Client: HNI
TECHNOLOGY
- Marketing Cloud Account Engagement (Salesforce Pardot)
- Drupal
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 wanted to automate lead qualification so sales teams could focus on engaged buyers and marketing could measure MQL (marketing qualified lead) to SQL (sales qualified lead) conversion.
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. Lead intake, scoring, routing, and sales assignment run automatically, with nurture journeys moving prospects along until they are sales-ready. The result is a higher sales conversion rate, cleaner MQL and SQL measurement, and marketing automation that works consistently across HNI’s brands.
- Qualified, scored leads reaching sales.
- 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 brands.
