Case Studies | Joe Himinkool

Case Studies

Big wins start small.

Email Nurtures

Shifting strategy from SMB to Enterprise companies.

Challenge

The pre-existing nurture program targeted at SMB companies. Tasked with hitting $100M in annual marketing pipeline, the nurture program needed to be overhauled in order to align with ambitious revenue targets and efficiently move prospects through the marketing funnel.

Solution

The program was expanded from 4 to 16 weeks. Audience personas were defined and fleshed out to address the multiple stakeholders involved in closing a deal at Enterprise companies. Extending the program provided an effective medium to reach prospects at all stages of the buying cycle. In addition to revamping the content to address enterprise pain points, the layout was redesigned to optimize engagement.

Result

Email engagement increased by 47% and the program drove 141% of annual MQL goals. The program nurtured 22,000+ prospects over the span of 2 years.

Website Conversion

Increasing product trial sign-ups.

+ 7%

Increase in conversion rate.

Challenge

The primary call to action (CTA) on the website drove product trial sign-ups. The existing trial sign-up page had a high bounce rate and a poor conversion rate. Trial activation rates were also low.

+ 35%

Increase in trial activation rate.

Solution

The sign-up page was redesigned from the ground up. The updated page highlighted 3 core benefits of the product and that payment information was not required to start a trial. Unnecessary fields were removed from the form to simplify the registration process.

- 15%

Decrease in bounce rate.

Result

Conversion rates increased by 7% and trial activation rate increased by 35%.

Content Syndication

Expanding reach while reducing cost per MQL.

$57

Challenge

Content syndication was an underutilized channel with minimal marketing investment allocated to it. There was an opportunity to acquire high quality, on-target leads at a low CPL for the Sales and BDR teams.

Average cost per on-target lead.

+ 33%

Increase in monthly average MQLs.

Solution

In partnership with Sales, pilot programs were launched across 6 vendors. Every 2 weeks, Sales provided feedback on lead quality – including companies and job titles. This critical partnership with Sales drove program optimization, higher lead engagement, and lowered the cost per MQL.

- 21%

Decrease in cost per MQL.

Result

Content syndication produced a 33% increase in average monthly MQLs. The average cost per on-target lead was among the lowest across all demand generation channels at $57.