Marketing is about finding the right people, understanding what the right message is to inform and influence, and then serving the messaging at the right time for that person’s journey. Easy right?!
When done right it adds value and enriches the journey to the predetermined end goal.
And when executed poorly, is inflammatory, insensitive and sometimes downright annoying.
A case study in B2B marketing and scaling up a good idea at the right time for the triple win.
At Sureserve, our amazing Southern Compliance team identified a way to add value to clients and residents by completing other checks when already visitng our residents home for their annual gas safety check.
This met more than one need and want for our social housing landlord clients, with access to assess a challenge, and the checks becoming essential as we all work to give everyone a warm and safe home to live and thrive in.
We worked with the fantastic client and their relationship business development team to produce helpful informative tools to support the conversation and worked across our key channels to deliver a real life case study as a webinar, speaker sessions and panel slots at key events, information on stand at events, and all enabled by digital personalisation and segmentation and targeting. We scaled the offering to be UK wide and accesible to all sizes of business.
Clients are actively seeking us out to add the service to their existing contract.
Most importantly, the residents engaged really positively with the idea of an annual MOT for their home, and welcome the convenience of the increased safety in one visit to minimise disturbance.
This year, the new regulations have come in, Awaab’s Law, and we are scaled up and ready to support. Our last webinar had over 1300 sign up, 700 join, and 400 opt in to hear from us. Our tailored email campaign produced off the scale open and click through by providing additional value for our clients, their residents and us at Sureserve. The triple win.
Cost per acquisition remains reasonable, and life time value produced beyond x1000 ROI. The campaign continues and the services and options will continue to innovate.
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