Industry
Technology
Challenge
They faced a key question: “Are we marketing to the best contacts in the database?” Their biggest concerns involved whether their email marketing efforts were truly effective and having a disorganized database.
Results
Compared to their starting point, they achieved to send three times more SQLs to Sales.
Key Product
Marketing & Sales Consulting
With the use of Thalox tool, we have significantly improved the challenge of distinguishing download tourists from real customers.
About your Customer
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 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!Proliance uses Thalox Engagement Score for enhancing lead handover strategy
Proliance aimed to deliver targeted messaging while addressing the unique challenges of communicating GDPR solutions. Its complex regulations can be overwhelming for businesses striving for compliance, especially since customers have varying levels of data protection knowledge. Striking the right balance between technical accuracy and clear, accessible messaging was crucial. Additionally, the GDPR landscape is constantly evolving with legal updates and best practices, making it essential to keep customers informed.
The Challenge - Clean up and structure a disorganized database
“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 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 rates to qualify more leads for the sales team.
The Solution - Thalox Engagement Score for enhancing lead handover strategy
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", we archived and deleted contacts that have never received any marketing email before, improving deliverability and maintaining 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.
The Results
In less than 6 months, the High Engagers had an increase from 9% to 19%; at the same time, Proliance managed to reduce the inactive segment from 64% to 48%, which means that we re-engaged with contacts significantly.
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:
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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 toward these engaged leads, increasing the chances of conversions.
- The Engagement Score helped to identify high-value leads who are actively engaging with their content. We were able to prioritize outreach efforts toward these engaged leads, increasing the chances of conversions.
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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.
- 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.
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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.
- 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.
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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.
- 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.
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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.
Céline shares "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"
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