Case Studies

CLEARVIEW'S 3-PHASED APPROACH to Digital Marketing Transformation In early 2019, BDO Digital set out to build and execute a roadmap for Clearview's marketing team and get them moving along their digital transformation journey. The roadmap was executed in three phases: Phase one included the Marketo implementation and data discovery process. BDO Digital also provided lead nurture framework consulting to help Clearview develop an effective lead nurture strategy. During phase two, BDO Digital implemented the new lead nurture framework as well as a lead scoring model to help Clearview qualify leads effectively. Clearview's marketing team worked to integrate the new Marketo instance with their ARCU (Advanced Reporting for Credit Unions™) system, where all of their member data lives. At the end of this phase, the new lead nurture framework went live. During phase three, BDO Digital continued to help Clearview optimize their lead scoring models and nurture programs. ONE YEAR CLOSER to Digital Transformation Today, Clearview's marketing team can hand over highly qualified leads to sales. Segmentation helps them determine what types of content and messaging to develop, which leads sales should receive, and ensures all communications are timely and relevant to the recipient. In 2020, BDO Digital continues to provide ongoing consulting to help Clearview refine its lead scoring and management framework. Additional services include implementing a newsletter subscription option to generate leads as well as optimizing conversion tactics, such as landing pages. BDO Digital is also planning to integrate PFL (tactile marketing) and real-time, data-driven personalization into Clearview's lead nurture campaigns, as well as assist with developing a social advertising and retargeting strategy. Finally, BDO Digital will help Clearview implement campaign attribution and detailed reporting, so that Snider's team can prove its value to stakeholders and across the organization. "We had never passed leads to our sales teams before," Stephanie Yackovich, Digital Communications Manager at Clearview, said. "BDO Digital was instrumental in stepping us through the thought process and data behind the model as well as the build in Marketo, including the associated nurtures. When I have a Marketo question, I know I have my BDO Digital team there with answers." "BDO Digital has been instrumental in helping us forge ahead on our path to digital transformation," said Snider. "Our journey has just begun, and we're already seeing results. We're confident that with BDO Digital guiding the way, we'll continue to progress and achieve all of our digital marketing goals." Click here to claim your complimentary consultation with credit union marketing experts from BDO Digital + Adobe. © 2022 BDO Digital. All rights reserved.

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