News & Events

MyBuys Messenger - Winter 2008

An Extension of Your Marketing Department Within MyBuys Client Success Team

Shaun Schooley

The account management team at MyBuys has the exact same overriding goal as its clients do, namely, to maximize client revenue. Since MyBuys is a pay-for-performance service, driving revenue for clients is literally a win-win outcome.

“For us to be successful, our clients have to be successful,” says Shaun Schooley, vice president of Client Success at MyBuys. “So beginning with the initial implementation, and continuing with updates, testing, new features and consulting on best practices, we do everything we can to help clients get the most value possible from our service.”

A Seriously Proactive Partner
Schooley’s background includes more than 20 years of management experience in marketing, with senior positions at such Fortune 500 firms as Amazon, Charles Schwab and Wells Fargo. He brings that experience as a strategic marketer to MyBuys, where he says the account management team functions as an extension of the client’s marketing department. “We work hard to understand each client’s business—how they get customers, how their catalog works, how they merchandise products—and then figure out how they can best use our service to drive revenue,” he says. “That approach makes us much more proactive than the average account management team. When we have new features or ideas on how a client could get better results, we talk to them about it right away.”

As an example, Schooley cites the case of a client who mentioned that his inventory changes more quickly than he can get marketing material developed to promote the new products. So Shaun and the client determined that increasing the frequency of the highly targeted MyBuys-generated emails to better match the inventory changes would drive much better results. “We immediately realized this same situation applied to at least five other clients in other verticals, so we called them and recommended the same strategy,” says Schooley.

Another case where MyBuys has widely applied lessons learned from one client (who’s in designer fashion) is in the area of landing pages for customers arriving from search engines. Instead of arriving from a Google search on a static landing page or a replica of a home page, Shaun’s team has advised clients to create a page where MyBuys dynamically generates content and recommendations. “Even if we don’t know the shopper, the recommendations are relevant based on the search,” says Schooley, “but if we do know them, we can make even more highly personalized recommendations.” Clients using the strategy are already seeing significant increases in their click-through and conversion rates from visitors to the dynamic pages.

Taking Advantage of a Repository of Best Practices
To get the most value from their MyBuys service, Shaun urges clients to make use of the repository of best practices MyBuys has developed from working with so many clients in so many different verticals. “These practices aren’t our opinions, they’re proven formulas for getting results, backed up by hard data from client sites,” he says. “We have data on determining the best possible placements for recommendations on your site, on how to use your site real estate wisely to drive incremental results, on the best email strategy, and so on. It’s a knowledge base that comes from all our experience, and we want to share it because it will help our clients succeed. And when they succeed, we succeed.”