Introduction

Beginning with the establishment of a new CRM system, our team at TOS worked diligently to ensure a well-organized and efficient platform for customer relationship management. This new, streamlined system optimized communication processes, customer data organization, and sales management which, in turn, boosted overall business productivity and efficiency.

The crux of this project, however, laid in the creation of a comprehensive strategic playbook for Steelcase’s inbound digital marketing efforts. Recognizing the need for a targeted and personalized approach to customer engagement, we charted out personas for their marketing strategy. These personas, crafted from a blend of data and research, serve as realistic representations of their ideal customers, thereby enabling targeted marketing efforts and enhancing customer engagement.

Complementing the persona creation was the development of email workflows, ensuring a consistent and methodical approach to their email marketing strategy. The workflows we crafted were designed to communicate the right message at the right time, effectively moving customers through the funnel and nurturing customer relationships.

Importantly, all these solutions were integrated seamlessly with HubSpot. Our efforts have not only established a robust infrastructure for Steelcase’s inbound digital marketing but also serve as a dynamic toolset with which they can continue to optimize their digital marketing strategies in the future.

As a Copywriter at the The Old State, here is what I contributed to the project:

• Articulated brand marketing mission statement and brand positioning statement.
• Defined marketing personas, assisted in developing digital marketing strategy, and created sample email copy for email workflows.

Steelcase Marketing Playbook

 

Personas

 

Emails Workflow Strategy and Sample Copy

 

This portion of the project encompassed the design and development of impactful email marketing campaigns, tailored to engage target personas and effectively nurture leads through their customer journey.

 

 

 

Steelcase Learning Pitch Deck Results

 

Content Strategy: Taking into account the diverse interests and needs of Steelcase’s target personas, we formulated a content strategy to facilitate educational, engaging, and share-worthy content tailored specifically for their audience.

Enhanced  Branding: Recognizing the impact of a strong media presence, we created strategies for the effective use of  branding on various platforms, ensuring the brand’s messaging and tone remained consistent and appealing across channels.

Email Marketing: By focusing on personalized and timely communication, we set up effective email workflows that nurtured leads through the customer journey, built loyalty, and encouraged repeat business.

Advanced Marketing Automation: The Steelcase Marketing Playbook also tapped into the power of marketing automation tools integrated into the CRM system. This allowed for seamless execution, optimization, and reporting on marketing efforts—resulting in more efficient campaigns and measurable results.

This customized Steelcase Marketing Playbook, created from comprehensive research and client collaboration, showcased the value of a structured, data-driven approach that resulted in a cohesive inbound digital marketing strategy fine-tuned to boost brand engagement, recognition, and loyalty.

 

Want to see some of the emails in action? Take a closer look here: Steel Case Lead Consideration Workflow 1

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