Customer stories

Powerful Marketing Automation

We reignited the flame on MRD’s existing client database. Past clients re-emerged, new clients appeared and in total more than 900 new prospects were created over a 90 day period.

Context

Blirt was engaged to relaunch a professional services firm, MRD Partners.

This firm sold investment property, investment assets and financial services.

As part of the tactical execution on the rebrand program, Blirt launched the new message to their database via paid digital campaigns, existing owned email contacts, and a reinvigorated social media program.

 

The Challenge 

The primary challenge was to re-engage clients on the database and draw new prospects into an engagement program.

The secondary challenge was to go to the market and identify potential property investors who may be interested in undertaking further education.

The market was highly competitive and needed a bold, clear statement to cut through.

 

 

The Solution

We designed content and activities across the customer journey which would help drive engagement and next stage conversion.

We built this campaign on Salesforce’s Pardot Digital Marketing platform which provided customer insights, engagement scores and clear ROI on spend.

At the start of the journey we identified education resources which could be helpful in attracting new prospects and also in re-engaging past clients.  Specifically, we produced a book called Property Investing in a Post GFC World.

This piece of primary content was supported with social media messaging, automated education based email follow ups and strategic surveys.

The campaign included:

  • Strategic Paid Digital Media Buys
  • Database email sends
  • Profile and Segmentation via automation rules and Grade / Score matrix
  • Online advertising tracking via UTM tags Landing page management
  • Social media tracking
  • Drip campaign – lead nurturing
  • Online survey’s and purchaser intent tracking
  • Detailed campaign tracking delivered via Pardot and provided key insights into the CRM.

The Results

Past clients re-emerged, new clients appeared and in total more than 900 new prospects were created over a 90 day period.

Our client went on to achieve an 85% conversion rate on the next phase of the funnel of events and education seminars.

 

During the campaign prospects and existing contacts were surveyed on buying intention and product aspiration. 

This identified: 

Up to $85m in capital available across potential purchasers

The ideal investment product through smart surveys captured during the campaign. These detailed specifics on what clients desired in products and their ideal price points.

 

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