Lead Nurturing

  • Winning Category: Lead Nurturing
  • Campaign: In-House Multi-Channel Interest Based Nurture
  • Client: Marketo

The goal of the campaign was to engage more people with Marketo content to convert them to qualified sales leads.

The challenge for the Marketo team was converting leads into sales-qualified and ready leads. To do this, marketers needed to engage leads and nurture them. Marketo implemented an interest-based nurture campaign that based on people’s activity, would nurture them under specific topics such as social marketing, email marketing, and marketing automation.

Marketo used its own marketing automation solutions to track people’s behaviors across multiple channels, and were able to capture their activity whether they referred someone on social, clicked on a PPC term, or clicked through on an email. When that behavior occurred, Marketo was able to automatically populate a field that would then begin nurturing prospects based on their interests.

For example, if someone searched for social marketing and clicked through on a Marketo ad, they would automatically be placed in a social marketing nurture track. If they then went to an email marketing event a month later, they would automatically move to the email marketing nurture track.

Marketo compared its interest-based nurtures to its regular nurtures by role, starting by only looking at content pieces that had deliveries of more than 500 in the past two months, so that they would have enough data to look at. Marketers then looked at how many content pieces they could compare between the interest-based track and regular nurtures.

The content piece tied to the campaign was Marketo’s “Definitive Guide to Social Marketing.” The team looked at three email marketing metrics to compare the performance:

The Definitive Guide to Social Marketing in Marketo’s regular communication tracks had an open rate of 21.7 percent, a clicked-to-open ratio of 23.4 percent and a ‘percent clicked’ of 5.1 percent. The same piece of content in the interest-based track had a 35 percent open rate, a 37.1 percent clicked-to-open ratio and a 12.6 percent click rate. The interest-based track had higher numbers on an absolute level across all three email marketing metrics.

“The Definitive Guide to Social Marketing” content piece tied to the campaign saw a 56.68% increase in open rates and a 147% increase in click through rates.

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