Featured 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.