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
CloudMasonry was able to improve significantly, not only the nurture journeys, but enhance the process of lead intake, score leads for sales qualification, establish lead routing and sales assignment flows, and improve upon multiple integrations leveraging lead data, such as the integration between Salesforce and Zoom. CloudMasonry has since been supporting HNI in an ongoing agile engagement to improve their use of Marketing Automation across multiple brands.
