i-to-i:
Sales & marketing automation

i-to-i already ran a relatively successful communications process through tools like CheetahMail & their in-house CRM system (Sugar CRM). Though as always there were ways it could be improved. The two key issues with the process was it was not highly targeted & consumed a lot of “head space” & time.

The brief:

• Look into how i-to-i’s communications strategy could be improved
• Look into technical solutions to improve the strategy
• Incorporate process changes & staff training to ensure it is handed over as required

Our solution:

Our solution after analyzing current performance & laying out a communications strategy was to look at how the strategy would role out and also how we would technically deliver the project. Segmentation was the key to the project, understanding users behavior on the website as well as from information they supply when completing forms we could then triangulate the users propensity to purchase & the product they are most interested in. Armed with the different scenarios we could then create communications sequences aimed at improving conversion to sale.

To implement the communications strategy we implemented a tool called Office Auto Pilot which we then integrated with their websites & current CRM system. The system had to be tailored per office for i-to-i to ensure content was culturally relevant & it contained the right offers etc. This meant tailoring 6 communications strategies.