Blogs & ideas

"This 'Always-On' prospecting tool stabilised our lead flow."

Email marketing

By David Battson 2 min read

Yellow lightbulb icon

"This 'Always-On' prospecting tool stabilised our lead flow."

Storetec are the market leaders in the document management industry. They were already using email marketing with success, but leads tended to spike around single sends, and instead they wanted to grow the business with a constant stream of new clients, enquiries and qualified prospects.

We showed them a better way to nurture prospects and deliver the results then need

Step one was to give them access to more data. By moving them onto our Dynamo platform we were able to change the traditional data buying models. This allowed them to reach bigger and deeper audiences without blowing their budgets.

Step two was to work with their inhouse marketers to create journeys that started with awareness rather than direct sales messages. Allowing a few gentler emails to travel through our Dynamo lead nurturing platform first gives the technology the opportunity to learn how people engage and react to this. Our aim is to market to individuals rather than job titles and this means personalising content and send times to suit them.

The Sales Director originally said he'd need some convincing that this would work but now describes himself as a convert.

Enquiries immediately followed and continued at a steady and growing pace. They began converting these enquiries to customers at a rate of 13% within the first few weeks. Lead flow transformed from spiky, to steady and consistent. And as Dynamo learned more about what a good prospect looked like, it topped the campaign up with fresh data to match. We call this "Always-On, Always Perfecting.".

I take my hat off to them, they're a brilliant client to work collaboratively with so we also get to know when people end up enquiring via other channels that were ultimately driven by email journeys.

Working this way has allowed us to fine tune and optimse the campaign regularly. We carry out continual analysis to look for improvements from subject line tweaks, updates to copy and timing of delivery.

Look out for my next blog sharing more on what we've both achieved (and learned) from these optimisations.

Dave Battson
Operations Director
Connect with me on LinkedIn

About Dynamo

Dynamo is a lead acceleration platform like no other. At last there is a way to turn cold prospects into real and actionable leads modelled on what your best customers look like. And a clever way to keep the flow of those leads constant. We do all the heavy lifting for you.

About Storetec

With decades of experience scanning and storing business critical documentation, Storetec are the market leaders in the document management industry. They provide outsourced document scanning, archive storage and cloud-based document management solutions to business in both the public and private sector.

Share this blog

Our stories and ideas direct to your inbox