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

Discover our work