From legacy to modern: rebuilding the marketing engine for a global publishing leader
Legacy → modern
Email approach replaced
Aligned
Marketing & sales teams
Incremental
Single-user sales driven
The challengeA major global publisher needed to move from a legacy, single-channel marketing approach to a modern, data-enabled and customer-centric model.
Service lines
Strategy & TransformationMarketing Activation
The outcomeEmail modernised, data literacy transformed, and marketing & sales teams aligned, driving incremental single-user sales at scale.
Client Situation
- One of the largest global research and textbook publishing businesses was facing challenges in their marketing strategy and execution.
- They needed to move to a templated email approach, set their data up for efficient marketing execution, and align role definitions for marketing and marcomms managers across different product pillars. Additionally, they required senior-level support to define future marketing technology and data plans, accelerate customer-centric marketing, and enhance their data and insight capabilities.
Our Contribution
- Marketing services support: offered an independent expert view on their plans, validated their strategy and approach, and provided best practices on setup, campaign execution, and analytics.
- Senior level support: embedded a role within the marketing leadership team to guide their marketing technology and data plans, align the roadmap for enhancing data and insight capabilities, and establish value drivers for the marketing framework.
- Marketing transformation: assisted the client in embracing data-driven and customer-centric marketing approaches, balancing value and effort of change, and driving stronger marketing performance.
Results
- Successful migration to single email template approach, with dynamic promotion of relevant content, tailored to users' interests.
- Transformation in marketing team data literacy, and adoption of customer-centric marketing practices driving incremental single-user sales.
- Transformation in marketing and sales team relationship, with clear understanding of how marketing drove adoption and usage with large account customers.
"
Loop have been instrumental in our ability to shift from a very legacy approach into something resembling a modern, flexible sales and marketing operation.Chief Marketing Officer