Introduction
Our marketing team has launched the “Video Books Marketing Campaign” using Zoho Marketing Automation and Zoho CRM for our client “Alpha Video Surveillance,” headquartered in Las Vegas, Nevada. Alpha Video Surveillance is Southwest’s leading provider of commercial-grade video surveillance solutions and installations and is the first pioneer of remote guarding.
This case study details the journey, segmentation, and metrics used to measure the campaign’s success, highlighting the strategic steps taken and their impact on overall performance.
Campaign Overview
The “Video Books Marketing Campaign” was designed to engage potential leads through a series of automated tasks and emails. The journey followed a structured timeline aimed at nurturing leads and driving them towards conversion.
Zoho Marketing Automation Journey
The journey for the “Video Books Marketing Campaign” involved a series of automated tasks and emails over a 21-day period.
In the Zoho Marketing Automation journey, the contacts whose “Video Books Sent” status is true will trigger the journey for those contacts. Once the “Video Books Sent” status is marked true, the following steps occur:
- Day 4: A task is assigned to the Campaign Owner to review initial lead engagement and plan follow-up actions.
- Day 7:An email is sent to the Video Book Recipient to maintain engagement and provide additional information.
- Day 11:Another task is assigned to the Campaign Owner to reassess the lead’s position in the sales funnel and take necessary actions.
- Day 14: A second email is sent to the Video Book Recipient to further nurture the lead with relevant content.
- Day 18:A third task is assigned to the Campaign Owner to evaluate lead progression and prepare for final engagement steps.
- Day 21:A third email is sent to the Video Book Recipient to prompt a final push towards conversion.
Key Metrics and Segmentation
To effectively monitor and evaluate the campaign’s performance, five key segments were established on the dashboard, each focusing on different aspects of the campaign:
- VB Deals Created (Monthly/Quarterly/Yearly): Tracks the number of deals initiated from leads generated through the Video Book campaign.
- Expense Tracker (Monthly/Quarterly/Yearly):Monitors the spending associated with the campaign over different periods.
- Generated Revenue (Monthly/Quarterly/Yearly):Measures the revenue generated from deals closed as a result of the campaign.
- Conversion Costs (Monthly/Quarterly/Yearly): Calculated by dividing the total spend by the count of leads labeled “interested” within a specific period.
- Acquisition Costs (Monthly/Quarterly/Yearly):Calculated by dividing the total spend by the number of deals closed with the lead source marked as “video book” within a given period.
Integration and Dashboard Enhancement
To further enhance the campaign’s effectiveness, several integrations and customizations were implemented:
Zoho Marketing Automation and Zoho CRM Integration: This integration ensured seamless data flow and synchronization between the marketing and sales processes.
Creation of Widgets in Zoho CRM: Three widgets were created in the Zoho CRM “Video Book Dashboard” to display data on Conversion Costs by Month, Quarter, and Year. These widgets provided quick access to key metrics, facilitating real-time monitoring and decision-making.
Conclusion
The “Video Box Marketing Campaign” successfully utilized Zoho Marketing Automation and Zoho CRM to create a structured and data-driven approach to lead engagement and conversion. The detailed journey, combined with comprehensive segmentation and metrics tracking, allowed the marketing team to effectively nurture leads, measure campaign performance, and optimize strategies for future initiatives. The integration with Zoho Analytics and the creation of custom widgets further enhanced the ability to track and analyze key metrics, providing valuable insights into the campaign’s financial impact. This enabled better resource allocation and improved marketing ROI.
