With a more sophisticated tracking system, Echo launched automated nurturing campaigns to educate potential customers on the products they researched. In a short time, there was a dramatic increase in closed sales and revenue.
Echo customers do 80% of their research prior to connecting with sales. The company needed a way to understand the behaviors and preferences of these potential customers and an automated way to educate them before the point of sale. Jessica Heffernan, VP of Marketing at Echo, says, “You don’t just walk into Best Buy to buy a $3,000 TV. You do your research up front so you know what you want before you get to the store.”
The Echo team implemented a tracking system to show how customers interact with its website and marketing materials. Echo can see which pages customers visit, what they are clicking on, and most importantly, see which products they are searching on. Through automated nurture campaigns, these customers are sent personalized information on products they are interested in. And Echo’s sales team now has focused conversations with prospects. Prior to getting on the first call, sales reps know which products customers searched, the marketing campaign that attracted them, and what messaging was received.
Echo’s first drip campaign using Salesforce targeted 2,600 declining customers. The campaign delivered an 80% response rate and resulted in a net gain of about $300,000 in revenue.
Heffernan says, “I felt like I was driving a new set of wheels.”