Executive Career Partners overcame the lead management challenges by leveraging Salesforce and Pardot with fractional CMO.
Company Overview
Executive Career Partners is a trusted ally for professionals navigating career transitions.
Industry
Consumer Services
Headquartered
Denver, Colorado
Situation.
- Mailing list updation roadblock: Executive Career Partners encountered challenges with streamlining the mailing prospects, as the entire Salesforce leads database was automatically integrated into Pardot.
- Challenges of distinguishing hot leads: They were struggling to ensure that the incorrect sets of leads were no longer considered hot.
- Lead engagement hurdles: Yet another challenge was ensuring a structured and automated process for gathering relevant details and qualifying leads for further engagement.
Action.
- Incorporation of Salesforce leads into Pardot: This involved careful segmentation to ensure that only relevant leads contributed to the prospect mailing list to enhance the precision of targeted communication.
- Prospect management within Pardot: This involved the identification and removal of leads that no longer met the criteria for active engagement, thereby optimizing the Pardot prospects limit count and ensuring resource efficiency through API creation over Salesforce.
- Introduction of comprehensive scoring rules: This was done to assess lead interactions and engagement levels. Additionally, a user-friendly LWC form was developed, allowing their customers to provide detailed information when expressing interest.
Result.
- Mailing list became targeted: The refined prospect integration strategy led to a better-targeted prospect mailing list, resulting in improved engagement and response rates.
- Prospect management strategized: This made the streamlined Pardot prospects list possible. The removal of irrelevant leads optimized the prospects' limit count, ensuring a more efficient and cost-effective utilization of Pardot resources.
- Scoring rules implemented: It significantly increased lead data quality. The qualification process ensured that only genuinely interested and engaged leads progressed through the sales funnel, enhancing overall lead quality and conversion rates.