Hastings Deering grow Digital Marketing Operations

Campaign assets designed to attract and close

Having previously used an external platform to manage all campaign landing pages, Hastings Deering wanted to consolidate external campaign delivery platforms into one central platform. This would create a more manageable campaign delivery pipeline for the team with a single tool to produce landing pages, automated emails, reporting, analytics and lead nurturing list management. Triggerfish designed and built updated campaign landing page templates on the Sitecore platform, and Hastings Deering migrated all assets to Sitecore.

Understanding that email is a powerful tool for attracting and engaging both new and existing customers to the website, Triggerfish also produced a suite of best practice campaign and organisational emails that would attract visitors to the new landing pages in preparation for conversion.

All assets were designed, developed and delivered mobile optimised and marketer-friendly so little to no development work is required when the Hastings Deering team need to send a campaign.

Bringing all campaign assets into Sitecore, and integrating the Cat® SalesLink CRM now drives a superior end-to-end customer experience from the first touchpoint through to purchase – bringing together the sales, marketing and customer service business units and ensuring they are all working towards the same business goals.

Process to drive results

Operating on a quarterly goal-setting rhythm broken down into weekly progress checkpoints, the Triggerfish and Hastings Deering teams have been able to achieve business-focused outcomes, fast.

Achievable milestones are set, to ensure quarterly goals are being worked towards, and that the technology is working for the business and not against it.  The team also address issues or roadblocks that arise no more than a week apart, to progress issue resolution in a timely and effective manner so teams can keep moving forward.

The quarterly pulse gives both teams the opportunity to see the activity request backlog and prioritise the most important things to focus on, that will achieve the business goals without other backlog items getting lost along the journey. Roles, responsibilities and accountability to complete tasks across teams are set and understood by all during the quarterly planning, and maintained through clear communication.

Building for the future

With repeatable systems and processes 100% aligned to Sitecore best practices, the Hastings Deering website will continue to grow and evolve with updates and as new features and benefits are added to the platform. By working with the cross-functional Triggerfish team, the Hastings Deering marketing team are successfully leveraging the Sitecore platform with an outcome-focused approach.