Lead generation campaign and marketing automation email campaign aimed at driving awareness and MQLs
CME Group had two audiences, an existing database of contacts who had previously expressed an interest in trading and attracting new traders. We need to develop a campaign that would educate both audiences around why they should be trading the contracts, and nurture them to the point where they were ready for sales hand-off.
We ran lead generation campaigns across Facebook, Twitter and LinkedIn. Using CME Group’s marketing automation system, Pardot, we developed an email nurture stream designed to accelerate both audiences down the funnel. It was a six touch-point flow that was split into four stages: awareness, learn, consider and evaluate. Each phase served different and relevant content becoming progressively more hands-on as they moved through. We designed the creative, and aligned our user sequence to CME Group’s lead scoring framework which allowed us to accurately qualify when a lead had successfully reached MQL status.
The benchmark open rate
Click to open rate
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HEAD OF MARKETING