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ABOUT BONHILL
Bonhill Group plc is a leading B2B media company providing business information, live events and data & insight propositions to international Technology, Financial Services, and Diversity Business Communities. It strives for excellence in everything it does and takes pride in being entrepreneurial, creative, and thrives on generating new innovative solutions.
PROJECT SUMMARY
- Bonhill Group plc has a large database of its clients, prospects, stakeholders, and subscribers. The company was looking for a tool that could create random segments of its audience. This, in turn, would allow the marketing team to send email campaigns and test their efficiency among these segments.
- At times, it was important for Bonhill to send random emails to random groups of people. The company’s current CRM system (Dynamics 365) only allows segmenting audience based on demographic, behavioural, or static methods. This meant that the company needed to invest in a third-party tool to create random segments from their data.
- Bonhill wanted to be able to use high-performing segments in the future after testing the efficiency of the email campaigns. Its marketing team wanted to export the data and use it for future campaigns.
- Bonhill selected Dogma Group as its partner for the project. We understood its critical business issues and could implement the right solution and within its timeframe. This meant it did not have to look for multiple partners for specific solutions.
- Dogma Group scoped Bonhill’s requirements and developed ‘Random Segment Generator App’ that helped Bonhill generate random segments of data from its base of clients, prospects, stakeholders, and subscribers. This also meant that the company could implement a tool that connected seamlessly to its CRM system instead of a third-party application.
- Random Segment Generator integrates with Dynamics 365. So, the app helped Bonhill monitor the results of its campaigns and identify crucial patterns. This was crucial to the company’s email marketing efforts.
PROJECT OUTCOMES
- Bonhill was able to ramp up its email marketing efficiency considerably. Its marketing teams did not have to manually create random segments from their data or consider multiple software. Our app did this for them.
- As the app is accessible from a mobile device, the company’s managers and marketers could do everything on-the-go. They did not have to spend time organising the large chunks of data in their CRM system.
- Since the employees did not need to create segments manually, the data was less prone to errors. They could review all their segments from within the app, see the sample size, and even export it.
- Random Segment Generator helped Bonhill test specific content, ads, and emails. By creating random audience segments, the company identified which emails worked well. Then, the marketing team replicated this email to the relevant audience and helped produce better results for the company.
- The app is integrated to Dynamics 365. So, Bonhill was able to push the segmented audience directly into Dynamics 365 to fire quick campaigns. It was also able to send, schedule, and automate emails & newsletters to the segmented audience.
- Creating and testing customer journeys became simple. This helped Bonhill improve its communication as they could automate emails, follow-ups, and responses.
- After interacting with the randomly generated segments, Bonhill was able to monitor results and identify crucial patterns using Dynamics 365. The company was able to get data on open rates, click rates, and conversions. This was crucial in the success of Bonhill’s email marketing efforts.
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