I'm in the Marketing Sherpa B2B Lead Generation summit in Boston today so I'm going to take the lazy way out and post a case study that appeared in DM news yesterday.... forgive me :-)
Let me also plug this event. As a B2B marketer I actually learn a lot here. I strongly recommend. There is another event in San Fransisco next month if you are interested (click here)
Anthem Blue Cross and Blue Shield and parent company Wellpoint have a philosophy of promoting healthy lifestyles and offering value-added benefits to members. With 28 million customers in 13 states, getting the word out about their programs and special offers is enough to make an experienced marketer feel ill.
As a regional company, each market has unique characteristics that require tailored approaches and messages. Without these, Anthem couldn’t meet its goal of building lasting customer relationships. At the same time, it needed an efficient means to communicate all this customized information to members. Anthem decided to use e-mail and approached ExactTarget to devise a program that would establish and maintain customer relationships.
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