How CERES TAG revolutionized their marketing strategy with Dotdigital

In their unique space as both a retail and technology company, CERES TAG partnered with Dotdigital in December 2021 to uplift their marketing tech stack with a bespoke solution that would connect with all other platforms.

Simplifying a complex purchase journey

CERES TAG’s pivot from a direct-to-consumer model to a distributor-focused approach brought unique challenges. Their customers require substantial post-purchase support in guiding and instructing activation for the complex product, which means producing targeted and triggered content-heavy campaigns. Educational content was a key part of their campaigns for both customers and distributors, with segmentation between both groups a priority feature in their marketing platform selection.

To support their customer purchase workflow, CERES TAG also run multiple Shopify stores across a multitude of tech platforms. With all this in play creating a complex business model, they needed a fit-for-purpose marketing platform capable of creating a custom solution for effective customer and distributor engagement.

Integration with transactional APIs for triggered communications

With Dotdigital’s multi-store support, CERES TAG can manage their numerous Shopify stores efficiently. This integration allowed them to consolidate operations within a single account, simplifying their workflow and ensuring consistency across different platforms. Dotdigital’s transactional APIs also supplemented their need to drive automated and personalised emails for compliance standards with ISO 9001 and 27001. It was a hassle-free process of setting up templates with the API and was a simple few steps of simply inserting data fields that would merge all the platforms in a single-source of truth.

Read our guide to API integrations here

Targeted customer segmentation

As a unique business in a niche industry with a highly technical product, CERES TAG as a growing brand is challenged to grow their brand awareness through education. Dotdigital’s advanced segmentation capabilities allowed them to scale and segment their communication to different customer profiles. They had audience segments that are categorised based on various use cases:

• Customers such as farmers, conservationists, and research centres to educate on how to use the product
• Software partners to raise awareness on the value proposition of the agricultural data
• Distributors to share how to market and sell their devices before.

These distinct segmentation profiles means CERES TAG needs to be highly targeted and personalised in their email marketing strategy with a platform that can support all their customer data.

6x ROI from Dotdigital Implementation

The strategic implementation of Dotdigital’s tools yielded significant results for CERES TAG with a conversion uplift of 7.06% that has created a 6x ROI with the platform implementation. Their newsletter engagement has increased 194% over the course of six months and saw 3% increase in total contacts within the database.

Refining data-driven approach

CERES TAG plans to further utilize Dotdigital’s capabilities to enhance their marketing strategies. They aim to incorporate SMS for more triggered messages, continue refining their segmentation, and expand their educational content. Additionally, they are exploring partnerships with universities and non-profits to amplify their impact.

What CERES TAG Learned by partnering with Dotdigital

1. Don’t be afraid of building highly technical flows and integrations

Building robust marketing platform workflows can be a daunting experience, but by choosing the right platform partner with ample support, even the hardest API integrations can be simple as long as you have the right fundamentals in place with a clear layout of your tech stack in one place. Everyone is building from the same foundations.

2. Defining your customers is key

Segmentation and personalized content proved crucial in engaging diverse customer segments and driving growth. With varying customer segments for CERES TAG, their growth in conversion rate is driven by their extensive segmentation efforts.