture, we developed a scoring and lifecycle strategy for every lead and mapped out a journey for every prospect, sending relevant and timely content.
We then helped the business shift from single-touch attribution for new business wins to a more complete story about every buyer journey, based on responses to nurture campaigns, event attendance, content interaction and site visits.
The result was a complete illumination of the success (and cost) of every marketing activity. After comprehensive customer profiling and split testing, Databarracks knows the different audiences in its customer base intimately (and the content that works best for each of them).
By tracking the relative cost-per-lead against the activities that actively convert initial interest into business, Databarracks can plan more effectively and squeeze the most value from its spend.