RE-ENGAGING CUSTOMERS THROUGH INTEGRATED MARKETING
Versatile is a leading manufacturer of agricultural equipment, with a dealer network and customer base across Canada. The challenge was to re-engage existing customers who had become inactive while also creating opportunities to attract new prospects.
Versatile is a leading manufacturer of agricultural equipment, with a dealer network and customer base across Canada. The challenge was to re-engage existing customers who had become inactive while also creating opportunities to attract new prospects.
I led the development and execution of a national integrated marketing campaign that brought together brand messaging, print advertising, PPC, digital display, email marketing, landing pages, CRM automation and performance analytics.
The objective was not simply to increase awareness. The campaign was designed to generate identifiable prospects and move them into a structured lead-nurturing process.
THE STRATEGY
I developed a quarterly campaign structure, with each phase built around a specific customer value proposition and supported by a consistent creative platform.
I developed a quarterly campaign structure, with each phase built around a specific customer value proposition and supported by a consistent creative platform.
Rather than treating print and digital as separate campaigns, I developed a connected customer journey across the different channels.
Campaign creative was adapted for:
• Print advertising
• Digital display advertising
• PPC
• Email marketing
• Direct customer communications
• Landing pages
• Digital display advertising
• PPC
• Email marketing
• Direct customer communications
• Landing pages
Each campaign execution directed customers toward a dedicated landing page where prospects could engage with the offer and provide their information.
FROM CAMPAIGN RESPONSE TO LEAD NURTURING
A key part of the strategy was connecting campaign activity to the CRM rather than allowing leads to disappear after the initial interaction.
A key part of the strategy was connecting campaign activity to the CRM rather than allowing leads to disappear after the initial interaction.
I developed the landing page and lead capture process and connected it to HubSpot CRM, creating an automated lead-nurturing workflow using targeted email communications.
This created a measurable journey from:
Campaign → Landing Page → Lead Capture → CRM → Email Nurturing → Sales Opportunity
This was an important shift from traditional advertising because campaign performance could be evaluated based on customer engagement and lead activity rather than impressions alone.
PERFORMANCE MARKETING & ANALYTICS
I established the measurement framework across the campaign using Google Analytics, Google Tag Manager and unique campaign URLs.
Creative and messaging were tested and refined through A/B testing, allowing campaign performance to inform subsequent creative and media decisions.
This provided visibility into:
* Campaign traffic
* Digital engagement
* Landing page activity
* Lead generation
* Campaign source
* Email engagement
* Customer response
* Digital engagement
* Landing page activity
* Lead generation
* Campaign source
* Email engagement
* Customer response
The result was a more connected marketing ecosystem in which creative, media, CRM and analytics worked together rather than operating as separate activities.
MY ROLE
As Marketing Lead, I was responsible for taking the campaign from strategy through execution.
My involvement included:
MARKETING STRATEGY
Developing the campaign approach, messaging structure and quarterly marketing plan.
Developing the campaign approach, messaging structure and quarterly marketing plan.
BRAND & CREATIVE DIRECTION
Developing the creative concept and ensuring consistency across print and digital channels.
Developing the creative concept and ensuring consistency across print and digital channels.
CONTENT DEVELOPMENT
Creating campaign messaging, advertising copy and supporting content.
Creating campaign messaging, advertising copy and supporting content.
DIGITAL MARKETING
Managing PPC, display advertising, landing pages and digital campaign execution.
Managing PPC, display advertising, landing pages and digital campaign execution.
CRM & MARKETING AUTOMATION
Developing the HubSpot CRM workflow and automated lead-nurturing campaigns.
Developing the HubSpot CRM workflow and automated lead-nurturing campaigns.
ANALYTICS & OPTIMIZATION
Implementing tracking through Google Analytics, Google Tag Manager and unique URLs to monitor performance and inform optimization.
Implementing tracking through Google Analytics, Google Tag Manager and unique URLs to monitor performance and inform optimization.
PROJECT MANAGEMENT
Coordinating internal teams, external partners, production and media placement while managing the campaign within budget.
Coordinating internal teams, external partners, production and media placement while managing the campaign within budget.
THE RESULT
The campaign established an integrated approach to customer acquisition and re-engagement, connecting traditional advertising with digital marketing, CRM and automated lead nurturing.
More importantly, it created a framework for measuring the customer journey from campaign response through to lead nurturing, allowing marketing activity to be evaluated against business objectives rather than awareness alone.
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