Overview
Objective: When Sterling Commerce engaged us they confessed that they were “committing random acts of marketing” resulting in conflicting strategies and disparate campaigns. We partnered together to build a cohesive approach to demand generation that also clarified and built equity in the Sterling Commerce brand.
Approach: We developed a brand story that rationalized Sterling’s solutions, core verticals and targets. Then we brought this to life with top-down advertising and ground-up demand generation. Campaigns were vertically focused, targeted to key decision maker, influencer and executor profiles and always integrated with the high-level story. The result was a cohesive presence in the market the connected across advertising, tradeshows, digital media and demand generation.
Highlights:
- Sterling Comerce CMO Deb Oenning was voted Marketer of the Year by the DMA for 2009.
- 25% year-over-year revenue growth
Sterling Commerce Customer Care Community
Objective: To reduce attrition and increase loyalty, Sterling Commerce sought to establish a destination where customers could be nurtured and gain value in continuing, and perhaps increasing, their commitment to the company.
Approach: We created a Web-based customer care center with high-value content, such as strategic reports, solution updates, how-to information and access to industry experts. Monthly emails further drove engagement and generated buzz outside the Sterling community that the company was committed to its loyal customers.
Highlights:
- More than 1,000 members joined in first 6 months
- 85% email opt-in rate
- 16% click-through rate on content updates