Turning a Cold Database Into Sales-Ready Leads
Background & Goals
A large database and only one signal for when to call
Vibration Research designs vibration control systems that help manufacturers stress-test their parts. Its customers include large automotive companies, defense contractors, and electronics manufacturers. Looking for more leads generated by marketing, the company asked Marketri for a strategic marketing plan and a Fractional CMO.
Vibration Research had a large database of contacts but no system for nurturing them. Contacts fell into two groups: anyone who hadn't downloaded the company's demo, and anyone who had. A demo download was the one signal for when to call, so sales reached out to everyone who downloaded it, whether or not they were ready to hear from a salesperson.
The Approach
Passing leads to sales only when they're ready
Marketri replaced the single trigger with a more modern approach: share useful content with contacts, track their interest, and hand them to sales when that interest shows they're ready.
Contacts earned points for their activity on the website and for the content they consumed, a practice called lead scoring. A contact who reached 50 points became a marketing-qualified lead, which gave the marketing team a clear goal: help more contacts cross that threshold.
Marketing-qualified leads went to the sales team. Salespeople either claimed them as sales-qualified leads or sent them back to marketing for more nurturing, so no one was called before they were ready.
What Marketri Built
The system behind the campaign
A lead nurturing and qualifying system
A lead scoring program in HubSpot that tracks each contact's interest and alerts the sales team in real time when a contact is ready for follow-up.
Content built around buyers' pain points
A content strategy that addressed what Vibration Research's buyers were struggling with, delivered through blogs, white papers, webinars, and emails.
An automated email workflow
A workflow that sends that content to contacts automatically and re-engaged the company's email database.
Progress tracking
Monitoring of how contacts moved toward sales-readiness, so each campaign could improve on the last.
The Results
Warm leads in six weeks, and a first webinar that drew a crowd
42
new marketing-qualified leads from the first six-week campaign.
Vibration Research had never run a webinar before and wasn't sure anyone would attend. After the first campaign, the company kept the approach Marketri recommended.
11
Of those leads taken on by sales as sales-qualified leads
300+
Attendees at the company's first-ever webinar
150+
Contacts at its second webinar, after it kept the approach
Debbie Andrews and Marketri worked with Vibration Research to effectively nurture cold leads all the way to hot prospects. They developed a content strategy that addressed our buyers' pain points. Marketri also designed an automated workflow and lead scoring program in HubSpot that re-engaged our email database and alerted our sales team in real-time when contacts were ready for follow-up. If you're looking for a marketing partner to help with lead generation, I highly recommend Marketri.
Steve Bossenbroek, Former VP of Finance, Vibration Research
Ready to turn your contact database into pipeline?
Tell a senior Marketri leader about your product, your contact database, and how leads reach your sales team today. After the call, we'll follow up with the constraint standing between you and a result like this, plus one to three next moves.
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