Driving Change and Revenue Through Omnichannel Growth Marketing

A Building Products Distributor recognized the need to evolve their business to get ahead of competitors in addressing changing customer mindsets and buying behaviors.

Of equal concern, they were struggling with a churn problem that offset the annual gains realized by their branch sales teams. Their customer data included a high-volume of old accounts, and they struggled to understand who their customers truly were and which ones represented the best growth opportunities.

linqd. worked with our client to evolve processes and data management to support their desire to move ahead of the competition in the digital space and amplify customer coverage. This involved comprehensive foundational work activities including customer segmentation and persona work, holistic customer experience and journey mapping, data deduping and augmentation using the DPro Data Platform, customer opportunity analysis, and systems integration.

Since this client had limited prior customer engagement activity, we developed a brand value proposition, messaging hierarchy and creative concepts.

From there, we created full-funnel omnichannel strategies to support acquisition campaigns to new prospects and lost customers, onboarding activities to build customer momentum, and engagement campaigns targeting existing customers around topics such as: ecommerce, loyalty, credit and product cross-sell.

All of our journey campaigns utilized DPro to precisely target prospects and existing customers based on personas and specific qualifying attributes. We deployed paid digital across multiple channels and formats and email to attract audiences and drive campaign landing pages.

From there, our highly-trained Voice team interacted with hand-raisers and worked to set up accounts, enroll in ecommerce and loyalty, apply for credit, provide product quotes and close deals. The engagement campaign included a Voice-only campaign designed to further build 1:1 relationships with customers and augment branch customer engagement capabilities.

Thanks to integrated systems and strong branch-level program participation, our Voice team was able to share tasks, requests, and quotes real-time with branches to ensure an integrated, seamless customer experience.

Through the programs’ first 6 months of activity, the program generated an 18:1 ROI from attributed sales, has directly resulted in 35M impressions, 221k email opens, 30k customer conversations, 800 won opportunities, and reduced customer churn.

Based on Year-1 performance, the client elected to increase media spend and the number of Voice representatives supporting their business.