Pure360 Delivers Data-Driven Marketing Automation, Email Marketing, Web And Mobile Personalisation

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Below is our recent interview with Mark Ash, CEO of Pure360:

Q: Could you provide our readers with a brief introduction to Pure360?

A: Pure360 is a leader in data-driven marketing automation, email marketing, web and mobile personalisation. We’ve been a trusted provider for 1,000s of brands for over 18 years now.

Our mission is to support our customers to be the best marketers they can be. That means giving our customer not just great tools but also the practical support they need to deliver outstanding marketing campaigns. This is what drives consumer engagement and ultimately outstanding campaign performance. We provide our customers with learning and development programmes supported by a first class customer success team who have delivered thousands of campaigns.

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Q: There are already a number of email marketing platforms on the market, why do you think yours is superior?

A: Unfortunately there are quite a smoke and mirrors in our industry. Many of our competitors chase global growth targets which inevitably leads to pressure on clients to buy expensive new tech regardless of how it is used or whether it is appropriate for their business.

Too many marketers have had their fingers burnt investing in expensive cloud solutions with limited functionality that promise the earth but deliver little. As is typical with clouds, they tend to be full of hot damp air and nothing else.

Instead we chose to steer away from selling pipe dreams and decided to concentrate delivering solutions that matter; with the sole aim of helping customers achieve the end result – short term performance improvements. Unfortunately we’ve seen too many examples of bad personalisation, where the best intentions lead to damaging execution and this could so easily be avoided with the right support.

We typically concentrate on delivering specific use cases that solve business problems or create incremental revenue quick wins over immediate time frames so our clients begin to see an impact on their business from the outset. As one of the few remaining independent providers in the space, our imperative is driven by doing the best job we can for our customers, which in turn leads to organic growth.

Q: What types of services do you provide to your clients?

A: We provide access to a team of rock star marketing specialists in our customer success team who provide fully managed campaign delivery, creative, strategy and data analytics services. We believe that service delivery has to be meaningful. That’s why we embody our marketing maturity model (a learning development framework that delivers specific use cases and improvements over 12 months), into every new client support agreement.

Our customer success organisation is measured on how well our clients campaigns deliver against specific performance objectives. Only last week we delivered a free SMART planning training workshop to clients to improve objective planning and KPI measurement. It is absolutely critical that marketers measure effectively if they are to test new strategies properly. We have invested heavily this year on a new learning and development platform for our clients to make use of the insights we have gathered over the years. It provides a library of content and training course designed to help our clients become better marketers.

Q: What are the benefits of marketing automation?

A: It is now a well established principle that marketing automation bring a variety of benefits. Firstly there are the benefits that automation provides in delivering a personalised experience. According to Econsultancy, 93% of companies see an uplift in conversion rates from personalisation. 78% of high-performing marketers identify marketing automation as a key contributor to improved revenue.A study by the Annuitas Group reveals that companies using marketing automation to nurture prospects see a 451% increase in qualified leads. Those nurtured leads, in turn, make purchases 47% larger than their non-nurtured counterparts.

I could go on…

Let’s look at a couple of specific examples:

· Automated product recommendations are one of the most revenue-boosting features in the marketing automation arsenal. They drive conversions and entice your customer to spend more in each transaction, increasing your average order value.
· Basket abandonment campaigns also helps you encourage customers to complete their purchases. Our customers average 12% more revenue from this feature alone. In fact our customer Luke1977 doubled their revenue from online and email through implementing personalisation and re-targeting campaigns.
· Automated email nurture programmes make light work of retention and loyalty strategies increasing customer lifetime value.
· Decent marketing automation tools offer the ability to A/B test campaigns at the push of a button. Not only does this save you money on additional A/B testing technology, it allows you to test your way to more revenue.

Automation massively improves the efficiency and scalability of campaigns beyond the limitations of your own team size. We are seeing more and more companies building campaign automations that react in real time to customer behaviour where previously someone would have to manually respond to each and every touch point. According to Nucleus Research, marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead overall.

Use event triggered messaging to save on direct marketing costs. Instead of blast marketing a bunch of people, using events to trigger personalized messages can save up to 80% on costs.” (Gartner Research). This is not only a cost saver but frees up your team to spend time coming up with creative, innovative messages that inspire your audience. That is after all the value marketers bring to the organisation.

And in the future…

The continuously increasing digitisation of the world around us has shifted control to the consumer, who expects to be engaged, excited and entertained by their chosen brands, as and when they choose to. The modern marketer has no choice but to adapt and respond to the ‘on-demand’ needs of their consumer and be available whenever their audience chooses to demand their attention.

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Q: What are your plans for the future?

A: Our plans right now are very much focused on on delivering what solutions that matter to our customers. In a recent customer feedback session, our clients felt that improving data insight and increasing automation to free up marketer’s time for more productive means ranked high on the wishlist. With this in mind, we are launching a new customisable data analytics solution, PureData, and improvements in our journey-based-automation planning capability. We will also look to increase our multi-channel delivery capability across mobile, social channels, furthering our customers’ ability to deliver fully synchronised end-to-end customer experiences.

A number of other innovations are also planned, including a new AI message scheduling engine that, we believe, will transform how we look at email marketing and how we manage the delivery of addressable marketing campaigns.

Finally, we are aiming to massively increase the capability of our customer learning through PureAcademy – a learning management environment that provides our customers with access to best practice marketing resources and training courses that deliver on our commitment to help our customers be the best marketers they can be.