segmented marketing
getting the right message in front of the right people
segmented marketing
getting the right message in front of the right people
project scenario
G&H Diversified Manufacturing wanted to tailor marketing messages delivered to their existing client base, per client purchase history. The intent was to provide more pertinent information to clients and to increase lead generation through more targeted messaging.
Action
configured database, refined marketing mesage, produced communications to execute plan
Action
configured database, refined marketing mesage, produced communications to execute plan
what we did
Configured SalesForce CRM reporting, fields and layouts to implement segmented marketing, per client purchase history. Refined content marketing and developed new marketing tools and digital platforms to communicate with clients.
project breakdown by service
strategy
- Market Segmentation
- SalesForce CRM Configuration
- Brand Key Value Proposition
communications
- 11 Videos
- Digital Marketing
marketing strategy
“Save lead time and cost. Streamline production with a shop that does more.”
Segmented marketing
In an information filled, busy world, marketing content must be pertinent, easily consumable, engaging and brief. The more tailored the message to the audience interest, the higher the effectiveness and lead generating potential. This concept fueled the G&H Diversified segmented marketing project and the inclusion of video for more engaging marketing content.
salesforce crm configuration
To apply segmented marketing, customizing marketing messages per client purchase history, required significant historic sales analysis and configuration of SalesForce CRM fields, layouts and dashboard reports to automate production of the required customer intelligence
brand key value proposition
G&H has served as an advanced contract manufacturer and OEM for over 50 years and has a strong, customer centered culture, but the brand value proposition was not prominently and concisely featured in G&H marketing materials. LALM Marketing articulated the brand value proposition, modified marketing content to featured it prominently, and produced a branding video to visually reinforce and communicate the culture.
marketing communications
“Always Building. Always Better.”
videos
Produced 11 videos to enhance marketing content and reinforce brand value proposition. The majority of the videos are product overviews, with one branding video, Always Building. Always Better, which exemplifies the G&H Diversified culture and can be viewed below. LALM Marketing authored video content and managed edits, with filming and editing by Kevin Peeples.
digital marketing
Marketing videos were distributed via digital marketing mediums, including: email, website, YouTube and LinkedIn
LALM Marketing established the G&H Diversified YouTube, LinkedIn and GooglePlaces company pages and email marketing program.
*G&H Diversified image credits: Kevin Peeples, others
Results
Results
Improved content marketing
The addition of a more appealing marketing medium: video, the clear and prominent articulation of the brand key value proposition, and more targeted marketing messaging all improved the overall quality and usefulness of G&H Diversified marketing communications.
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