The challenges
Client: Boon Edam
Industry: Construction
Product: Entace solution
Brand: Speed Gate
Coverage: Europe
“We need to convice architects worldwide to recommend our security entrance solution Speed Gate to their clients. Our challenges: no marketing automation, no database of architects in each country and we want to launch first campaign within 2 months.”
Marketing Automation
Proof of Concept
“We have 1 central marketing team and 1 local marketeer per country. We need a marketing automation tool to facilitate us centrally and locally. We need to do more campaigns in an efficient and consistent way. Lets do a proof of concept for Marketing Automation: acquisition of our new product, the Speed Gate. “
Requested expertise: Customer experience, Lead Marketing, Email Markering Automation,
Persona
Architects are into esthetics and less into structure and security. They need to be inspired on how a ‘functional’ security lane solution can be integrated into their design. They need to be sure that their design is security proof.
Jobs: Design buildings
Pains: Little knowledge of security
Gains: Security and esthetic proof
Approach
We applied a clear step by step approach, hands-on and took a lot of speed.
- Listing of the needs
- Business case
- Selection Eloqua (Oracle)
- Define proof of concept
- Calculation of cost & return
- Project planning
- Implementation of Marketing Automation Eloqua
- Integration with SAP CRM
- Persona architect
- Architect decsion journey
- Focuss on the 2 first stages
- Content strategy
- inspirational platform
- opt-in campaigns
- lead nurturing campaigns
- deisgn all digital assetsl platform, email and forms
- implement assets into Eloqua
- test and run
- paid media campaign
- content marketing
- opt-in campaign
- lead nurturing campaign
Deliverables
Together with designers, campaigners, developers, technical consultant and copywriters we delivered.
Persona & customer journey
Campaign strategy
New inspirational platform
Opt-in and lead nurturing campaign
Integration Marketing Automation, CRM and website
Remarkable results
2
months for tool set-up and campaigns live
new inspirational platform for architects
150
leads generated
