OPTIMIZING FOR SQO

Nurturing leads with email and webinars

June 2022 - March 2023

 

 

 

PROBLEM

Nurturing leads with email marketing is getting increasingly difficult with inboxes being restructured by email service providers to filter out all the promotional messages and an overuse of email marketing in general.

 

When you add in the complexity of having nurture campaigns on different topics, it can be hard to maintain and optimize performance. This was causing a low conversion rate from MQL to SQO.

Hypothesis

Revamping the email nurture to update content, add in personalization, and segment by region and topic will improve the MQL to SQO conversion rate

HOW

 

  1. Worked with the Email Marketing Manager, Marketing Operations, and Demand Generation Managers to restructure the Marketo nurture streams by region (NAM, EMEA, and APAC) to localize content and optimize timing.
  2. Collaborated with Product Marketing Managers and Content Writers to update email content and develop ideas for webinars.
  3. Partnered with Email Marketing Manager and Data Team to create a Domo dashboard to give us more visibility into individual email and nurture stream performance.
  4. Tested dynamic content for industry verticals.

    5.  

RESULTS

2022 VS 2023

12% Increase in SQOs

  1. Improved Click-to-Open rate. 
  2. Improved webinar attendance rate.
  3. Reduced unsubscribe rate.
  4. Increased SQOs by 12% year-over-year.