Warranty Expiration Notification Case Study
Dell trusted Intelechy to develop an effective sales and marketing strategy for their Warranty Expiration Notification (WEN) program. Introduced in 2011, WEN engages customers via digital marketing, email, and direct mail before contracts expire to boost Dell’s renewal revenue.
Our first challenge was evaluating the existing organizational structure. After analyzing their internal IT capabilities and third party data vendor, we realized that the program needed a complete overhaul.
We set requirements for the data, creating 120 content combinations based on audience segmentation factors such as customer status, language, and country. We then designed a contact strategy and vetted new email marketing and direct mail vendors. We oversaw the program’s execution, testing it locally, before rolling it out globally. Finally, we focused on automation.
Today, WEN reaches customers in 40 countries and in 28 languages. With an open rate 2-3 times higher than standard email marcom, Intelechy’s revenue growth strategies for Dell have proven successful. To date, over 14 million emails have been sent. WEN is a critical component of customer retention.
Lead Nurturing Case Study
A Fortune 50 technology company in Round Rock, Texas, asked the Intelechy Group to help build out a customer nurturing program for their award winning Premier program. The Premier organization provides companies and institutions with a customized, secure online toolset for purchasing products and services, reporting and product support, all backed by a dedicated account management team.
Using the Eloqua marketing automation program, the Intelechy Group created multiple sets of sequences that contacts would enter, and move through, based on their email and online behavior. Upon receiving the initial entry email, contacts were given one week to submit a sign-up form at three separate stages of the program—entry email send, asset download, and follow-up email send. In between stages, a contact could either leave the program due to submittal of a sign-up form, or be moved to a separate drip email sequence after one week of inactivity. Contacts were considered “inactive” if they had not submitted a sign-up form, or have not visited any assets (clicked on landing page links) in the campaigns. If a contact showed inactivity in the entry program, they were removed from the entry sequence and placed into the drip sequence, where they would go through a 10-day “cooling off” period in an effort to reduce the percentage of unsubscribes from the campaign. After the waiting period, contacts in the drip sequence would receive emails once a week for three weeks until they either submitted a sign-up form, or exited the program due to inactivity.
The drip emails showed a 2.44% higher open rate and a 0.16% higher click-through rate over the entry emails, showing multiple touch campaigns (email or otherwise) are much more effective than traditional batch and blast email “campaigns.” At the time of this case study, there were 68 form submittals, representing $5+ million in incremental revenue for fiscal year 2015.
Current plans for the next steps in the program include building out an activation and onboarding nurturing program after a company has signed up for a Premier account. The goal of this is to increase account “stickiness” and improve the customer experience so companies become repeat buyers. An additional thread in the program could also be added to accommodate inactive Premier accounts so those revenue streams could be reactivated. The Intelechy Group is actively working on building out the roadmap with their client for Premier 2.0 and beyond.
After Market Warranty Renewal Case Study
A Fortune 50 technology company in Round Rock, TX asked the Intelechy Group to help build the marketing strategy, processes, and marketing infrastructure for their global APOS (After Point of Sale) business. The APOS services organization focuses on selling and marketing after-market warranties. The goal was to grow the business over $100 million+ in two years.
Initially working without any infrastructure or a dedicated team, our first priority was to assess the client’s current capabilities and build out the program for the U.S. business units. Our first challenge focused on evaluating the existing data infrastructure gaps and needs. In addition, we met with leadership from the APOS Sales Divisions to fully understand the APOS sales process end-to-end as well as potential market opportunity. From this we formulated revenue forecast models and a comprehensive contact strategy that was a multichannel mix of email, direct mail and online marketing.
Concurrently we helped the new APOS services organization select, vet, and on-board email and direct mail vendors, as well as help build the data and contact strategy for the global program. After we selected and on-boarded the email and direct mail vendor partners, we worked closely with the internal Dell team to build and execute the program domestically and then expanded it internationally to EMEA (Europe) and Asia/Pacific countries. We also focused on identifying additional business opportunities that would meet and exceed the business unit’s revenue objectives.
Intelechy Group worked on every aspect of the project from the email and direct mail template design and content development to revenue attribution models and reporting. Different than most agencies, we went beyond strategic development and planning to take the program through execution to analysis to optimization and back again. Leveraging the principles of one-to-one marketing, the program delivers content specific to the customers’ products and ensures that customers are receiving applicable and pertinent information. We continue to evaluate ways to optimize the program and increase revenue for the client.
Our multichannel approach has allowed us to meet and exceed quarterly revenue goals by generating revenue and profits in the millions of dollars, but also to build a solid infrastructure for future campaigns. After Intelechy Group spent a year building and executing on the global APOS marketing program, we saw YTD revenue rocket by over 840%. We worked with stakeholders and business leaders to implement industry best practices while creating a new global program that exceeded revenue expectations. Prior to the launch of the EMEA APOS program, the Small Business inbound sales queue averaged 16 calls a week. The result of a single email drove 860 calls in one week to the sales queues, resulting in a 5275% increase. Since the first EMEA email drop, we have seen a revenue increase of 1472% and unique email opens increased by over 440%. Canadian and Latin America campaigns saw similar growth, with revenue increasing 416% and 132%, respectively, from each initial email drop.
We continue to work closely with the APOS global team to analyze results from the program and implement optimization changes to drive more revenue. Additionally we are constantly helping to evaluate new sources of data and different ways to use to existing data in order to increase our audience while simultaneously piloting new programs. Together with our client, we are on track to generate over $100+ million in yearly revenue for the business unit globally.
Sybase PowerBuilder Case Study
An enterprise software leader needed to meet their quarterly sales goal with only one month left in the quarter.
To quickly deliver actionable leads to the sales team, we developed, designed and executed on a Sybase PowerBuilder microsite that captured prospect information by providing a complimentary IDC white paper in exchange for a prospect’s contact information. To drive prospects to the micro site, we developed a comprehensive Google Pay Per Click (PPC) campaign, that included Google Adwords and Content-Targeted AdWords. In addition, to nurture leads and properly prioritize the new flood of leads, we implemented Marketo marketing automation software. With Marketo, we implemented activity-based scoring to prioritize the leads and route to the sales team only when they were ready.
Sybase PowerBuilder went from 90% of their quarterly sales target to 111% in one month’s time. New Software License sales went from 10% to 40% of total sales.
We worked closely with the client to create and execute integrated marketing programs in additional quarters that delivered 1.5X the revenue of the previous quarter and 3.5X the revenue of the same year ago quarter. More remarkably, new license sales went from 10% of total revenue in Q1 2009 to 21% in Q1 2010. Per lead costs were less than $15/lead for a $3000+ product.
Due to the success of the campaigns and programs, the product owner for another Sybase product, Sybase PowerDesigner, signed on for a multi-channel lead generation campaign that includes Pay Per Click (PPC) Advertising, email campaigns, marketing automation implementation and micro site development.