How automated marketing content led to business growth for this services company

Telarus turned to Aprimo for automated marketing capabilities

Locally branded, consistent marketing content can make all the difference to customer recognition and business growth. But when you are the brand behind the brands, how do you ensure customisable content for more than 4000 partners with a single designer?

You simply can’t. Yet this was the issue US technology services distributor, Telarus, had two years ago. The company offers content tools, such as multiple flyers, to each of its 4000 plus agents.

Assisting with requests to add a partner logo and branded colours to each of these was not only time consuming, it was preventing the organisation from developing other custom content to drive recognition and engagement, such as emails and campaigns. Likewise, agents didn’t have the resources required to create or customise marketing tools on their own, at least not consistently, and Telarus was increasingly fielding requests for additional customised content tools.

Recognising customised marketing content as a differentiator that could drive partner loyalty, Telarus sought out an automated solution to help expedite the creation, distribution, and maintenance of various types of partner branded content, so it could better serve its agents and drive business across all channels.

The company chose Aprimo Distributed Marketing to supply customised channel content that agents could self-serve. Self-service, and therefore ease of use, was key to the decision.

Telarus uploaded its existing flyers and emails into Aprimo Distributed Marketing, then created recorded training sessions and a tutorial of Web screenshots on how agents could access it and build customised content. Now, when agents log in, their brand information, such as phone number, location, logo and name, has been preloaded into their account profile and automatically prepopulates into the flyer they choose. Agents can simply preload their prospect and customer lists into the solution and schedule a campaign for deployment.

Off the back of this, Telarus reported a 20 per cent increase in efficiency, 200 per cent annual increase in connected agents, and more than 2030 co-branded flyers downloaded.

"Telarus is growing at a massive rate and doing flyers for partners one-by-one wasn’t scalable. Our graphic designer was spending about 15 minutes per partner customising brochures. Aprimo made this entire process self-service," Telarus vice-president of marketing, Amy Bailey, said. 

“We’ve given our agents a tool that’s easy to use, it’s the most user friendly of all the platforms we looked at. We now offer our partners the ability to apply their brand on 12 flyers, plus we have added email campaigns. Partners can choose from campaigns from our top suppliers to send to their customers.

"We looked at a number of different programs, and Aprimo had the interface that was the easiest to use. We were able to create a couple quick tutorials for our partners and they have been able to successfully self-serve.

"We have almost 500 partners who have logged into Aprimo for branded slicks and email campaigns. We are excited to roll out more campaigns in 2019," she said.

Some agents immediately began using the solution, realising how distributing locally branded marketing content to prospects and customers could be a differentiator for their business, and generate prospect interest, leads, and, ultimately, recurring revenue. It didn’t take long before they began asking how Telarus could optimise Aprimo to include content beyond flyers.

Now, Telarus is able to better allocate its designer resource to creating new content, including branded demand generation email campaigns and digital ads.

 “The investment is worthwhile. It increases the mindshare that our agents are thinking about us more because we are providing this service,” said Sean Goines, a Telarus marketing manager who works directly with agents. “The value-add is the efficiencies it creates for everyone.”  

Moving forward, Telarus has plans to expand its use of Aprimo Distributed Marketing to include customisable digital advertising templates for Google and social paid ads, regional customised content, other advanced campaign design templates, and user usage reports and other analytics.

Telarus is the largest privately held technology services distributor in the US. It holds contracts with various commercial telecommunication carriers, enabling solution providers, VARs and MSPs to sell and source voice and data WAN solutions. 

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu  


Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in