Lead Gen Findings By Marketing Sherpa

I was reading a great case study written by MarketingSherpa in regard to Lead Gen. What was interesting about their study is their focus on conducting statistical analysis of marketing interactions. They found that

- Online demos had the highest rate of opportunity creation.
- Face-to-face events had the largest impact on increasing deal size and close rate.
- The conversion rate from lead-to-opportunity virtually died 10 days after the prospect first engaged with an offer or piece of content.

They tested the following nurturing schedules:

- First response email — two days vs. four hours after registration
- Second response email — 10 days vs. 24 hours later
- Third response email — 20 days vs. 10 days later

The four-hour/24-hour/10-day schedule achieved:
o a 100% increase in open rate, compared to the company average
o a 1,600% increase in CTR, compared to the company average

To read this case study (Open access until April 29th)