Best Lead Nurturing Program

Finalists for this award know that a sophisticated lead nurturing program utilizes creative workflows and segmentation to deliver measurable results, decisions that matter and actions that are compelling.

Chamberlain College of Nursing Best Lead Nurturing Program (2013)

The goal of Chamberlain College of Nursing’s inquiry nurture program was to deliver the most relevant information to our inquiries throughout the decision lifecycle.  This program does that, by integrating our content strategy with a detailed segmentation strategy that was designed to segment inquiries by inquiry source, degree program, level of engagement and web activity.  Within five months, we implemented four inquiry email programs that send emails from a pool of nearly 80 custom and dynamic HTML templates. This solution also features an appointment handling program and a program focused solely on segmentation.

Read more

Optum Best Lead Nurturing Program (2013)

Less than a year after Optum launched its new accountable care solutions (ACS) product line, the Optum ACS sales team was suffering from bad lead fatigue. Optum’s ACS marketing team, which consisted of marketing operations and marketing communications professionals, knew they needed to gather more information about prospects to pre-qualify them before presenting them to sales. Using Eloqua’s lead nurturing functions, the marketing team launched Optum’s first-ever lead nurture campaign that provided valuable content to prospects who, through their online activity (clickthroughs, completed forms, etc.), demonstrated interest in Optum solutions. In doing so, the marketing team created a content marketing promotional machine that leveraged existing content to engage or re-engage existing contacts. The effects of the campaign were positive and immediate: they generated more and higher quality results than any other Optum ACS campaign, they earned the credibility of the sales team, and they introduced a new element to Optum’s marketing mix that is shifting the batch-and-blast mentality to a more integrated and strategic approach.

Read more

Perceptive Software Best Lead Nurturing Program (2013)

With the universal goal to nurture pre-qualified leads and further build a quality sales pipeline, Perceptive Software marketing restructured and refreshed their Automated Educate Phase Campaign in May 2013. The program, tailored for the Interest stage of the buying cycle, capitalized on strategic improvements including: problem/solution focused messaging, dynamic email and landing page personalization and CRM integration for personal follow-up and lead workflow. Since the launch in May of this year, the program has garnered 143 attributed opportunities and 22 won opportunities for sales, in addition to the $6 million in total attributed pipeline revenue. The Automated Educate Phase Campaign has paved the way for subsequent automated programs for every stage of the sales pipeline.

Read more

Rockwell Automation Best Lead Nurturing Program (2013)

Rockwell Automation has created and launched a Global campaign (running in all 4 Rockwell Automation regions: North America, South America, Latin America and Europe, Middle East and Africa) this year. The campaign, focused on one of its key business areas of Machine Safety, has both Outbound and Inbound component to it as well as an automated multi-,message customer nurture functionality. It is intended to help move existing customers and new prospects through a journey of discovery, consideration and decision with the aim to educate, support and sell Rockwell Automation Safety products, systems and services.

Read more

ADP® Best Lead Nurturing Program (2012)

With significant results in revenue and net new sales opportunities, ADP proves that a well-planned nurturing program that leverages rigorous testing, the use of control groups as well as a phased approach with constant optimization can help turn  unwanted marketing leads into revenue dollars – even within a complex enterprise organization.

Read more

DocuSign Best Lead Nurturing Program (2012)

DocuSign has created a sophisticated automated communications system with Eloqua that maps the buyer’s journey to the sales cycle.  Since implementing in January of this year (2012), we have over 30 nurture programs running simultaneously with a well-orchestrated hierarchy to enable a “market to one” experience for our prospects and customers.  We had the first two dozen programs up and running in the first quarter of implementation enabling us to blow out our Q1 revenue targets and reduce churn significantly.

Read more

FIS Best Lead Nurturing Program (2012)

The goal of our Lead Nurturing process is to build relationships with qualified prospects, with the ultimate goal of earning their business when they are ready to engage, based upon their buying cycle and timeframe to buy. This submission outlines how we have built our Lead Nurture process to segment leads into the appropriate nurture program, based on the prospect’s score and “sales-ready” level. Results to Date: Our Mobile Nurture program exceeded the campaign response goal by 366 percent.

Read more

Herzing University Best Lead Nurturing Program (2012)

We reactivated 59,000 dormant leads in April of 2011 via an Eloqua drip marketing email campaign and ended up with 118 students. The campaign was notable for its automation, taking the burden of following up with these cold leads off of overworked admissions advisors and call center staff.

Read more

Avid Best Lead Nurturing Program (2011)

Avid’s nurture campaign for their flagship Audio editing software, Pro Tools 9, sought to significantly increase email engagement and immediate revenue. The campaign targeted musicians with unique messaging using targeted segmentation. This approach resulted in phenomenal results in both email engagement and ultimately with direct revenue. The campaign also leveraged the integration with Omniture to remarket products to prospects who abandoned products in their shopping cart to further capture revenue.

Read more

GSMA Limited Best Lead Nurturing Program (2011)

The objective of this campaign was to drive incremental revenue growth from pass upgrade of EVP registrants to high value Silver, Gold or Platinum event passes. A multi-channel nurturing campaign consisting of email, SMS, onsite signage and onsite digital messaging was conducted for 6 weeks before and during the event. The campaign realized a 22 to 1 ROI and generated an incremental revenue of €834,406.00 for the event. The GSMA Marketing team is very fortunate to have Eloqua as campaign management system. We are not sure we could have achieved the same result without impacting other campaigns if we were using a system other than Eloqua.

Read more

McAfee Best Lead Nurturing Program (2011)

McAfee’s North American marketing team was looking for ways to help contribute to the company’s year-end sales push. We needed an end of year boost of Marketing Qualified Leads (MQL) that we could send to Sales, so we started looking to our database for ways to generate some. We had over 14,000 leads from 2010 that didn’t score high enough to be sent to sales, and decided that a short quick hit nurturing program was the best way to re-engage these leads.  In less than six weeks we were able to turn 439 stale, unqualified contacts into fresh, qualified leads for Sales year-end push.

Read more

Rally Software Best Lead Nurturing Program (2011)

By aligning sales and marketing, Rally Software has been able to automate, yet maintain the relevance of their communications to prospects and customers. They leveraged Eloqua and their CRM tool to enhance their sales team’s ability to efficiently communicate with and qualify prospects. Rally’s drip track programs have proven to help nurture leads until they are ready to become a true opportunity, leading to greater results for the sales team.

Read more