Lead Nurturing: tests and ROI

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How we improve marketing efficiency by 123% with lead nurturing.
We did the test with the exact same content + same audience + with/without nurturing streams.

Published in: Marketing, Business, Technology
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Lead Nurturing: tests and ROI

  1. 1. Lead Nurturing ROI ? How we doubled our marketing efficiency with lead nurturing.
  2. 2. Why do we nurture leads ?
  3. 3. Our «sweet spot» of 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 marketing challenge (on the test zone): Issues : few inbound + leads not paying attention + need for education Solution : content strategy and lead nurturing
  4. 4. 200k people in nurturing Main challenges: Know where leads are in the funnel (scoring) Only push mature leads to sales Provoke the lead-to-sales touch
  5. 5. Our education and promotion contents
  6. 6. State before lead nurturing launch: ‣ ‣ Recurring campaigns on targets eBooks, webinars, soft and hard marketing Lead contact forms eBooks Form fill rates
  7. 7. Test methodology: ‣ ‣ ‣ 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) 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)
  8. 8. Launch of nurturing on eBooks: eBooks put in nurturing ‣ ‣ Cadence every 2 weeks Rule 4-1-1 (4 education contents + 1 soft promotion + 1 hard promotion)
  9. 9. Result: 2x more leads fill the web forms +43% to +126% conversion rate on landing pages
  10. 10. Impact on lead-to-sales touches and unsubscribes +32% of motivation to get in touch with sales Same conversion on UK (no nurturing) Rise of 12% of saturation
  11. 11. Recap nurturing benefits ‣ ‣ +126% of engagement with our contents +32% of motivation to get in touch with sales
  12. 12. Discover our work
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