How a Marketing Team Powers Multi-Audience Personalization with emfluence
The Story: One Brand, Many Journeys
At Winnebago, marketing means more than selling RVs; it means nurturing a community. From outdoor enthusiasts exploring their first model to loyal owners planning their next adventure, from dealers coordinating product launches to media partners covering the latest innovation, every audience shares a connection to the Winnebago brand. But each travels a different path.
For the marketing team at Winnebago Outdoors, the largest brand within the broader organization, managing these distinct journeys was both a challenge and an opportunity. They needed technology that could make complexity manageable while enabling them to deliver personalized experiences to every audience more efficiently.
That’s where the emfluence Marketing Platform came in.
The Challenge: Managing Many Journeys with One Team
Winnebago’s marketing team juggled a wide range of communication needs, from nurturing new leads and supporting owners to engaging dealers and distributing product updates. Each audience had its own priorities, cadence, and preferred content.
Without automation, the work required to maintain these programs was time-consuming. The team also needed a way to harness its wealth of customer and product data spanning four vehicle classifications, more than 30 models, and countless attributes such as ownership dates, vehicle types, and membership status to create campaigns that spoke directly to each audience segment.
In short, they needed a way to scale personalization without scaling the team.
The Solution: Simplifying Complexity with emfluence
By adopting the emfluence Marketing Platform, Winnebago Outdoors created a single, connected system to manage communications across audiences, brands, and campaigns.
With automated workflows and easily reusable templates, the team reduced many manual follow-up tasks by building journeys that deliver the right content at the right time, whether it’s onboarding a new owner, reminding a dealer of upcoming promotions, or nurturing prospective buyers. These journeys run automatically once built, freeing the team to focus more time on strategy and creative.
Through data-driven segmentation, the team can build audiences based on detailed ownership and engagement data, tailoring messages by vehicle model, customer history, and behavior. That precision ensures that each email, survey, or newsletter feels personal, relevant, and timely.
And because both B2B and B2C communications now run through the same platform, the marketing team can maintain consistent branding while easily customizing tone and messaging for each audience.
“Our audiences are incredibly diverse — owners, prospects, dealers, media. emfluence gives us one place to manage it all while still tailoring messaging to each group.” – Rich Gillum, Manager of Paid Digital Media & Dealer eCRM
The Impact: A Connected Experience for Every Audience
Today, Winnebago’s marketing team operates with greater efficiency and insight. Many of the team’s previously manual tasks now run through a mix of intelligent automation and streamlined templates. Campaigns that once took days to coordinate can now be launched in a fraction of the time. And by using UTM tracking and integrated reporting, the team can measure what’s working and continually refine their approach.
The result is a marketing program that feels larger than the team behind it, personalized at scale, fueled by data, and powered by a single platform.
By choosing emfluence, the Winnebago Outdoors marketing team turned a complex, multi-audience challenge into a streamlined, data-driven operation that connects every journey back to one shared destination: the Winnebago brand.