Automated marketing campaigns

Project goal

As bpost has a broad product range and a very large target audience, it was pivotal for its digital marketing communication to be standardised, data-driven and automated in one platform, using different brand templates with their individual corporate identities.

In order to reach the above, business rules were built in terms of profile enrichment and information is continuously updated through external as well as internal sources, or via the users themselves. In line with bpost’s priorities, an orchestrated flow for use with the marketing automation platform was conceived, aiming to reach sustainable growth amid a long-term perspective.

Intracto solution

On-site consultants – distinct marketing automation specialists – set up strategies where data-driven marketing and technology successfully align. At our offices, our designers as well as developers manage the template and asset creation processes next to general development projects, managing the IP-warming process etc.

Result

Successful migration of all previous systems through the marketing automation platform Eloqua as well as creating and setting up daily campaigns has become a routine. Marketing automation is now implemented as the pre-eminent tool for all data-driven digital marketing communication to pass through.

In short:

• Fast release of a functional data-driven platform
• Agile approach of the first campaigns’ configuration
• Management of the full program through the marketing automation platform, including marketing and technical implementations