The result from this initiative was that business groups had a reliable method to share communications and product-related promotions with existing customers. Panasonic business units also were now receiving market intel on what messaging sells the product. Finally, the Panasonic business groups were empowered by the CRM tracking which allowed sales representatives to have data on hand when conducting sales calls with dealers. Ultimately, this communication process enabled warmer customer follow-ups for sales and increased engagement for sales.

The Challenge

The challenge at Panasonic Canada Inc. was to implement a consistent dealership base communication process that kept customers informed on upcoming new Panasonic products and offered them an automated way to purchase technology goods at whole sale prices.

The Process

The company had recently implemented a marketing technology stack of Salesforce with Marketo. The company required someone to develop an email marketing process within the company that reliably communicated new product releases and offers back to dealers working with Panasonic.


The following process was conducted:



  1. The customer database was added to the Marketo instance and email compliance tracking was implemented
  2. Templates that were tested to have maximized engagement and conversions were implemented for each business unit at Panasonic.
  3. Internal teams were worked with and a monthly email strategy was put in place to maximize product exposure while minimizing email opt-outs.
  4. The success of each email and email nurture program was tracked with the CRM integration to attribute campaign success to marketing.
  5. A/B testing was conducted with each nurture email, test results were shared with business groups to support sales efforts as well, test findings were finally learned from and improved future email programs to maximize product engagements and open sales opportunities.

The Solution

The result from this initiative was that business groups had a reliable method to share communications and product-related promotions with existing customers. Panasonic business units also were now receiving market intel on what messaging sells the product. Finally, the Panasonic business groups were empowered by the CRM tracking which allowed sales representatives to have data on hand when conducting sales calls with dealers. Ultimately, this communication process enabled warmer customer follow-ups for sales and increased engagement for sales.

Skills Used

Web Development,Marketing Strategy,Email Marketing

Industry

Electronics

Results by the numbers

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