From platform migration to a nurture machine spanning every milestone
- Client
- AVID Property Group
- Industry
- Property
- Solutions
- Marketing Technology
- Services
- Marketing Automation, CRM, Integrations
- Region
- Australia
In sales contributed to by the nurture program
$20M+
Nurtures created
17
The challenge
The 2019 migration had to enhance AVID’s digital marketing, better lead scoring, sales alerts and interaction insights, without disrupting live marketing automation activity. Then came the bigger test: after AVID’s 2021 acquisition of Villaworld and its CRM migration from Microsoft Dynamics to Salesforce, a whole new Marketo instance had to be stood up and synced, with every existing marketing setup customised and reconfigured to the new CRM.
Our solution
AVID’s ideal customer journey was mapped and transformed into a tailored automation strategy across email and SMS, personal at every stage of the lifecycle. Standardised form submissions flowed into Marketo custom objects, Salesforce functions triggered automations at the right moments, and velocity scripting personalised every email.
AVIDConnect, the program marking key customer milestones, was rebuilt to scale across any number of AVID developments, eliminating separate per-development programs. We added GetFeedback surveys, a referral program to encourage repeat business, a check-in program for sales centres, and a centre of excellence so the AVID team could manage campaigns independently.
The results
Seventeen nurtures now guide AVID’s leads through a personalised end-to-end journey that has contributed to more than $20M in sales, with increased visibility for the sales team and a platform that scales with every new development.
From the team
Taking AVID's Marketo instance from empty to a fully fledged marketing automation machine that nurtures leads throughout the customer journey has been an epic experience made especially rewarding with the high engagement rates we've achieved! It's been incredible utilising some of Marketo's greatest features including Marketo custom objects and velocity scripting for increased personalisation.
Featured case studies
Our measure of success is yours.
A Salesforce migration cut Traders in Purple's campaign production time 80%+, with email results nearly doubling industry benchmarks.
A ground-up Salesforce implementation for Sunkin: $150M+ pipeline managed, five lead sources integrated, 100% of data migrated.
HubSpot-Salesforce integration and automated nurtures influenced a $12M+ pipeline for Lincoln Place, with email near-doubling benchmarks.
Advanced nurtures across 12 Ingenia Lifestyle communities influenced 130+ opportunities and $500K+ in pipeline, with a 47.91% re-engagement open rate.