At the end of each calendar year, many companies develop marketing campaigns to gain a boost in customers. For Medtronic Diabetes, both the customer and the company benefit from end of year programs, as insurance deductible resets kick in after the turn of the new year. A department reorganization left Medtronic’s digital team on the hook for the 2014 end of year program with very little time or training to execute.
Prove believes in a couple of core concepts: alignment between marketing and sales teams, and ongoing incremental improvement. The first thing the Prove team did was a quick-but-thorough assessment of Medtronic’s chosen marketing automation system, Marketo, to learn how past and current marketing programs had been constructed. We also worked with Medtronic’s digital marketing and sales teams to gain alignment between the two teams so that relevant business needs were addressed and improved upon. We constructed the marketing programs quickly while making certain that they met best practices for both technology and business implementation, and worked with Medtronic to develop a program planning standard.
In addition to launching the program on time under challenging circumstances, Prove was able to provide robust program reporting across the entire year end program as well as its component channels. In the following year (2015), Prove was then able to improve on the previous year’s programs by taking advantage of the program planning standard, making the execution of all subsequent programs incrementally more efficient.
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