Driving Scalable Customer Engagement Through Marketing Automation and Data Strategy

A leading wholesale distributor specializing in comprehensive door security solutions for residential, commercial, automotive, locksmith, and specialty markets. Their extensive product catalog includes locks, keys, door handles, automotive security products, glass storefront components, and commercial security systems.

Despite holding a significant market position, the client struggled to achieve meaningful customer engagement and looked to replace intuition-based marketing with data-driven strategies. The client faced critical challenges in understanding customer behavior due to fragmented data, inconsistent engagement, and ineffective marketing automation.

• Limited Visibility into Customer Behavior: Data was scattered across disparate systems such as ERP, Data Warehouses, and Marketo, restricting a holistic view of customer interactions and preferences.
• Inefficient Marketing Automation: Existing tools were underutilized, leading to inconsistent and transactional communication with customers.
• Reliance on Gut-Feeling Marketing: Without actionable insights, marketing decisions were based on instinct rather than data, resulting in missed opportunities for personalization and efficiency.

These obstacles hindered their ability to engage customers effectively, limiting both retention and growth across key business verticals. Recognizing their untapped growth potential, they partnered with Bridgenext to achieve a transformational shift in their approach to marketing and customer experience.

To address these challenges, Bridgenext implemented a comprehensive suite of solutions designed to unify data, enable targeted and automated marketing, and drive customer-focused outcomes.

• Data Integration: Consolidated customer data from fragmented data sources—including their ERP (P21), existing data warehouses, and Marketo— into a centralized Azure and Databricks environment, providing a strong foundation for future applications of AI marketing automation and predictive analytics.
• Customer Segmentation through Advanced Analytics: Conducted in-depth data analysis to create key customer profiles segmented by RFM (Recency, Frequency, Monetary value), product preferences, and brand propensity. This enabled a 360-degree view of customer behavior and preferences.
• Personalized Email Marketing and Communications: Developed business rules to orchestrate highly personalized email campaigns across six unique sales verticals, leveraging customer segmentation analysis. Strategic email journeys used targeted messaging to re-engage lost customers, improve customer retention, and promote overstocked products.
• B2B Marketing Automation: Migrated from Marketo to Salesforce Account Engagement, enhancing automation capabilities and enabling better reporting and analysis. Optimized email marketing cadence with personalized customer journeys for retention, re-engagement, and growth, significantly enhancing marketing effectiveness.