Wunderkind Dramatically Increases Email Open and Click-Through Rates With Scaled Personalization
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From 48 Hours Down to 10 Minutes
For any team managing demand generation and ABM functions, there has always been a dream of delivering personalized 1:1 content at scale. Historically ABM programs have focused on 1:many or 1:few because the time intensive nature of doing 1:1 made it challenging even for large and sophisticated teams. As a B2B marketing technology company, Wunderkind helps their customers identify website visitors and create personalized experiences, but when it came to launching their own ABM program, their demand generation team struggled to personalize their own marketing content at scale.
Wunderkind targets numerous sub-verticals within the retail space but lacked content tailored to the nuances, pain points, and language of each specific sub-vertical. On top of that, trying to personalize content to individual accounts was taking them upwards of 2 days per account, making it impossible to scale with their current bandwidth. Helena Parsonage, overseeing demand gen and ABM at Wunderkind, captures the essence of their predicament, "We were launching our ABM program...and we didn't have a way to personalize anything at scale." With Tofu, she is now able to craft 20 landing pages personalized to target accounts in just 10 minutes.
Scaling 1:1 and 1:Few Personalization
By leveraging Tofu's AI-powered platform, Wunderkind has been able to create a wide range of personalized content, including emails, landing pages, and one-to-one campaigns for key accounts. Tofu's ability to generate tailored content based on sub-vertical, contact seniority, and account-specific pain points has been a game-changer for Helena and her team. The platform's integration with Marketo has further streamlined the process, allowing for seamless import of personalized content and saving countless hours of manual work. "I think the biggest thing is saving on time and resources while implementing our ABM strategy at scale. I can't imagine where we would be if we were trying to personalize all of our emails for 500 accounts. We just wouldn't be able to do it", says Parsonage. Having tried other tools including Jasper and ChatGPT, having the direct integration to Marketo and the ability for Tofu to follow their brand and style guidelines was crucial for them to be able to scale to 1000+ accounts.
Being able to do ABM at scale, and the fact that Tofu integrates with Marketo has been incredible for us. On top of that, every single email has had higher open and click-through rates!
Driving Engagement and Results
Wunderkind has seen remarkable results from their personalized campaigns created using Tofu. In a series of A/B tests for content launch emails, the personalized versions consistently outperformed their non-personalized counterparts. Personalized emails achieved a 7.4% click-to-open rate compared to 5.6% for non-personalized emails, while personalized subject lines resulted in an impressive 42% open rate versus 27% for non-personalized subject lines. Tofu has also been instrumental in creating hyper-targeted content for 1:1 campaigns focused on key accounts. By leveraging intent data and sales team insights, Wunderkind crafts dedicated landing pages that address account-specific pain points and industry needs, leading to increased engagement and conversion rates. As Wunderkind continues to scale their ABM efforts with Tofu, they plan to extend personalization to ad copy and landing pages, further enhancing the customer experience and driving revenue growth .
