Cyclomedia Boosts Customer Engagement By Nearly 500%

About Cyclomedia

Cyclomedia develops, builds, and operates the world's most advanced mobile mapping systems. A combination of sensors ranging from cameras and LiDAR scanners to state-of-the-art positioning systems map dense urban areas in the United States, Canada, and Western Europe. The data provided by Cyclomedia technology gives municipalities, utilities, telecommunications, and transportation industries the insights they need to efficiently manage physical and public inventories.

Refined Communications and Messaging

Cyclomedia's current marketing execution was ineffective. Sales wasn't happy with the quality or volume of their leads and the business was struggling to grow in key industries. Their current messaging strategy was focused on their product, not their customer. As an innovator and leader in a relatively new space, Cyclomedia needed better ways to communicate its value and operationalize campaign execution.

From an execution standpoint, Cyclomedia didn't have a MarTech infrastructure that supported its growth goals. HubSpot had been poorly implemented and underutilized. Together we put a plan in place to optimize their communications and automation campaigns so the team could continue to focus on doing what they do best.

Superstoke Designs A Customer-Centric Strategy

To help drive higher lead volume and quality, Superstoke led marketing leadership through planning and design sprints to transition their strategy to their new customer-centric approach.

Research, data analysis, content development, and customer journey strategies would create a significantly more personalized approach. Since Cyclomedia's current outreach was limited and based on generic newsletters and product announcements, the tactics Superstoke and Cyclomedia designed would be entirely new to the business and did not require optimization of existing messaging or technology.

Embarking On Research, Production, and Distribution Sprints

With a new strategy in place, Superstoke began a research sprint that lasted one month and included twelve in-depth, recorded interviews with customers and sales leaders.

Conversations were transcribed and fed through AI solutions to quickly distill vast amounts of data into actionable insights.

The data provided the team with direction that helped all parties involved design messaging that very specifically spoke to the customer's need in order to maximize every touchpoint. We determined that there were 5 unique use cases that aligned to each of the highest priority industries.

Once we had use cases, we were able to describe exactly what customer's were struggling with and what questions they needed answered. Superstoke partnered with Cyclomedia to develop 5 customer stories that highlighted their capabilities and wins across each industry.

Superstoke Designs Customer Journeys To Distribute Content

As a HubSpot customer, Cyclomedia had everything they needed to effectively distribute emails, whitepapers, and customer stories to their existing database of leads. To start, Superstoke created templated journeys that Cyclomedia could repurpose for different use cases. Each use had a specific flow it followed that included story distribution, automated follow-up, logic to determine sales-readiness and routing to the right sales team.

All aspects of each journey was templatized so Cyclomedia could reuse everything that was produced for them. Templates were developed for emails and landing pages that were optimized for screen size and accessibility. Journeys were templatized so as new use cases were developed and Cyclomedia expanded into new markets, all assets could be reused in different ways.

Optimized Research, Content, and Journeys Yields Massive Returns

Cyclomedia experienced significant improvements across all engagement goals from lead generation to sales conversions regionally. Prior to their engagement with Superstoke, they had minimally implemented HubSpot and use it just for newsletter blasts to their entire database. Now they had 6 journeys setup, templatized assets, and highly detailed data about their customer segments that was added to their content playbook to help them scale messaging and amplify reach.

Superstoke optimized HubSpot to truly add long-term value. Journeys were integrated with digital advertising strategies that automatically funneled new contacts into their workflows, analyzed success, and routed responsive customers to the right next step.