Comvita produces natural health products from ingredients like Manuka honey and olive leaf. They launched their first e-commerce site in 2010 and acquired Salesforce in 2011, but their previous email and digital marketing tools were outdated and lacked capabilities. Comvita implemented Marketo in 2012 to improve their marketing automation and integrate it with Salesforce. This allowed them to better segment customers, send targeted communications, and gain more insights. They ran a campaign called the "Super Antioxidant Challenge" across multiple countries using Marketo that acquired over 7,000 new leads and contacts. Analysis showed high engagement rates and a forecasted lifetime value of over $1.5 million from the acquired leads.

1. Comvita and Marketo
Natural Health gets Savvy

2. About Comvita
Comvita produces natural health and skincare products based on pure
ingredients such as Manuka Honey, Olive Leaf, Propolis and Omega 3.
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At 63, our founder, Claude Stratford started making and selling a range of bee
products from his basement in his home. His vision was ‘to produce natural
products that work, and act in a way which preserves the environment for
generations to come’.
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We are now the world’s largest manufacturer of UMF Manuka Honey products
and own the largest Olive Leaf Grove in the southern hemisphere, with half a
million trees.
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We deliver first-class, globally distinguished brands to a vast range of retailers
and consumers alike.
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Share nature, share life.

3. The Environment
First global e-commerce website launched in late 2010.
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This coincided with the first staff member being appointed in
Australia, with a focus purely on direct and digital marketing.
The second member of the team joined in 2012.
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Salesforce.com acquired in late 2011.

4. The Environment - Cont.
• Email tool from within custom CMS
• Quickly outdated
• Non-user friendly interface
• Low technical capability
• Low visibility of metrics
• Very low design capability
• Poor user experience
• Poor representation of the brand
• No opportunity to explore and extend customer journey
• Limited integration with salesforce.com

5. The Opportunity
In the face of strong price competition in the market, we wanted to
engage prospective leads in an email facilitated journey, dependant
on their ‘relationship stage’ with the company, to maximise their
affiliation with brand and their opportunity to convert.
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We needed to shift the conversation away from price as the main
reason to buy.
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We also wanted to recognise regular and involved customers that
already had a high affinity with the brand.
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We recognised that we needed to begin moving a lot faster in the
digital space.

6. Interface:
Snapshot of previous
screens

7. Creative:
Previous

8. The Strategy
• Upgrade and trial Marketo platform in Australia, New
Zealand and United States in 2012
• Integrate with salesforce.com
• Invest in well designed and well executed marketing
automation, in an industry that has yet to widely
capitalise on the opportunity
• Segment leads and contacts within channels; provide
targeted communications based on stage and
preferences

9. The Execution
• Prospect Lead Nurturing (goal to convert to account)
• Sales, Informational + Operational Programs
• Surveys
B2B

10. The Execution
• New Lead Nurturing (goal to convert)
• Engaged Lead Nurturing (goal to convert)
• Static Lead Nurturing (goal to re-engage, then to convert)
• New Customer Nurturing (goal to repurchase)
• Lapsed Customer Nurturing (goal to re-engage, then to re-purchase)
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• Monthly promotional programs
• Split testing
• Surveys
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• Integration of forms and landing pages with all lead generation and sales
campaigns, and for all data capture opportunities.
B2C

11. Planned
• Further exploration of B2B nurturing and scoring
• Integration with internal and external training platforms
• B2C Nurturing for repeat customers (goal to become
loyal customers, loyal customers (goal to become brand
champions/lifetime customers), restored customers
(previously lapsed, goal to become repeat)

12. The Outcome
Previously, Comvita was basically limited to sending an email blast once a month with
little insight in to the success of the communication.
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We relied heavily on paid fax or individual emailing for B2B communications.
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Just on a program in Marketo we can view basic campaign statistics at a glance.
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With Marketo Analytics, and Sales Insights and Reports inside of salesforce.com, we
now have more insight than ever.
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As well as that, the design of the communications and the journeys on which we can
take our customers now accurately reflect our brand story as well as our business
objectives.
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All of this has been executed by a team of two - three people; previously we took more
of a ‘divide and conquer’ approach via a much wider team.

