These connections not only help us deploy data-driven strategies, but they also create efficiency from an operational standpoint. Instead of using 5 different
Thunderbird Senior Living is a retirement community in Glendale, Arizona and one of our long-standing clients here at Nextiny. Our overall partnership goal with Thunderbird is to continue increasing the
From the start, our main challenge was to prove that our client’s target audience used the internet as part of their buying process. Even as an agency that is fully committed to the digital space, we understood the concern that our client had with regards to reaching an aging population online. This is an industry that has relied heavily on the traditional means of marketing to reach their customers, and we knew that by adding an inbound marketing approach to their new and traditional processes, we could expand and optimize the efforts they were invested in. By using HubSpot, we were able to track and report the efforts to our clients, relying on data to justify all future efforts.
After working with this client for a couple of years, we were able to report on the effectiveness of many of their past marketing activities. One of their bottom of the funnel marketing events is a luncheon held on the campus of their community. We discovered through conversations with their sales team that 10% of the individuals registered to these luncheon events would eventually become customers. We saw this as an excellent opportunity for our client.
Our mission was to build out a full-funnel marketing strategy that increased registrations to these luncheon events. This included content creation targeted towards their ideal personas, email nurturing campaigns to contacts in their database, Facebook Ad campaigns to target new and existing leads, and working closely with their marketing director to align marketing with sales to help optimize the success of these efforts.
How could we optimize our efforts to increase registrations? And how could we empower our client to get buy-in from the sales team when these opportunities arise? First, we wanted to make sure that we were doing enough at the top of the funnel, with blog creation, PPC advertising, Facebook ads, and full-funnel value offers, helping generate a healthy amount of qualified leads to run an effective email nurturing campaign. Second, we wanted to segment their contacts as much as we could to tailor our email messaging and content offers to those identified segments. Lastly, we wanted to find ways to best optimize and automate these efforts to increase registrations.
While running our campaign, we were testing a tool called Seventh Sense
Data Collected from Seventh Sense integrated with HubSpot
Email Fatigue Workflow
Seventh Sense, with the help of HubSpot, allows marketers to create workflows that send emails to a large database of contacts at optimal times for each individual contact in that database, within a set amount of time (a day, week, month, etc..). Since our best marketing activity for registrations came from our email marketing efforts, this tool felt like a huge opportunity for our client, and we eventually partnered with Seventh Sense because of this opportunity.
Interview with Seventh Sense CEO Mike Donnelly
Our CEO explaining Seventh Sense
"In the marketing profession, statistics can be very deceiving to the human eye. Take
I’m one of those marketers who feels
We compared our campaign efforts with and without seventh sense, over the same amount of time:
The open rate increase is the most glaring impact by looking at the numbers, but what does this mean for our client? Through our email marketing
The statistic that directly impacts Thunderbird’s bottom line is the registration increase per email: 1.25 Registrations per email prior to Seventh Sense to 2 registrations per email with Seventh Sense, a 60% increase. This is truly an impact for our client.
60% Increase in registration = 60% Increase in sales opportunities
Frank Herold - VP of Marketing | Thunderbird Senior Living