Nurture Sequence Led to 63 Enterprise Deals in 1 Year

For five years following the acquisition, the social media company operated using the same marketing infrastructure as its parent company. They even shared single instances of Salesforce and Marketo.

Once the companies decided to part ways, both needed to rebuild these vital parts of their businesses from scratch.

The problem was they didn’t have time.

“We were really trying to grow as quickly as possible,” explained Megan, their Director of Marketing. “There wasn’t a lot of structure, from a marketing-operations perspective, so we were tasked with basically building a lead-generation engine from the ground up. It needed to be able to handle a high volume of leads and still be flexible enough to allow us to really get creative with our campaigns.”

Megan’s leadership expected her marketing team to launch big campaigns and crank up media spend to bring in much-needed new revenue.

“But we didn’t have the kind of traditional marketing operations architecture in place to take full advantage of that spend,” Megan explained. “We needed tools to do things like check the ROI of our campaigns, do campaign attribution, and understand our cost-per-lead and cost-per-opportunity.”

As a result, they were spending a sizeable amount of money without visibility into what channels were working well or where leads were coming from.

“This made it impossible for the inbound sales team to work the leads they received in an effective way,” Megan said.

The company needed a sophisticated reporting and analytics framework to manage its performance marketing programs effectively. But building the framework from scratch was going to take time.

In the meantime, the marketing team had an existing source of leads at their disposal: their email list.

Opascope’s first goal was to reactivate as many dormant leads as possible before pursuing new ones.

Initially, Megan’s team found launching a new email nurture campaign intimidating. While the company had nearly a decade of blog posts, case studies, white papers, infographics, and other content to pull from, it lacked an overall strategy for using that content in a focused way. Without knowing what content was the most impactful and without a nurture program, the marketing team’s only option was to send out links to their content in a wide blast.

We helped the team assess the value of their existing content, then created an educational nurture that guided recipients from basic social media topics to more advanced ones.

Opascope’s nurture program resulted in 63 enterprise deals with value in the millions.

The cost of acquiring these opportunities through the nurture program was a fraction of the cost of acquiring them through standard marketing channels.

These are first-year results, and the company has a two-year sales cycle. The remaining opportunities in the funnel generated by these efforts represent millions in the pipeline. Thanks to our nurture, those potential leads didn’t simply languish in a database but became active prospects.

“Opascope was able to design and implement quite a sophisticated lead-generation engine,” Megan explained. “There was nothing in place before they started, and what they built for us is still in place today. At a typical SaaS company of our size, a high-performing marketing unit might contribute about 30% of new business revenue every month. Using the system that Opascope built, our marketing unit contributes 70% or more.  I’ve been in SaaS companies my whole career, and I’ve never seen results that high. It’s proof that all the hard work we did with Opascope was worth it.”