How we helped a 130-year-old bank
embrace email journey mapping to move
customers through their sales funnel.
Work with a client long enough and it’s easy to spot their comfort zone. For SunTrust Bank, direct mail had been a workhorse that earned them loyal customers across all lines of business. But we knew that bringing more progressive thinking to their marketing would not only add lift to their other channels but also best position them for their upcoming merger with BB&T and transformation into the new Truist brand.
Agency services:
Filling the funnel
If you don’t know the level of need and product awareness of your prospects, it’s difficult to determine what might grab their attention, let alone create a desire that leads to action. So, using persona data on small business owners and other customer segments, we were able to identify where prospect groups sat in the sales funnel and label them based on who needed more education, who was ready to accept an offer, and every step in between.
Mapping the journey
Before developing any communications, we created a journey map for each audience segment. This detailed the message we would serve at different points, along with subsequent emails that would be deployed based on the prospects’ actions (or lack thereof). We also specified the type of content to best engage the recipient, from a simple text email to an online quiz to a video—all of which drove to a landing page customized to the user experience.
Optimizing at every step
The beauty of digital marketing is that you can optimize the campaign in mid-flight, rather than waiting until the data has fully matured. Among the elements we refined along the way were:
This attention to detail ensured a steady stream of prospects moving through to conversion and greater precision with each new wave of communications.
“We’ve come back to them time and time
“We’ve come back to them
time and time again for
again for these complex projects because
these complex projects
because FARM’s strategic
FARM’s strategic thinking.”
thinking.”
“We’re in the midst of developing our third lead nurturing program with FARM. We’ve come back to them time and time again for these complex projects because FARM’s strategic thinking, in-depth research, and constant pursuit to enhance the client experience has made these programs unique–but most importantly, successful. There are tons of moving parts in our lead-to-funnel campaigns, and FARM perfectly manages every aspect from start to finish.”
Your brand is your company’s most
Your brand is your
company’s most valuable
valuable asset. And when you invest
asset. And when you
invest inconsistency as
in consistency as much as identity,
much as identity,
your returns will prove
immeasurable.
The funnel, the pipeline, the
The funnel, the
pipeline, the hopper-no
hopper—no matter what you call it,
matter what you call
it, we’ll provide the
we’ll provide the care and feeding,
care and feeding, so
so you never call it empty.
you never call it
empty.
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Learn the art of scaling marketing operations to amplify reach and revenue without a budget hike. Optimize your marketing machine for efficiency and impact with strategic components and integrated tech. Explore the key steps to adapt, refine, and drive sustained growth.
Data visualization is a key way to improve performance. But what does it actually entail? Keep reading to learn more about what it is and the benefits it can bring to your team (as well as some ideas for getting started).
Through firsthand experience, I know that an agency-client relationship can be woefully flawed or a whopping success. I have boiled down my experiences, victories, and failures into six tips that can help steer your partnership from good to great, so you can maximize what you get from your agency partners.
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have to burn
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