Case Studies

Balihoo


Scaling Local Marketing for National Brands – How Balihoo uses SendGrid and Twilio

PDF Version

Quote

Since becoming a SendGrid customer in 2011, our sending has steadily grown each month from hundreds of emails into the millions through our subusers and across multiple IPs. SendGrid and Twilio have been able to scale alongside us every step of the way.

Summary

Balihoo is the leading local marketing automation software provider helping national brands improve and scale local marketing efforts. Balihoo transforms the way national brands execute campaigns, providing the consistency and high profile of the national brand, and the personal feel and impact of local marketing. Balihoo’s platform integrates audience, market, and local data, empowering brands to automate and activate thousands of locally relevant campaigns, with speed and at scale. National brands select the exact combination of channels that is right for their industry and business. Through the platform, national brands can activate local marketing products and channels like local websites, email campaigns, search engine marketing, and direct mail. Balihoo supports brands like Aflac, BancVue, Geico, and New Balance by connecting consumers to local brand locations near them.

Challenge

In order to reach local customers, Balihoo needed an email and local phone solution for national brands to take advantage of.Unlike other local marketing platforms, Balihoo provides national brands with a comprehensive local presence in the locations they want to target. When potential customers search for a national brand’s product, they almost always initiate their search online. As a result, Balihoo needed to provide a local number on websites for customers to call, and then have local, targeted email campaigns to activate and engage sales leads.

Solution

Balihoo chose to use Twilio and SendGrid to solve these challenges and help them reach customers in the local communities they live in.Balihoo is a SendGrid Marketing Solutions Partner that integrated their national-brand marketing automation solution with SendGrid to access a flexible, cloud-based email platform to handle all their backend email infrastructure and delivery. Balihoo’s platform provides customers with branded email templates that they can use to send information to their individual recipient lists. Email metrics and analytics are accessed through the Balihoo dashboard, allowing brand managers and locations to monitor email campaigns from open, click, and unsubscribe rates. The local numbers provided by Twilio not only help Balihoo drive leads for their users, but also track their own success. Balihoo users can see detailed lead-tracking statistics from each of their campaigns in their Twilio logs to identify market opportunities, and what improvements can be made.

Results

"We've seen SendGrid and Twilio as tools that enable our solution," says Matt Long. "Twilio is a key driver of our strategy."Since working with SendGrid and Twilio, Balihoo noticed a few things essential for all local marketing efforts:
  1. Preference for phone conversation. Even for customers locating businesses online and who are exposed to web response channels, they almost always want to speak to someone on the phone before using chat or other communication.
  2. Twilio call tracking numbers are one of the best ways for brand marketers to track ROI. Balihoo now insists that brands include local Twilio call tracking numbers on their local websites and in all associated digital tactics so they know what impact they’re having locally.
  3. Leads and email addresses obtained through local and national tactics are useless if left to sit idly. SendGrid enables brands to activate local leads through a scalable, proven, and worry-free email infrastructure.
  4. After discovering a brand’s local website, customers are nearly 20x more likely to contact a representative by phone than by online form.
  5. Currently, Balihoo customers report that triggered, local email campaigns drive 1200% greater ROI over non-local email efforts.
Location
Boise, ID
Website
balihoo.com
Industry