Maximising Lead Generation Through Email Trigger Campaigns: Uncovering the Perfect Timing

In our previous blog we discussed the tradeoff between outsourcing and retaining B2B marketing operations internally. In this blog we will share how our strategically planned demand generation programs comprising trigger-based email marketing contributed to the success of one of the IoT based Surveillance solution providers by ensuring the steady influx of leads during pandemic time.  

Introduction: 

The IoT solution provider aimed to tap into FMCG and Pharma companies as they were the only industries operational during lockdown, and which was a unique opportunity for this IoT solution provider as well. With in-person sales efforts limited by lockdown restrictions, the company turned to digital marketing, specifically trigger-based email campaigns, to engage potential customers and convert them into qualified leads.

Identifying the Target Audience: 

Extensive market research and data analysis were conducted to identify ICP(Ideal Customer Profile). This helped in understanding the challenges and pain points of industry at that point of time , enabling us to tailor the marketing efforts accordingly.

Building an Email List: 

We utilised various channels such as LinkedIn, industry events, and association directories to build a high-quality email list. Identifying the Right Party Contact (RPC) was a bit tricky as every other organisation has a distributed system of decision making which needed inputs and feedback from different departments.

Segmentation and Personalization: 

Segmenting the email list based on titles, industry, company size, and multi plant location allowed for personalized email campaigns. Personalization addressed specific pain points and challenges faced by each recipient, resulting in higher open and conversion rates.

Contextual Messaging:

We developed content tailored to address pandemic-related challenges faced by businesses. Insights, case studies, and success stories highlighted how their solutions could help overcome supply chain disruptions, facility management, and employee safety concerns.

Drip Campaigns: 

We launched drip email campaigns a series of 7 emails depending upon the specific customer actions or events. For example, when a lead downloaded a virtual tour, they received a follow-up email showcasing how the IoT solution addressed the common challenges faced by their counterparts from the same industry. This approach significantly increased engagement and conversion rates.

Offering Free Consultations and Trials: 

To build trust and entice potential customers, the IoT provider offered free consultations and trials of their solutions. These offers were strategically included within the email campaigns, encouraging leads to take action and experience the benefits firsthand.

Continuous Monitoring and Optimization: 

We closely monitored campaign performance, tracking open rates, click-through rates, and conversion rates. This data provided valuable insights and allowed for data-driven optimizations to improve future campaigns.

Results and Conclusion:

We successfully generated high-value leads from FMCG and Pharma industries during the pandemic which resulted in expanded customer base and market positioning for future growth.

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