How automated marketing content led to business growth for this services company
- 19 December, 2018 07:25
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.