Lead Nurturing
Case Study
How We Help Nurture Leads That Are Not Yet Ready To Buy
The client
A Business English language learning service in a highly demanding market.
The challenge
Although many prospects were interested, few were ready to buy.
The solution
Macro created a lead nurturing campaign with a series of emails that engaged and encouraged known qualified leads to become sales qualified leads (SQLs).
The results
Achieved 20% increase in SQLs and 7% rise in won opportunities.
Background
While the client had strong services, great web content, and an existing sales process, they were not generating enough prospects through email as a channel. Many leads were qualified, but not ready to buy yet. As well, prospects were not interacting with the engaging content available on the website. The client came to Macro to build a nurture campaign that would engage these qualified leads by leveraging their existing website content.
Why Lead Nurturing?
Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. (Forrester Research)
65% of B2B buyers only engage with a vendor sales rep after they’ve already made a purchase decision
87% of marketers use email campaigns to nurture their audiences. (Content Marketing Institute, 2019)
Solutions
Engaging Nurture Campaigns
Macro transformed existing quality website content into several email nurture campaigns sequences. Only qualified prospects who matched the buying persona were selected. Records included also leads that did not previously engage with marketing.
Lead Generation
Using Salesforce,Macro identified the contacts that engaged with the nurture sequence, allowing new MQLs to be followed up by sales.
Modern Email Design
Macro improved the email design, mobile responsiveness, color scheme and call to action buttons; the foundation for more aesthetically pleasing emails that generate d more conversions.
Macro helped with:
- Build the relevant content in the relevant sequence.
- Re purpose content for emails with strong call to actions.
- Re design email templates to be more engaging.
- Nurture qualified leads to become sales ready
Results
Macro improved the email design, mobile responsiveness, color scheme and call to action buttons; the foundation for more aesthetically pleasing emails that generate d more conversions.
How We Work
Managed Services
Use an extra hand or brain. Depending on your needs, our specialists dedicate their time on an ongoing basis to support your marketing objectives and campaigns.
Agile Project Sprints
Achieve your objectives on time with the right expertise. Depending on the project scope and timeline our specialists can support you to speed up initiatives
