About NeuCo
NeuCo, Inc. is the leading provider of optimization software solutions that help electric power producers reduce emissions and improve efficiency and availability. NeuCo’s solutions help to reduce NOx and GHG emissions, improve fuel efficiency, reduce SCR operating costs, and streamline the detection, diagnosis and remediation of plant reliability, capacity and efficiency problems. NeuCo headquarters are located in Boston, MA with satellite offices in Mentor, OH & Austin, TX.
Challenges Facing NeuCo’s Marketing Efforts
Tasked with a full plate of deliverables, NeuCo’s marketing department needed a tool that could provide tangible results without requiring an inordinate amount of set-up time. Additionally, the electric power industry is historically slower at adopting newer tools and marketing techniques associated with Web 2.0 because so much time is still spent in the field, at the plant or in the control room. With that in mind, it’s important that NeuCo’s website and email marketing is compelling and full of current, informative resources to better develop viewer loyalty, repeat visits, and ultimately, qualified leads. While NeuCo experienced success with its marketing initiatives, the marketing team was not able to identify website visitors and email recipients on a granular level to see what efforts were resonating best with customers and prospects.
I’d absolutely recommend Net-Results; the software is easy to use and the customer service is always great.“
In the Beginning with Net-Results
In 2007, NeuCo was utilizing Net-Leads (the platform that preceded Net-Results) to perform website visitor tracking and database segmentation. Initially, Net-Leads was viewed as a “cool tool” for internal sales purposes that provided a detailed overview of website traffic and analytics. When Net-Leads transitioned into Net-Results, NeuCo began utilizing the email component of the platform. The enhanced email functionality and reporting features of seeing which contacts initially opened, clicked and visited their website was something the NeuCo team hadn’t yet seen in an email platform and found highly useful in terms of measuring a recipient’s interest.
The Shape of NeuCo’s Marketing Today
Email marketing is still very much an indispensable part of NeuCo’s marketing efforts. Using Net-Results has done more than enhance granular reporting and visitor tracking but by tracking links related to specific email topics (blogs, newsletters, etc.), NeuCo is able to segment contacts based on their demonstrated interests. This improved relevancy has translated to a more engaged relationship with the contact. Given this level of tracking and site visitor intelligence, NeuCo is also able to alert the sales team when recipients are performing actions on their site.
The email marketing center is a great way for us to segment certain groups such as our blog, newsletter, and tradeshow contacts so we’re able to customize & categorize lists that match up with specific email content.”
Looking to the Future with Net-Results
As NeuCo continues to realize the benefits of segmenting its database and sending emails based on visitor’s behavior, the marketing team has started using automated, multi-step email campaigns. Upon launching its initial linear drip email campaign, NeuCo immediately saw an increased response rate two times greater than prior email efforts in terms of click-thrus and site visits. The future looks bright with more complex email campaigns in the works, in addition to the proven methodology of segmenting and tracking visitors.
To learn more about NeuCo, visit www.neuco.net. If you are interested in finding out more about Net-Results or its partner program, please visit www.net-results.com or call us at 877.946.4487 today.
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