That Marketing Platform Episode
THAT MARKETING PODCAST •
Emma Dolby, Marketing Manager of Direct Air & Pipework, visits the podcast to talk about the setup she inherited coming into the role, what drove her desire for change, and how the transition to Spotler’s GatorSuite has made a difference to her team.
Your choice of marketing platform isn’t trivial, it really sets the stage for the kinds of campaigns you can run..
When Emma built the Marketing function at Direct Air & Pipework from scratch, the first order of business was upgrading from MailChimp. In this episode, she explains why that change was needed, and what impact GatorSuite has had on her ability to deliver better marketing campaigns and grow the company:
What MailChimp is good for, and what it isn’t:
“It was what the sales guys were using, it is quite a simple tool to use. But that’s what it was. It was an email tool. It wasn’t a tool for using emails for lead generation. And there were limitations in the automation. I was getting all these big grand ideas of what I wanted to do, like with the new branding, and I kept coming back to this quite simple tool.”
The kind of campaigns she can now build:
“[The best example] would be our cold nurture workflow. And it’s a bit of a beast. We’ve created a series of emails and campaigns to be sent out sharing best practice advice, useful blog content, case studies. And then we place it all within an automated workflow to help manage the prospects. So we managed to get 917 contacts completing the workflow. And then of those, 97 leads have passed on to sales as Marketing Qualified Leads. So that was pretty successful.”
The key question to ask before choosing a platform:
“I would say you want to ask the question, ‘Do you just want to send out an email every now and again, to let people know what you’re up to, or do you want to be able to put together a complete digital strategy which includes email marketing, automation, and social and that interacts with your website?'”
About the Speaker
Emma Dolby, Marketing Manager for Direct Air & Pipework, is a marketing professional with experience in a variety of sectors including engineering, higher education and professional services. Having worked both agency-side and in-house, Emma has worked with businesses to overcome digital marketing challenges, implement new strategies and align stakeholders.
About the Presenter
‘That Marketing Podcast’ is hosted by Richard Wall. The marketing team’s jack-of-all-trades, you can find him attending and hosting seminars, split testing his way to success and chasing down those hot chilli leads. His passion for podcasts has led him to many an interview and investigation on all things Marketing for you to enjoy.