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.

1. Lead Nurturing ROI ?
How we doubled our marketing
efficiency with lead nurturing.

2. Why do we nurture leads ?

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. 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. Our education and
promotion contents

6. State before lead nurturing launch:
‣
‣
Recurring campaigns on targets
eBooks, webinars, soft and hard marketing
Lead contact forms
eBooks
Form fill rates

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. 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. Result: 2x more leads fill the web forms
+43% to +126%
conversion rate
on landing pages

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. Recap nurturing benefits
‣
‣
+126% of engagement with our contents
+32% of motivation to get in touch with sales

12. Discover our work