Driving Scalable Channel Engagement & Ecommerce Sales
ABB Group is a global engineering organisation, specialising in electrification, automation, robotics and motion technologies. It provides a wide range of products, systems and services that improve efficiency, reliability and sustainability for industrial and utility customers.
Challenge
ABB had a strategic goal to increase sales through their ABB Shop. Campaign activity to drive partners to their shop had primarily been batch and blast, lacking strategy, consistency and automation. They relied heavily on email as the primary channel, with little visibility of partner engagement, visits, sign ups and purchases making it difficult to measure marketing's impact on driving sales.
Solution
In response to these challenges, ABB partnered with Clevertouch to devise a best-practice, scalable always-on campaign journey aimed at increasing sales from existing Partners via the ABB Shop, leverage best practice campaign performance, lead management and reporting so that ABB can scale across the business.
Following a consultant-led workshop that explored campaign objectives, audience segmentation, available content and data insights, the team developed a scalable, three-phase, sophisticated automated email campaign. This campaign featured intuitive behaviour-based routing between phases, leveraging real-time engagement insights to optimise performance.
The three phases included:
- Awareness Phase: Building awareness of ABB shop and encourage recipients to request access to it.
- Onboarding Phase: Encouraging use of ABB Shop by providing a series of onboarding tools.
- First Purchase Phase: Encouraging recently activated users to complete their first purchase using ABB Shop.
"Having worked with Clevertouch for nearly a decade, I know I can always count on them to support me with the most creative and sophisticated Marketing Technology-fueled Marketing Campaigns. Whether it's design, strategy or technical execution, Clevertouch always comes through."
Results & Next Steps
A fully scalable Partner engagement strategy
- Integration between ABB’s Ecommerce Solution and Account Engagement – providing data from ABB Shop to trigger more personalised emails from Account Engagement, enhancing the user journey and engagement
- 10+ country localisation into local language
- Content optimisation based on campaign performance
"Our ABB Shop Onboarding campaign is a prime example of a highly ambitions campaign that utilises multiple marketing technologies in a creative and customer-centric way. Clevertouch not only helped us design it but their support in building it was invaluable."