14
CATEGORY 7:
Best use of data
WINNER: RM
AGENCY: ADESTRA CAMPAIGN: ‘RM SPRING OFFERS’
R
M Education supplies educational midweek, before 4pm, with the best results
software, computers and services to achieved from early morning and lunchtime
schools, colleges and universities. sends. Over a six week period, weekly
Faced with the uncertain economy and emails were sent, with the subject line and
increased competition in the educational content amended throughout the campaign
market, it decided to take a drastically new using real time analysis of open and click
data- driven approach to its marketing, with rates. Follow up phone calls were made to
an aim to reactivating lapsed customers customers using live data from Adestra’s
and increasing revenue for email export manager functionality, with
underperforming customer groups – and all sales teams initiating conversations
with a budget of just £6500. according to segment open and click-
RM had a number of specific objectives through data.
it wanted to fill. It wanted to promote its Meanwile, banner adverts were placed
new online shop alongside the message on relevant educational websites such as
that buying online was cost effective – thus Edugeek to promote RM’s site.
also reducing demands on its own call In total, 196,350 emails were sent to 42
centre. As part of this, RM needed to different segments, with 156 different
overcome purchasing barriers which it had variations dependent on customer
identified through its own research; for behaviours. An average open rate of 12 per
example, that purchasers often assumed cent was achieved, beating non-segmented
they needed a credit card to purchase campaigns four-fold. The average click-
equipment online, when this wasn’t the through rate was 1.2 per cent, with peaks
case. RM also wanted to track 100 per cent analysed, then customers segmented of six per cent. Overall, an ROI of 22:1 was
of its customer activities via Google according to spend, type of institution, achieved against a target of 12:1 – resulting
analytics and internal systems. region and previous product purchases. in £1.25 million worth of revenue.
Due to the nature of the target audience Personalised segment examples included “This has been the most complex and
– technical and senior management teams, ‘Lost lambs’ who had not bought from RM data-driven online campaign we have ever
such as school heads, and contacts within for three years but were previously frequent run, discovering, and responding to
primary, secondary schools and colleges purchasers, and regions with specific customers’ individual needs across our
with ICT purchasing power – they are requirements, such as Scotland, which 400,000 UK B2B contact database – a huge
difficult to reach. operates a procurement contract system. undertaking,” says Julie Dixon, senior
Previous buyer behaviour, past Previous campaign data showed the marketing executive, RM Education.
campaign results and real time data was most effective time to email targets was
RUNNER UP: NTL Telewest Business
AGENCY: DNX CAMPAIGN: ‘SITE TO SITE’
N
TL Telewest Business is part of the sites was generated.
second biggest fixed line A mailing pack, including details of a
communications company in the UK. personalised landing page where recipients
It wanted to promote its ethernet services to could find their quotation, was sent. On the
ICT directors and managers in multi-site landing page, the recipient found a map of
businesses and public sector organisations. the UK with ‘push pins’ marking the two
Recognising that generic price sites on which the quotation was based and
quotations are often dismissed as the quotation itself, valid for a limited time.
irrelevant, existing customer data was Visitors were encouraged to call for, or
analysed to create a campaign that offered download more information. Non-
each recipient a personalised quotation, responders were followed up with an email
based on connecting two of their reminding them that their personalised
organisation’s main sites with a 10MB or quotation was valid for a limited period only.
100MB ethernet extension. In total, 15,000 invitations were sent to
A campaign was targeted at ICT 3838 organisations, with 815 recipients
managers and directors in prospect visiting their personal landing page. This
organisations of various sizes. Digging into generated 280 leads, equating to £5.3
data already held on prospects, the location million’s worth of potential opportunity.
of their primary office was identified. Using To date, deals worth £1.187million have
this data, a quotation featuring two of these been signed.
B2B Marketing Awards 2009 - www.b2bmarketingawards.co.uk
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