When Your Website and Email Have a Good Relationship, Amazing Things Happen
$1 Billion Home Improvement Product Manufacturer
Connect website activity to email for optimized personalization and dealer alerts
Two of the most important and effective channels that most companies have available to use are their website and email platform. It is surprising how few companies, even big ones, have not fully leveraged integrating them in ways that drive value for the brand and their dealer channel. Here we outline a high-value strategy that can work for any company with these two channels, not just this $1 billion dollar home improvement product manufacturer.
This manufacturer in the home improvement space uses many different Salesforce Marketing Cloud products while also receiving over a million visits a month to their website. Consumers are submitting lead forms online, with these same forms going into the manufacturer’s Salesforce CRM. Using the information gathered from these lead forms, the manufacturer executes various email campaigns using Marketing Cloud where they then send those leads to the appropriate dealers in their respective geographies. A lot of manufacturers have this capability but are often failing to utilize all the functions necessary to achieve optimal outcomes for both themselves and their dealers.
For this manufacturer specifically, one of the integrations that they had failed to make (even with those million monthly visits!) was to connect website activity to the known consumers that were submitting lead forms. This presented a huge opportunity to start collecting not only John Doe’s name but also what John Doe was doing on the website when he submitted his request for more information. Whether your company uses Salesforce technology (called Web Collect) or some other technology, there are many ways to capture website activity and store it in your marketing database. The key thing to keep in mind however is to do it within the context relative to the customer’s journey. So what does this mean exactly?
Companies need to map every single page of their website to what that page means relative to a customer journey taxonomy. This is important in finding out where that consumer is in their buying process as evidenced by the pages they were visiting. What kind of buying intent did their online behavior indicate to help inform the next relevant piece of information on their path to purchase? Completing this journey mapping exercise will uncover many new opportunities to think about each customer’s purchase intent. It will also allow you to drive a much higher level of personalization. With our strategic help, these advancements for this home improvement manufacturer are outlined below.
In the above diagram, the company is using Salesforce’s Journey Builder to drive more personalization in their email communications by knowing where each consumer is specific to their customer journey (awareness, consideration, buying phase, etc.) This approach also allows them to coordinate buying phase information to drive additional website personalization when that known consumer reengages.
Another important piece of information was discovered from making this process mapping exercise. If the corporate marketing team was never looking at website activity, then there is no way the dealers were looking at it either. We thought, “Why not share this website activity with your dealers by developing a simple process?” Now, after making the connections and integrations for them, when a known consumer visits the website as a previously identified lead for a dealer, the right dealer is alerted that the customer had revisited the website. This proves our point that any brand can support its dealers by indicating what journey stage their respective leads are based on website activity data.
This relatively simple strategy took a few weeks to implement and is driving a ton of value. The brand found that there were over 200 prospects and customers each day, returning to the corporate website. Previously, this information was totally undetected or acted upon. Now, the brand can alert their respective geographic dealers that John Doe has returned and encourage the dealer to reestablish their sales process with an interested and reengaged buyer.
As important, this new dealer alert process helped introduce an even more advanced idea. Why not put an analytics tag on the dealer's website and start to track prospect and customer activity there as well? By using the same journey mapping taxonomy leveraged on the corporate brand website, the brand will not only be able to give the dealer alerts of prospect and customer activity, but also get consumer information back from the dealer’s websites. This bi-directional communication provides the brand and the collective ecosystem of dealers much richer insights into the consumer buying process. Isn’t it time your brand connects website activity to email activity for increased consumer personalization and dealer lead alerts?