Upward Associates
OUR WORK
Digital Marketing Strategy for Retention and Demand Generation
Project Type: Marketing
Industry: Tech - B2B SaaS
Need
A leading SaaS (software-as-a-service) company needed a cross-platform digital marketing strategic plan and implementation strategy to educate and promote customer acceptance and renewal/purchasing of a major software upgrade for their two leading B2B products
Project Undertaken
The client needed an integrated launch plan with omni-channel digital marketing program management for outreach and engagement. A cross-functional team was assembled across all key stakeholders to plan and to develop the program strategy and manage the day-to-day operations.
Strategic goals and objectives were developed, member needs were researched and vetted and in-depth customer segmentation was undertaken. From this, an omni-channel marketing strategy, feedback and “360” customer touchpoint program was developed. Tools utilized included HubSpot (Marketing automation), Salesforce (customer CRM), Tableau (reporting/tracking) and dedicated secure webpages.
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The program was successfully launched and managed, allowing for a significant early conversion to the new software products and increase in customer satisfaction with the process compared to earlier upgrades.
Services Delivered
Strategic Planning
Customer Segmentation
Digital Marketing Strategic Evaluation and Implementation
Marketing Automation and CRM Utilization and Analysis (and integration with Tableau)
Strategic Reporting and Cross-Function Presentation
Cross-Functional Team Management
B2B SaaS Writing and Editing
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