Please refer to our Privacy policy for important information on the use of cookies. By continuing to use this website, you agree to this.


PAYPAL MARKETING AUTOMATION STRATEGY


PAYPAL MARKETING AUTOMATION STRATEGY

overview




In 2014 PayPal embarked on its journey to develop a marketing automation strategy that would drive intelligent engagement across all its key customer audiences whilst providing sustenance for its UK sales teams.  The first step in the journey was to select Eloqua as the platform of choice.  Following this two specialist partner agencies were chosen to work alongside the internal teams to help shape, execute and evolve the strategy.  

CleverTouch were selected to provide both platform level technical support but also expertise in campaign workflow, mapping and delivery.  Purestone were then recruited to devise the creative strategy and produce the associated assets such as emails, microsites and campaign content.  

Across the last 12 months a multi-layered lead nurturing programme has been launched to engage with potential customers within the SMB sector.  In addition a tier of specific tactical campaigns have been used to support product pushes and partner initiatives.  The overall result has been largely positive, lessons have been learnt, victories earned and importantly the strategy continues to refine, improve and add an increasing amount of value to PayPal.  

strategy & planning




Through regular strategic workshops and planning sessions the overall programme has remained true to its overarching commercial and marketing objectives.  The collaboration between PayPal, Purestone and CleverTouch has ensured all of the key strategic elements that make up a cohesive and effective marketing automation programme are managed.  This includes devising a specific strategy, communications plan and toolkit for the sales teams to ensure all important adoption and 'buy in'. 
strategy & planning

email that delivers




A varied library of emails have been designed, built and integrated with Eloqua in order to meet a range of different engagement needs within the lead nurturing programme.  

- Highly personalised, data driven content
- A/B, multi-variate testing
- Integrated Eloqua campaign analytics and lead scoring
- Responsively designed and built templates

email that delivers

getting to know you




At the heart of the lead nurture programme is a highly personalised profiling tool that's designed to build out, over time, persona profiles on individual customers.  The premise is to provide prospects with a rich, rewarding and relevant experience based on the life stage of their business.  This comes in the form of a valued added content such as blogs, thoughts pieces and articles from selected third parties.  The journey through the tool is plotted within Eloqua in line with the lead scoring model.  
getting to know you

compelling user journey's




As part of the strategy there have been campaign 'off-shoots' to support specific PayPal propositions and products.  In order to deliver high impact and compelling user experiences Purestone and CleverTouch developed fully trackable microsites using dynamic data and personalisation.

compelling user journey's

EMPOWERING SALES




An integral part of the strategy is to keep relevant sales teams fully informed, engaged and empowered around campaign activity.  This involves regular face to face briefings from the PayPal marketing team, the development of a tactical email toolkit called Eloqua Engage and creating sales enablement assets like interactive crib sheets. 
EMPOWERING SALES

results




"When we started out we knew this wasn't a tactical 'quick fix' lead generation exercise.  It's about developing something sustainable for the long haul and this takes time, dedication and getting the right team around you.  With the combined expertise of Purestone and CleverTouch we've learnt some incredibly valuable lessons, refined our approach and are now starting to see some great results.'

Jana Savchenko, Head of Lead Generation, PayPal UK 
results
right arrow Natwest right arrow ICS right arrow JC Decaux right arrow Asos right arrow Lombard: Route Planner