case study #1 case study #2 case study #3 case study #4
case study #1 case study #2 case study #3 case study #4
case study #1 case #2 case #3 case #4
CASE STUDY #1:
Spiral Marketers turns a drip email marketing solution into a marketing asset
CASE STUDY #1:
Spiral Marketers turns a drip email marketing solution into a marketing asset
CASE STUDY #1:
Spiral Marketers turns a drip email marketing solution into a marketing asset
 
 
Network solutions provider of leveraged distributed IP intelligence leverages and automates its existing marketing assets for greater real-time marketing intelligence Spiral Marketers turns a drip email marketing solution into a marketing asset

 

Challenge:

The client sells a $250,000 appliance that monitors network data delivery as a solution to telecommunications providers worldwide and other large corporate customers with extensive corporate networks.

Over the years, the marketing team had created a wealth of content via whitepapers and email messages. And they had over 100,000 leads sourced from tradeshows, whitepaper opt-in lists, Jigsaw, and elsewhere.

They were using Genius (behavior-based email marketing) connected to Salesforce to communicate with and manage their leads, contacts, and accounts.

Because the vice president of marketing had assumed personal responsibility for much of this messaging while juggling many other responsibilities during a constantly heavy travel schedule, the client wasn't capitalizing on their extensive lead list nor on the capabilities their Salesforce-enabled Genius account gave them, especially in their drip campaigns.

Effectively, this meant he mainly used the broadcast/blast functionality of Genius to promote trade shows and product upgrades. Meanwhile, the drip campaigns issued a handful of messages, then went dry.

The vice president of marketing wanted a solution to the inconsistent drip campaigns and turned to Spiral Marketers to find and implement it.

Solution:

Spiral Marketers' prime imperative was to free the vice president of marketing from the continuous interruption of selecting and loading new drip messages -- to implement the promise of email marketing automation.

We also wanted to add value to the solution we provided, in order to:
  • To harness the full force of behavior-triggered functionality of their Salesforce-connected Genius account
  • To continuously improve on the message opens and CTRs in the drip sequence
  • To add intelligence by assigning Genius scores to leads based on their behavior
  • To give the client's account managers more opportunities by both using the real-time reporting functionality of Genius and flowing leads through the drip sequence faster
  • To create a marketing asset by providing a template which the vice president of marketing could turn over to a marketing admin to use and purpose across their email marketing
Spiral Marketers quickly identified the required combinations of behavior triggers and actions to begin developing this new marketing asset as a system.

The system itself is built from modules linked together. Each module pulls in leads from Salesforce, issuing email messages based on combinations of behaviors and intervals.

We leveraged seven email messages into 28 versions in order to test opens and CTRs, then created a system of seven linked modules that flow leads in and out of Salesforce and Genius to feed the seven modules. New modules can easily be linked to the existing system to build an endless drip messaging system.

Lead behaviors were assigned Genius scores, which the client's account managers could use to both rate the lead quality and to interact with the lead based on the Genius real-time behavior reporting function.

Through multiple email accounts Spiral Marketers maintains across a number of domains and email providers, we tested the messages in compressed time for all combinations of triggers and actions and for delivery.

Results:

Leads moved through the funnel up to four times faster compared to campaigns that drip messages at unintelligent predetermined intervals.

Account managers could follow up on more leads faster than they would under campaigns dripping at fixed predetermined intervals. And real-time reporting let them easily monitor lead behavior in real-time and make contact via email or phone.

Each of the message variations can be assessed for effectiveness using the standard metrics: open rates, CTR, time on landing page, etc. With this intelligence, the system itself can be continuously optimized, resulting in a much more effective messaging series.

The system itself is modular and infinitely expandable, giving the client the flexibility to add a number of new modules easily and quickly to extend the drip sequencing for months or years.

Beyond being a drip email marketing solution for lead nurturing, the system itself can be copied and modified for any message sequencing purpose, including event-based promotions such as tradeshows and product launches.

And the vice president of marketing now had a solution that was a marketing asset he could instruct his marketing admins to deploy and purpose across their various email messaging efforts.

Network solutions provider of leveraged distributed IP intelligence leverages and automates its existing marketing assets for greater real-time marketing intelligence Spiral Marketers turns a drip email marketing solution into a marketing asset

Challenge:

The client sells a $250,000 appliance that monitors network data delivery as a solution to telecommunications providers worldwide and other large corporate customers with extensive corporate networks.

Over the years, the marketing team had created a wealth of content via whitepapers and email messages. And they had over 100,000 leads sourced from tradeshows, whitepaper opt-in lists, Jigsaw, and elsewhere.

They were using Genius (behavior-based email marketing) connected to Salesforce to communicate with and manage their leads, contacts, and accounts.

Because the vice president of marketing had assumed personal responsibility for much of this messaging while juggling many other responsibilities during a constantly heavy travel schedule, the client wasn't capitalizing on their extensive lead list nor on the capabilities their Salesforce-enabled Genius account gave them, especially in their drip campaigns.

Effectively, this meant he mainly used the broadcast/blast functionality of Genius to promote trade shows and product upgrades. Meanwhile, the drip campaigns issued a handful of messages, then went dry.

The vice president of marketing wanted a solution to the inconsistent drip campaigns and turned to Spiral Marketers to find and implement it.

Solution:

Spiral Marketers' prime imperative was to free the vice president of marketing from the continuous interruption of selecting and loading new drip messages -- to implement the promise of email marketing automation.

