The Challenge

Pyramid had experienced significant growth as a result of their reputation for delivering high-quality services. But as the company grew, they realized they needed to structure their lead management process in order to continue their success. A defined process would also poise the company to better manage their growth by automating processes that had been performed manually in the past.

The company had been using a third-party email provider to deliver marketing messages, but it only provided minimal insights into their prospects’ behavior and could not be automatically integrated with their sales process.

Our Solution

After an initial discovery call with the client, LeadLife began developing a comprehensive lead nurturing campaign. With minimal content available, LeadLife’s team of content curators performed extensive third-party research and interviewed internal stakeholders to create emails and landing pages to move prospects through the buy cycle. Using the dynamic rules function in the LeadLife application, the emails were also customized to come from the prospect’s assigned account owner, adding a personal touch to each message. In correlation with the nurturing campaign, LeadLife developed a lead management process that could easily be integrated into Pyramid’s existing business structure. This included a simple scoring strategy that allowed the sales team to quickly identify any leads that were continuously engaging with their nurturing content. To provide additional context to the lead scores, ratings of Hot, Warm or Cold were also assigned to each lead. This helped the sales reps prioritize their time when following up with prospects. Finally, automated, real-time email alerts were delivered to the assigned sales rep whenever a lead exhibited behavior that indicated buying interest or engagement.

Testimonial

When it came to content for our lead nurturing campaign, we didn’t know where to start. LeadLife’s team was able to make our value proposition come to life – not only did they blend our existing content with third party research, but they also interviewed our internal stakeholders to better understand our business. As a result, we’ve seen our campaign results increase by more than 100 percent.
Nancy Thompson, Pyramid Consulting

Results

The targeted nurturing campaign improved Pyramid’s email marketing results by more than 100%. The automated email alerts boosted efficiency by eliminating the manual task of routing leads to the account owners, and scoring and lead ratings helped the sales team better prioritize their time. The company has seen an increase in the number of scheduled sales appointments as a direct result of their nurturing campaigns.