And so doing that and building out these nurture streams over a period of months,
where they talk to them about invitations, they talk about gifts.
If you're not the bride, they talk about shower invitations and
those sorts of things, bachelorette parties.
Based on those distinct communication streams and
really building up personalized communication,
PaperStyle saw an increase in revenue of 330%.
330% increase in revenue by getting personal,
getting automated, and really tailoring things to their audience.
And the great thing is is they now have a blueprint for communicating for
anniversaries, birthdays, all of these key milestones can use
a lot of the same groundwork foundation that they laid with their bridal program.
>> Well that really shows the power of nurture marketing for PaperStyle.
The other thing I really liked is the fact that they did it for one,
proved that that was gonna work, got the metrics that they wanted, and
then you can build it out for other streams as well.
You don't have to do everything all at once.
That's a great example.
Do you have another?
>> I do.
I've got another example for you.
This one is a B to B example, and this is Alliance Bus.
And Alliance Bus worked with our agency partner Big Scary Cranium.
And think about these buses.
The buses are actually used in childcare settings.
They are used in retirement homes.
They are used in church settings.
Mid-sized buses that you see going around town taking people to grocery or
to church or to the nursery or to daycare.
And these are very, very much a B to B purchase.
You consider this over a long period of time before
you actually upgrade your bus or make a purchase decision.
So one of the things that I love about them is that believe it or
not, deciding what bus is appropriate for you is very complicated.
There's a lot of state rules and
state laws that determine which buses can be marketed to which companies.
So, they took a lot of time to build out their rules and
really determine which was the right fit and
which videos and which content should be used throughout the nurture process.
The other thing is that they really shifted.
They shifted from, do you wanna buy a bus,
do you wanna buy a bus, do you wanna buy a bus, to how to buy a bus.
So they've shifted from pushing content and
pushing product, to being that helpful concierge.
And I really like their new approach.
So they produced a lot of eBooks, a lot of guides,
a lot of infographics and things, educating people about how to buy a bus.
For them they had some stellar results.
They increased the number of marketing qualified leads by 400%.
So these are leads that have been qualified and
nurtured through digital marketing, to the point where they were qualified enough for
a sales team and they increased that percentage by 400 times.
>> That is absolutely amazing.
And that's a huge increase for the company.
The thing I like also about this,
it shows that nurture marketing can happen over years.
And so you could take people step by step and
stay with them using a nurture marketing approach.
Do you have one more for us?
>> I've got one more.
This happens to be more in the non-profit realm.
More in the event space, almost.
This is the Georgia Aquarium.
And Georgia Aquarium's actually the largest aquarium the world.
And believe it or not,
people come to the aquarium for a variety of different reasons.
They have corporate outings there, they have,
of course, school events there, but then there's also just
the families who want to take their child to see the wonders of the aquarium.
The giant sharks, the penguins, and all of the great things at the aquarium.
So what I love about the Georgia Aquarium is that they actually worked with us, they
worked with Silverpop, an IBM company, to build out automated nurture programs.
They built out welcome series, they built out reactivation programs,
they built out donation programs,
that had a very strong social sharing component to what they were doing.
And then finally what they did in their nurturer is they realized that almost
everyone that was making a decision about whether to come to the aquarium or
not, was probably looking at the information on their mobile device.