TPC Training achieves a 1,000% increase in campaign ROI within 12 months with Act-On!
- Achieved a 10x increase in campaign ROI
- Increased email engagement with segmentation
- Able to ensure consistent messaging across all marketing efforts
- Improved ability to identify upsell and cross-sell opportunities
TPC Training is the leader in maintenance, repair, and operator training. They offer solutions to help companies gain essential technical and safety skills and apply them in a practical setting. In an effort to provide excellent service across the board, the company offers customers a wide variety of online and onsite training sessions and simulations designed to fit the various needs and budgets of their broad customer base.
Although you would never guess that these marketing pros ever struggled to effectively reach, engage, and nurture their audience, that was not the case just a few years ago. TPC Training has the great challenge of marketing its broad range of products to a diverse audience. Jenn Kalchik, TPC’s marketing coordinator, notes that because of this, providing timely and personalized messaging is critical to the organization’s success.
“We market to students who will attend our training sessions as well as management for the companies that are approving and paying for our products. Since the approval process can take 1-2 months, we need to keep in mind that it might take a while for recipients to interact with our messaging.”
While the company now has an amazing strategy in place to address these needs, back in 2012, TPC found themselves searching for a solution that would allow them to efficiently scale their email campaigns, align their digital marketing with direct mail marketing campaigns, improve their ability to serve up relevant course information to a broad range of customers, and easily track and report results. Evan McKenzie, TPC Training’s marketing manager, was also looking to replace the company’s outbound sales-centered approach with a marketing strategy that focused on demand generation and lead nurturing.
“It was obvious to me that we needed a system to help move Marketing into a position where we could qualify leads for Sales. This consideration, in particular, led us into conversations about bringing in a marketing automation system.”
With a clear vision and goal in mind, TPC embarked on the search for an affordable, effective, and easy-to-use solution that would allow the company to scale its marketing without exhausting or adding resources.
When Evan embarked on the search for a new marketing automation platform that would empower TPC Training to reach its marketing and business goals, he looked into Marketo and Pardot, in addition to Act-On.
A huge consideration was being able to prove the potential for ROI with leadership at his organization. Although he had previous experience with Marketo, Act-On’s pricing and CRM integration system made it a more appealing choice for TPC Training. “I had to convince our CEO that marketing automation was a worthwhile investment and Act-On fit our needs at the time due to its active contact pricing model and integration with Salesforce,” he says.
“I like that we can remain relevant to our customers by expanding our use of Act-On as we work on new initiatives and our marketing needs grow.”
Marketing Manager, TPC Training
Evan also notes that Act-On’s affordability made it easy for TPC Training to ditch their email service provider (ESP) for a more robust solution. “Act-On’s active contact pricing made it so much easier for us to step into the marketing automation space by allowing us to prove the value of marketing automation with a smaller investment up front.”
“We primarily use our direct mail to advertise our 2,000+ live instructor-led courses in more than 100 cities across the United States. Act-on lets us use email to complement those efforts and target our customers based on characteristics like location and interests.”
Marketing Coordinator, TPC Training
With Act-On, TPC Training has the tools they need to grow and enhance their marketing efforts while saving time and resources. The company’s marketing team is able to automate otherwise tedious tasks and focus their efforts on delivering more targeted, cohesive, and timely communications to their customers.
To start, TPC Training is leveraging Act-On’s automated segmentation to improve the personalization of their marketing efforts. The team is grouping contacts based on their email activity, direct mail send date, and location, among other relevant characteristics — and has seen that, thanks to Act-On’s integration with Salesforce, this process is extremely easy and efficient.
“We primarily use our direct mail to advertise our 2,000+ live instructor-led courses in more than 100 cities across the United States. Act-on lets us use email to complement those efforts and target our customers based on characteristics like location and interests,” Jenn says.
TPC Training is also saving time by using Act-On’s automated programs. The company has designed an automated email campaign that is automatically updated on a bi-weekly basis to showcase upcoming classes based on each contact’s location, offering up to 12 registration options.
Combined, these efforts have helped the company ensure consistency across their marketing mix, lower the burden of direct mail, acquire valuable customer data and insights, and achieve a 10x increase in campaign ROI in only 12 months. By delivering more targeted multi-channel communication, TPC training was also able to achieve a 9.24% open rate and a 2.07% click-through rate in the past year.
TPC Training is also leveraging Act-On to improve marketing and sales alignment and collaboration. Act-On has improved TPC’s marketing team’s ability to identify leads as well as upsell and cross-sell opportunities. And, thanks again to Act-On’s seamless integration with Salesforce CRM, TPC’s marketing team has established an effective process for handing off leads and relevant information to members of their sales team, leading to more closed deals and better ROI.
Evan notes that another huge benefit of using Act-On is that TPC Training is able to get even more out of their investment as they continue to expand.
“We’ve grown a lot since we first started using Act-On in 2012. TPC Training has acquired other companies, and our marketing needs have just grown. We’re now using parent and child accounts to execute a variety of marketing efforts across three different brands.”
The team at TPC has already demonstrated that they are true marketing gurus, and it seems that many more amazing marketing developments are in the works. Evan added that one thing in particular he really loves about Act-On is its ability to provide his team with the tools they need to expand their marketing strategy as their consumers’ needs evolve. “I like that we can remain relevant to our customers by expanding our use of Act-On as we work on new initiatives and our marketing needs grow.”
TPC Training is the leader in maintenance, repair, and operator training, with complete solutions for a 21st century workforce to acquire, apply, and adapt essential technical and safety skills.