TAB
The Challenge
- Improve Engagement: TAB’s marketing team knew they needed to start taking advantage of segmentation, scoring and automated drip campaigns to boost engagement with their prospects.
- Gradually Evolve the Lead Management Process: TAB also realized the need to evolve their lead management process; however, they knew it would need to be a gradual transition. Shutting off the flow of leads to sales would be too disruptive to the existing process.
- Resource Constrained
- Low prospect engagement rates
- Stagnant marketing-to-sales process
Our Solution
LeadLife and TAB worked together to identify a segment of leads that had shown interest in a particular service offering. These leads were identified by their digital behavior –resource downloads and/or pageviews. Any new prospects that exhibited these behaviors would automatically be added to the campaign. Then, using the client’s existing resources, LeadLife’s content creation team developed a lead nurturing series that focused on the service offering the prospects had shown interest. The series consisted of email messages with links to corresponding landing page articles. Each landing page included additional call-to-actions, or links, to further engage prospects and move them along the buying process. When outlining the lead management process, the marketing team knew they could not shut off the flow of leads to sales. But as a proof of concept, LeadLife implemented a simple scoring model to help the sales team prioritize their time and measure effectiveness.
Related Case Study
Pyramid Consulting, Inc.
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.
Testimonial
LeadLife helped us put together a compelling lead nurturing campaign that allowed us to deliver relevant and timely content to a specific segment of our prospects. As a result, we saw engagement rates increase from an average of 2% to over 15%.
Ross Nepean, VP of Marketing, TAB
Results
TAB has seen engagement rates increase from an average of 2% to over 15%. In addition, the scoring model allowed the organization to quickly identify leads that were continuously engaging with their campaign. After experiencing the potential and time management benefits of lead scoring, TAB is integrating email rep alerts into their process in order to alert sales when a lead’s score changes – helping them better prioritize their time.
- Scoring prioritized leads for sales follow-up
- Established automated process for segmenting and nurturing leads
