Email Marketing: Building better B2B connections
Role: Associate Creative Director - Copy | Hierarchy, Inc. | Austin
The Home Depot already has a robust consumer-focused gift card program in place. Yet, there was an opportunity to gain awareness in the B2B space —specifically the mid-sized segment. Through data and insights, we engaged this audience by driving interest in The Home Depot’s robust B2B programs.
With any project, we started with insights, establishing an audience, and persona development – who did we want to talk to in this B2B gift card world? We segmented and developed email lists based on consumer behaviors and industrial design with solid insights. As a certified HubSpot partner, we leveraged HubSpot as the integrated automation platform utilizing CRM, marketing, and CMS for outreach and tracking.
Our editorial and content strategy delivers relevant monthly inbound marketing that resonates with industry trends, general incentives, and a few “fun” things from time to time—making the gift card built for business a necessary tool delivered to your inbox.
Performance:
Implemented HubSpot marketing software for enterprise
Developed a yearly campaign strategy with a detailed plan for deeply segmented messaging
12% yearly conversion rate from prospect to customer