Posted June 6, 2022
Electronic components manufacturer finds data visibility to drive marketing efforts.
Being a company that operates in technical industries, Infinite Electronics has always used data to drive decision-making across its global operations. Being able to see, access, and use information has allowed the business to stay in front of product innovation and become a leader in its field.
Unfortunately, being able to count on data to drive Infinite Electronics’ marketing programs wasn’t the company norm.
For years, Infinite Electronics’ marketing department struggled with data-visibility issues. The team needed better insight to improve the effectiveness of their account-based marketing (ABM) programs and make more informed decisions. Infinite Electronics also wanted to better understand the holistic impact of acquiring new leads on their business.
Their marketing operations lacked visibility into:
- Net-new customer acquisition
- An understanding of the future value of those net-new customers
- Customer overlap between brands to identify upsell and cross-sell opportunities
Unable to get any actionable data sourced from disparate internal systems (Infinite Electronics consists of 12 different brands), their ultimate goal of being a data-first marketing organization seemed impossible to achieve.
Our Anteriad team created a custom integration that allows Infinite Electronics to deploy best-in-class analytics and database cleansing without having to adjust their existing tech stack. We also helped create an internal process for making data-driven decisions across the entire business. Infinite Electronics now has:
- Dashboards at the executive level in order to provide multi-channel insights that drive top-level decisions for the board of directors.
- Net-new logo targeting via down-stream acquisition strategies that includes a process to measure downstream value by different industries.
- Combined data from multiple sources to increase measurement across all channels for the business.
- Holistic campaign measurements that challenge traditional ROI metrics to drive further growth.
With Anteriad, Infinite Electronics solved its data woes around new customer acquisition, understanding the future value of newly acquired customers, and analyzing customer overlap between brands.
As a result, Infinite Electronics has:
- Reduced time-to-market for ABM campaign activation.
- Analyzed current customers and prospects to understand ROI potential.
- Created new data-driven marketing initiatives targeted to top value customers and prospects.
“We’re seeing tremendous ROI improvements as a result,” Gameroz said.
Infinite Electronics successfully re-allocated their marketing budgets to the channels that had the most business impact. One brand alone earned a 20% increase in revenue from optimizing their marketing spend in this way.
Infinite Electronics also has a better data-driven ABM program, utilizing advanced targeting now available through the database. This improvement in their approach resulted in an 80/1 return on ad spend.
“Anteriad has helped us move away from marketing decisions solely based on ‘tribal knowledge’ and gut instinct to become a data-first marketing organization that we knew we needed to be. In partnership with Anteriad, we have implemented data-driven strategies designed to capture net-new logos, achieve a more holistic view of campaign performance, and create new insight-led processes for informed decision-making.”
—Shaun Gameroz, Director of Marketing at Infinite Electronics
About Infinite Electronics
Infinite Electronics is a leading global supplier of electronic components, serving the urgent product needs of engineers through a family of highly recognized and trusted brands. Based in Irvine, Calif., Infinite Electronics offers a broad range of components, assemblies and wired/wireless connectivity solutions, serving the aerospace/defense, industrial, government, consumer electronics, instrumentation, medical and telecommunications markets. Infinite’s brands include Pasternack, Fairview Microwave, L-com, MilesTek, ShowMeCables, NavePoint, INC Installs, Integra Optics, PolyPhaser, Transtector, KP Performance Antennas, RadioWaves & Aiconics. Infinite Electronics serves a global engineering customer base with deep technical expertise and support, with one of the broadest inventories of products available for immediate shipment.