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Convert your customer data into customer knowledge and execute marketing campaigns without hiring.
Quickly increase customer value: acquire faster, retain longer, sell more.

Marketing campaigns for organizations
who want to measure success

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Data > Knowledge > Campaign > Value

Turn data into knowledge

  • Cap­ture and pre­pare in­ter­nal and ex­ter­nal data
  • Cre­ate your data plat­form
  • De­tect busi­ness rel­e­vant pat­terns and rules

Turn knowledge into action

  • Plan how to seg­ment cus­tomers, con­tacts and con­tent
  • De­vel­op mea­sures and blue­prints
  • Ex­e­cute data-dri­ven mar­ket­ing cam­paigns

Turn action into value

  • Take in­formed busi­ness de­ci­sions
  • Un­der­stand your mar­ket bet­ter
  • Ac­quire new, re­tain ex­ist­ing and grow loy­al cus­tomers

Marketing campaigns with measurable results

  • You want your ac­tiv­i­ties to be based on in­formed de­ci­sions?
  • You are look­ing for tools to mea­sure your busi­ness re­sults?
  • You wish to im­prove your com­pet­i­tive edge step by step?

Cor­ven­dor will as­sist you to

  • Se­lect your data sources and the right data with­in
  • Cre­ate your data plat­form
  • As­sess the qual­i­ty of your data
  • En­rich your data and pre­pare it for the process of data col­lec­tion and analy­sis
  • Dis­cov­er busi­ness-rel­e­vant pat­terns and rules in your data
  • Ex­e­cute data-dri­ven cam­paigns based on all these in­sights

You will achieve the fol­low­ing re­sults

  • Get to know your cus­tomers bet­ter
  • Im­prove cus­tomer ex­pe­ri­ence
  • Ac­quire new cus­tomers in a cost-op­ti­mized way
  • Pre­vent ex­ist­ing cus­tomers from leav­ing
  • De­ter­mine the val­ue of loy­al cus­tomers and in­crease it through cross-sell­ing

8 steps to increase customer value

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Segmentation: identifying and choosing accounts for your marketing campaigns

Seg­men­ta­tion is the first step for choos­ing tar­gets. De­pend­ing on your spe­cif­ic ob­jec­tive (ac­qui­si­tion, re­ten­tion, growth), we are go­ing to tar­get a set of ac­counts with cer­tain cri­te­ria.

These cri­te­ria in­clude whether you ad­dress ex­ist­ing or po­ten­tial­ly new cus­tomers, com­pa­ny sizes, ver­ti­cal in­dus­tries and more de­mo­graph­ic data. Your seg­men­ta­tion will get more fo­cused by tak­ing more fac­tors into ac­count.

We en­rich your seg­men­ta­tion by pre­dic­tive mod­el­ling.

The more com­plex your seg­men­ta­tion the small­er the size and the eas­i­er you will be able to reach the con­tacts in an in­di­vid­ual way.

Persona: presenting the right content at the right time to the right audience through the right channel

We will put you in the po­si­tion to per­son­al­ize your mes­sages when com­mu­ni­cat­ing with in­di­vid­u­als. Per­sonas are clas­si­fied by cer­tain cri­te­ria which they have in com­mon: po­si­tions, gains, pains, com­mu­ni­ca­tion chan­nels.

We will cre­ate buy­er per­sonas by re­view­ing leads and cus­tomer pro­files in your CRM, en­rich data through data providers and talk­ing to your sales de­part­ment.

De­liv­er­ables:

  • Con­tent map: who is in­ter­est­ed in which con­tent?
  • Chan­nel map: which per­sonas are open to re­ceive mes­sages through which chan­nels?
  • Cus­tomer jour­ney map: which con­tent sat­is­fies best which lev­el in the buy­ing process?
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Data Platform: your central location for information upload and knowledge download

Why use data for in mar­ket­ing?

  • You will re­place in­stinc­tive and emo­tion­al de­ci­sions by in­formed de­ci­sions. This will make your mar­ket­ing cam­paigns mea­sur­able and com­pa­ra­ble.
  • Your data plat­form is the ba­sis for in­di­vid­ual mes­sages, thus, will help to in­crease cus­tomer ex­pe­ri­ence.

