Blackbaud is the world’s leading cloud software company powering social good. Serving the entire social good community—nonprofits, foundations, corporations, education institutions, healthcare institutions, and individual change agents—Blackbaud connects and empowers organizations to increase their impact through software, services, expertise, and data intelligence.
An Underperforming Email Nurture Campaign
Looking to promote their leading fundraising management solution, Blackbaud Raiser Edge NXT (RE NXT), Blackbaud’s Marketing Team prepared to update their underperforming, outdated, exhausted email nurture. They needed key messaging that would resonate with the type of fundraisers they wanted to target, delivered in the form of a great experience.
The biggest benefit Uberflip is providing, is a binge-worthy experience. It's allowing people to peruse what they want, when they want it, allowing people to self-nurture and move through the funnel quicker. It's really changed the way I look at content and how I market it.
A Content Experience Accelerating Email Nurture Campaigns
The discovery of Uberflip’s platform enabled Blackbaud to build on their email nurture campaign, using personalized marketing streams to bring all their relevant assets together in one centralized location. Each email in the nurture included a link to the stream, encouraging prospects to self-educate. Uberflip AI enabled Blackbaud to serve up relevant content recommendations to prospects as they explored the marketing streams they landed on, and form CTAS meant Blackbaud could gate their assets, collecting more marketing qualified leads who were self-nurturing faster.
Influencing $4.3 Million in Pipeline
The marketing streams Blackbaud launched for their RE NXT campaign generated strong engagement from their target audience. The nurture emails quickly became the number one RE NXT pipeline influencer for their market. In Q4 of 2017, the emails contributed to a 33 percent opportunity-to-deal conversion rate. By leveraging Uberflip for campaigns, in 2017, Blackbaud’s Arts and Cultural Resource Hub influenced $4.3 million in pipeline and $3.1 million in bookings.
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