Six business units activated: embedding CDP-led marketing for a global events company
6 BUs
Activated
SQLs up
& registrations growing
Self-sufficient
Teams post-engagement
The challengeA global events company needed coordinated support to enable its new CDP-led capability and educate internal teams for long-term adoption.
Service lines
Marketing TechnologyMarketing Activation
The outcomeSix business units activated and driving performance through advanced marketing; customer success and product teams fully upskilled.
Client Situation
- Our market leading global networking and events client had set out on a digital transformation journey to standardise their technical capabilities and advance the way they bring in, engage and monetise both new and current customers.
- They needed coordinated support to enable the CDP-led data capability, whilst also educating the customer success and product teams to ensure the adoption of the new digital capabilities to drive business performance.
Our Contribution
- Completed maturity assessment and capability audit to define CDP integration, OKRs and activation roadmap.
- Working across multiple business pillars, ran 'Ignite' workstreams to extract insight, develop audience definitions and create, prioritise and activate use cases for new cross-channel data-driven strategies through the full marketing funnel.
- Established measurement framework and agile test and learn ways of working to enable ongoing performance optimisation.
- Provided technical expertise to connect CDP to web personalisation capability and train internal teams on ongoing maintenance.
Results
- Enabled the client's local marketing teams to drive increased business value through advanced marketing activations that drove towards their OKRs, driving SQLs and registrations.
- Practical upskilling, training, campaign builds and activations, as well as iterative strategies, securing the adoption of newly built capability.
- 6 different business units activated and now utilising data and capability as part of their BAU marketing approach.
"
It's really brought the team together and now they're thinking differently.Marketing Director