Strategy
Fast Moving Buyer MQL Program:
This was a program strategy that I created and tested out across all of our core products prospects. This audience id regularly presented with download play emails in order to keep trial download target attainment high. I was interested in the possibility of creating a fast-moving buyer (FMB), so I architected the strategy below to help raise lead scores quickly and move prospects into sales for a follow-up email and call.
In order to qualify for the program, a prospect must have a lead score between 75 - 149. My goal was to take these prospects and raise their lead score quickly so that they could hit 150 and be considered an MQL that would then be sent into a sales program.
A content-heavy email nurture was created to target these prospects. All content, attributes, and behavior were assigned a point score. We sent out the emails below within a week cadence and tested out for a one month period. All emails CTAs link to a PathFactory track that had a series of 7 curated assets including webinar recordings, white papers, ebooks, datasheets, and eCourses.
Results: 30 day testing period
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5,470 prospects qualify for and were sent into the program
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Open rates 42%
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Click through rate 34%
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0 unsubscribers!
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682 became fast-moving buyers and were sent into the sales program
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2 became closed won deals that month
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Resulting in $484,712 annual sales generated in one month
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MQL Program Emails
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Three emails were made for each pillar of our core product portfolio. These were the three emails in the Network pillar of the Fast Moving Buyer MQL program. They were sent out on a cadence of Day 0, Day 7 and Day 14.
I wrote all email content and created the concept for the image designs. The final results were a collaborative effort with my content team, design team, marketing automation team, and my PMM.
