Business challenge

The Bridgevine marketing team was challenged with prospective customers not following through with conversions—in this instance, calling into the call center to schedule an installation appointment.

Transformation

In this program, the lead receives an automated SMS and email—both triggered via IBM Marketing Cloud—upon submission of the form.

Results

300% increase

in conversions

More than 30% prospects

with email addresses opted in to SMS program

27% rate

of call-backs

Business challenge story

Challenges and Goals

Marketing to an entirely B2C audience, the Bridgevine marketing team was challenged with prospective customers not following through with conversions—in this instance, calling into the call center to schedule an installation appointment.

The team implemented an automated email and SMS campaign with the goal of being more proactive than reactive to increase these conversions.

We are excited to expand our SMS and email programs to provide true one-to-one relationships with more of our prospects.

—Adam Berlin, Email and SMS Marketing Manager, Bridgevine, Inc.

Transformation story

Bridgevine and IBM Marketing Cloud

Bridgevine has placed a short form that includes both email address and mobile number on its TimeWarner microsite. If a prospect completes the form and opts in to receive future communications, but does not immediately schedule an appointment, the individual is automatically placed into an automated re-touch program.

In this program, the lead receives an automated SMS and email—both triggered via IBM Marketing Cloud—upon submission of the form. The first SMS is delivered within 1-2 minutes of the form submission. The lead continues to receive automated SMS and email messages for up to three days, unless it becomes a conversion before then.

If the prospect in the program does call to schedule an installation appointment, the IBM Marketing Cloud platform is tied to Bridgevine call center via an API, therefore automatically removing the prospect from the program.

IBM Marketing Cloud’s central marketing database allows us to seamlessly pass prospect information from one channel to another, including offline data from our call center.

—Adam Berlin, Email and SMS Marketing Manager, Bridgevine, Inc.

Results story

Results

The program, which began at the end of February 2014, has resulted in a 300 percent increase in conversions, with a call-back rate of 33 percent!

More than 30 percent of the prospects who provided their email addresses also opted in to the SMS program. SMS is the primary conversion channel, with a call-back rate of 27 percent.

IBM Marketing Cloud, part of the IBM Marketing Solutions portfolio, powers the delivery of exceptional experiences for customers across the buyer journey by leveraging customer data and behaviors, providing analytical insights and automating relevant cross-channel interactions. The cloud-based digital marketing platform provides email marketing, lead management and mobile engagement functionality to inform and drive personalized interactions in real time.
 

About Bridgevine

Bridgevine is a reseller for cable and telecommunications companies including TimeWarner, Comcast, Cox and DirecTV, among others. Its marketing team uses IBM Marketing Cloud as its main digital marketing tool, including both email and mobile marketing (SMS).
 

Learn more about Bridgevine

Solution components

  • Watson Customer Engagement

Take the next step

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