Founded in 1990 by John Ace and Barry Me, ACME is an Canadian multi-national software company that specialises in business related products. These include advanced productivity, data and strategy tools.
"At the moment, we ask people to marry us on the first date!"
The ACME team were in a position where they didn't have any inbound lead nurture pathways being used to nurture leads if they were not ready to buy. This meant that there was too much selling and not enough educating taking place, which was an issue as they lost leads if they were not ready to sign up immediately.
In addition, the way that the online platform was set up meant that there was no way for ACME to identify or segment leads and contacts, let alone have specific tailored pathways for certain sized companies.
A more structured lead nurturing process
Firstly, ACME wanted a more comprehensive lead nurturing strategy which enabled them to educate prospects with helpful and educational content. The organisation required automated, content-based education pathways which could be scaled based on the size of the organisation involved.
Better customer knowledge of products
Secondly, AMCE realised that they needed to do more to educate their audience on the ACME platform. This included anything from; how to set up the tool to start producing ads, through to, what the interface looked like, as well as what support a contact would receive from a ACME Account Manager. ACME had a wealth of content behind the scenes that had already been created, but it wasn’t being utilised by their prospects when they needed it the most.
Efficient and effective content distribution
Lastly, ACME had a huge repository of high-quality content, but needed guidance and support on the best way to use and structure that content for an Inbound Marketing campaign. They wanted recommendations on which content assets would resonate most effectively with their target audience and how best to share that content using automation to help drive prospects through their buying journey.
Pieces of content reviewed
Lead nurture pathways created
lead nurture emails created
Main business goals identified
Best practice recommendations
ACME discussed their typical lead nurture structure with The B2B Marketing Lab and how they would normally engage with potential prospects. Having understood ACME’s lead nurture strategy, The B2B Marketing Lab recommended building 10 lead nurture pathways to allow for the progressive nurturing of leads, as well as a single pathway for high-value lead opportunities.
In-depth buyer persona analysis
The B2B Marketing Lab team met with the UK ACME team to analyse their target audience and buyer personas across different verticals. The B2B Marketing Lab team then familiarised themselves with the business challenges and goals of ACME’s ideal customers, as this would allow them to provide provide best practice suggestions and build a comprehensive lead nurture campaign.
Content review, segmentation and application
The B2B Marketing Lab team carefully reviewed over 300 pieces of content from ACME’s content repository, selecting each piece based on relevancy to the target buyer personas and it's educational value. The B2B Marketing Lab team then identified the best content items and aligned them with the individual stages in the buyer’s journey with the aim of building structured lead nurture pathways to nurture contacts from initial visitor to sales ready lead.
Comprehensive lead nurture pathways
The B2B Marketing Lab team developed a series of nurture pathways in line with ACME's requirements, each pathway including a series of targeted, high-quality content assets designed to nurture those leads into customers. Following the finalisation of each lead nurture pathway, The B2B Marketing Lab built a series of lead nurture emails which would be sent to ACME's potential leads once a specific action is fulfilled.
By working with The B2B Marketing Lab, the ACME team had access to specialist Inbound Marketing knowledge and experience. The B2B Marketing Lab's knowledge of Inbound enabled ACME to restructure its lead nurturing strategy in line with best practices.
ACME now has a high-quality and comprehensive lead nurture strategy; including detailed pathways with relevant content aligned to specific buyer personas and business challenges. ACME now has the means to attract, engage and retain leads at every stage of the sales funnel.
Following The B2B Marketing Lab's best practice recommendations and construction of lead nurture emails, the ACME team now has the ability to progressively nurture its leads at every stage of the sales funnel - and a thorough understanding of Inbound email practices.
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