Education and training

ROI of 15:1 through Marketing Automation

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The background

City & Guilds is a leading vocational education and training organization, providing services to training providers, employers, and trainees across a variety of sectors to meet the needs of today’s workplace.

Doing more with less

To remain competitive in this market, City & Guilds must have high-performing yet cost-effective sales, marketing and customer support. “We have over 5,000 business customers, ranging in size from very small specialists to large FE colleges … so we have a huge variety of customer needs and communication requirements,” said David Morgan, Head of Digital and Marketing Communications.

With such a large and varied customer base, and the need to have a notable presence, City & Guilds embarked on a journey to deliver more targeted comms. “We’d love to tailor our communications to each contact but to do that cost-effectively through traditional marketing is simply not possible,” said David. Automation offers significant cost effectiveness, as David continues “A couple of years ago we had 40 people in the marketing team. Today, we have half as many but we’re actually delivering more.”

Using behavioral data to be more relevant

The need to understand customer behavior across different touch points, and offer relevant content at each one, meant that from the outset City & Guilds knew they’d have to build a fully-integrated infrastructure.

“Once someone logs onto the site, we will immediately know who they are, their job role, and the qualifications in which they are interested. We can set up a trigger so that if they then move on to researching something related to their specialty, such as beauty qualifications, then the system will send out an email that picks up on this and offers them a download, or a discussion with one of our support team,” said David.

This tactic is really delivering for City & Guilds.

Reaping the rewards of triggered messaging

City & Guilds uses some of the more advanced features of Engagement Cloud and has seen some outstanding results so far, as Steve Smith, eCRM Manager explains:

“The results from using triggers are very powerful – on every single indicator the impact and response was several times that of a simple email, and most tellingly the triggered campaign delivered a return on investment of 15:1.”