B2B Multi-Stream Email Nurture Campaign

Project Overview

In late 2019, Viewpoint, now Vista, hired me to develop a robust, multi-channel email nurture program designed to engage prospects across various stages of the sales funnel and specific professional verticals. The project involved creating a massive library of high-quality, persona-based emails and landing pages to be deployed via the Marketo marketing automation platform.

The Challenge

Viewpoint needed to scale its demand generation efforts by creating specialized nurture campaign workflows for a diverse audience, including cold contacts and marketing qualified leads (MQLs) in roles ranging from Accounting and HR to IT and Project Management. The primary objective was to move these prospects through the funnel using targeted messaging, industry research, and customer success stories.

Strategy and Execution

The strategy focused on “deep-diving” into Viewpoint’s existing sales methodology, lead scoring matrices, and persona-based messaging to ensure the new copy aligned with established brand standards.

• Content Production: Produced a total of 140 emails and 98 landing pages.
• Persona Targeting: Developed distinct content streams for various roles such as Owners, IT Professionals, HR Managers, and Accounting personnel.
• Funnel Segmentation: Created specific campaigns for different lead stages, including:
• Cold New Contacts: For initial engagement with fresh prospects.
• Wake the Dead: A re-engagement sequence for leads with no activity in over six months, focusing on preference management and “last-chance” high-value content.
• Warm Leads: For prospects already showing interest.
• MQL and SQL Tracks: Specialized messaging for Marketing and Sales Qualified Leads.
• Workflow Design: Collaborated on the design of nurture workflows using tools like Draw.io to visualize the customer journey.
• Collaborative Review: Managed a rigorous review process involving internal stakeholders and my contracted editor to ensure every deliverable was “on the right track” before moving to Marketo for implementation

Results and Impact

The project was completed in late October 2019. The feedback from the Viewpoint marketing operations team was “really positive,” as they successfully programmed the extensive library of content into their automation systems. By delivering 140 precisely targeted emails, Viewpoint was equipped with a “system of record” for its nurture communications, allowing for more efficient scaling of its demand generation programs across multiple industry verticals. As one stakeholder wrote, “As ever, it’s great to work with you!”