quickpivot case study - progressive profiling
DESCRIPTION
Headline: Progressive Profiling Case study body copy: Client: Client is a world leading provider of information solutions for professionals with heritage of information solutions that stretch back to the 19th century. It helps scientists make new discoveries, lawyers win cases, doctors save lives, corporations build commercial relationships, insurance companies assess risk, and government and financial institutions detect fraud. Challenges: Client introduced new online information product to aid those in oil and gas exploration Contacts in the database either newly acquired or ill-defined, but assumed to have buying authority and / or have influence on the buying decision Tactics: Designed a 5-touch awareness and nurture program utilizing varied resources on product features and benefits Early messages utilized corporate branding, with more direct product branding in later messages Java script-enabled 3-level progressive profiling used to isolate key buyers ‒ Campaign designed to solicit job role information; feeding logic to ensure proper follow-up communication Results: Average open rate of 27%, and average 52% click rate 1,500 engaged contacts (19% of starting list) Contacts engaged with an average of 3 offers in campaign, allowing successful progressive profiling ‒ 66% conversion to form submission for gated resources, 40% of those with buyer profiles requested sales contact 1% opt out Header over pop-up’s : Click images below for more on these tactics Image 1 (Campaign Visio Flow) QuickPivot designed a campaign to create awareness for a new, unique product for database contacts, and once they engaged, routed them to targeted follow-up nurture messages based on their job role and product interest. Image 2 (Email samples) QuickPivot provided creative direction on email layouts, calls to action, messaging and overall user experience for the client’s emails and website to produce world-class results. Image 3 (Progressive registration form) Key to campaign objective…and user experience…was the implementation of javascript-driven, non-intrusive progressive profiling registration form that gated high-value assets presented as calls to action.TRANSCRIPT
Case Study
Challenges
• Client introduced new online
information product to aid those
in oil and gas exploration
• Contacts in the database either
newly acquired or ill-defined, but
assumed to have buying authority
and / or have influence on the
buying decision
Tactics
• Designed a 5-touch awareness
and nurture program utilizing
varied resources on product
features and benefits
• Early messages utilized corporate
branding, with more direct product
branding in later messages
• Java script-enabled 3-level
progressive profiling used to
isolate key buyers
• Campaign designed to solicit
job role information; feeding
logic to ensure proper follow-up
communication
Results 27% Average open rate and average 52% click rate
1500 Engaged contacts (19% of starting list)
66% Conversion to form submission for gated resources, 40% of those with buyer profiles requested sales contact
<1% opt out
• Contacts engaged with an average of 3 offers in campaign, allowing successful progressive profiling
Progressive ProfilingClient is a world leading provider of information solutions for professionals with heritage of
information solutions that stretch back to the 19th century. It helps scientists make new
discoveries, lawyers win cases, doctors save lives, corporations build commercial relationships,
insurance companies assess risk, and government and financial institutions detect fraud.
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