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.
In this program, the lead receives an automated SMS and email—both triggered via IBM Marketing Cloud—upon submission of the form.
300% increasein conversions
More than 30% prospectswith email addresses opted in to SMS program
27% rateof call-backs
Business challenge story
Challenges and GoalsMarketing 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.
Bridgevine and IBM Marketing CloudBridgevine 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.
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.
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).
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