INTEL vPRO
(VMLY&R)
Lifecycle Nurture Campaign | 2021 - 2023
The Intel vPro platform is a processor designed for enterprise businesses to efficiently manage large fleets of PCs. For the 12th generation of this platform, I was tasked with revamping an existing program into a robust lifecycle nurture strategy, which doubled contact acquisition and tripled leads generated year-over-year. This set the gold standard for Intel’s other business groups to follow.
The program began with six basic product emails, but over two years it was developed into a fully automated customer journey, a monthly newsletter, quarterly webinars, and a monthly comprehensive report that detailed email performance, segment attribution, contact growth, content and strategic recommendations based on insights painstakingly derived from troves of data for 11 regional markets.
From 2021 to 2022, the lifecycle nurture tripled the number of leads and contacts entering the program.
Overview: Intel vPro Lifecycle Nurture
STRATEGY TRANSFORMATION
The Intel vPro campaign initially focused on raising awareness rather than nurturing leads. This was a fundamental issue with the program from the start, and it required building trust with our client and demonstrating how the initial strategy was not working. I joined the program six months in and used my data-centric approach to identify the issues. After gathering, organizing, cleaning, and mining hundreds of Excel spreadsheets from this global program, I was able to create the following year's marketing strategy. The program's strategy evolved over two years in four broad ways:
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Addressed user pain points instead of brand and product-focused messaging
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Created an entrance and exit plan for users
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Used behavior and profile data to route users
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Implemented a data collection strategy
2021 NURTURE USERFLOW
The 2021 campaign started with a kickoff email, followed by four weekly product emails about Intel vPro's four brand pillars and the vPro Evo platform. A continuous monthly newsletter followed. Unengaged contacts were split into two paths after the third Product Brand Pillar email for testing purposes. One path went directly to the monthly newsletter, while the other skipped the last Product Brand Pillar email.
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The campaign was straightforward, but it was not user-centric because the emails were over 2,000 words long and focused on discussing Intel vPro at a superficial level. Second, it was difficult to collect performance data, so the campaign was not being measured. These issues would be addressed in vPro Nurture 2022.
2022 NURTURE USERFLOW
The 2022 campaign has shifted its focus to content that addresses common issues that IT professionals face when managing their PC fleets. The "pain point" emails are updated quarterly with new information, while a monthly newsletter is also being sent out.
The sources of the segments are being expanded and tracked to compare the performance of each segment. The emails are modified to address enterprise and small business contacts differently. An exit logic has been implemented to remove contacts who do not engage with emails or who contact sales.
On the backend, reporting is more efficient because the data architecture has been completely rebuilt and standardized. Monthly reporting is essential for understanding what content to develop and which assets exceed reporting benchmarks.
2023 NURTURE USERFLOW
The 2023 campaign has been further developed by using a lead scoring model, which takes into account more variables when routing contacts. While the core elements of the campaign remain the same as in 2022, the nurture has been expanded into ancillary programs based on contact lead scores. There are two primary improvements to this strategy. The first is that moderately engaged contacts are targeted with personalized content by narrowing segments based on attributes such as profile fit or behavior data. The second is that a re-engagement campaign is created as a last chance to engage contacts through email or social media targeting before they are removed from the nurture.
REPORTING & RECCOMENDATIONS
The vPro 2021 Nurture program was not set up for reporting, as evidenced by the fact that it took a month to manually compile hundreds of Excel spreadsheets to provide a comprehensive view of global performance. Two major issues needed to be addressed:
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Reporting on a regular basis, as the first report produced a wealth of insights and optimization opportunities.
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Enabling an efficient way to collect data for reports.
I implemented a new data architecture, standardized fields, and naming conventions to centralize data for reporting. By the launch of vPro 2022 Nurture, we had made the structural changes necessary to produce monthly reports that tracked contact growth, email performance, performance by segment, form activity, A/B test results, and recommendations from the report. The following samples have redacted data, but show how parts of the reports were structured.
GLOBAL PERFORMANCE
Executive Summary
Contact Growth Chart
By analyzing data from various perspectives, I was able to continue optimizing the campaign strategy after the 2022 nurture launch. My reports revealed which sources were contributing the most to subscriber growth, which segment generated the most engagement, and which content performed the best and worst. This knowledge enabled me to develop a content and CRM strategy that focused on what was most beneficial to contacts who joined the program.
Performance by Segment
Opt-In & Lead-Gen Charts
ACTIONABLE INSIGHTS
Stop/Start/Continue Chart
A/B Test Results Chart
Given the breadth of the reports and how they were being shared across the organization, it was important to distill all the insights into actionable tactics. Recommendations were created in the form of Stop/Start/Continue frameworks to culminate the findings at a global and regional level. This identified content themes that performed well, assets that needed to be discontinued, campaign logic that could be optimized, aggregated A/B test results, and the areas with the greatest ROI for program growth.
PROGRAM ASSET EXAMPLES
Intel vPro's nurture, newsletter, and webinar programs were supported by thousands of marketing materials created using Intel-approved templates. These materials were used to reach a global audience and promote the benefits of Intel vPro. The templates were designed to be flexible and easy to use, and they allowed Intel to create a consistent look and feel for all of its marketing materials.
Support Hybrid Work Gated Page
2023 Kickoff Email
Sustainability Webinar Registration
