CME Group had an existing database of contacts who had previously expressed an interest in energy but were not currently trading a key benchmark contract. The challenge was working out how to educate this audience around why they should be trading the contracts, and nurture them to the point where they were ready for sales hand-off.
Using CME Group’s marketing automation system, Pardot, we developed an email nurture stream designed to accelerate these users down the funnel. It was a six touch-point flow that was split into four stages: awareness, learn, consider and evaluate. Each phase served different and relevant content becoming progressively more hands-on as they moved through. We designed the creative and aligned our user sequence to CME Group’s lead scoring framework which allowed us to accurately qualify when a lead had successfully reached MQL status.
Nearly 90 per cent of prospects completed the programme, with only a single opt-out through the entire campaign. High open and click-through rates culminated in an extremely successful campaign that delivered dozens of qualified leads, four of which have converted to active traders.
We’re always happy with the copy Aspectus provide and get great feedback from the teams internally. They get the subject matter and they get marketing – just what we need in an agency.
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