Automation puts customers at the heart of Corwin’s customer lifecycle marketing strategy
Educational publishing company Corwin relies heavily on email as its primary marketing channel. However, its former solution required several manual processes, which overburdened the marketing team and led to low conversions.
The company needed to optimize marketing efforts in order to deliver nurtured leads through their email marketing to drive sales. First, they required a less manual and more efficient process to execute. Second, they needed to develop personalized messages based on behaviors to improve content relevance. Lastly, they needed access to their campaign data, in a single place, to help them further nurture their leads down the sales funnel in order to convert to a sale.
Corwin turned to Marigold Engage to accomplish all three. Using Marigold Engage, the company was able to put customer data at the center of its marketing transformation. They created a multi-channel, behavioral-based marketing campaign, transforming new visitors into highly qualified leads for the sales team by utilizing personalization and promoting key content areas.
Immediately, Corwin’s marketing team saw greater campaign effectiveness, including:
- a 32% increase in email open rates
- a 94% increase in web traffic to offer pages
This new approach to customer marketing also had downstream impacts across Corwin’s business, exceeding their program goals of improving quality leads. The program delivered 30% more opportunities, a 50% increase in opportunity-to-sale conversion and a 15% increase in the value of closed sales.
“Prior to automation, we were doing our best to deploy multi-channel campaigns to prospects based on where we thought they were in the customer lifecycle,” said Elena Nikitina, VP, Marketing and Channel Development at Corwin. “But without integrated data, our best efforts were hindered. With Marigold Engage, we’re able to leverage consumer insights, create more relevant messaging across channels, and as a result, generate higher-quality leads.”
Improving the customer journey by providing more relevant content helped Corwin convert leads to legitimate sales opportunities, and enhanced marketing analytics supported the marketing team’s efforts to track, optimize and report on ROI.