Objective.
The Crimson HQ marketing team relied on an existing recycled nurture to re-engage leads who had been marked as disqualified by sales teams. A review was actioned and the original nurture needed expanding to refresh the content, as well as provide insight into new offerings for leads tagged with key DQ reasons.
Client:
Crimson Education
Year:
2024
Background
Crimson Education is New Zealand’s leading university admissions company that supports students with gaining admission to the world’s most competitive universities - including Oxford, Cambridge, Yale, Princeton, Harvard, and more.
As the size of Crimson Education’s global sales team expanded to support the growing pool of sales-ready leads, so too did the need to expand the lead nurturing offering to support prospects.
A content refresh was required when it was discovered that 60% of disqualified leads were being marked as ‘Unresponsive’, with an additional 10% categorised as ‘Too Young’.
Strategic Planning
A deep dive into the analytics of disqualified leads highlighted that 60% of leads were being tagged as ‘Unresponsive’ with an additional 10% categorised as ‘Too Young’.
Given these audiences had previously requested - or had - a consultation, it was clear an interest in Crimson’s offering existed and we needed a way of re-engaging this audience.
The recycle nurture was expanded to two main content streams
Unresponsive
Primary focus: re-engage leads and push them back to sales
Too Young
Primary focus: promote Crimson’s services targeting younger audiences.
Results
FY25 Revenue: NZD$2M
17% increase in push to consultation requests compared to previous nurture
Avg. Open Rate: 58%