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HiWired Fuels Growth, Saves Time with Autoresponder Technology
Client
Since 2000, HiWired has provided individuals and small businesses with
desktop support solutions to meet their various technology needs.
Whether customers are looking to get the most of their household and
personal electronics, or they need an addition to their off-site tech
support staff, HiWired rises to the challenge with both online help and
phone support available through its website. HiWired also works with
several big-name technology partners to provide assistance to the
partners’ own group of customers.
Objectives
Though HiWired was originally referred to Topica for its custom lead
generation services, HiWired saw Topica’s conversion technology as an
opportunity to streamline its lead nurture cycle: lead collection,
messaging and customer retention processes. HiWired wanted a way to:
- collect data from its website visitors
- zero in on their needs
- automatically communicate with them
- address their issues
- convert them into HiWired customers.
Solution
HiWired built a lead nurture plan by developing a message strategy
around its lead capture initiatives and lead/customer click paths on its
site. Using Topica’s Conversion Tracking and Autoresponder, the
process was automated with great success. Here’s how HiWired did it:
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Behavioral Tracking
As visitors register or log into the HiWired basic
service website, their registration data is captured through Topica’s
Conversion Tracking which tracks their behavior through the site. If a
customer clicks away without finding the proper solution, data is sent
back to HiWired’s Topica database – either triggering an immediate,
automated message to the customer, or saving that data for use in
future email campaigns.
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Automated Messaging
No need to analyze incoming
data — Topica's autoresponder technology can analyze it automatically
and send a targeted message to the appropriate lead, instantly.
HiWired uses multiple autoresponders to create serialized messages off
of one behavioral event, placing leads in a fully automated lead
nurture cycle, saving the company time while increasing its conversion
success.
“
The autoresponder is a key feature in our conversion success. We have
a business where ‘nurturing’ programs are effective in
driving loyalty and repeat purchase. The ability to setup
autoresponders based on those key criteria and just letting them run as
prospects/customers hit certain criteria [trackpoints] has been a huge
time-saver.
”
Troy Jackson
Director of Marketing for HiWired
Results
Using the Topica solution, HiWired has been able to streamline
its e-marketing program, actively engaging customer through its
automated lead nurture programs and increasing its productivity.
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