We sup­port you with the fol­low­ing ac­tions

  • Build a clean, ro­bust and re­li­able con­tact data­base
  • De­fine a data mod­el com­prised of CRM, ERP, en­gage­ment and cam­paign data
  • En­rich with 3rd- par­ty data
  • Your data plat­form will be ready for be­spoke analy­sis, dash­boards and vi­su­al­iza­tion
  • Data ac­ti­va­tion for cam­paigns

KPIs: measuring the business impact of your marketing campaigns

KPIs will be de­fined and mea­sured for your mar­ket­ing cam­paigns

  • Mar­ket­ing KPIs: count­ing events per time and cost per ac­tiv­i­ty, e.g. clicks per day, we­bi­nar par­tic­i­pants, cost per lead. Goals: re­duce cost and in­crease the num­ber of events. They will in­form your mar­ket­ing de­part­ment about buy­er be­hav­iors in var­i­ous chan­nels.
  • Rev­enue KPIs: New­ly cre­at­ed op­por­tu­ni­ties and mar­ket­ing pipeline. This in­cludes the break-down into pre-de­fined seg­ments like ver­ti­cals.
  • Op­er­a­tional KPIs: con­ver­sion of se­lect­ed tar­gets into leads. This tells you some­thing about how well mar­ket­ing op­er­a­tions (or who­ev­er did the se­lec­tion) is aligned with mar­ket­ing. At the far end we will mea­sure the re­jec­tion rate by sales.
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Blueprints: the architectural foundation for successful marketing campaigns

The blue­print of a cam­paign, or rather, the port­fo­lio of all the blue­prints of your cam­paigns are hold­ing the pieces to­geth­er. Over time all your cam­paign blue­prints in­clud­ing plan­ning and launch­ing of your cam­paigns will have the same for­mat.

Cor­ven­dor sup­ports you in

  • Prepar­ing a de­tailed project plan for in­di­vid­ual cam­paigns. This will in­clude con­tent / au­di­ence map­ping, tar­gets, re­sources, cost and, tim­ing.
  • The in­di­vid­ual plans com­bined to form a he­li­copter view of all ac­tiv­i­ties

In­di­vid­ual plans are for mar­ket­ing to suc­cess­ful­ly ex­e­cute. The big pic­ture demon­strates how your organization’s strate­gic goals are aligned with the go-to-mar­ket set­up.

Scoring: watch your universe expand

Scor­ing means giv­ing points to con­tacts and ac­counts and mea­sure the changes be­fore and af­ter the ac­tiv­i­ty.

Adding points are trig­gered by en­gage­ments like the down­load of a white pa­per or par­tic­i­pa­tion in a we­bi­nar. The scor­ing val­ue will then fur­ther de­pend on char­ac­ter­is­tics such as size / po­ten­tial / propen­si­ty of an ac­count or con­tact.

The in­crease of the to­tal score for all the par­tic­i­pants of a cam­paign is a di­rect mea­sure for the suc­cess. It puts you in the po­si­tion to com­pare the im­pact of a cam­paign with re­spect to a goal like ac­qui­si­tion or growth.

Scor­ing also serves the pur­pose of “what to do next” (nur­tur­ing). Ex­am­ple: have a con­tact called by tele­mar­ket­ing once she reached a pre-de­fined thresh­old.

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Dashboards: visualizing your success

This in­cludes ta­bles, graphs of progress and re­sults from cam­paigns. In a broad­er sense it means the pre­sen­ta­tion of all find­ings in the form of of­fice doc­u­ments, web-based con­tent or oth­er forms.

We take ex­tra care to tai­lor the con­tent and for­mat of the pre­sen­ta­tions to the au­di­ence, like we sup­port you in de­liv­er­ing the right con­tent to the right per­sonas. In all cas­es the con­tent shall be data-dri­ven and help you in ac­cel­er­at­ing in­formed de­ci­sions.

Analytics: making more business sense out of your data

An­a­lyt­ics is about turn­ing your data into knowl­edge. An­a­lyt­ics is also re­ferred to as busi­ness in­tel­li­gence (BI), pre­dic­tive mod­el­ling, data min­ing, etc.

We will de­tect rules and pat­terns in your data. The find­ings will sup­port you in un­der­stand­ing your cus­tomers and the mar­kets bet­ter and thus tar­get the right au­di­ence by your mar­ket­ing ac­tiv­i­ties. It is im­per­a­tive to un­der­stand that there is more to it:

  • It is a cyclic busi­ness process: the learn­ings from ex­ist­ing data will mo­ti­vate ac­tion. The ac­tions will cre­ate more data.
  • Math­e­mat­i­cal ex­per­tise is equal­ly im­por­tant as the business/marketing ex­per­tise
  • We de­ploy a good por­tion of of­ten-un­der­es­ti­mat­ed cre­ativ­i­ty
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SEGMENTS

Segmentation by vertical markets, company size and buying power

De­pend­ing on your spe­cif­ic goals, you may tar­get any com­bi­na­tion, from new com­pa­nies to buy­ing cus­tomers, com­pa­ny sizes, or ver­ti­cal in­dus­tries. We make a se­lec­tion by re­view­ing the tar­get cri­te­ria (size, the fit of your so­lu­tion, your com­peti­tors) on ex­ist­ing data and im­prov­ing it through cal­cu­lat­ed eval­u­a­tions and mod­el­ing.

