CrucialPoint + Pella
How Pella Unified Its Marketing Engine by Mapping a 360 view into the Customer Lifecycle with B2C and B2B Cross-Channel Execution and Segmentation
Over three years, Pella partnered with our team to transform fragmented lifecycle efforts into a unified, revenue-driving system across both consumer and commercial audiences — all without adding internal headcount.
Website
https://www.pella.com/
Services
Email Marketing
SMS Marketing
Marketing Strategy
Lifecycle Marketing
CRM Strategy & Implementation
Techonology
Oracle
Eloqua
Attentive
THE ISSUES
Pella’s Challenges:
Disjointed journeys. Untapped segments. Underutilized tools.
Pella was using Eloqua across internal teams and contractors — but lacked lifecycle clarity, effective segmentation, and channel integration. Execution was slow, and the customer experience was inconsistent. When Pella first approached us, their marketing operations were siloed, their customer journeys undefined, and their email performance flat. What began as a strategic audit quickly evolved into a multi-year partnership spanning B2C and B2B execution.
THE SOLUTIONS
The Partnership
Together, we mapped a full 360° customer lifecycle, introduced high-converting welcome flows, launched SMS as a net-new revenue channel, and brought order to a complex Eloqua environment. By tightening segmentation, streamlining campaign workflows, and introducing scalable drag-and-drop templates, we helped Pella turn their marketing engine into a predictable, high-output system — even as their internal resources shrank.
Defined the Lifecycle and Rebuilt the Strategy
We began by mapping the full customer lifecycle from acquisition through reactivation. This included redefining key journey stages for both B2C and B2B sides of the business. For each stage, we outlined content opportunities, campaign ideas, and email strategies. The goal was to help Pella see their customers with clarity and organize marketing efforts around behavior and intent.
Audited Eloqua and Solved Platform Complexity
Pella’s Eloqua environment was heavily customized and used by internal teams, contractors, and sales partners. We conducted a full audit to understand how the data flowed, what segments were live, and which contacts should or should not be targeted. We cleaned up lists, removed risk areas, and implemented rules to ensure compliant, accurate, and relevant outreach.
Rebuilt the Welcome Series to Drive Early Wins
Their original welcome flow had two emails and missed high-value segments. We added a third email for homeowners that delivered timely product education and stronger calls to action. This new segment and message became one of the highest-performing sequences in their system and helped convert more early-stage leads into revenue.
Took Over Campaign Planning and Execution
With internal team turnover, we stepped in to manage planning and execution. This included building a monthly content calendar, syncing with product and social teams, and ensuring all promotions had proper inventory checks and cross-functional alignment. This gave Pella a reliable campaign process without adding internal headcount.
Introduced Smart Segmentation to Replace Batch Sends
We built new segments based on product interest and behavioral signals. For example, we separated customers focused on outdoor patio products from those researching energy-efficient windows. This allowed us to tailor messaging and offers, resulting in stronger engagement, fewer unsubscribes, and nearly the same revenue as broader campaigns but with half the audience size.
Launched and Scaled SMS as a New Revenue Channel
We built and managed the SMS channel for Pella’s B2C business. Over time, SMS had a huge impact on monthly revenue. We used this channel to support promos, limited-time offers, and reminders, creating a direct and profitable line of communication with their highest-intent customers.
Expanded to B2B with Trade Show and Event Nurtures
Pella brought us into their B2B business to replicate the structure we built for B2C. We created nurture campaigns for leads captured at trade shows like IBS and set up email flows to re-engage attendees after events. Although some campaigns were still in testing, they delivered important learnings and laid the foundation for future automation and growth.
Built a Drag-and-Drop Template System to Scale Campaigns
To solve their campaign bottlenecks, we began developing a fully modular template system inside Eloqua. This system allowed beginner users to build beautiful, functional emails using pre-approved blocks. We’re currently helping rebuild one of their most complex legacy B2B campaigns using this system. The goal is to create reusable templates that scale without needing a developer or advanced HTML knowledge.
The Impact
Built a complete 360° lifecycle view & strategy
Created segmentation that improved engagement and reduced unsubscribes
Turned email into a consistent revenue stream across B2C & B2B
Increased monthly lifecycle attributed revenue by 10% through SMS
Enabled faster, self-service email creation with modular templates
Gave Pella a reliable campaign system without growing their team
Our collaboration with Pella proves that when creativity, analytics, and timing converge, extraordinary results follow.
Working with them never felt like outsourcing.
They operated like an embedded part of our team
— proactive, organized, and always aligned with our
goals. They helped us manage everything from
segmentation to campaign builds to full cross-channel planning. Even with a lean internal team, we were able
to move faster and get better results. They earned our
trust by making complex systems feel simple and by
always doing what they said they would do. It’s rare
to find a partner like that.
Jenna B.
Marketing Automation Specialist
Pella Windows & Doors
What’s Next?
We continue to support Pella as they evolve their marketing operations. Our current focus is building tools and systems that make campaign execution faster, easier, and more effective — across both consumer and commercial channels.
From dynamic templates to platform optimization, we’re helping Pella turn complexity into clarity and strategy into results.
Our Work
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