B2B Prospecting

Delivering email marketing management and content strategy for The Home Depot Gift Card.

Summary

The Home Depot already has a robust consumer-focused gift card program in place, yet there was an opportunity to gain awareness in the B2B space —specifically the mid-sized segment. Hierarchy was engaged to awaken this audience and drive interest in this robust B2B program.

Approach

With any project, we started with insights, establishing audience and persona development – who did we want to talk to in this B2B gift card world? With strong insights, we were able to segment and develop email lists based on consumer behaviors and industrial design. As a certified HubSpot partner, wet hen leveraged HubSpot as the integrated automation platform utilizing CRM, marketing, and CMS for outreach and tracking.

Our editorial and content strategy delivers relevant monthly inbound marketing that resonated with industry trends, general incentives, and a few “fun” things from time to time. Making the gift card built for business a necessary tool delivered to your inbox.

Targeted micro site development supporting monthly email marketing.

Targeted micro site development supporting monthly email marketing.

Performance:

  • Implemented HubSpot marketing software for enterprise
  • Developed a yearly campaign strategy with a detailed plan for deeply segmented messaging
  • 12% yearly conversion rate from prospect to customer

Brad Paisley Concert Promotion:

How The Home Depot brought a new tune to gift card marketing

Summary:

In a year unlike any other, The Home Depot Gift Card team was thinking outside the norm, and a strategic partnership between corporate, creative, and talent joined together for a holiday promotion to inspire a new tune. Our idea: opening the virtual doors to bring customers together in a shared experience while being apart,with Brad Paisley's help.

Approach:

With any project, we started with insights, establishing audience and persona development – who did we want to talk to in this B2B gift card we created a holiday promotional event with Brad Paisley, that provided a digital concert gift with purchase to those that bought consumer-based gift cards online at homedepot.com.

We promoted this project with a coordinated effort alongside external and internal creative partners, company management, and the legal department to quickly launch a brand- new idea.

By elevating awareness of The Home Depot Gift Card with a prominent homepage placement,social media engagement, and targeted digital ad spend, we had a full launch day - with almost 3,000 event access codes provided in the first 24 hours of going live, helping us reach our goals of promoting digital gifting, online shopping, and social distancing during the Covid-19 shopping season.

Strategically positioned media placement on multiple music platform along with a dark social campaign.

Performance:

  • 10.9mm total social media impressions
  • 97,747 total digital concert links issued
  • $5,177,557.00 total holiday promotion gift card sales

Ready to START?

Feel free to contact us today.