DigitalGlobe (NYSE: DGI) is a leading global provider of high-resolution world-imagery products and services for defense and intelligence, civil government, and commercial customers such as Google Maps. As the company continued to grow, it became increasingly important to gain more visibility and control over its total marketing operations.
Learn how DigitalGlobe decreased time-to-market for delivery of personalized, event-triggered campaigns and improved email open rates by 10-15% while reducing bounce-back rates.
Visualizing Success: Neolane ImprovesEffectiveness of DigitalGlobe's Event-TriggeredCampaigns Customer name: DigitalGlobeIndustry: Digital ImagerySatellite Imagery Provider Relies on Neolane's Cross-Channel Marketing Business Need: Quickly promoteavailability of new satelliteAutomation Software to Achieve Greater Brand Consistency and imagery with more efficient globalmarketing organizationDecrease Customer Alert Cycles Technology environment: SaaS -Salesforce.com integration
DigitalGlobe (NYSE: DGI) is a leading people, DigitalGlobe needed a more "We had a big vision forglobal provider of commercial high- efficient way to reach all of its marketresolution world-imagery products and segments. what we wanted fromservices for defense and intelligence,civil government, and commercial Therefore, when considering marketing an enterprise marketingcustomers. The company serves many technology solutions, automation waswell-known customers including Google essential. It was also critical to find a solution, and NeolaneMaps, Google Earth, Mapquest, Bing more efficient way to manage marketingMaps and Nokia Ovi Maps. With work flow across channels and vertical has delivered."DigitalGlobe's collection sources and targets, which was especially challenging Sara Poulton,comprehensive Image Library, the for a small marketing department. Senior Director of Marketing,DigitalGlobecompany offers a range of on- and off- After considering other vendor solutions,line products and services designed to DigitalGlobe selected Neolane as itsenable customers to easily access and marketing automation platform of record.integrate imagery into their business Neolane supports the company's growingoperations and applications. business by creating closed-loop market-DigitalGlobe's complex business spans ing processes for key aspects of its OBJECTIVESmultiple industries, geographies and lan- corporate and business-to-business .Gain more visibility and controlguages. As the company continued to (BtoB) communications programs. over its total marketing operationsgrow, it became increasingly important With Neolane's marketing software,DigitalGlobe has centralized and automat- .Decrease time-to-market forto gain more visibility and control over delivery of personalized, event-its total marketing operations, and more ed important internal and external mar- triggered campaignsquickly promote the availability of new keting programs. Improved efficienciessatellite images to key verticals while include whittling down the multi-step .Improve brand consistency acrossbusiness lines, products andsupporting the DigitalGlobe brand and process of alerting customers and reseller programsnetwork of resellers. prospects through email and other chan-nels about the availability of new images. RESULTSGlobal Customer Demands Require In fact, what was once a several week .Decreased customer alert cyclesStreamlined Marketing Processes endeavor now only takes a few days from weeks to daysDigitalGlobe collects almost 400,000 to execute. .Improved email open rates bysquare miles of new images every day, 10-15% with dramatically reducedProviding the Backbone for abut the images are only as valuable as bounce-back ratesSuccessful Global Cross-Channelthe speed in which they are made avail- Program .Improved quality of leads withable to customers. Customers want only 0.02% of the leads requiringWhile triggered email alerts are thenewly available satellite photos of specif- merging with existing leads orcenterpiece of DigitalGlobe's automated,ic regions of the Earth, and they want contactsunified marketing campaigns, the com-them quickly. Operating in approximately pany quickly realized the benefits of90 countries with an outbound marketing Neolane's powerful platform to automateprograms team of only two or three global campaigns that involved multiple"Neolane is a powerful platform that integrated withour existing CRM system and supports key aspects ofour global marketing organization."
other channels. DigitalGlobe and Neolane DigitalGlobe currently runs approximatelydeveloped user communities, via 50 campaigns per month, with only onemicrosites, for each of the company's junior marketing person. Customer alertvertical industry targets. This helped cycles were reduced from weeks to days,better capture and manage leads as allowing for quick notification about theparticipants subscribed to a new-image availability of new images. Its e-mail pro-alert system. To facilitate th... [download for more]
