From list-based to trigger-based marketing
Trigger Based Campaigns were next on the list to implement, whereby email communications could be initiated in response to changes in their CRM data. Examples would include the anniversary of a loan, a birthday or an upcoming deadline as action points to deliver customised content to their customers. “This was a tricky requirement”, says Clade marketing automation specialist Kuba Borucki. “Mortgage Choice has a complex data set that, when using the standard functionality available in their CRM, made it impossible for the marketing team to accurately target customers falling into these more complex areas.
Although they were able to get ad-hoc assistance from their IT team, they needed a solution that would empower the marketing team and put control of their data into their own hands.” In collaboration with Mortgage Choice’s specialists, we pulled it off, and now Mortgage Choice reaps the benefits of being able to send tailored information based on specific triggers.
As a result of the success of the marketing automation journey, Mortgage Choice is planning its next automation campaign, leveraging gated content, and has asked Clade to assist with this new initiative.