In a competitive landscape, digital marketing tactics help organizations connect with the right audiences. Snagajob, America’s largest hourly employment network for job seekers and employers, was conducting digital marketing efforts on an ad hoc basis. The company’s CRM solution offered limited marketing automation functionality, and kept the company in “batch and blast” purgatory. Snagajob’s marketing team had no insight into who had opened messages or what actions they had taken in response. This prevented the team from making the proper strides to provide more focused offers.
The company tapped Oracle Eloqua for marketing automation to expand their marketing capabilities. Snagajob’s first campaigns revealed the possibilities for driving new revenue through digital marketing. One campaign quickly generated $8,200 in software sales plus $3,000 in pipeline opportunities. Another influenced $36,000 in bookings in a single quarter. Within a few months the team saw significant return from email campaigns, and used the channel to exceed attendance goals for its annual customer appreciation event. With improved email strategy, the team was able to maintain regular customer communications to support sound relationships.
The Snagajob team now measures email campaign effectiveness and makes the appropriate improvements. Rich campaign metrics let them monitor who clicked on a link in an email, what content they accessed, and who unsubscribed. This helps the team to segment audiences better and target them with the most relevant information and offers at each stage of the customer journey.
CRM integration provides a clear view of the ROI of any campaign. Snagajob’s marketing team also often turns to the Topliners online community for tips and advice to address their marketing challenges with the right strategic support.
For the detailed story of how Snagajob improved its marketing communications with automation tools and an enhanced strategy, check out the full case study here.