Client Overview
A global organization that helps grow the skills of the world's leading financial institutions through courses and certifications.
Customer Lifecycle Management | Creative Direction | Marketing Automation | Paid Media | Attribution & Analysis
Enhancing Customer Experience Drives $1.5m in Revenue
Challenge
To meet a business need to drive revenue from customers faster, the organization wanted to increase the speed in which the next purchase happened after the previous one concluded. This was to be done without offering incentives. Customers can only purchase one their current engagement is complete, and within pre-defined windows.
Approach & Impact
Approach
After reviewing NPS feedback, interviewing stakeholders, and analyzing social media community conversations a few key insights were discovered:
- Customers felt that they were in a transactional relationship with the organization; only there to provide a revenue stream.
- Purchases happened within 14 days of the previous concluding, or within one week of a purchasing window deadline.
- Social posts frequently mentioned feeling off-put by the messaging tone, indicating they didn't feel supported.
A marketing automation campaign was implemented that featured supportive and encouraging messaging based on the outcome of the previous purchase. This was paired with a highly-targeted paid media effort with placements in industry news publications. Based on the purchasing timeline insights, cadences of each channel were flighted to primarily focus on the two-week window post-purchase and pre-deadline.
Results
Looking at the results of the campaign over its first year the results exceeded all projections, with most success coming among first-time purchasers.
-
12% lift in purchases within 3-month window after previous engagement
-
$1.5 in incremental revenue driven
-
14:1 Campaign ROI, including agency and media fees