Helping a Research Firm Identify, Nurture, and Convert Leads
Challenges
Nurturing leads to increase conversion
TribalVision’s client provides premium market research and intelligence reports to Fortune 1,000 companies. To capture leads, they offer free, abridged versions of their reports with a goal of converting those free downloads into full report purchases which have an average cost of ~$5K per report. The client engaged TribalVision to serve as their outsourced marketing resource, tasked with determining how to better convert those free report sample leads into full purchases.
Approach
Strengthen qualification, segmentation and automation to close deals
Prior to the engagement, the client had specific goals that needed to be achieved with our help. With those goals in mind, TribalVision focused their efforts in the following areas:
- Leveraging a variety of marketing automation campaigns to increase the conversion rate of free sample leads to closed deals.
- Audit and strengthen the client’s lead conversion marketing assets, tactics, tools, and analytics.
- Use lead scoring to build an MQL/SQL/PQL system that customizes messaging and marketing channels to convert the highest-quality leads.