Roofing Co. was started 30 years ago and has grown to service a larger portion of the greater Midwest. In the past, their client base has grown substantially through word of mouth and traditional advertising tactics. However, due to increasing competition and an economic downturn, growth was stagnant over the past few years. Like a lot of companies Roofing Co. lost track of its customers and failed to communicate beyond the initial sale. This is due to a combination of the limited marketing resources, and a primary focus on generating new customers instead of engaging with old ones. With a customer base over 20,000 Roofing Co. believes that they could boost sales by re-engaging past customers to cross-sell them on maintenance work and other services.
Roofing Co. implemented marketing automation to accomplish the following goals:
Roofing Co. believed that they could identify segments of their customer base that are more likely to buy specific services. They agreed that regular, targeted communication with each customer segment will likely lead to the most conversions and highest revenue. The agency suggested using marketing automation for its ability to dynamically segment customers easily, and to automatically notify the sales team when a lead appears to be ready to buy. The agency employed a marketing automation platform, and built out several workflows based on the segments they identified.
Roofing Co. used Dynamic Lists to identify and segment their extensive customer base into distinct groups, based on:
In doing so, Roofing Co. identified groups that were more likely to buy specific services that they offer, and targeted each of these groups with individual, personalized communication to provide the best chance of conversion.
Once set up, these Dynamic Lists automatically sort customers and add/remove them from segments as needschange, creating a permanent growth engine for Roofing Co.
Once Roofing Co. identified these distinct groups they created email “drip campaigns” that regularly communicated about the products and services that met the segments exact needs.
Roofing Co. used lead tracking,lead scoring, and notification features to identify and notify the sales team about leads that exhibited signs that they were more open to a purchase.
Roofing Co. identified dozens of these automation and communication opportunities and in doing so, allowed the sales team to focus on the few hundred customers (out of the 20,000) that were truly interested one or more of the products and services that Roofing Co. offered.
Roofing Co. determined a few of the top reasons other than life of the roof that customers would need repairs or replacement. They created specialized campaigns and built out workflows that sent targeted content to customers when the campaign launched.
In The Future
Roofing Co. plans to not only engage previous customers, but to reach out to a new customer base through lead generation techniques and automating social media.
The results that Roofing Co. can achieve using are not possible with traditional ESPs and a basic CRM system. Integrating all of their marketing efforts into a single marketing automation platform allows them to have near one-on-one communication with their customers in a high-converting process. The end-to-end tracking ability allows Roofing Co. to see the ROI of each of their efforts, allowing them to effectively allocate resources to the highest performing.