Lean, Mean, Marketing Machine
We supported the marketing setup and automation of a brand new startup in the business to business sales industry.
The Client Wanted
We were approached by the digital agency of a small team of senior managers starting up an online venture. The client needed to track, report and automate all their marketing across all platforms: website, registrations, downloads, emails and app usage, they wanted all the customer touch-points recorded, and needed flexibility and automation in all their marketing initiatives.
Firstly, given this was a startup, we were able to start from scratch and recommend the best solutions for the client. Sugar is an excellent CRM which sits at the centre of the operation. The registration and enquiry forms, and downloads, are all connected automatically to Sugar and record on site activity as well as email lists.
We use Sendgrid for the email as it is great for transactional emails as well as marketing, and have developed iOS and Android apps which dynamically publish selected content directly from the website. Finally we attached social triggers and linked all the marketing up with Google Analytics for management and performance reporting.
And Then Over-delivered
Of course, as with most of our projects, we consulted with the client direct to see if we could add further value. So we’ve done a couple of things they didn’t expect (but were very welcome): Firstly, we import all email activity back into Sugar so that in the CRM they can see if someone has read an email, clicked on a link or requested a report in one place and secondly we have connected all of the KPI reporting into an online dashboard so that the management team can see all the activity in one place.