Amid the COVID-19 pandemic, sales teams across the world had to redefine how to function with no in-person meetings and lots of budget hesitation. While MHS’s sales team adapted to this new normal, their marketing department wanted to put a greater emphasis on lead nurture initiatives to help ease the burden.
MHS’s paid media placements generate about 1,500 leads annually. But rather than just tossing those contacts over the bow to the sales team, the plan was to nurture them into warmer, marketing qualified leads via targeted email campaigns – then, give them to sales.
Koroberi reviewed all lead generating placements in MHS’s trade media plan and categorized them by audience and topics of interest based on the promoted assets. To match the audience segments with relevant solutions, we needed four lead nurture campaigns: robotics, software, distribution and fulfillment, and peak season preparation.
Then, we mapped out each nurture campaign’s path to include three basic kinds of emails:
White paper or case study to establish MHS as an expert on the topic
Product or service capabilities
Brochure or video that highlights MHS’s offerings related to the topic
Plain-text email introducing the recipient to an MHS sales contact
The last email looks like something sent out of Outlook – not a designed marketing send. We included the email signature of the sales contact and a link for recipients to review their calendar availability and schedule a meeting. This final touch served as a formal hand-off to sales to continue the conversation.
With content needs established, we created a suite of email templates that share a cohesive brand look and feel while accommodating the unique content needs in a variety of formats.
We coded into HTML, uploaded to Mailchimp and configured for easy, drag-and-drop use, enabling MHS to create launch-ready emails in under 15 minutes. This kind of speed allows us to add new, relevant emails to their nurture campaigns whenever they’re needed.
The peak season preparation nurture campaign was completed first, with benchmark-busting performance:
The robotics, software and D+F nurture campaigns are more evergreen and continue to perform well as we roll in new email content and incorporate new audiences.