One of the largest vision benefits providers in the nation, EyeMed partnered with Mower to market to its own substantial customer database and to new leads through paid social campaigns. EyeMed had a solid marketing technology stack at its disposal, put in place by its owner, but lacked the expertise to leverage those tools in an effective way. It was up to the Mower team to help EyeMed align its technology to better meet the company’s business objectives.
From Google Analytics to customer relationship management software like Salesforce, today’s marketers can choose from a wealth of platforms that, in the right hands, are powerful conversion tools. Too often, however, companies find that after implementing these tools they are left to figure out on their own how to best apply the technology to their business.
EyeMed had a trio of tools in place—but was not collecting the information needed to gauge the effectiveness of their marketing efforts. After streamlining EyeMed’s campaign management, we set out to optimize their system to collect inbound lead data and organize it into attribution reports. We integrated the tools in their stack so that source data captured from Google Analytics was pushed to their sales team as leads and impressed on their sales team the importance of following best practices when entering leads into the system.
EyeMed now has the ability to pinpoint the specific marketing efforts that drive conversions. That information, in turn, helps inform how EyeMed distributes its marketing resources to improve ROI.
Thank you for your submission, someone from Mower will contact you shortly. You also now have access to all premium content on mower.com.
Thank you for your interest in Mower insights and emails. You should begin receiving the information you requested shortly. You also now have access to all premium content on mower.com
Thank you for your submission. As a subscriber, you now have access to all premium content on this site. Be sure to visit regularly to download new articles and ebooks.
In order to get the best possible experience using our website, we recommend that you upgrade to a newer version or a different web browser. Links to supported web browsers can be found below:Chrome
It looks like you are running Internet Explorer in Compatibility View. This site will only work if you turn this view off. Use the browser Tools menu to change your settings.