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.
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.
