Force24: Reinforcing the Marketing Automation Game

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Adam Oldfield, Managing Director

The changes in research and buying behaviour have made customers savvier, raising the bar in brand experiences. The marketing techniques using generic messages and mass mailing lists fell flat and were seen as broadcasts due to their similar structure, instead of their targeted status as conversation starters.

The quest to develop a marketing solution that could engage with every contact possible in a company’s system on a personalised note led Adam Oldfield, the Managing Director to the creation of Force24. Force24’s intelligent platform built by marketers to support the UK market was thus developed with a perfect concoction of people and technology.

“Force24 acts as a cloud-based marketing automation platform that enables the client to understand the everyday actions of their contacts and automate relevant messages at the appropriate time,” states Oldfield. “Our platform streamlines general marketing requirements along with asset creation such as email and landing pages, keeps track of what the customer views, and customises the content to be marketed accordingly.”

Within a time span of five to ten minutes, emails and microsites with dynamic personalisation are built using the platform, helping the client establish better relationships with the contacts that they hold. Users with no prior coding knowledge of the Force24 platform or even marketing automation can develop these dynamic assets in the platform with ease.

Force24 acts as a cloud-based marketing automation platform that enables the client to understand the everyday actions of their contacts and automate relevant messages at the appropriate time

By the snippets methodology, a brand can store the regularly used components (or assets) on emails and microsites such as headers, footers, and templates to enable the client to quickly build campaigns that are on brand and hit the mark. The microsites and emails connected to a data layer, use a token replacement method to display dynamic, personalised content that targets the individual visiting the microsite or receiving the emails. These interactions are recorded for the sales and marketing team to keep track of the site visitors in order to prioritise their target audience.

In addition to the feature rich platform, the training models that follow the client onboarding process are designed to make sure everyone makes the most of the technology on offer. Once the client is onboard, the platform is customised to meet their requirements. In a one-on-one formal training session, which lasts no more than 45 minutes per person, the client is trained on the attributes of the platform based on the information obtained from their data and websites. Post the formal training, there is an on-the-job training model where Force24 trains the client on a particular aspect that they want to work on such as building dynamic microsites or marketing an event. The company offers free training and support to the clients for life, helping them understand the processes and do the job better.

One of Force24’s clients, a leading credit card acquiring service that was previously a part of a high street bank struggled to gain value from the traditional SaaS marketing automation platforms. Force24’s team helped the client contribute to their ideas, implemented them on their behalf using the platform, and handed it back for them to take over and manage. The client then reported to the company that over 30 per cent of their on-boarded business was delivered from less than three per cent of their marketing budget, using Force24’s platform.

As social media broadens the spectrum of connectivity, organisations are utilizing their reach by using them as a medium for marketing. Recently acquiring a social media innovation platform SoAmpli, the Force24 team is on a project to extend their channels through social media publishing applications. The year ahead will see the integration of Force24’s platform with the project management tools of an organization to create a more connected environment that increases the productivity and efficiency of marketers.

Ph: 0845 272 5990
info@force24.co.uk

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Force24 News

Force24 Acquires Social Media Tech Firm

Marketing automation platform Force24 has announced its acquisition of social media product SoAmpli.

The acquisition, for an undisclosed sum, marks the company’s latest move in its attempt to become the UK’s leading marketing tech provider.

SoAmpli was created by Maz Nadjm, who also founded one of the UK’s first social networks ‘2BMates’, and social agency Rareface, before becoming Ogilvy’s head of social media.

Nadjm was named by Forbes in the world’s top 50 social media power influencers in 2012.

The product aims to turn every company employee into a ‘savvy social seller’, and has been used by clients including Rentokil Initial, British Heart Foundation and DAZN.

The SoAmpli product combines human and AI functionality to allow employees to have conversations with clients.

“SoAmpli will slot beautifully into their suite of marketing automation products,” said Nadjm.

SoAmpli will maintain its London base, as Force24 looks ahead to its own geographical expansion in 2019, but the team will work more collaboratively to acquire and support customers moving forwards.

There are plans in the pipeline for further investment in the social tool too, Nick Washbourne, Force24’s commercial director has eluded.

“Having invested £5m in our product to date, we’re constantly evolving our marketing automation portfolio, and a social media tool was next on our roadmap,” said Washbourne.

“We wanted something that could seamlessly integrate into our stack and enhance our vision of supercharging a marketer’s world.”

Force24 Acquires Leeds Marketing Agency

Marketing automation platform Force24 has snapped up Leeds-based agency Peppy Marketing.

The undisclosed deal follows the announcement in May 2018 that Peppy was appointed as a platinum partner of Force24.

Peppy's team has now relocated to Force24's 5,000 sq ft offices at Indigo Blu in Leeds city centre as the business gears up for "double-digit growth" in 2019.

"With more than 20 years' senior marketing experience, Brett James and Graham Davidson founded Peppy to develop multichannel, integrated and GDPR-compliant communication strategies for clients," said Force24's managing director Adam Oldfield.

"But they stepped their offering up a notch when they were awarded certified platinum partner status in the spring, as they could then deliver automated campaigns as a managed service.

He added: "We love what the Peppy team achieved in such a short space of time. We quickly saw that their values closely mirrored our own, which is why this acquisition was such a logical step for both parties.

"I'm delighted that the deal has been a success."

Force24 was established in 2010 and has since grown to become one of the UK’s leading built and managed marketing automation platforms, with 1,500 users.

Peppy's Brett James said: "Force24 is an exciting and innovative business. At the start of the year, we performed our due diligence within the marketing automation landscape, and reviewed almost every platform in the sector before deciding to commit to the platinum partnership.

"Force24 stood head and shoulders ahead of the competition – not only were we impressed by the product, but also the company’s commitment to supporting clients and partners."