Barnhart Generates Millions in New Leads with Pitney Bowes’ Digital Technologies
March 22 2016 - 9:00AM
Business Wire
Company uses interactive personalized video
with direct mail marketing to reduce sales cycle and enhance
customer experience
Pitney Bowes (NYSE:PBI), a global technology company that
provides innovative products and solutions to power commerce, today
announced that Barnhart Crane & Rigging Co. has successfully
reduced their typical sales cycle by merging the physical and
digital worlds using Pitney Bowes’ EngageOne Video, in conjunction
with direct mail marketing campaigns. EngageOne Video has generated
approximately $85 million in sales opportunities for Barnhart by
using video as a way to transform the way it communicates with its
customers.
Barnhart is a U.S.-based, privately held business and one of
America's leading lifting and logistics contractors. With a
national network of almost 40 facilities, Barnhart provides
operated crane rental, lifting and rigging services, outage
planning, industrial storage and national project cargo logistics,
and their engineered solutions serve multiple industries like
Nuclear, Petroleum Refining, Chemical Process, Accelerated Bridge,
Power Generation and Wind Maintenance. Because of the complex
engineered solutions they provide, and the diverse industries
Barnhart supports, the company’s business development
representatives traditionally spent a great deal of time
cultivating and qualifying prospective customers with the intent of
organizing on-location presentations to highlight Barnhart’s unique
range of capabilities. The process required a tremendous amount of
persistence and coordination of resources to facilitate meetings
that were relevant for both the customer and Barnhart.
Barnhart partnered with Pitney Bowes to deploy EngageOne Video,
an interactive and personalized video solution that enables
Barnhart to present company information and relevant case studies
by job function and industry to a customer through a human-like
experience. Customers who receive an EngageOne Video are greeted by
name and then prompted to select their industry, job function and
type of component replacement. The viewer is then served content
specific to their areas of interest, which they can access through
compatible mobile devices, personal computers or smart
televisions.
“As a specialized engineering-driven organization, we have to be
as efficient as possible, without losing the personal relationship
with customers that we are best known for,” says Chris Teague,
Director of Marketing, Barnhart. “EngageOne Video allows us to
uncover customers’ needs and efficiently maintain a strong
relationship with a customer, while maintaining the interactivity
of an onsite capabilities presentation.”
After their initial deployment of EngageOne Video, Barnhart took
the customer experience a step further to leverage direct mail
marketing campaigns as a way to share this video experience.
Promotional items like coffee mugs and “BBQ kits” were used to
engage their audience, coupled with personalized URLs that
recipients could visit to instantly view the personalized
capabilities presentation designed specifically for them.
“Barnhart is a longstanding client of Pitney Bowes and have set
the stage for innovation with EngageOne Video,” says David
Schwartz, Vice President of Software Solutions, Pitney Bowes. “By
executing traditional physical mail campaigns with personalized
URLs to enhance customer engagement, Barnhart has hit a sweet spot
that has returned world class engagement, routinely measured in
excess of 15 minutes per session. This self-serve approach enables
their prospective customers to pull desired information and
capabilities presentations often resulting in an accelerated sales
cycle.”
EngageOne Video has generated approximately $85 million in sales
opportunities for Barnhart, stemming from over 7,000 video views
from prospective customers. Viewers have spent an average of 4.5
minutes watching a video, with 66 percent of viewers having watched
a video to completion. To date, Barnhart has received over 500
positive comments from viewers, such as:
“This is the first time that I have ever seen
this type of presentation. Very good information and not pushing
the hard sell of what ‘you think’ I need.”
“A great simple presentation I could view
during lunch or at my leisure.”
” Excellent presentation. Very good coverage of
a lot of subject matter and abilities. Very nice job with the
interactive portion of the video.”
“Very unique video. I've never seen anything
like this. Very well done.”
To learn more about EngageOne Video visit:
http://www.pitneybowes.com/us/customer-engagement-marketing/synchronized-communications-execution/engageone-video-for-real-time-content.html
About Pitney Bowes
Pitney Bowes is a global technology company offering innovative
products and solutions that enable commerce in the areas of
customer information management, location intelligence, customer
engagement, shipping and mailing, and global ecommerce. More than
1.5 million clients in approximately 100 countries around the world
rely on products, solutions and services from Pitney Bowes. For
additional information, visit Pitney Bowes at
www.pitneybowes.com.
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Pitney Bowes Inc.Emily Simmons, 843-467-1071Manager External
RelationsEmily.simmons@pb.com
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