Case Study

Challenges

• Client introduced new online

information product to aid those

in oil and gas exploration

• Contacts in database either

newly acquired or ill-defined, but

assumed to have buying authority

and / or have influence on the

buying decision

Tactics

• Designed 5-touch awareness

and nurture program utilizing

multimedia resources to allow

contacts to explore product

features and benefits

• Early messages utilized

corporate branding, with more

direct product branding in later

messages

• Progressive profiling used to

isolate key buyers

– Campaign solicited job role

feeding logic ensure proper

follow-up communication

Results 27% Average open rate, and average 52% click rate

66% Conversion to form submission for gated resources, 40% of those with buyer profiles also requested to be contacted

1% opt out

• Each email offered multiple CTAs, and a variety of resources designed to attract all job roles

Lead GenerationClient is a world leading provider of information solutions for professionals with heritage of

information solutions that stretch back to the 19th century. It helps scientists make new

discoveries, lawyers win cases, doctors save lives, corporations build commercial relationships,

insurance companies assess risk, and government and financial institutions detect fraud.

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