Strategies & Tactics: Nurture Leads That Are Not Yet Ready To Buy
A Case Study in Lead Nurturing
The Client
- A language learning service.
- Specialized in Business English.
- Working in a highly demanding market.
The Challenge
- Many top-of-the-funnel prospects expressed interest.
- However, few leads were ready to convert.
The Solution
- Macro created a lead nurturing campaign with a series of emails.
- Emails engaged and encouraged known qualified leads to become sales qualified leads (SQLs).
The Results
- Achieved 20% increase in SQLs.
- 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.
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 generated more conversions.
Macro Helped With:
- Build the relevant content in the relevant sequence.
- Repurpose content for emails with strong call to actions.
- Redesign email templates to be more engaging.
- Nurture qualified leads to become sales ready.
Results
20% more SQLs:
- More engaged emails.
- Better content.
- Faster handover to sales.
7% more closed won opportunities:
- Better leads, better opportunities.
- Leads become ready to buy.
- Quick follow-ups.
How We Work
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