Using intent signals and targeted messaging to generate engagement and revenue

Campaign background

A leading international organization, specializing in product testing and certification were looking to grow their reach in North America via outreach to a new set of target accounts. An initial ‘blanket’ approach, targeting ‘green field’ accounts with generic messaging was not performing, delivering very low engagement – under 1% of prospects contacted responded – and of those that did engage, only around 1% converted to a qualified lead.

A new approach: SD360™ combined with intent signals and targeted messaging

In order to increase both engagement from prospects and conversion to sales leads, MarketOne proposed using the SD360™ framework to:

Review target segments by mapping accounts against our customer journey segmentation model and using intent signals to identify those more likely to engage
Create 1:1 sales emails with dynamic messaging adapted to different segments, journey stages and industries
Build targeted landing pages adapted to different industry segments
Provide BDRs with tailored calling guides for each key segment

The segments identified focused on those with first-party intent, and included event attendees, lost opportunities and lost customers across industries including industrial machinery and electronics.

Results: increased engagement, conversion to lead and revenue

The transformation was rapid. In the first month after relaunching the campaign, MarketOne delivered twice the number of qualified leads generated in the previous 3 months. The use of first-party data and the fact that contacts were more likely to have heard of the client increased engagement, and that previous engagement ensured that more prospects converted throughout the campaign.

In summary, MarketOne delivered: