Automating Remarketing: Pricing Page Visitors, New Signups from Prospects

remarketing campaign

Automating Remarketing: Pricing Page Visitors, New Signups from Prospects

Company colossyan
Date 2024
Role Lifecycle Marketing

Colossyan is an AI-powered video generation platform that allows users to create realistic AI avatars that can speak in multiple languages. It is commonly used for e-learning, training, marketing, and corporate communication.

As a core B2B company, generating and refining MQLs is at the core of my role. While the marketing team focused on creating demand and bringing in more inbound leads for classification, I set up this campaign to ensure we weren't leaving any leads on the table.

Challenge:

We wanted to increase the number of SQLs (meetings booked) from warm leads who already know about our services, supporting the sales team.

These leads have proven to have more potential of generating pipeline.

We initially tried to notify SDRs and AEs about any new activities from these potentials, but due to their outbound activities, those notifications are missed and tasks left undone.

So I decided to take this up.

Solution:

I attempted to automate remarketing to three sets of audiences:

1. Pricing Page Visitors

Using our predefined MQL criteria, I set up automated messaging to potentials, 1 hour after visiting our pricing page, using Hubspot segmentation.

For more personalised effect, I filtered this based on location and created the messaging to send out from SDRs in the concerned regions.

Also used a plain-text messaging, so it looked less like a marketing email.

2. New Quality Users with Ongoing Trials

When a new user creates a Colossyan account, they automatically trigger a 2-week trial. During this period, I set up an email that's aimed at supporting our quality users, to kickstart a conversation while they're still hot leads

Sales Team Support

While the entire project was to enable success for the sales team, I ensured I added a further step to notify sales team once emails have been enagaged with, to reduce the potentials of missed opportunities.

Results: More conversations and more meetings booked. We achieved a 3% increase on pricing page to meetings booked conversion. This is also an always-on campaign, so results will always be ongoing.

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