Find out how CleverTouch broadened from marketing automation to marketing technology, while reaching global enterprises across all industries.
About CleverTouch
CleverTouch started back in January 2009, and nearly 10 years later, they’re a 70 person team of multi- certified marketing technology experts working with some of the largest brands globally.
As the market’s adoption of marketing automation (MA) has evolved, it has matured from a technology for digitally savvy tech firms to reaching global enterprise across all industries. With that, the wider martech market has exploded with new technology to support B2B marketers and so CleverTouch’s focus has broadened from that of just MA to martech too.
Today, they support over 450 clients on their martech journey, from initial deployment to optimisation for the likes of Fujitsu, VMware, PayPal, Eaton, BNY Melon, Trend Micro, Rackspace, Deloitte, JLL and Deliveroo to name a few.
This year, CleverTouch looked to position itself from just marketing automation to a martech led business that operates across five martech categories:
- Marketing automation and marketing cloud
- Data, Bl and CRM
- Strategic content management
- Benchmarking and marketing performance management
- Sales and marketing alignment
To support this development, Clevertouch looked to widen its partnerships with key global players in our industry. It now focuses on working alongside Integrate for B2B demand orchestration and data management; Seismic, the leading B2B sales enablement and marketing enablement platform; and Percolate, the leading enterprise content marketing platform. But MA is still at its core, as this year CleverTouch became Marketo’s first and only platinum partner in EMEA.
Key personnel
- Adam Sharp, Co-founder and CEO
- Nick Burrell, Co-founder, coo
- Phil Ball, Joint MD
- Elaine Webley, Joint MD
The senior leadership team has 200+ years’ combined experience in marketing, technology and customer success. Adam and Nick, having previously worked together in senior marketing positions at IBM and other large tech brands, are the entrepreneurs behind CleverTouch and continue to set the future vision, executed by Phil and Elaine as Joint MDs.
Commercial context, challenges and objectives
CleverTouch uses in-house staff and never relies on contractors, and so hiring the best talent and expertise, given its relatively remote location in Hampshire was a big challenge.
CleverTouch manages the hiring process internally and no longer relies on external recruitment consultants.
Results and client impact:
Fujitsu – Retail Campaign: Fujitsu Retail were targeting a set of 55 priority retail accounts to drive awareness and generate qualified opportunities for their new products being used in retail. They approached CleverTouch to ensure they were utilising martech to deliver a more personalised and engaging campaign experience.
CleverTouch integrated personalised videos to landing pages so that each of the target accounts would see a video unique to them. Marketo nurture programs were used to engage with each account and were also translated into French and German.
To drive greater sales and marketing alignment, a bespoke lead scoring model was designed and implemented for this specific ABM campaign inside Marketo. Alerts were sent to the campaign owners to filter these insights to their sales teams if appropriate.
From the 55 target accounts, a total of 40 approved enquiries, were provided to sales, driving significant sales opportunity and pipeline.
Canada Life: Canada Life was looking to drive specific product awareness among Financial Advisors using their newly acquired marketing automation platform, Pardot. Clevertouch designed and built Canada Life’s first campaign from Pardot, alongside a bespoke lead management and lead scoring model. This project was part of a wider initiative to support Canada Life’s key business priorities of aligning sales and marketing; improving customer engagement; and educating and enabling the wider team on Pardot.
The campaign achieved 32% view to form completion and 60% completed webinar views. 113 qualified enquires were created in Salesforce CRM for sales. This marketing technology project and specific campaign created a real change in perception from sales towards marketing and helped path the beginning of greater alignment between the two departments.
Paymentshield: Paymentshield approached CleverTouch to help optimise their use of martech to improve engagement and revenue within their adviser community.
Using Pardot, Salesforce and Paymentshield’s Customer Portal, CleverTouch designed and built four campaigns based on their customer lifecycle. This also included an end-to-end lead management and lead scoring process from campaign execution in Pardot to MQL creation and a sales follow-up process in Salesforce CRM.
To drive improved sales and marketing alignment, all relevant interactions with specific campaign landing pages and the Customer Portal were also tracked to provide sales a level of customer insight they never previously had.
The objectives were to accelerate customers through the lifecycle to a conversation with sales and the over-achieved target by providing more than 125 qualified enquiries to the Sales team. Sales leadership also saw a direct correlation between the campaign launched in Pardot campaign and inbound phone enquiries.
"CleverTouch has been our martech consultancy of choice since we embarked on deploying Marketo back in 2017. Since then they have helped us utilise martech to execute many engaging and successful campaigns across many divisions in Europe. Constantly pushing us to think bigger and to push the boundaries of what's capable inside the platform, we wouldn't be where we are today without CleverTouch's support.”
