Calix Marketing Cloud Adds Acquisition and Revenue Maximization Insights

Calix (NYSE:CALX) announced new innovations for its platform Calix Marketing Cloud which now lets users to illuminate opportunities for business growth through various insights.

As quoted in the press release:

With newly acquired subscriber profiles to learn from, including a projection of their maximum revenue potential, CMC allows service providers to more accurately plan their approach to engage new subscribers. More importantly, service providers can now easily discover and reach the most ideal prospects based on existing subscriber insights. In turn, this focused, data-driven approach drastically reduces overall subscriber acquisition costs while opening up new revenue streams.

“Since we first implemented Calix Marketing Cloud, we have seen a tremendous response from our subscriber base and a 23 percent increase in revenue,” said Candy Riem, vice president of marketing at Midwest Energy & Communications. “We can now use insights from our network to make more informed decisions, which improves both the subscriber experience and our business results. We’re excited to use the new acquisition capabilities in CMC to push the boundaries of what is possible and drive new levels of success for MEC.”

With the latest enhancements to Calix Marketing Cloud, service providers can take a new approach to growing their subscriber base. Service providers can:

• Discover trends in newly added subscribers to evaluate current acquisition strategy
• Identify maximum revenue potential per subscriber
• Segment prospects based on existing subscriber intelligence
• Visualize opportunities on attainable bandwidth heatmap

In addition, new revenue insights within CMC give service provider marketers a financial point of view to make better informed upsell, retention, and acquisition decisions. Clearly highlighting gaps in current and potential revenue gives service providers the unprecedented ability to address some of the most common business challenges, like calculating marketing ROI and justifying investment in marketing activities.

“We are very excited about these two additions to Calix Marketing Cloud as they meet two important customer goals, acquiring new subscribers and growing existing revenue. The first innovation in CMC allows marketers to better address the most expensive and difficult part of their role – acquisition. CMC provides the power of acquisition insights to every marketer, when and where they need it, transforming a very complicated task into one filled with insights and opportunities,” said Shane Eleniak, Calix senior vice president of platforms. “The second provides real-time insight into the opportunity gap between actual revenue per subscriber and the revenue that each could be generating if they bought all services at the top tier. That revenue opportunity gap is the highest ROI opportunity for marketing as it is a lot easier to upsell than acquire and every dollar of upsell is a dollar of pure profit. CMC allows customers to clearly see that profit opportunity. We are proud of the impact that Calix Cloud is having on our customers, and these latest innovations within Calix Marketing Cloud are another big step forward in enabling our customers to open new markets and grow ARPU.”

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