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Printpack

Account Engagement drives marketing-fueled growth in packaging

Overview

Printpack, an industry leader in flexible and rigid packaging, sells their products into food & beverage groups, pet care, household supplies, personal care industries and more. Their traditional approach to marketing prioritized product launches and sales enablement. Marketing leadership was ready to embark on a digital journey to build demand/lead gen through deeper audience engagement, but they faced challenges including:

  • Needed expertise and capacity in marketing team to leverage digital channels
  • Existing MarTech licenses (Salesforce Pardot) underutilized, with minimal email channel use and no lead scoring
  • Content creation was not prioritized, with opportunity to ideate and optimize with SEO in mind
  • Desire for marketing to intentionally foster meaningful customer relationships and contribute more directly to revenue goals with sales

 

Solution

  • In a Foundation phase, Salesforce Pardot (now Marketing Cloud Account Engagement) was built out with responsive email templates, landing pages, forms, and a scoring model as a foundation for all future marketing campaigns. Additionally, Google Analytics, Brightedge, and LinkedIn prioritized as key MarTech architecture.
  • In addition, customer research was conducted to develop a user experience roadmap informed by detailed personas and journeys. Segmentation analysis of account/audience database was done with benchmarking of PrintPack against competitors and industry
  • A Demand/Lead Generation Plan was created for 2 year time horizon, with goals/targets defined and ROI modeled, calling for deeper measurement of site, content and channel performance, and activation of SEO, Email, Content, Social channels initially, with SEM/Google Ads to follow.
  • Over a 3+ year time period, Printpack continues to choose Shift7 for RUN Marketing services; we work as an extension of the in-house marketing team, executing & optimizing marketing automation campaigns monthly for Salty Snacks, Pet Food, Confectionary, Coffee, Fresh Product segments, developing content for blogs, managing all Google Ads, and managing LinkedIn channel

Platforms

  • Salesforce Marketing Cloud Account Engagement (formerly Pardot)
  • Google Analytics
  • Brightedge
  • Google Ads
  • LinkedIn

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Impacts

  • Robust lead grading and scoring tailored to their specific customer segments with two-way sync between Salesforce Sales Cloud and Marketing Cloud Account Engage.
  • Automation of leads decreased buy cycle by one-two days through automated rules and improved Pardot functionalities.
  • 22 automated customer journeys powered by Salesforce
  • LinkedIn frequent activity driving 633% increase in site visits

2X

Increase in email campaign engagement and click-throughs

22

Automated customer journeys powered by Marketing Cloud, with scoring and two-way sync to Sales Cloud

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"Email campaign engagement and click throughs have more than doubled”

Alisha Blake
Director, MarComms, Digital Media & Brand at Printpack