Increasing Engagement & Average Order Value For An HR Industry Leader:
Sales-Centric Onboarding Process For SaaS
Background and challenge
Approach and project delivery
The project resulted in more than 16 campaigns with over 40 emails or in-app messages addressing a varied range of users, with the aim to educate, sell, remind or engage (action-based). The marketing communication varied in channels and the nature – from longer use cases, messages feeding back to sales teams, or simple industry updates, to punchy and fact-based sales emails.
In a broader context, AMM achieved the first objective of developing an integrated onboarding plan addressing every important customer segment. This solidified the brand’s position as an industry leader with a robust aspect of their sales process in place, reinforcing their position as a leader committed to educating their users.
In terms of KPIs, more than 75% of all communication achieved above industry average engagement metrics. Secondly, we noticed more than 45% increase in sales teams assistance requests, and most importantly – a newly established component of a sales process significantly contributed to revenue increase on a daily basis.
AMM is currently involved in ongoing evaluation and iteration to continuously improve campaign performance.