Client
Unico, Inc.
Challenge
Provide regular, relevant content to prospects across multiple audience segments, as they progress through their sales journey.
Approach
- Segment prospect lists by demographics/psychographics and geography.
- Review sales journey for each audience, determine content needed at various times of their journey to progress them to the next step. Write and art direct content.
- Develop a plan for content distribution.
- Apply marketing automation to distribute content at appropriate times.
- Monitor consumer interaction with content to flag likely purchasers for direct sales follow-up.
Results
- Nearly three million emails were delivered across 17 different audience segments during the second year of this program.
- Dramatically increased consumer awareness of this unique product.
- Website traffic increased by 58%.
- Qualified prospect list grew by 64%.
- Consumer lead gen increased by 225%.
- Secured leads that ultimately grew Unico’s contractor base by 60%.
- Revenue grew by 18%.
