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Overview
Parker Products , a trusted name in food ingredient manufacturing since 1926, creates custom coatings and toppings for the food and beverage industry. With nearly a century of innovation—including the invention of the original Drumstick® ice cream cone—Parker Products relies on its marketing team to maintain strong relationships with clients through personalized, strategic communication.
The Challenge
As part of a broader digital transformation, Parker Products aimed to increase outbound marketing activity and evolve their marketing strategy. However, the team faced multiple roadblocks:
• Difficulty balancing marketing execution with staying current on industry best practices.
• Extremely high email bounce rates (as high as 80%) with unclear causes.
• Overcommunication with customers due to mass email campaigns that lacked personalization.
Marketing Director Whitney Beem recognized the need for smarter segmentation, better sales enablement, and a data-driven approach to marketing.
The Solution
While exploring Click’s Learning Academy - a robust library of on-demand video guides and marketing education - Whitney discovered that Click also offered hands-on Marketing Services. She reached out to her Success Manager to learn more and was quickly introduced to the Marketing Services team. That introduction marked the beginning of a high-impact collaboration that would ultimately elevate Parker Products’ marketing strategy.
Working closely with the Click team, Parker Products began by addressing one of their most pressing challenges: the lack of visibility into campaign and customer data. Together, they developed customized dashboards for each of the company’s 12 sales representatives. These dashboards delivered real-time insights into customer engagement, campaign performance, unsubscribe behavior, bounce rates, and included indicators of negative sentiment.
One particularly significant breakthrough came when the team diagnosed and resolved a critical DNS issue, which had been the primary cause of Parker’s unusually high bounce rates. With the issue corrected, deliverability dramatically improved, restoring confidence in their email infrastructure.
Another core focus was improving sales enablement. By integrating lead scoring into the dashboard system, Parker Products was able to assign value to leads and contacts based on interaction levels, allowing the sales team to prioritize follow-ups more effectively. This data-driven approach ensured that reps could focus their efforts where the opportunities were strongest.
The partnership also helped transform how Parker Products engaged their customers. Moving away from a “batch and blast” model, the Marketing Services team guided Whitney and her team in crafting personalized nurture workflows. These workflows were designed to send timely, relevant messages tailored to specific customer interests, replacing generic email campaigns with highly targeted communications that drove measurable engagement.
Whitney noted how the support from Click’s Marketing Services helped her team adopt new strategies that would have otherwise been difficult to implement alone. “It can be difficult to adopt best practices or carve out time for learning,” she said, “but the Click team made it manageable and impactful.”
The Results
Through hands-on support and the strategic application of Click’s tools, Parker Products achieved:
• 90% engagement rate with automated follow-up emails
• Improved deliverability and reduced bounce rates through DNS resolution and clean data practices
• Empowered sales teams with dynamic dashboards embedded in Microsoft Dynamics 365
• A proactive, automated strategy, replacing reactive, manual workflows
Looking ahead, Whitney and the Click Marketing Services team plan to implement ongoing data health checks and annual analytics reviews to ensure Parker Products continues to deliver highly personalized, data-driven marketing experiences.
“Leveraging Click's marketing services enabled Parker Products to implement best practices and maximize our marketing potential. This support was crucial in overcoming our initial challenges and achieving significant improvements in our marketing outcomes.”
Whitney Beem, Marketing Director, Parker Products
