Nessy Learnings Salesforce Marketing Automation Case Study
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John Dorman, Marketing Director of Nessy Learning Ltd, discusses how the company can leverage marketing automation to unlock their potential in the large US education market. Nessy provides language-based learning programs for children with difficulties. To expand in the US, Nessy will provide a free 60-day pilot program to generate awareness and leads, then nurture those leads through an inbound marketing strategy utilizing content and an affiliate program. They will track engagement through their CRM and platform to optimize conversion and identify top prospects.
Nessy Learnings Salesforce Marketing Automation Case Study
- 1. John Dorman Marketing Director Nessy Learning Ltd ‘How marketing automation is unlocking our marketing potential’
- 2. The Nessy Story • Founded by Mike Jones in 1999 • Struggled with learning difficulties as a child due to Dyslexia • Home taught, his mother went on to establish the Belgrave School and Dyslexia Centre in Bristol • Following a successful career he trained as a teacher in the field of learning difficulties • Spent 10 years developing specific learning programs • Established a unique learning method
- 3. Nessy Today • Highly praised language-based, multisensory, structured, sequential, cumulative, congnative and flexible learning program for children with learning difficulties • Cloud based eLearning, delivered via desktop, tablet and app • Established and well regarded in the UK • Currently used by 10,000 schools • 15,000 home users • 4,000 app downloads per month
- 4. The Opportunity • Legislation changes in the US has created a new opportunity • Requirement for all schools to have a means for identifying and treating reading and learning difficulties in children • Over 90,000 schools in the US • Market x6 times the size of the UK • No specialist competitor in market
- 5. The Challenge How does a small UK business with XX staff conquer the US market? • Field sales? • Advertising and PR? • Partners? • Direct mail?
- 6. The Solution • Leverage Nessy’s brand reputation and strength in the UK • Provide a free 60-day pilot of the comprehensive program • Provides contact details and data • Enables nurture • Utilise Nessy’s wealth of product and marketing content • Supports inbound marketing strategy • Higher value assets trigger awareness and acquisition • Activate and affiliate partner program
- 7. The Plan Generate Awareness Capture Nurture Score the Lead Convert the Sale Affiliates Facebook media SEO Referrals Book Requestfor60-dayfreepilot Pilot engagement SFDC CRM .Net platform pilot management Integration .Net platform account activation
- 8. Why inbound marketing is right for Nessy • More efficient, manageable and scalable • Builds a pipeline of sales ready leads • Enables greater prospect and customer engagement and interaction • Ability to develop smarter, customer centric communications • Creates a platform to manage the customer lifecycle • Ties all marketing systems together for greater visibility • Enables accurate forecasting and ROI
- 9. Where is Nessy on the journey? • Part integration for Salesforce and Act-On • Now working to improve integration between Nessy .Net Platform > Salesforce > Act-On • Pilot campaigns built as a static flow with no dynamic content • Immediate focus is to improve delivery rates and conversion of initial email • Once integration is working we’ll make the campaigns more dynamic and customer centric • Longer-term goal is to develop further campaigns for future customer lifecycle
- 10. Results to date – open & clicks 2months Total stats
- 11. Click reports
- 13. Reverse IP
- 14. Results to date • Have greater visibility of customer engagement • Ability to track engagement through to sales • Can identify, track and record prospect actions • Able to optimise delivery and conversion
- 15. Thank you for your time Nessy Learning Ltd 10 Upper Belgrave Road Clifton Bristol, BS8 2XH +44 (0)117 923 9777 info@nessy.com
Editor's Notes
- #3: Mike Jones, the founder of Nessy, struggled with learning difficulties as a child due to Dyslexia Home taught, his mother went on to establish the Belgrave School and Dyslexia Centre After an successful city career Mike wanted to use his experiences to help others He trained as a teacher in the field of learning difficulties and over 10 years developing specific learning programs Having established a unique learning method Mike established Nessy in 1999
- #4: Nessy has grown to become a well regarded and highly praised language-based, multisensory, structured, sequential, cumulative, congnative and flexible learning program for children with learning difficulties. Winner of the prestigious Educational Resources Awards three years in a row. Well recognised and established, used in XX schools throughout the UK and by XX consumers directly. Now fully cloud based, delivered via desktop, tablet and app
- #5: Describe the magnitude of the opportunity for Nessy! Legislation changes in the US has created a new opportunity Over XX schools in the US Market XX times the size of the UK No specialist competitor in market
- #6: Describe initial ideas / actions… Nessy is a small eBusiness so needed to access the US market on a very limited budget – no scope to spend huge amounts on media and PR Initially placed sales reps on the ground but quickly discovered it was cost prohibitive for a long B2B sale, too many decision contacts, organisations etc etc.
- #7: Working with HarveyDavid we utalise Nessy’s key strengths; The brand recognition and its existing credibility in the UK (and its emerging recognition in the US) The ability to provide a free trial of the solution The high level of quality content available Affiliate partner program With these key elements in place an automated inbound marketing strategy provided the best approach.
- #8: Talk through the plan…… Totally digital and phone based sales solution – limits need for on field sales. Uses strong content assets and collateral to drive inbound marketing approach Free pilot encourages sign-up and data capture Use of Act-On Marketing Automation tool to manage nurture and conversion via pilot usage No lead scoring activated yet Now working on refining customer journey to include personalisation and more relevant dialogue
- #9: The move to an inbound approach and marketing automation platform has had many advantages; More efficient, manageable and scalable Builds a pipeline of sales ready leads Will enable greater prospect and customer engagement and interaction Offers the ability to develop smarter, customer centric communications Will become the principle method for managing the customer lifecycle Provides a single, common platform which ties all marketing systems together Will provide visibility for forecasting and ROI
- #10: Describe where Nessy is on its Inbound Marketing Journey: Only partially integrated Salesforce with Act-On Currently working to improve integration between Nessy .Net Platform > Salesforce > Act-On Existing pilot campaigns built as a static flow with no dynamic content so we are not beginning to refine template structures, content and deliverability elements Focus is to improve delivery rates and conversion of initial email Once integration is working we’ll make the campaigns more dynamic and customer centric Next focus is to develop further campaigns for future customer lifecycle