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Kentico Digital Marketing Optimization and Integration
Studer Group required a more effective way to reach potential customers. They engaged the Bit-Wizards Digital Marketing team to execute CRM integration, marketing automation and lead scoring set-up, and internal training to accomplish their marketing initiatives and reach their lead generation goals.
Studer Group is an organization that has a challenging marketing problem in that they sell contracts to hospitals where it is not easy to communicate directly with decision makers. Over time, they realized they needed to market to influencers instead and nurture those individuals until they started selling Studer’s services for them within their organization. To do this, they engaged the Bit-Wizards team. There were a number of phases to this project. The most challenging would ultimately prove to be the tracking, scoring and aggregation of scores for contacts across both websites and also the necessity of large quantity contact import functionality.
The two websites for Studer Group (
) were originally designed and developed by Bit-Wizards in 2013. In 2016, Bit-Wizards migrated all of the content, structure, and all custom code from the current Studer Group Kentico 7 site to a brand new instance of Kentico 8. They then upgraded the site to Kentico version 8.1 and 8.2. The site and code were restructured and reorganized to take advantage of the new Kentico features and enhancements for Windows Azure Deployments.
In addition to the new version upgrades, the user interface for the Learning Lab on the main Studer Group site was redesigned and redeveloped. Elements of the main home page were updated to be more mobile friendly using responsive design, development, and bootstrap. The entire site search across FireStarter Publishing and the Studer Group site was re-developed and configured with specific targeted page-by-page indexing to yield better search results for customers searching for specific assets within the Learning Lab Portal.
Additionally, the tax calculations for products was rewritten to US-based standards for rounding and accuracy. Enhancements were made to the Microsoft Dynamics CRM and Dynamics SL integrations as well as preparations for a Type II SOX Audit.
To prepare the Studer Group Marketing Team to use the Kentico Integrated Marketing Solution, Bit-Wizards held a series of training sessions. These sessions started with the basics of how the platform works before going deeper into each of the modules. The initial focus of this training was centered on contact management and email marketing. But as their marketing team learned about the features of the platform their needs grew, and the Bit-Wizards team then moved on to educating them on the marketing automation and lead scoring features of the platform as well.
Along with the education of the marketing team, the Bit-Wizards development team also built a custom solution to ensure that the website tracked scoring and activities for contacts across both websites. This solution required the use of global contacts to connect the contact records for each site. The Bit-Wizards team also wrote custom code to aggregate lead scores across both sites into one master score so the Studer team could have an accurate view of their customer engagement.
In support of the new marketing system, Bit-Wizards built out a contact nurturing plan that included custom segmentation of contacts, created multi-touch email marketing campaigns, and marketing automation processes to execute the campaigns. Then the necessary lead scoring rules were set up to identify the contacts that demonstrated a high-level of interest or intent. Lastly, a combination of the Kentico Integration Bus and Scribe was used to create a CRM integration. This integration passes over the contact data to the business development team for those leads that demonstrate interest.
Lastly, Studer Group required the ability to import tens of thousands of contacts per campaign from Microsoft Excel files. Some of these contacts already existed in the Studer Group system, so Bit-Wizards built an import process that updates existing contacts, creates new contacts and segments the lists appropriately for easier campaign execution.
The initial results from this project are that Studer Group Marketing and Business Development have a complete view of their lead activities and can take action on the information they gather from the lead scores. This final solution saves both teams a vast amount of communication time simply because the website is performing the lead identification for them based on all the automation built right into this solution.
Through the integration, the marketing team is now sending an average of 100 sales qualified leads to business development each month, and Studer Group sees consistent growth as a result. Studer Group has executed 50 multi-touch email campaigns and built out ten marketing automation processes on their own with the knowledge learned through Bit-Wizards’ training.
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Industry - Healthcare
Studer Group® works with over 800 healthcare organizations in the U.S. and beyond, teaching them how to achieve, sustain, and accelerate exceptional clinical, operational, and financial outcomes.
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