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How Proliance tripled their SQLs | Efficient Lead Handover Strategy

Thalox
Jan 4, 2024

Proliance uses Thalox Engagement Score for enhancing lead handover strategy

Proliance's Goal

Targeted messaging

Informing customers about GDPR solutions presents unique challenges.

GDPR, with its intricate regulations, can be overwhelming for businesses seeking compliance.

Customers' knowledge of data protection varies widely, necessitating a delicate balance between technical details and non-technical explanations. The GDPR landscape is dynamic, evolving with legal changes and best practices. Companies must keep customers updated on these shifts.

 

Clean up and structure disorganized database

Lead handover with a happy worker“Are we marketing to the best possible contacts in the database?” "Are we prepared to run automated and targeted campaigns?" As many marketers, Céline too wants to make sure that the marketing efforts around email marketing are paying off.

Some of their contacts are not engaging anymore. Therefore Céline is thinking about ways how to re-engage with them and at the same time increase open and click-through rate to qualify more leads for the sales team.

 

“With the use of thalox, we have significantly improved the challenge of distinguishing download tourists from real customers".

Marketing Automation Manager Céline Mehlstäubl

 

 

The Solution

HubSpot  Audit

Proliance has been working with thalox since April 2023. Based on the insights thalox provided, Proliance proceeded to:

Data Hygiene:

  • Review and update of contact records: We identified and merge duplicate contacts, corrected inaccurate information, and ensured that all contact details are up to date.

  • Remove inactive contacts: Based on thalox's "No Activity" Segment, we archived and deleted contacts that have never received any marketing email before, improving deliverability and maintain a healthy database.

Workflow and Automation:

  • Reviewed and optimized workflows: We evaluated automation workflows to eliminate unnecessary or outdated processes.

  • Update email sequences: We ensured that email sequences are still effective and relevant. We modify sequences that are no longer producing results.

Database Segmentation:

  • Segmented contact database: Based on the thalox's segments we organized contacts into meaningful segments to improve lead handover and targeting in marketing campaigns.

  • Cleaning lists and forms: We reduced the number of available lists and forms by 40%.

 

The Engagement Score helped to identify high-value leads who are actively engaging with their content.

 

Result

thalox's high engagement segment had an increase from 8% to 20%, at the same time, Proliance managed to reduced the inactive segment from 62% to 52% which means that we re-engaged with contacts significantly.


Proliance_SegmentEvaluationComparison between prediction results form April and October (5 months apart). 



Thalox Engagement Score

The Thalox Engagement Score (TES) helped Proliance to improve campaign effectiveness. This score is designed to measure the level of engagement and interest of leads and contacts. Here's how it helped them to run better campaigns:

  1. Prioritize Leads and Contacts:

    • The Engagement Score helped to identify high-value leads who are actively engaging with their content. We were able to prioritize outreach efforts towards these engaged leads, increasing chances of conversions.

  2. Segmentation:

    • By using the Engagement Score, Proliance was able to segment leads and contacts based on their level of engagement. This allowed them to improve lead handover and to create more targeted campaigns that are tailored to contacts interests and needs.

  3. Lead Nurturing:

    • The Engagement Score helped to identify leads who are not highly engaged but still have potential. We were able to create lead nurturing campaigns specifically designed to re-engage these leads and move them further down the sales funnel.

  4. A/B Testing:

    • We used the Engagement Score to conduct A/B tests on campaigns. Tested different content, subject lines, or sending times to see which combinations resonate best with their highly engaged contacts and adopted this to the other segments.

  5. Improving Scoring Strategy:

    • We are now using the TES (Thalox Engagement Score) as part of Proliance's general scoring to hand over more qualified leads to their Sales Team.

 

Result

"We used the Thalox Engagement Score for enhancing our campaign strategy by providing insights into the engagement level of our leads and contacts. Leveraging this data allows you to make more informed decisions, create highly targeted campaigns, and ultimately improve your campaign results and ROI. Compared to our starting point, we achieved to send three times more SQLs to Sales"

Marketing Automation Manager Céline Mehlstäubl

 

Proliance's logo - Lead handover

About the company

Proliance stands for professional compliance for companies. They are a digitally driven legal tech company based in Munich - consisting of over 90 privacy enthusiasts. Their software Proliance 360 stands for holistically designed data protection by certified compliance experts. Their portfolio includes over 2,000 customers including start-ups, medium-sized companies and corporate groups across a diverse range of industries. Their platform datenschutzexperte.de is one of the most important platforms for corporate data protection in German-speaking countries, with solutions already protecting the data of over one million citizens - and the number is growing every day!

Industry: Legal Tech Company

Company size: Medium-sized

Location: Munich, Germany
Lead Scoring Audience Segmentation Case Studies Marketing Strategy

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