lead nurturing: tests and roi
Post on 13-May-2015
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Lead Nurturing ROI ?
How we doubled our marketing efficiency with lead nurturing.
Why do we nurture leads ?
CEO/GM + VP of Sales + CMO + sales reps in high-tech (software, IT services)
40k names in France (test zone), 200k in Europe
Our «sweet spot» of leads:
Issues : few inbound + leads not paying attention + need for education
Solution : content strategy and lead nurturing
Our marketing challenge (on the test zone):
Know where leads are in the funnel (scoring)
Only push mature leads to sales
Provoke the lead-to-sales touch
200k people in nurturing
Main challenges:
Our education and promotion contents
‣ Recurring campaigns on targets
‣ eBooks, webinars, soft and hard marketing
State before lead nurturing launch:
eBooks
Lead contact forms Form fill rates
‣ Exact same contents before/after (emails, landing pages)
‣ Each new French lead goes to the nurturing stream
‣ No activation of nurturing on UK targets (for comparison)
Test methodology:
What do we measure with form conversion rates ?
Wish to get in touch with sales
Engagement with educational contents and the brand
Marketing saturation (unsub)
‣ Cadence every 2 weeks
‣ Rule 4-1-1 (4 education contents + 1 soft promotion + 1 hard promotion)
Launch of nurturing on eBooks:
eBooks put in nurturing
+43% to +126% conversion rate on landing pages
Result: 2x more leads fill the web forms
+32% of motivation to get in touch with sales
Same conversion on UK (no nurturing)Rise of 12% of saturation
Impact on lead-to-sales touches and unsubscribes
Recap nurturing benefits
‣ +126% of engagement with our contents
‣ +32% of motivation to get in touch with sales
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