Industry
Life Sciences
- B2B
MAP
CRM
Goal
5-5-5-90. Segment 5% of leads into 5 research areas, and launch 5 nurture programs in 90 days.
Challenges
1% profiling conversion rate
Over the years, profiling the large legacy database proved to be difficult, averaging a 1% conversion rate per segmentation effort.
Suboptimal lead experience
The messaging and design used to market via Act-On were inconsistent with the brand’s polished web experience.
No time to waste
To meet executive goals, the marketing team needed to profile at least 5% of its database and launch 5 new automated nurture programs in only 90 days. We did it in 72 🙂
Highlights
1 step back, 4 steps forward
Analyzed all lead data and configured Salesforce to enable effective segmentation. Mapped existing content to the buyer’s journey and picked the most compelling assets for each vertical.
Bridging the gap
Designed and developed a series of beautiful Act-On email and landing page templates to elevate the brand and create a consistent lead experience across channels.
Planning and execution
Crafted a strategy outlining key messages, offers, tactics, and automation logic for each research area. Launched 1 profiling program and built 5 nurture campaigns in 72 days.
“I hired Manu to develop several successful nurture tracks within an aggressive timeline. He is one of those people who does what he says he is going to do in the time frame he commits to. He is smart, analytical, fast and responsive, and his work product is spot-on, high quality, and impactful!”
Results
Profiled 8%
of lead database
A single automated email program profiled 8% of the database – an increase of 7% compared to previous efforts.
Segmented 26%
of engaged leads
Successfully segmented 26% of the leads who engaged with the brand. The campaign can be tweaked and repeated to profile non-respondents.
Accelerated growth
by automating nurturing
Built an evergreen automated email program for each of the 5 research areas to nurture newly profiled leads into first-time customers.
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