Nuance Targeted Accounts

Objective: Organizations know how to turn customers into brand champions: better, faster, more personalized service. The problem is that delivering service at this level with a typical call center infrastructure is unsustainable. The win/win is to automate service so that it empowers customers while reducing costs and increasing efficiency. We were tasked with breaking through to a tough group of named accounts that Nuance had been working with for a long time.

Approach: We outlined the buyer’s journey for six verticals and mapped content to each stage to power a targeted campaign that opened doors with a personalized, high-impact DM piece. We then sparked a conversation across a series of emails and reports served through a personalized content portal.

Highlights:

• Engagement rose with each touch of the campaign, with the final email getting a whopping 21% engagement.
• We attained an overall response rate of 38% and $6 to $10 million in new pipeline revenue make for a solid bottom line.
• The VP of Sales loved the campaign and the results. That’s what we call a win/win!