Three years of one-question-at-a-time, $20 million in won opportunities

In 2019 we launched a progressive profiling nurture for Adenbrook Homes, built to let early-stage buyers share their needs and preferences over time. Three years on, the results are in: over $20 million in won opportunities from profiled leads.

Client: Adenbrook Homes
Industry: Property
Solutions: Marketing Technology
Services: Marketing Automation, CRM, Integrations
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.