We also wanted to add value to the solution we provided, in order to:
  • To harness the full force of behavior-triggered functionality of their Salesforce-connected Genius account
  • To continuously improve on the message opens and CTRs in the drip sequence
  • To add intelligence by assigning Genius scores to leads based on their behavior
  • To give the client's account managers more opportunities by both using the real-time reporting functionality of Genius and flowing leads through the drip sequence faster
  • To create a marketing asset by providing a template which the vice president of marketing could turn over to a marketing admin to use and purpose across their email marketing
Spiral Marketers quickly identified the required combinations of behavior triggers and actions to begin developing this new marketing asset as a system.

The system itself is built from modules linked together. Each module pulls in leads from Salesforce, issuing email messages based on combinations of behaviors and intervals.

We leveraged seven email messages into 28 versions in order to test opens and CTRs, then created a system of seven linked modules that flow leads in and out of Salesforce and Genius to feed the seven modules. New modules can easily be linked to the existing system to build an endless drip messaging system.

Lead behaviors were assigned Genius scores, which the client's account managers could use to both rate the lead quality and to interact with the lead based on the Genius real-time behavior reporting function.

Through multiple email accounts Spiral Marketers maintains across a number of domains and email providers, we tested the messages in compressed time for all combinations of triggers and actions and for delivery.

Results:

Leads moved through the funnel up to four times faster compared to campaigns that drip messages at unintelligent predetermined intervals.

Account managers could follow up on more leads faster than they would under campaigns dripping at fixed predetermined intervals. And real-time reporting let them easily monitor lead behavior in real-time and make contact via email or phone.

Each of the message variations can be assessed for effectiveness using the standard metrics: open rates, CTR, time on landing page, etc. With this intelligence, the system itself can be continuously optimized, resulting in a much more effective messaging series.

The system itself is modular and infinitely expandable, giving the client the flexibility to add a number of new modules easily and quickly to extend the drip sequencing for months or years.

Beyond being a drip email marketing solution for lead nurturing, the system itself can be copied and modified for any message sequencing purpose, including event-based promotions such as tradeshows and product launches.

And the vice president of marketing now had a solution that was a marketing asset he could instruct his marketing admins to deploy and purpose across their various email messaging efforts.

 

 

CASE STUDIES
  • Turns drip email marketing solution into a marketing asset
  • Turns drip email marketing solution into a marketing asset
  • Network solutions provider of leveraged distributed IP intelligence leverages and automates its existing marketing assets for greater real-time marketing intelligence ...
  • read more:
  • Collaborates with business collaboration software developer to quickly close $160,000 in new business
  • Collaborates with business collaboration software developer to quickly close $160,000 in new business
  • Early stage software developer of a business collaboration/business social networking platform wins crucial early customers and profitability to keep the momentum going ...
  • read more:
  • Electrifies revenues of US green manufacturer by giving its prospects and customers what they want but can't get from cheap overseas alternatives
  • Electrifies revenues of US green manufacturer by giving its prospects and customers what they want but can't get from cheap overseas alternatives
  • Ceramic lighting fixtures manufacturer selling to the B2B vertical gains a strategy to defend against inexpensive Chinese imports decimating US manufacturers by building trust with its prospects ...
  • read more:
  • Powers up sales of B2C energy supplement manufacturer through online direct response
  • Powers up sales of B2C energy supplement manufacturer through online direct response
  • Founder frees himself from personal selling with optimized lead generation and email marketing automation ...
  • read more:
 

 

CASE STUDIES
  • Turns drip email marketing solution into a marketing asset
  • Network solutions provider of leveraged distributed IP intelligence leverages and automates its existing marketing assets for greater real-time marketing intelligence ...
  • read more:
  • Collaborates with business collaboration software developer to quickly close $160,000 in new business
  • Early stage software developer of a business collaboration/business social networking platform wins crucial early customers and profitability to keep the momentum going ...
  • read more:
  • Electrifies revenues of US green manufacturer by giving its prospects and customers what they want but can't get from cheap overseas alternatives
  • Ceramic lighting fixtures manufacturer selling to the B2B vertical gains a strategy to defend against inexpensive Chinese imports decimating US manufacturers by building trust with its prospects ...
  • read more:
  • Powers up sales of B2C energy supplement manufacturer through online direct response
  • Founder frees himself from personal selling with optimized lead generation and email marketing automation ...
  • read more:
 

 

CASE STUDIES
  • Turns drip email marketing solution into a marketing asset
  • Network solutions provider of leveraged distributed IP intelligence leverages and automates its existing marketing assets for greater real-time marketing intelligence ...
  • read more:
  • Collaborates with business collaboration software developer to quickly close $160,000 in new business
  • Early stage software developer of a business collaboration/business social networking platform wins crucial early customers and profitability to keep the momentum going ...
  • read more:
  • Electrifies revenues of US green manufacturer by giving its prospects and customers what they want but can't get from cheap overseas alternatives
  • Ceramic lighting fixtures manufacturer selling to the B2B vertical gains a strategy to defend against inexpensive Chinese imports decimating US manufacturers by building trust with its prospects ...
  • read more:
  • Powers up sales of B2C energy supplement manufacturer through online direct response
  • Founder frees himself from personal selling with optimized lead generation and email marketing automation ...
  • read more:
 

 

CONTACT US

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mailing address:
Spiral Marketers LLC
237 Kearny Street #260
San Francisco CA 94108

email address:
billhenthorn at
spiralmarketers.com

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