Jan 22, 2021

Overview

The client, a fast-growing equity manager, sought to scale its growth by adopting technologies to scale distribution efforts. It recognized that existing marketing systems were ill-suited to support growth.

The existing email marketing service did not provide the key features that the manager sought, including the following:

  • Email delivery insights
  • Personalization
  • Segmentation
  • Behavior tracking
  • Email preference management
  • Omni-channel support
  • Advanced analytics

Our client needed assistance selecting a vendor that would meet their current and future requirements, as well as pre-implementation guidance on the following topics:

  • Data readiness
  • Segments/personas
  • Campaigns/programs
  • Integration with a niche CRM

Cutter Solution

Cutter met with members of the firm’s marketing, IT, and sales teams to understand the requirements for a new marketing automation system (MAS). Cutter then drafted a strawman RFP for the project team to review. Once completed, five vendors were included in the formal RFP search.

While the RFP was with vendors, Cutter lead our client through a series of workshops to discuss and ideate on how an MAS could drive business. Workshops were held on the following topics:

  • Campaigns/programs
  • Data and integration
  • Marketing analytics
  • Lead generation

Cutter was able to achieve the following for the client:

  • Scored the RFP on a defined set of criteria based on discussions with the manager.
  • Invited three vendors to demo their products following a demo agenda that directed the demo to focus on features and uses cases that were most important to our client.
  • Based on our client’s insights, Cutter scored the demos and presented the team with a vendor ranking.
  • Client selected a preferred vendor, and Cutter conducted due diligence efforts by interviewing existing customers.

Our client, which has committed to using a best-in-class MAS, understands what it will take to successfully implement the MAS, including the following:

  • Field mapping and data integration
  • Integration with other sales and marketing systems
  • Support and staffing
  • Phased approach to implementation

As part of the pre-implementation work, Cutter also provided materials to assist in the implementation, including the following:

  • Segmentation strategy
  • Nurture campaigns
  • Trigger campaigns
  • Lead scoring techniques
  • Data warehouse
  • Email template and email preference center mock-ups
  • Marketing analytics strategy
  • Data assessment
  • Implementation plan

Want to speak with a Cutter consultant to learn more about this topic or how we can help you? Contact us at connect@cutterassociates.com.