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.