DRIVING TOYOTA PROSPECTS IN THE RIGHT DIRECTION
Toyota was launching their most anticipated new model since the Toyota Corolla and needed a twelve-month nurture journey for prospects. The campaign included a multi-step lead nurturing journey that uses persona based communication strategies to qualify leads across a variable 12-month campaign engagement.
We took on the full CRM Agency role, from strategy through to creative, campaign build and deployment. The campaign was delivered on the client’s Salesforce Marketing Cloud platform, with extensive use of Content Builder and Journey Builder.
Using standard Salesforce Marketing Cloud functionality and toolkits, we developed algorithms to rank prospects based on interests and campaign engagement, which would then serve exclusive rich-media personalised content about the forthcoming launch of the Toyota CHR. The qualified leads were then passed to local dealers for follow-up, along with a supplemented customer profile data that allowed the Sales Team to engage with customers on a more personal level.
The campaign achieved above the industry averages for Open and Click Through Rates. By qualifying leads based on their readiness and eagerness to buy, the local dealer Sales Team had more time to focus on customers who were committed to owning a Toyota CHR.