Automation Outside the Box

Many organizations purchase a marketing automation platform for typical uses such as lead nurturing or scoring and then find more ways to revolutionize other business processes. This award highlights creative and “outside the box” programs – either internal or external — that have helped your organization save time or money, increase engagement, and impact revenue.

Thermo Fisher Scientific Automation Outside the Box (2013)

New Lab Start Up (NLSU) is Fisher Scientific program that enables new research labs to take advantage of exclusive promotions that will enable researchers to stock their new lab with essential items.  Customers must submit an application to take advantage of this program and Fisher Scientific saw an incredible opportunity to automate this process in an effort to save time, money and provide a better user experience for our valued NLSU customers.  We created a trigger campaign that allows the application process, approval process and all email communications, including account verification, suggested promotions and reminder emails, to be automated for New Lab Start Up customers.  By leveraging marketing automation, Fisher Scientific was able to increase NLSU promotional redemptions by 22.5% resulting in a significant increase in revenue over the 11 months the campaign has been active.

Read more

dotloop Automation Outside the Box (2013)

Dotloop, was faced with a daunting challenge due to the success of our own efforts of becoming the fastest growing company in real estate industry history.  Growth was and continues to be explosive, and product demand has been at an all time high, signing up over 100 new accounts per week while a major challenge loomed.   The “launch” process to set-up and train new clients was a tedious, 15+ hour per client task.  That’s where automation stepped in; automating and enhancing the client experience as a self-help set up and training program, reducing the process from 15+ hours to less than 1 hour.

Read more

Synopsys, Inc. Automation Outside the Box (2013)

Synopsys’ slogan, “Accelerating Innovation”, resonates especially with our marketing automation team. This year, we launched an initiative to automate the capturing and connecting leads product interests (to a minute detail) for all contacts within our database. Defining innovation through inventing a completely new process, the project was a culmination of a multiyear, cross-team and inter-organizational effort to redefine our contact database and unleash the full power of Eloqua. In the process, we created an expansive coding structure for 1000’s of products and web assets, designed programs to assign these codes to each contact, and developed a Custom Cloud Connector to automate/streamline the process. As a result, we now have a remarkably more accurate and robust database to greatly enhance our email marketing efforts to provide a better experience for our contacts.

Read more

The Dow Chemical Company Automation Outside the Box (2013)

Dow is truly a global company with the scale and expertise to solve challenging problems for consumers, customers and society. Our diversified, industry-leading portfolio of specialty chemical, advanced materials, agrosciences and plastics businesses deliver a broad range of technology-based products and solutions to customers in approximately 160 countries and in high-growth sectors such as electronics, water, energy, coatings and agriculture. With more than 5,000 products, manufactured at 197 sites in 36 countries across the globe, a complex and diversified business model, following up and dealing with with the thousands of sample requests Dow receives per month poses an interesting challenge but an important one which has direct impact on sales and revenue growth in both mature and emerging markets.

How do you follow-up with these hundreds of thousands of requests at the right time, in a personalized and fully customizable manner, respecting the complexity and variety of the different audiences The Dow Chemical Company deals with, the different value propositions and brand identities of the many Dow business units while channeling these samples (read: leads) to the right place in the organization, without distracting the sales and technical teams, understanding the return on investment of each and single one of these requests, and gain significant cost and time efficiencies? That’s the “outside of the box” challenge we solved!

Read more