The Midshire Group of Companies was established 28 years ago, and is one of the largest office technology resellers in the UK. Midshire focuses on market-leading services including business telephone systems, broadband and IT solutions and products. Today, Midshire is now a £32 million turnover group, with over 250 employees in 3 regional offices and over 14,000 installations.
Midshire pride themselves on continually offering the latest technology to their customers and as part of this, they proactively inform customers and prospects about the latest news and product launches. As the customer base grew, it became more and more of a challenge to manage and schedule multiple communication programmes with the combination of legacy systems they had accumulated since 2002. It became apparent that syncing up marketing activities such as nurture campaigns, emailers and social media posts was problematic.
The Midshire marketing team needed to improve the quality and quantity of all campaign activity, whilst reducing the daily workload of the team so they could focus on other marketing avenues. Step one would be to segment the customer base which would allow for improved message consistency of the material distributed. It was also recognised that the customer journey was not as seamless as they would have liked and that this could be improved with greater synchronisation between social media posts and email campaigns.
One of the first things that appealed to Midshire about Accelerate was that all the marketing campaigns could be centralised in one easy to use platform. This would instantly remove the issue of combining several different tools and fundamentally streamline the process saving considerable time. Furthermore, the library of high quality collateral enabled Midshire to quickly and easily customise campaign material to make it their own. With the addition of a full end-to-end Campaign-in-a-Box, including emailers and social media Midshire now has all the tools needed to run full lead nurture campaigns.
Midshire has also enjoyed training from Gamma on Accelerate. From implementation on day one to today Gamma have supported and guided Midshire and provided lots of useful hints and tips to new marketing members as their team grew on how to get the most from Accelerate.