CUSTOMER FEATURE: 3 day blinds
Turn had just locked in a partnership with Marketo. To build business supporting this new integration the organization identified a joint customer that was ready to explore the efficiencies of connecting programmatic advertising and marketing automation. For Turn, the goal was to tell the 3 Day Blinds story, demonstrating how marketers could find value with this new technology integration in order to drive interest and support pipeline development.
Stories about technology integration aren't always the most captivating, they can be overly technical or too far removed from measurable or meaningful business results. Let’s be honest, marketers didn’t select their professions because of pixel fires and back-end integrations. So we needed to up-level the story and ignite a desire within the viewer to replicate these results for their business.
My team and I worked with 3 Day Blinds directly to learn and then articulate their story of adopting marketing technologies, how the technology supported their customer journey, and how it measured impact to their business. I enlisted a production team of 5 and headed to 3 Day Blinds headquarters in Irvine, CA to capture their story in person.
Once the feature was complete the marketing organization of 3 Day Blinds was able to use it internally with their executive leadership and board of directors as a way to demonstrate the significance of their accomplishments. For maximum impact with external communications, I coordinated with the Turn Communications team to find publications/press that would cover the innovative work of 3 Day Blinds and how they were supported by the technologies of both Turn and Marketo.
The marketable value of the story didn’t stop there, we used the story for demand generation. The customer feature we had executed became the outline for a webinar presented through customer marketing to generate sales leads.
With a video capturing their story, news coverage, and a webinar to educate other marketers on how to use their industry leading model, 3 Day Blinds was honored with awards such as: 2016 Marketo Revvie Award, 2015 CRM Market Elite by DestinationCRM.com, 2015 CRM Market Awards by CRM Magazine.
