In my role managing demand programs at Hyland, I created lead nurturing campaigns to generate sales pipeline for the enterprise software company's insurance and financial services solutions. The integrated campaign below targets early-stage leads in the credit union, banking and lending industries, utilizing thought leadership content, lead scoring, dynamic content and marketing operations tools including Pardot and Salesforce.
Lead nurturing campaign for Hyland's financial services solutions
Note: Based on lead's engagement with content and lead scoring, the marketing automation platform (Pardot) generates a follow-up task for lead qualification specialist. Brackets indicate dynamic content that varies based on lead profile.
Email No. 1
Subject: Video // Eliminate information silos at your [bank]
Headline: GET CONNECTED
Hi [first name],
At many [banks], [customer] information lives all over the place. Core systems. Lending systems. Document management systems. File cabinets. Hard drives.
Watch this video [link to "Connected financial institution" video] to see how easy it is to access [customer] info —and get things done — when you connect your systems with an enterprise information platform.
Let me know if you’d like to discuss.
Best,
[Lead qualification specialist name]
Email No. 2
Subject: Interactive map // The connected [bank]
Headline: ECM. EVERYWHERE.
Hi [first name],
Accounting. Card services. Branch operations. Human resources. That’s just a sampling of the areas within your organization that could benefit from enterprise content management (ECM).
Check out this interactive map to see how ECM boosts productivity and trims costs throughout “The Connected Financial Institution.”
Let me know if you’d like to discuss.
[Lead qualification specialist name]
Email No. 3
Subject: eBook // Where [banks] should use ECM, but don’t
Headline: ECM ACROSS THE ENTERPRISE
Hi [first name],
Many [banks] use enterprise content management (ECM) to store core system reports and [customer] identification.
But did you know your ECM system can also help streamline areas such as human resources, accounting, and lending?
Check out this eBook [link to "Connected financial institution" eBook] to see how ECM can boost productivity and trims costs throughout your [bank].
Let me know if you’d like to discuss.
[Lead qualification specialist name]