Prospect Nurture Industry Case Study
Overview: A global multimedia corporation recognized the
potential to sell new products to identified prospects. Those
identified prospects had previously expressed interest or responded to
a prior campaign. Their goal was to increase the opportunity pipeline
using continual quarterly touches, each increasingly more relevant, by
implementing a Nurture platform and architecture.
Challenge:
- One key goal was to position themselves as a trusted source/advisor, and not hard sell their prospects.
- The prospects represent several different vertical markets.
- In the past, the lack of a lead qualification process mismatched sales efforts to prospect’s level of interest.
Solution: The Nurture platform delivered personalized and
vertically relevant newsletters, designed to nurture the prospect
through the marketing pipeline until they were ‘ready to buy’. Each
article in the newsletter directed the recipient to their personalized
website. Each landing page delivered information and articles relevant
to their vertical, detailing the company, products, services, and
industry news. Each link and action within the website was tracked so
that at the time the prospect indicated they were ready to buy, sales
would initiate contact.
Highlights:
- Vertical segmentation allowed for relevancy in both the message and the offer to these prospects.
- With new insights gained from tracking activity on each
individual landing page, subsequent newsletter issues become
increasingly more relevant.
- As this program continues, the sales channel is more
confident and more effective with the leads because their prospects are
ready to buy.
Results:
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Additional Case Studies:
Lead Generation Industry Study
Cross Sell Industry Study
Event Marketing Industry Study
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