The Challenge
PensionBee combines all your old pensions into one new online plan. The FinTech company has been growing fast and needed marketing that could match that pace whilst maintaining cost-efficiency. They partnered with Amigo, who focus on customer journeys and customer experience, to deliver profitable customer acquisition campaigns that didn’t drag on product development.
The Strategy
Content marketing – analysis of how different content performed. Amigo used multi-channel sharing buttons alongside address bar share tracking to give a comprehensive picture of content activity. The data showed that more than 92 per cent of sharing was being done through the address bar (by copying and pasting links), rather than social media buttons.
Measuring value – they tracked the user journeys that started with content sharing, meaning PensionBee could not only monitor which articles are shared the most, but also which produce the best commercial outcomes.
Referral marketing – PensionBee put their customers at the heart of their marketing, and implemented a referral campaign that allowed customers to personalise social media shares. The campaign took this principle further by customising the on-site experience of the referred friend around the data supplied by the initial advocate.
Iterations – the company has experimented with iterative improvements to the recommendation campaign, such as the introduction of user-friendly URL sharing. The recommendation campaign has given a clear and comprehensive picture of the user journey of referred friends.
The Results
- Recommendations increasing new customer acquisition by 4.6 per cent
- New campaigns delivered in four days
- Development schedule accelerated by three months.
Testimonials
“Amigo accelerated the launch of our referral programme by up to three months, allowing us to focus on our core product at a key time in the company’s growth. The deployment was seamless, simple and lightweight, with an option for us to integrate more using their API as we wanted to add more sophisticated features.” Jonathan Lister, CTO, PensionBee
“Amigo helps us to introduce, test and scale marketing campaigns. It’s a very agile tool: from recommendation campaigns to prospect nurturing, it allows us to get up and running in hours, not weeks. We’ve had some great insight into how our audience engaged and shared our content to their friends and network. Before Amigo we were able to track brand and content interactions with our prospects once they were known in our prospect database. Going one step back before they start to sign up was crucial because it changed the type of content we produced to serve prospects at that stage of their journey.” Jasper Martens, VP Marketing, PensionBee
Experimenting
Because PensionBee has seen a reduction in the time taken to run successful, cost-effective campaigns, they have had the luxury of being in a position where they can experiment with new ideas.
For example, Amigo supported PensionBee’s guerilla marketing campaign in Brighton by providing trackable offline share codes. PensionBee’s marketers used Amigo to gather all the information they needed to judge the success of the experiment even in this new and unorthodox context, all in a very short time and at no cost to PensionBee’s developers.
They are also working on ambitious optimisations of their core marketing infrastructure, and are together expanding their use of technology by adding modules such as customer segmentation, influencer marketing, and cohort targeting.