Three years of one-question-at-a-time, $20 million in won opportunities
- Client
- Adenbrook Homes
- Industry
- Property
- Solutions
- Marketing Technology
- Region
- Australia
Won opportunities from profiled leads
Over $20M
Click to profile rate
62%
Emails delivered between April 2019 and March 2022
144,550
The challenge
Customers early in their research journey rarely volunteer everything at once, and asking for it all up front kills conversion. After a series of customer experience workshops in 2019, the objective was set: capture rich product and intent data progressively, keep leads engaged throughout, and prove the return on investment through a complex Salesforce integration.
Our solution
The nurture sequence prompted new and existing leads to provide one data point at a time, never asking for anything Pardot already knew, keeping profiling easy and engagement high across the series. The captured preferences then personalised communications at scale: excluding land owners from display home promotions, segmenting by buyer type, and recommending home designs matched to popular preferences.
Lead scoring watched website behaviour alongside the profiling data to determine when a lead was ready for sales, notifying the lead owner with full context on what the prospect wanted, and integration with the opportunity stage made sales attribution, and therefore ROI, directly reportable.
The results
Between April 2019 and March 2022 the nurture delivered 144,550 emails at a 62% click to profile rate, and profiled leads have gone on to more than $20 million in won opportunities: a personalised nurture that pays for itself many times over.
From the team
To keep conversion high throughout the nurture series we used progressive profiling to collect one data point at a time without asking leads to provide data that was already known in Pardot. This made it easy for leads to profile themselves whilst keeping them engaged throughout the nurture series.
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