Discover successfully served a new and engaged audience with its personalised content delivery, sales funnel driving data capture and direct sales, and its Marketo-driven Marketing Automation.
Key was to use content as the attractor loop to drive the sales argument away from price and towards DHL’s differentiated products and services. Content briefs were created by analysing customers online behaviours and content requirements in the Search Engines and Social Media channels.
Social media channels were heavily utilised to push highly targeted messages to audience types, from sole trader to Enterprise level C Suite and Procurement, driven by key discussion topics relevant to the industry sector and identified drivers.
eCRM has played a significant role in driving the content reach – taking engaged leads from the website into an eCRM program (Marketo platformed), to keep providing relevant, engaging content to maintain support for a highly valuable bottom of funnel sale.
Content is provided in a praxiomatic fashion – a mixture of altruistic, informational content side by side - with sales focussed and product based content to drive a softer approach to the sales journey than the main DHL eCommerce website.
