Crown Bioscience, Inc. is a platform technology company providing drug discovery and development services in the areas of Oncology, Inflammation, and Metabolic Diseases. They help biopharmaceutical companies solve some of today’s most pressing challenges in oncology with an offering of end-to-end preclinical solutions and cutting-edge technologies.
The Brief
Crown Bio approached Rocketseed requiring help with implementing brand compliant email signature templates for their sales staff. These templates needed to reflect their brand guidelines and ensure the signatures could be updated frequently with targeted secondary messaging and calls-to-action highlighting upcoming webinars, trade shows and whitepapers.
The marketing team at Crown Bio wanted to be able to track engagement metrics related to the signature and feed that information back into their CRM (Salesforce.com) and marketing automation platform (Hubspot).
The Solution
As part of implementation process, we worked directly with Marketing on uploading the sender list collating details to populate the email signatures, and building the initial set of email signature and banner design templates. CrownBio’s first banner campaign focused on an Oncology Symposium in San Diego and was deployed within the first two weeks.
Rocketseed ensured CrownBio were able to download and successfully configure the Rocketseed App from the Salesforce.com AppExchange. The Rocketseed App updated the activity history of qualified leads/contacts with relevant click data, including the details of the email correspondence, the banner campaign clicked, and the landing page URL visited by the recipient. We implemented domain-based branding logic to exclude signatures from specific internal communications.
Our dedicated Account Manager helped CrownBio implement a domain-based banner campaign, targeting a list of their top 40 Oncology Accounts to increase engagement rates with the campaign.
Rocketseed built a custom report that detailed outbound email activity for the Field Sales team. CrownBio noticed that 80% of their email communications were internal and needed to gain greater insight into the email activity generated by sales.
The Result
Scheduled start and end date banner assignments helped keep messaging on track and relevant. Marketing didn’t need to rely on sales removing out-of-date content from their email signatures. Banners highlighting White Paper releases were top performing…
The top 4 out of 5 Unique brand impression banners were all White Paper banners. The top 3 banners averaged a 18% engagement rate. This is well above the average CTR for banners. In the last quarter of 2018, the Murine Models White Paper banner had 1,356 unique brand impressions, and it’s CTR was 30%. The lowest White Paper banner still had a 8% engagement rating which is still above average for CTR.
“Rocketseed has allowed us to run targeted, engaging banner campaigns alongside our on-brand and compliant email signatures. The team assisted throughout implementation stage to ensure we made the most of the functionality available, which had an impact on the results we achieved.”
