About Kensington
Headquartered in Burlingame, California, Kensington® is the inventor and worldwide leader in laptop security locks. Kensington is a division of ACCO Brands (NYSE: ACCO), one of the world’s largest designers, marketers, and manufacturers of branded business, academic, and consumer products, sold in more than 100 countries across the globe. Kensington's products empower people to be more productive and create content at the highest levels.
Justifying the Salesforce Investment
Kensington had been a Salesforce customer prior to engaging with the Corrao Group and intended to use the platform as an integral tool in their expansion towards elevated workspace productivity. However, their Salesforce did not have the features and user adoption that they intended it to have initially in 2016. Collaboration between the different departments was limited, and Kensington’s investment in the Salesforce ecosystem was becoming difficult to justify. With Kensington rapidly ramping up business, they knew they had to quickly make sure Salesforce could help manage and streamline everyone’s day-to-day tasks. The high costs and turnover rate of talent retention made it clear that it would have been challenging for a company of this size to hire and train necessary resources for both short and long-term goals. Kensington then partnered with a ready-to-go experienced Salesforce team in Corrao Group to hit the ground running.
Critical Updates via a Salesforce Health Check
Corrao Group’s Salesforce Health Check served as the initial review of Kensington’s system to see where improvements could be made. After multiple Business Process Review (BPRs) calls with Kensington’s key stakeholders, Corrao Group got to work ensuring their Salesforce reflected and streamlined their everyday processes as they initially envisioned. One area of disconnect included using three separate organizational tools to track the pipeline, resulting in inaccurate reporting. Creating one connected and real-time pipeline reporting within Salesforce was one result of the health check, which ultimately led to using a newly created Salesforce system going forward. Key data points and configuration from the old system were brought over so users wouldn’t notice a major difference. After the initial setup of the new system, Kensington’s team in Europe took notice of the positive feedback coming from the US team. After discussion, Corrao Group replicated the US team’s system for the European team and made any necessary adjustments per their team.
Outbound Marketing with Marketing Cloud Account Engagement (Pardot)
After a pair of successful Salesforce implementations, marketing automation was determined as the next step for Kensington in achieving its broader goals. Corrao Group developed a strategy to leverage Kensington’s current installation-based customers to start messaging the evolution of their new product offerings. Salesforces’s marketing automation tool, Marketing Cloud Account Engagement (MCAE) (formerly Pardot), was set up and connected with Kensington’s Salesforce to start tracking marketing activity. Pre-existing lead magnets were uploaded and added to email templates with real-time tracking and performance stats automatically displaying to reps. This gave sales reps the ability to send marketing-approved emails containing lead magnets to prospects that notified the rep once they were accessed.
Email nurture programs (Engagement Studios) automatically sent multiple email templates to new prospects in an effort to progress them down the sales cycle. It acted on behalf of sales reps, so reps would only need to take in orders that came from prospects replying to the automated emails. Reps could also see if, and when, prospects opened emails, clicked specific links, and other tracked marketing activities from within the Lead or Contact record in Salesforce. As time went on, Kensington wasn’t seeing the email and lead magnet stats translate into sales; lead magnets were being opened but product sales weren’t registering. Corrao Group examined the lead magnets and made improvements to make them more conversion-driven, mainly focusing on resolving the consumer’s pain points. New lead magnets were also created to convey Kensington’s thought leadership and general industry expertise. Conversion rates eventually started to climb from prospects found on these automated email journies and Kensington started seeing success.
7,000% ROI with the ProConcierge Sampling Program
Product sampling programs produce valuable sales as well as insights for hardware technology manufacturers. It allows for real user feedback on ways to improve the technology for everyday use. Although, expenses associated with producing and shipping units combined with the time-consuming task of collecting results can make sampling programs inefficient quickly. In order to see a positive ROI from this sampling program, Kensington and Corrao Group worked together to develop an automated closed-loop strategy, combining distribution strategies, tracking capabilities, and hands-off reporting.
As a recognized leader in docking station manufacturing, Kensington gives customers the power to connect laptops to several peripheral computer accessories. While their docking stations are well-received by consumers, Kensington and Corrao Group sought to dramatically broaden user adoption and market share. This started with identifying the appropriate sample audience for these docking stations. Buyer personas were the foundation of what turned out to be a highly successful seeding program, the ProConcierge Sampling Program. These semi-fictional representations of Kensington’s ideal customer helped target future customers based on the demographics of their existing customer base. They dictated the marketing efforts so prospects received content customized to their pain points, increasing Kensington’s chance of a sale.
The sampling program involved sending a complimentary docking station to qualified prospects based on their unique working stations. Prospects were qualified beforehand based on forms with progressive profiling to continuously collect more information. The only requirement was that participants had to complete surveys throughout the trial period. In the best case, participants purchased docking stations in bulk for their company. If they did not, valuable information and feedback were still collected to improve product quality. Salesforce was utilized to guarantee a “white glove” experience for all participants. Packages carrying docking stations were tracked through Salesforce while MCAE (Pardot) ensured that feedback surveys were automatically sent at the appropriate time. Real-time Salesforce reports allowed Kensington to view responses as they came in, with immediate notifications in the event of low satisfaction score results. The knowledge gained through the ProConcierge program proved to be well worth the costs of a complementary docking station as program membership exceeded expectations. The ProConcierge sampling program resulted in a 7,000% ROI. Corrao Group continues to support Kensington’s growth with Salesforce as new opportunities arise. As the Salesforce platform makes system updates, current processes can be streamlined when taking advantage of the new features.
About Corrao Group
Since 2002, we have been helping B2B organizations of all sizes optimize their business processes with Salesforce and their third-party applications. As everyday Salesforce power users, Corrao Group understands how flexible the Salesforce platform is to support every business department. We’ve worked with nearly 1,050+ customers, implementing, customizing, and optimizing over 2,150+ Salesforce projects. If you are interested in learning more about how Corrao Group can help your company, read our reviews on G2! Over the years, we have been using our experience to help digitally transform the consumer goods industry. As our main industry focus, we are proud to be on the CG Cloud Partner Advisory Board, in addition to being the exclusive US launch partner of the Salesforce CG Cloud Trade Promotion Management (TPM) Pilot.
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