5 Inspiring Examples of Rockstar Real-Time Marketing

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Ideas and Strategies for Real-Time Personalization
5 Inspiring Examples of Rockstar Real-Time Marketing

June 15, 2014 by

Let’s be honest. Traffic acquisition is tough. It’s easy to feel like a hamster in a wheel -- you’re running as fast as you can, trying to find the right marketing channels to target the right audiences at the right time. With hundreds of resources at your disposal, you sometimes feel like you’re in perpetual testing mode.

Then, all of a sudden, you strike gold -- you’ve found that winning combination of ad channels and targeting features. Visitors come to your website in swarms. There’s just one problem -- your web traffic isn’t generating revenue.

Yes -- traffic acquisition is resource intensive. But it’s only half the marketing equation. In addition to bringing audiences to your website, you need to focus on converting these visitors into customers. 

That’s where real-time communication comes in. Instead of sending audiences to a static webpage, you can tailor messages to specific needs, pain points, and interests. Moreover, you can respond to specific actions that users are taking on your website -- at this exact moment. 

Real-time is one of the most high-impact ways to (1) make consumers love your brand, (2) develop more efficient marketing programs, (3) make more out of your ad dollars, and (4) amplify your conversion rates. The list goes on. 

Here are 5 case studies to help you learn the ropes:

Case #1: Sittercity Crushes Website Churn

Sittercity solves a major consumer pain point by connecting loving parents with high quality babysitters, nannies, pet sitters, and more. The company has quickly grown to more than 4 million members.

The Challenge

With growth comes churn and inactivity. It’s natural. Sittercity had reached a point where they needed to (1) prevent the platform from becoming a ghost town and (2) keep users from falling through the cracks. 

The Solution

The Sittercity team used real-time marketing to send personalized and targeted messages to new visitors, repeat visitors, and pending cancellations. The trick was that all of these groups needed different messaging to stay engaged. In an ideal world, the company would have hundreds of client service representatives to manage these relationships on a 1:1 level.

The company decided to implement the next-best-thing -- technology that automates the process of real-time communication. Messages included calls to action, instructions, and guidance. 

The Result

With targeted messaging, Sittercity added 175 more customers and prevented 70 from canceling their memberships.

Key Learning

Harness real-time marketing to amplify 1:1 relationships.

Case #2: Gardener's Supply Company Amplifies Its Value Proposition

Gardener’s Supply Company provides millions of gardeners (and garden enthusiasts) with supplies, outdoor equipment, and apparel.

The Challenge

As a consumer products company, Gardeners was naturally generating significant traffic through Pinterest. The problem is that this traffic wasn’t converting. The company wanted a way to acknowledge,capture, and more effectively convert these visitors -- all of whom were new to the Gardener’s brand.

The Solution

Gardener’s Supply launched a welcome message popover that included a discount and email address to capture leads. The popover was non-spammy and designed to trigger based on specified behavioral signals and interests. 

The Results

Gardener’s Supply generated a 3x increase in conversions from Pinterest. Even more importantly the popup was used to collect email addresses that could be used for future remarketing.

Key Learning

Make the most out of every conversion opportunity -- prioritize the long term and short term.

Case #3: Tribe HR Re-engages Its "Lost" Audience

Tribe HR is a social human resources software company with tools that are used by businesses to simplify their HR processes.

The Problem

TribeHR wanted to provide its users with a positive in-app experience with relevant onboarding and training materials.

To accomplish this goal, TribeHR would send targeted emails to new users. The problem, however, is that these emails were getting lost and completely missing the mark.

The Solution

TribeHR decided to use behavior-based messaging to embed training materials into its website and product -- features that were relevant to what the customers were working on when logged in. TribeHR could interact with customers directly within the app.

The Results

As a result of this just-in-time targeting, TribeHR was able to drive a 30% increase in active usage.

Why?

Because the company was delivering the right onboarding messages to customers at exactly the right time.
Key Learning
Real-time is more than a customer acquisition technique. It’s an opportunity to re-engage your extremely community-- and make them customers for life.
Case #4: Compete PRO Encourages Retention
Compete PRO , a platform from Millward Brown Digital, provides marketers with actionable digital intelligence based on the behavior of millions of consumers. Hundreds of clients including the world’s leading brands rely on this SaaS tool to create more effective and engaging websites.
The Problem
The Compete PRO team wanted to lift and maximize customer retention. They previously relied on testing and analytics software but quickly realized that the tools were for ‘listening’ only -- the team needed a cool to connect with audiences directly.
The Solution
Compete used Evergage’s Salesforce integration to automate customer success based on specific usage patterns. The team focused on specific ‘triggers’ to identify strategic upsell opportunities. For example, Compete used in-app messaging to promote a webinar and in-app training videos for new users:
The Results
Compete PRO experienced a 26% lift in retention.
Key Learning
Retention marketing is highly effective when integrated with a company’s core product experience.  Respond to customer ‘triggers’ in real time to help guide them through your software -- for the best experience possible.
Case #5: TeamSupport Increases Speed of Monitoring
TeamSupport is a cloud-based customer support and help desk solution that harnesses the power of collaboration so that B2B organizations can deliver a remarkable customer experience. Its help desk features include customer service portals, live chat, reporting, ticket management and automation, embedded images and more.
The Challenge
TeamSupport wanted a better understanding of how both free trial customers and paying customers were using their online application.
 
The Solution
The company used Evergage to monitor free trial customers  – what they were clicking and what they were not. In addition, they were able to monitor paying customers to identify the most used – and least used – features and sections of the app.
The Results
TeamSupport saw a 25% increase in new trial activity because they were better equipped to help new users find and test key features. In addition, they also saw a 15% uptick in free trial conversions. They attribute this improvement to being able to identify the most engaged trial customers, and also having the ability to tailor the sales conversations based on the use cases revealed during the trial.
Key Learning
Adaptability drives engagement.
 
Your Thoughts
It’s your turn to chime in. What examples of real-time marketing have you come across? What have been your favorite (and less than favorite)? Share your thoughts in the comments below.
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