The client already had a well-established contact database but wanted to keep existing clients engaged and remind them to make better use of the company’s on-demand services. It had not had regular contact with its inactive clients for some time and wanted to begin reaching out to them more frequently.
The company also wanted to increase awareness of a new technology and turn longtime prospects into customers. A typical customer for this company has an annual revenue of more than $500,000, with the potential to spend thousands of dollars on services each year.
“We’re encouraged by the initial results we've seen through our content and email marketing efforts.”
A brand journalist interviewed key stakeholders and conducted research to develop a marketing plan that included weekly blog posts, a short guide to promote the new offering and a series of emails. The brand journalist formed the content strategy but consulted subject matter experts for guidance.
With Kuno’s assistance and HubSpot’s marketing automation platform, the company sent a series of three emails to introduce the new technology and invite customers to request a demo.
Email marketing took place in conjunction with regularly published blog posts to support the campaign.
The first series of emails was well-received and led to a number of new requests for video demos and consultations.
“Email marketing is still one of the most cost-effective ways to re-engage contacts who haven’t been active in awhile, and these results show it.”
Building on these early successes, Kuno and the client continue working together to ensure their email and content marketing strategy pays off. That will include more refined lead scoring, better segmentation of the company’s database, increased email personalization and increased alignment among the marketing and sales team.