13. The Present
The real transformation doesn’t just lie with the new look, or the ease of use, or even the
basic metrics.
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The biggest improvement is that, by creating flows and using the automatic functions,
we are able to segment, nurture and convert leads based on their actions, lead stage
and preferences.
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We can garner trend information by looking at how leads and contacts move through
defined stages, and further optimise our nurturing at points where it’s common for
customers to become ‘cold’ or ‘static’.
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It’s finally putting the needs and interests of our customers at the forefront.

14. Campaigns
Now, we probably wouldn’t consider running a lead generation or sales campaign
that didn’t have an automated marketing program to support it.
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The following slides will illustrate the use of Marketo in a recent campaign, The
Super Antioxidant Challenge, which ran across Australia, New Zealand and the
United States.
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This was also the first time we could take a much broader view of the customer
journey post-campaign, by moving acquired leads in to pre-existing streams based
on customer stage.
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We can already see that 54% of leads acquired during the campaign are engaging
with our new prospect flow, highlighting the quality of leads obtained.
!
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15. Transitional EDM

16. Nurturing
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This is the first time as a company that we can take a much
broader view of the prospect journey, and continue to guide
them through a series of strategic communications.
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Nurturing enables us to continue incentivising conversion,
and further educate customers about us - our brand, our
products, our quality, our science. It also helps encourage
the sharing of further information, through invitations to
register on the website and surveys.
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!
!
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17. Nurturing:
New Prospects

18. Nurturing:
Product Lifecycle

19. Customers:!
Promotional
Campaigns
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Using campaign attribution reporting in
Salesforce, together with general statistics like
click-throughs, we can take a much more
accurate approach to delivering specials and
offers that our customers are more likely to
continue purchasing. Or, we can educate further
about products that our customers don’t seem to
be buying.
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20. The Super Antioxidant
Challenge - Concept!
The campaign introduced Sardinia as one of the worlds’ Blue Zones, a
place where people live longer and experience less disease. The
campaign utilised compelling messaging and storytelling to challenge
consumers to live like a resident of the Mediterranean for 4 weeks. Their
secret? A plant-based diet rich in olive based dishes and a full, vibrant,
active lifestyle – a simple way of life we should all take lessons from.
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All media drove traffic to the Super Antioxidant Challenge landing page for
each respective market, the platform from which customers could either
join the “challenge” by purchasing a product and / or sign up to the
competition. In both cases, people entered one of the two eDM flows,
Challenge or Product Push

21. The Super Antioxidant
Challenge - Additional Steps
At the completion of their campaign lifecycle, all leads received a
transitional step - contextualising olive leaf as part of a wider
product offering, and giving background on Comvita’s brand and
philosophy.
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Leads that completed Stream 1 (product push) were then moved to
an existing 8 week new lead nurturing program.
Leads that completed Stream 2 were moved in to a monthly
promotional campaign cycle.
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22. Creative:
Stream 1

23. Creative:
Stream 2

24. The Super Antioxidant
Challenge - Results
Throughout the duration of the campaign, the US landing
page received 36,251 unique visitors, Australia received
15,324 unique visitors and New Zealand received 9,127
unique visitors.
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33,634 clicks on the landing page overall.
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7,041 net new names acquired (8,412 entries overall)

25. The Super Antioxidant
Challenge - Results Cont.
The overall eDM results display an above average open rate of
21.1% (industry average 20.77%*), indicating positive engagement
with the brand and the campaign.
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Engagement rates, in terms of opens and click throughs, was
highest in both the US and AU markets, with an average open rate
of 39% in AU and 37% in US, and an average click through rate of
3.38% in AU and 9.15% in US.
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The unsubscribe rate was low at 1.2%, particularly since the
majority of leads were new customers.

26. Forecast 12 month value of
acquired leads
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= $81,547.78*
Forecast lifetime value
of acquired leads
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= $1, 566, 601.20*
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*Figures based on conversion statistics without nurturing

27. Results from an internal
perspective
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204% more leads generated in this campaign to date, than in the last
quarter through general activity.
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Most successful lead generation campaign to date.
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High volume and high quality leads generated for olive products.
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The best execution of transition from campaign to general brand content -
a much wider view of the customer’s continued journey.
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Best collaboration between all platforms and support teams.