Get Personal With Trustpilot
With a heritage and stronghold in the SMB market, our task was to help move Trustpilot into the enterprise market in both the US and UK. Targeting larger organisations involved talking to a wider range of personas, spanning marketing and customer experience, whilst educating them on the benefits of reviews and how they might use them in their business.
A programmatic approach was adopted across both personas, and core content created accordingly. An online survey formed the basis of a white paper called ‘Online Reviews: Creating value for businesses and their customers’.
This was distributed as part of a nurture programme, to warm contacts to the Trustpilot brand. A highly personalised direct mail and email programme was used to raise awareness and encourage brand engagement.
The concept was to bring reviews to life for the recipient, and they received their own review card based on their job role, gender and location. To scale the programme, an email version was created with over 50 unique, personalised fields in Eloqua. A website was created that enabled users to create their own review card for a friend or colleague.
This was particularly popular when we created a Christmas version. To follow-up, a third party report by Econsultancy, and a Marketing Week webinar, delivered sales-ready leads into the pipeline.
From a standing start, this programme delivered warm and informed ‘foot in door’ opportunities for sales teams in both the UK and US.