Case study · Manufacturing, Industrial

A first-ever nurture program that hands sales only warm leads

How Trellist created a refrigerant brand's first email nurture program, using lead scoring and progressive profiling to keep prospects engaged and pass only warm, prioritized leads to the commercial team.

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Client: Global performance chemicals company
Industry: Manufacturing Industrial
Services: Customer Experience & Personalization Personalization Revenue & Marketing Operations Marketing Automation

The challenge

Our client's refrigerant brand was generating interest, but prospects arrived at very different stages. Handing every name straight to sales wasted the commercial team's time on people who were not ready to talk.

The brand needed an ongoing, content-rich dialog that kept it top of mind and moved prospects closer to a buying decision, so that sales received higher quality leads and could close them in a shorter cycle.

What we did

Trellist built the brand's first-ever nurture campaign, designed to learn more about each prospect with every step.

Content matched to funnel stage. We developed a content strategy that delivers a different topic cadence depending on whether a prospect is scored as top funnel or mid funnel.
Emails and landing pages. Trellist designed and developed a series of emails and landing pages for both gated and ungated content.
Progressive profiling. Each interaction asked for a little more, gathering specific persona information without long forms up front.
Personalization that improves over time. What the program learned about each prospect shaped the messages they received in later series.