A large Media & Advertising company transforms its customer engagement strategy with Nektar’s Revenue Data Automation platform

This large media and communications company operates a diverse portfolio of agencies specialising in digital marketing, advertising, media, and content creation.

The VP Special Projects of this media company plays a strategic role on the Business Systems team, focusing on revenue initiatives and providing the essential tools needed to realise those objectives.

When he connected with Nektar’s team, he was looking for ways to enhance engagement strategies for the new business and client services teams across the company portfolio. His goal was to leverage existing relationships to improve customer experience, and unlock all the revenue potential and upsell/expansion that’s possible. However, most of the customer data was siloed in various systems, going unused and not adding value.

This challenge led him to prioritise building a solid data foundation. He began evaluating Nektar alongside a few other out-of-the-box solutions. While the other solutions offered basic data sync functionalities, he required a more flexible and comprehensive solution that matches their data privacy needs.

“Managing our engagement data was a headache. We had to ensure that every email and meeting was logged correctly in our CRM, all while maintaining the privacy of sensitive information.” – VP Special Projects, a large media company

He teamed up with Nektar to automate the tracking of all customer emails, meetings, and contacts in Salesforce. Remarkably, within just 10 days of signing the agreement, restored all missing engagement data—150,000 emails, 75,000 meetings, 40,000 new contacts, and 5,000 new opportunity contact roles—in their CRM. This hugely impacted their ability to measure engagement metrics, identify strongest relationships and improve team selling motion.

“Nektar was a revelation. It automated the entire data entry process. In just ten days, we had all our data in the CRM, ready to use. This is the best experience we’ve had with any vendor.” – – VP Special Projects, a large media company

During his evaluation of different vendors, he noticed that most tools provided only basic data filtering options, such as blocking specific emails and domains. However, he required more sophisticated filtering capabilities that could selectively mask parts of conversations, such as subject lines and email bodies, particularly for certain executives. This is where Nektar provided crucial support.

“In our evaluation and pilot phase, Nektar stood out because of the platform’s ability to mask sensitive details in our executives’ interactions, while still adding valuable engagement data.” he explained.

Looking ahead, the team will use Nektar’s data transform technology to surface engagement metrics, such as last meeting date and custom engagement score, to reps to drive meaningful actions.