Digital strategy, Marketing Automation
More sales-ready leads thanks to a new marketing strategy and a well-thought-out campaign.
With some sporadic and limited social media marketing strategy in place, community building and lead generation had to be improved.
This lack of direction coupled with no structured integrated digital marketing strategy saw only 1 in 5 sales-ready leads converting to sales. Exigent challenged Youwe to generate new leads and nurture these leads to pass over to sales.
Our campaign approach was to plan and promote a series of webinars and downloadable white papers across a variety of digital marketing channels, including; email marketing, social media marketing, social selling via Exigent’s employees, and website pop-ups.
To support this, our experts built a process across sales and marketing using marketing automation—to help Exigent allocate leads and recycle leads back into the funnel.
The webinar series achieved 589 webinar registrants across four webinars and 243 downloads of their thought leadership paper.
This success was fuelled by over 100,000 impressions and 564 engagements on social media, both organically and through the employee advocacy program.
A five-step email nurture program delivered 190 clicks and achieved an above-average click through rate of 2.5%—giving Exigent a total received 263 sales-ready leads.