The success of Dreamscape Networks is very much a David versus Goliath story. In the early 2000s the online solutions provider entered a market that was dominated by global giants, but quickly made a splash with an aggressive marketing campaign that starred Hollywood celebrity Pamela Anderson.
The company experienced rapid growth and by the late 2000s had become the market leader in Australia for domains and web hosting. “Dreamscape Networks provides the tools and services for our 2 million members to get their business, hobby or passion online,” says Robert Winkelmann, Chief Marketing Officer at Dreamscape Networks. “It is our mission to help entrepreneurs and individuals make an impact online and fulfill their dreams. As of December 2016, the company has been listed on the Australian Stock Exchange (ASX:DN8).”
But that’s still only the beginning of the story for Dreamscape Networks. The company entered the Southeast Asian market with the acquisition of Singapore’s leading website hosting and domains provider, and is now increasing its reach throughout the region with the recent launch of its next-generation website builder and eCommerce platform, Sitebeat.
Dreamscape Networks has largely deployed an acquisition-based business model to spark the company’s incredible growth, but Winkelmann says the company is rethinking that strategy as the Dreamscape team seeks to establish the company’s long-term success in Southeast Asia, putting their customers at the centre of everything they do.
“We've moved away from an acquisition-focused approach to a business model that’s more focused on customer experience,” he explains. “We've invested heavily in customer support, instilling a customer-first culture across our global offices and rethinking everything we do to prioritise customer experience.”
This has helped the company hold onto customers for longer, and to boost the average spend per customer exponentially.
However, one of the challenges of doing business in Southeast Asia is that each market comes with its own language and other unique demographics –with some markets and customers more tech savvy than others.
“That requires a more local approach that the big global players are not really interested in,” says Tim Schibli, Head of Customer Growth and Retention at Dreamscape Networks. “We saw an opportunity to serve those local markets with Sitebeat, but needed better customer segmentation for more personalised communications with our members. That’s when we turned to Salesforce.”
“We saw an opportunity to serve local markets, but we needed better customer segmentation to personalise our communications. That’s when we turned to Salesforce.”
Prior to deploying Salesforce Marketing Cloud, the company’s marketing process was heavy on time and resources, and managing multiple brands using existing tools was unsustainable. Campaign briefs, copywriting, design, setup, and approval were each handled in different offices and across multiple time zones.
Marketing Cloud has significantly streamlined this process, and provided greater customer segmentation that has been a useful tool for the marketing team to deliver on the company’s focus on customer experience.
“Marketing Cloud has brought the company’s customer-first approach to email communications by providing a full view on email interactions and metrics. This has enabled us to improve engagement through tailored and targeted emails and journeys,” says Schibli.
“We now have the ability to quickly and efficiently tailor emails, which has helped to decrease unsubscribe rates by half. Bounce rates have also decreased from 18 per cent to 7 per cent, and bounced emails are now automatically removed from future sends.”
Winkelmann believes that this new customer visibility has also helped the marketing team to shift from a reactive mindset to a more strategy-led proactive approach.
“Having that visibility enables us to put strategy behind our marketing. So it's no longer just about volume. We can look at different things that work and don't work, and recommend offers that match the profile, interests and purchase history of our customers.”