Client: HNI
TECHNOLOGY
- Salesforce Pardot (Account Engage)
- Drupel
QUOTES
“This is a team that will not only achieve results but will bring the positive energy needed to raise the bar.”
KURT DENISON | Senior Manager | Digital Products
ABOUT CLIENT
HNI Corporation is one of the largest office furniture manufacturers in the world in regard to revenues resulting from office segment sales. HNI is also the world’s leading hearth products company, manufacturing and marketing gas, electric, wood and biomass burning fireplaces, inserts, stoves, facings and accessories.
NEED
HNI is one of the largest office furniture manufacturers in the world with brands that include The HON Company, Allsteel, Gunlocke, Maxon, HBF, OFM, and Lamex. Their Allsteel brand did not have
an automated lead qualification process in place, resulting in large-scale inefficiencies for the sales teams who spent time working on leads not yet ready to buy. This negatively impacted conversion rates, accurate ROI measurement on MQL/SQL, and sales funnel goals/targets.
APPROACH
CloudMasonry worked with HNI to implement nurture journeys to send more qualified leads to sales and increase the sales conversion rate. Our implementation utilized Pardot, integrated with their Drupal webforms, with audience targeting based on lead score information calculated from website buyer behavior data and other content engagement. We approached this work by understanding the specifics of our target audience and then built our email strategy to send targeted messages to the right customers at the right time.
OUTCOME
HNI’s sales teams now receive qualified, well-scored leads instead of spending time on prospects that are not ready to buy. Lead intake, scoring, routing, and sales assignment run automatically, with nurture journeys moving prospects along until they are genuinely sales-ready, and lead data flowing cleanly between Salesforce and connected tools like Zoom. The result is a higher sales conversion rate, cleaner MQL and SQL measurement, and a marketing automation setup that works consistently across HNI’s multiple brands.
- Qualified, scored leads reaching sales instead of unready prospects.
- Automated lead intake, scoring, routing, and sales assignment.
- Nurture journeys moving prospects to sales-ready before handoff.
- Cleaner MQL and SQL measurement and a higher conversion rate across multiple brands.
