ALERTENTERPRISE
MULTI-CHANNEL LEAD NURTURE PROGRAM
ALERTENTERPRISE:
MULTI-CHANNEL LEAD NURTURE PROGRAM
Client
Headquartered in the San Francisco Bay Area, AlertEnterprise are a software company specialising in Security Convergence. They are focused on empowering organizations with real-time data insights, so they can do more with less, create engaging employee experiences, increase compliance and reduce risk.
Challenge
AlertEnterpise had a series of upcoming webinars surrounding their flagship solution – Guardian. In order to generate a positive ROI, AlertEnterprise was looking for a bespoke lead nurture program to encompass content distribution and a light touch social and telemarketing follow-up that would nudge prospects through the marketing funnel into SQLs.
TPL Digital was tasked with designing, building, and implementing a comprehensive multi-channel marketing automation program, customising emails and social media messaging to supplement the automation campaign.
Goals
- Drive prospects towards registering and attending webinars organised by AlertEnterprise.
- Successfully nurture webinar attendees towards MQL's &SQL's.
- Effectively increase awareness of Alert Enterprise -Guardian Solution.
THE SOLUTION
Event
Attendee
Drive
For the program to be a success, it was critical that attendees of the webinars were highly targeted and from the correct LOB. Working closely with AlertEnterprise, TPL determined their core target audience and crafted engaging messaging designed to attract and encourage prospects to attend the webinar series.TPL then built a bespoke data-set of target account and decision-makers profiles. TPL then leveraged this data and began inviting prospects. TPL successfully generated a total of 150 attendees.
Email
Automation
Following the successful webinar series, the next phase of the program was to begin drip-feeding engaging and informative content to the prospects. Using an in-house marketing automation platform, TPL built a robust email automation campaign which;
– Exposed prospects to promotional content highlighting product benefits and functionality
– Drove targets towards website and webpages selected and provided by AlertEnterprise.
– Encouraged responses from a prospect with effective messaging
Finally, the custom build and implementation of a Lead Nurture Engine was introduced using a combination of software tools to meet the client’s needs. Continuous monitoring of data allowed TPL Digital to tweak the content distributed to prospects in alignment with the types of collateral achieving the highest engagement. The aforementioned data monitoring was complemented by accurate, up-to-date reporting, ensuring that TPL were able to review campaign progress against pre-determined KPI’s
Multichannel
Follow-up
Emails were not the only tool in TPL’s arsenal. The program’s final phase was to integrate several other direct communication channels to engage prospects and increase the likelihood of generating successful SQL’s, namely, telemarketing and social outreach.
Leveraging the data generated by the marketing automation platform enabled TPL to create personalised and customised follow-up messaging. TPL meticulously tracked open email rates, click through and general prospect engagement levels. Insights like this were invaluable. It would influence the follow-up communication a prospect received and allow TPL to make real-time refinements across the campaign.
Event
Attendeee Drive
For the program to be a success, it was critical that attendees of the webinars were highly targeted and from the correct LOB. Working closely with AlertEnterprise, TPL determined their core target audience and crafted engaging messaging designed to attract and encourage prospects to attend the webinar series.TPL then built a bespoke data-set of target account and decision-makers profiles. TPL then leveraged this data and began inviting prospects. TPL successfully generated a total of 150 attendees.
Email
Automation
Following the successful webinar series, the next phase of the program was to begin drip-feeding engaging and informative content to the prospects. Using an in-house marketing automation platform, TPL built a robust email automation campaign which;
- Exposed prospects to promotional content highlighting product benefits and functionality
- Drove targets towards website and webpages selected and provided by AlertEnterprise.
- Encouraged responses from a prospect with effective messaging
Finally, the custom build and implementation of a Lead Nurture Engine was introduced using a combination of software tools to meet the client’s needs. Continuous monitoring of data allowed TPL Digital to tweak the content distributed to prospects in alignment with the types of collateral achieving the highest engagement. The aforementioned data monitoring was complemented by accurate, up-to-date reporting, ensuring that TPL were able to review campaign progress against pre-determined KPI’s
Multi-Channel
Follow-up
Emails were not the only tool in TPL’s arsenal. The program’s final phase was to integrate several other direct communication channels to engage prospects and increase the likelihood of generating successful SQL’s, namely, telemarketing and social outreach.
Leveraging the data generated by the marketing automation platform enabled TPL to create personalised and customised follow-up messaging. TPL meticulously tracked open email rates, click through and general prospect engagement levels. Insights like this were invaluable. It would influence the follow-up communication a prospect received and allow TPL to make real-time refinements across the campaign.
THE RESULTS
93
SQLs GENERATED
28%
UNIQUE OPEN RATE - 10% HIGHER THAN AVERAGE
9%
CTR - 7% HIGHER THAN AVERAGE
41
NUDGED THROUGH FUNNEL INTO MQLs
“TPL continues to deliver an unparalleled service to connect us to the end user by communicating our value proposition and messaging in unique ways, allowing us to have the level of discussions needed to help our current and future customers thrive in a fast-evolving security landscape.”
Reta Booij – Senior Director, Marketing and Strategic Alliance, AlertEnterprise
English 
French