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Persona

Classification according to the role, customer journey and engagement history

The gen­er­al goal is to present the right con­tent at the right time. For broad-based cam­paigns, we cre­ate a mod­el of pur­chas­ing boards with per­sonas (fea­tures) for all cam­paign par­tic­i­pants. In a sin­gle-client cam­paign, it may be more ben­e­fi­cial to ex­am­ine de­part­ment pres­sure points, fi­nan­cials, and de­ci­sion-mak­ing process­es.

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data

Campaign-specific use of corporate and external data from multiple sources

Cam­paign data comes from dif­fer­ent sources, such as from your ERP and CRM sys­tems. The cus­tomer and con­tact port­fo­lio should be reg­u­lar­ly en­riched with ex­ter­nal data from agen­cies or ser­vices such as XING and LinkedIn. We use ei­ther pro­pri­etary data mod­els or stan­dard­ized mar­ket­ing au­toma­tion to en­sure that clean and en­riched data flows back to your cen­tral data­bas­es.

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parameter

Your campaign results based on the forecast

The con­ver­sion rates along the dis­tri­b­u­tion ranges from con­tact to [glossary_parse] mar­ket­ing ready lead [/ glossary_parse] to sales-ready lead to op­por­tu­ni­ty vary from cam­paign to cam­paign. De­pend­ing on the band­width, re­sources, and goals of your or­ga­ni­za­tion (such as a con­stant BANT Leads ac­qui­si­tion stream), the num­ber of mar­ket­ing cam­paign par­tic­i­pants and the ROI will be ad­just­ed ret­ro­spec­tive­ly.

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compaign

Blueprints for the methods of the most effective digital communication, content and metrics

The project plan of your mar­ket­ing cam­paigns con­tains two key el­e­ments: a) the map of con­tents in­tend­ed to reach per­sona ac­cord­ing to buy­er sta­tus b) ex­e­cu­tion plan with week­ly en­gage­ments and con­ver­sion rates for the dif­fer­ent chan­nels. Re­port­ing eval­u­ates the plan and ac­tu­al ex­e­cu­tion (for ex­am­ple, views or white pa­per down­loads) and con­ver­sion rates

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review

Future-driven nurturing based on persona, accounts and campaign results

Every mar­ket­ing cam­paign should cre­ate a spec­trum of leads. Each lead is eval­u­at­ed. The rat­ing de­pends on the func­tion of the con­tact, the in­dus­try, the project stage and oth­er clas­si­fi­ca­tions. This [cm_tooltip_parse] scor­ing [/ cm_tooltip_parse] is part of your lead eco sys­tem and an at­tribute that de­ter­mines how the lead will evolve.

For ex­am­ple, All pur­chas­ing man­agers who have re­ceived and read in­for­ma­tion by email can re­ceive an in­vi­ta­tion to an event by mail. Or: All leads with a score > 100 may be con­tact­ed by tele­mar­keters.

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reports

Reports that contain key messages and details at the same time

The art of data prepa­ra­tion is to iden­ti­fy the five most im­por­tant met­rics to fo­cus on. These are uni­ver­sal­ly ap­plied to all cam­paigns. The week­ly suc­cess com­pared to the plan and key met­rics present the de­tails of your seg­ments: cus­tomer rat­ings, in­dus­tries, chan­nels, re­gions.

NB: Deep mar­ket un­der­stand­ing is the foun­da­tion of an ef­fi­cient vi­su­al­iza­tion!

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analysis

Detecting purchase patterns and developing forecasts

The abil­i­ty to iden­ti­fy pat­terns in your data will al­low you to avoid risks and iden­ti­fy op­por­tu­ni­ties.

These analy­ses re­quire know­ing your tar­get au­di­ence well, the ba­sis be­ing the prepa­ra­tion of the Seg­men­ta­tion and the cre­ation of the Per­sona pro­files. At this point, the cir­cle clos­es: your ba­sic knowl­edge plus the re­sults of the mar­ket­ing cam­paigns will en­sure that you gain in­sights and op­ti­mal­ly present the right con­tent to the right peo­ple at the right time in the next round.

In ad­di­tion, you may gain in­for­ma­tion about the mar­ket and your mar­ket shares. These are also in­cor­po­rat­ed into the goals of the sub­se­quent mar­ket­ing cam­paigns.

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The benefits of Corvendor marketing campaigns

Strategic, tactical and operational metrics to optimize your budget

Bespoke presentations which visualize your results

Closer coordination between your sales and marketing departments

Continuous supply of high-quality leads to your sales team

Increase the return on investment through continuous learning and adjustments in the planning > execution > analytics cycles