How Advanstar is gaining insight into customers with Salesforce and targeting their communications to them with Marketo
Advanstar Communications is an event and marketing services business that serves business professionals and consumers in the Fashion, Licensing, Life Sciences and Powersports industries. Supporting 54 tradeshows, 100 conferences, 30 publications and more, Advanstar supports some of the most influential and largest events in North America and Europe. Advanstar realized that they needed to better understand their database and how to mine the value within, so they contacted Traction on Demand to help them find a solution with Salesforce.
Advanstar Communications made the move to Salesforce in order to gain a better understanding of their database and the value held within. They wanted to learn more about their contacts in order to effectively target them to register for their premier trade-show, Magic Market Week. In making this shift in technology they also selected Marketo as their marketing automation platform. Traction on Demand was contracted to implement Salesforce and integrate Marketo.
The challenge put to the marketing automation team was to leverage as much of the data and the system’s functionality as possible, with the intention of creating a customized and powerful customer experience to drive increased registrations.
The Salesforce implementation and Marketo integration were heavily customized and held a considerable amount of rich contact and registration data. A six-part email campaign was launched to promote the opening of registration for Advanstar’s upcoming show. The emails incorporated two sections of dynamic content, customized by the relationship each contact had with the organization and the market category the contact represented.
Salesforce.com and Marketo were set up and synced with contact, lead, account and historical registration information. The data model was designed to allow for historical registration details to pass through and roll up to the contact level for ease of segmentation and data mining and reporting.
The six-part campaign was strategized to communicate three key reasons to attend the show. Each email was re-sent to non-responders. The stream was delivered through the Marketo Engagement Engine to allow for comprehensive analytics and control over the frequency of communication.
Over a three week period, the campaign was successful in driving over 3,000 registrations. The campaign was pre-defined, set up and automated in advance, allowing for the on-going workload to be minimized for internal marketing staff.
The data points and systems integration allowed for meaningful 1-to-1 emails to be customized and deployed without onerous set-ups. Marketo’s analytical power was utilized to measure the engagement of each contact, as well as monitor and identify the content of highest appeal and the topics that delivered the greatest conversion.
Having the systems fully integrated allowed for not only engagement but also conversion tracking to be fully utilized, providing full ROI metrics for the marketing team and their efforts.