Lead Generation & Nurturing for a B2B SaaS Platform
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Company
Owl Outsource -
Role
Marketing Manager -
Expertise
Marketing Automation, Lead Generation & CRM Optimization -
Year
2020
Project description
Background
The company had no pre-existing marketing systems in place, with their lead generation and customer acquisition efforts being manual and inconsistent. The company’s goal was to establish itself in the competitive B2B SaaS market, but they lacked a clear roadmap to drive leads into their sales pipeline efficiently. They needed a full-fledged, automated marketing solution that could scale as they grew.
My role was to spearhead the creation of a marketing infrastructure that would automate and streamline these processes.
process
This section outlines each stage of the project.
Laying the Foundation
Given the absence of any marketing infrastructure, I began by setting up the core components for a scalable lead generation strategy:
- CRM Setup: Implemented a CRM tailored to their needs, enabling the team to track, manage, and follow up with leads seamlessly.
- Marketing Automation System: Established an automation system to manage multi-stage lead nurturing flows, reducing the manual workload and ensuring consistency in communication.
- Lead Capture Infrastructure: Created optimized landing pages and forms designed to capture lead information at various stages of interest.
Developing the Lead Nurturing Strategy
With the infrastructure in place, I shifted my focus to creating a robust lead nurturing process:
- Segmentation & Targeting: Segmented leads based on their interactions and readiness to purchase. Created specific customer journeys for different segments, ensuring a personalized approach to nurturing.
- Multi-Channel Engagement: Implemented a multi-channel strategy, utilizing targeted email sequences, social media outreach, and retargeting ads to engage with leads at multiple touchpoints.
- Lead Scoring & Prioritization: Developed a lead scoring system that allowed the sales team to prioritize leads based on their interactions, ensuring that the most engaged prospects were followed up with first.
Execution & Optimization
As the campaigns launched, I focused on real-time optimization and improvements:
- Continuous Testing: Implemented A/B testing across different nurture emails, landing pages, and ad creatives to identify what resonated best with the audience.
- Feedback Loops with Sales: Worked closely with the sales team to gather insights and improve the lead handover process, ensuring that leads transitioned smoothly from marketing to sales.
- Reporting & Analytics: Set up detailed performance dashboards to monitor engagement metrics, allowing for quick adjustments and ensuring the marketing funnel was performing optimally.
Solution
By building the entire marketing ecosystem from scratch, I empowered the startup to generate and nurture leads in an automated and scalable manner:
Automated Nurture Flows
Designed and implemented a series of automated nurture flows that delivered tailored content based on the lead’s position in the funnel, ensuring consistent engagement.
Cross-Channel Approach
Integrated various marketing channels (email, LinkedIn, and retargeting ads) to ensure prospects were engaged at multiple touchpoints, enhancing the lead nurturing process.
Lead Management & Prioritization
Implemented a lead management system that allowed for better organization and prioritization, leading to more efficient sales efforts.
Results
Increase in Lead Conversion
Within the first few months, the startup saw an increase in qualified leads progressing through the sales funnel due to the improved nurturing process.
Boost in Efficiency
The automation setup reduced manual follow-up efforts, allowing the marketing team to focus on strategic growth initiatives.
Scalable Marketing Infrastructure
By improving the onboarding flow and utilizing personalized content, the app’s trading volume and frequency increased , with users engaging more consistently with the platform’s features and promotions.
Uncover The Full Story
Due to the confidential nature of these projects, I can’t share all the details. But I’d love to give you a complete picture. Reach out for a full case study.