Redefined the second-largest marketing investment, improved the customer experience, and improved ROI

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Right after the digital, global events were the second biggest marketing investment for NI with NIWeek being the big draw. Many marketers around the globe were developing their own materials which was not efficient and at times didn't follow brand guidelines. Everyone loved events but didn't implement them to the right audience at the right time. We needed to be smarter.  

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Activities:

• Defined the strategy working with sales and other key cross-functional teams

• Built an internal portal to communicate the process, timeline, roles, and responsibilities 

• Partnered with creative services, web, and marketing automation to develop campaign and event templates including web, email, and mobile app templates 

• Interviewed customers to better understand their needs 

• Conducted quarterly reviews of content quality 

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Results:

• Extended reach and increased sales opportunities

• Dramatically reduced country-by-country creation of web, email, and event materials – saving 15,000 work hours each year

• Raised quality of materials with annual audits and discussions

• Opened discussions and pilots for new ABM approach and new testing 

• Improved customer satisfaction year over year, from 7.2 to 8.8 out of 10

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“I have worked with Nicole at NI for 2 years in a direct management role. Her ability to work with technical-minded individuals, internally and externally, is an important skillset. Her level of professionalism is unmatched and I am always impressed with how well she handles challenging situations, in a calm and collected manner. She is willing to problem solve through situations to find the best possible solution. She is a pleasure to work with and I know she will get the job done.”

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Trisha McDonell, Head of Brand at National Instruments

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