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 [email protected].