DigitalGlobe visualises success with event-triggered campaigns
DigitalGlobe is a leading global provider of commercial high-resolution world imagery products and services for defence and intelligence, civil government, and commercial customers.
The company serves many well-known clients including Google Maps, Google Earth, Mapquest, Bing Maps and Nokia Ovi Maps.
It is a complex business spanning multiple industries, geographies and languages. As the company continued to grow, it became increasingly important to gain more visibility and control over its total marketing operations and more quickly promote the availability of new satellite images to key verticals while supporting the DigitalGlobe brand and network of resellers.
Creating a streamlined business process
DigitalGlobe collects almost 400,000 square miles of new images every day, but the images are only as valuable as the speed at which they are made available. Customers want newly-available satellite photos of specific regions of the Earth quickly.
Neolane supports the company’s growing business by creating closed-loop marketing processes for key aspects of its corporate and business-to-business communications. Using Neolane, it has automated internal and external marketing programmes.
Operating in approximately 90 countries with an outbound marketing programmes team of only two or three people, DigitalGlobe needed a more efficient way to reach all of its market segments, so automation was essential. After considering other vendor solutions, DigitalGlobe selected Neolane as its marketing automation platform.
While triggered email alerts are the centrepiece of DigitalGlobe’s automated, unified marketing campaigns, the company quickly realised the benefits of Neolane’s platform to automate global campaigns that involved multiple other channels. User communities have been developed, via microsites, for each of the company’s vertical industry targets.
CRM intergration and lead quality
Neolane also supported the company’s lead management programmes, including lead routing, scoring and nurturing. Integrating the Lead Management Optimisation solution with its existing CRM system, DigitalGlobe has been better able to segment, target and personalise leads generated from multiple channels – including web, trade shows and email – while helping to measure the impact of specific campaigns on company revenue.
“Neolane is a powerful platform that integrated with our existing CRM system and supports key aspects of our global marketing organisation,” says Sara Poulton, senior director of marketing, DigitalGlobe.
Neolane supports the company’s growing business by creating closed-loop marketing processes for key aspects of its corporate and business-to-business communications. Using Neolane, it has automated internal and external marketing programmes.”
Extending the boundries of marketing’s impact
DigitalGlobe now runs approximately 50 campaigns per month, with only one junior marketing person. Customer alert cycles were reduced from weeks to days, allowing for quick notification about the availability of new images. Its e-mail promotion and alert campaign benefited from a 10 to 15 per cent improvement in open rates, with bounce-back rates reduced dramatically through house list hygiene.
The new subscription alert centre gained more than 1,000 subscribers via a dedicated email campaign of its own, with only 0.33 per cent opting out.
“We had a big vision for what we wanted from an enterprise marketing solution. Since implementing the platform, we have extended the boundaries of what our marketing programs are able to achieve by simplifying and automating key processes while supporting consistent messaging and brand image across our business lines and products,” says Poulton.
