In 2017, Carbon Black didn’t have a nurture campaign. It had a bumpy buyer’s journey where prospects consumed siloed content and were approached by sales too quickly. Form fills were low. Sales and marketing weren’t on the same page. A big change was needed.
During a session at the inaugural B2B Sales & Marketing Exchange, Chris Mitchell, Marketing Programs Specialist at Carbon Black, detailed how the company built a multi-touch, immersive nurture strategy from the ground up, leading to a 388% improvement in SQL conversions.
Check out Episode 4 of the B2B Marketing Exchange Podcast to learn how the company leveraged engagement tracks, engagement-based lead scoring and more to achieve results such as: