Cetera Financial Group Nurtures Prospects Through Personalized Content Experiences
Lead nurturing campaigns have the potential to build lasting customer relationships. But converting cold leads into hot prospects means delivering the right content to the right person at the right time. As the second largest independent financial advisor network in the United States, Cetera Financial Group recognized the need for developing and delivering personalized content in context that not only engages prospects, but also helps move them to the next stage in the buying cycle.
- Moving customers along the four stages of the buying cycle
- Delivering better qualified leads more quickly to the sales team
- Content marketing
- Cross-channel marketing
- Targeting and segmentation
- Realized an average unique open email rate of 41% and average click through rate of 7.5%.
- Increased leads delivered to sales via scoring and routing by 16%.
- Gained the ability to spend 50% more time on developing strategic initiatives.