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Campaign Acceleration using Silverpop

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SmartAcre provides lead and demand generation marketing services to IBM Watson. This work includes strategy and consulting, buildout of digital solutions, and managed campaigns through Silverpop marketing automation.

Results.

12.8%

Product Form Conversion Rate

Within first three months of Silverpop implementation

818

Monthly Leads Passed to Sales

Average from Feb-April 2016

2,885

Gated Content Downloads

New downloads in first 6 months

Impact

  • Reduced campaign set-up and execution down to a 1 day delivery time (compared to a previous turn around time of 3-4 weeks).
  • Implemented lead alerts, routing, and scoring that were previously non-existent.
  • Established lead capture and routing process for IBM Watson.
  • Initial goal was to improve product form conversion rate from 0.17% to 0.5%. Surpassed this goal within the first three months, increasing the conversion rate to 12.8%

How We Did It

Overview

SmartAcre became an extension of IBM Watson’s lead and demand generation team and provided a width of services including:

  • Strategy, setup, and implementation of SilverPop
  • Daily managed marketing automation campaigns
  • Inbound marketing, lead and demand generation campaigns
  • Lead scoring, management, and routing
  • Automation, nurturing, and workflows
  • Email marketing
  • Landing pages and forms
  • Asset creation
  • Campaign analytics and measurement

To start, SmartAcre provided the strategy and expertise to implement Silverpop marketing automation. We worked with departments across IBM Watson to manage the rollout and training. We created a brand new lead scoring model and lead routing process to pass product leads to the digital sales team. As part of this, we also created training documents and follow-up call scripts for sales enablement.

SmartAcre was able to accelerate this entire process, getting Silverpop set up and the first campaign created and launched in less than two weeks.

IBM-Silverpop-Lead-Scoring-Model

Once Silverpop was set up, SmartAcre provided ongoing lead and demand generation marketing support. This included content marketing strategies, SEO, SEM and overall campaign support.

We amplified content through landing pages, emails and automated workflows, all built and managed in Silverpop. We also created campaign assets such as infographics, social tiles, social content and blog posts.

Silverpop-workflow

We made it easy for IBM Watson’s campaign managers to plan campaigns by providing a landing page and email template library, plug-and-play email copy templates, and a campaign process document to organize all campaign assets and plan lead routing.

Template-Library

SmartAcre now provides daily campaign management, lead and demand generation strategy, and ongoing campaign acceleration to support IBM Watson’s marketing from lead-to-revenue.

About IBM Watson
Watson represents a new era in computing called cognitive computing, where systems understand the world the way humans do: through senses, learning, and experience. Watson continuously learns from previous interactions, gaining in value and knowledge over time. With the help of Watson, organizations are harnessing the power of cognitive computing to transform industries, help professionals do their jobs better, and solve important challenges.

To advance Watson, IBM has three dedicated business units: Watson, established for the development of cloud-delivered cognitive computing technologies that represent the commercialization of “artificial intelligence” or “AI” across a variety of industries; Watson Health, dedicated to improving the ability of doctors, researchers and insurers and other related health organizations to surface new insights from data to deliver personalized healthcare; and Watson IoT, focused on making sense of data embedded in more than 9 billion connected devices operating in the world today, which generate 2.5 quintillion bytes of new data daily.

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