Background

Xactly is a leading provider of cloud-based incentive compensation solutions for employee and sales performance management. As the Marketing Program Manager, I was tasked with creating and nurturing full email campaigns and customer journeys for Xactly's target audience. The goal was to increase engagement and drive conversions through targeted messaging and personalized content.

Problem

The previous email campaigns lacked personalization and did not effectively communicate the value proposition of Xactly's solutions. This resulted in low open rates, click-through rates, and conversion rates. Our team needed to create a comprehensive email nurture program that would engage prospects at every stage of the buyer's journey and provide them with relevant content based on their interests and behaviors.

Solution

We developed a multi-touch email nurture program that included personalized messaging, dynamic content, and targeted calls-to-action. We created landing pages with compelling content that aligned with each stage of the buyer's journey. We also implemented lead scoring to identify highly engaged prospects who were ready for sales outreach.

Impact

Increased open rates by X%
Increased click-through rates by X%
Increased conversion rates by X%
Generated X number of MQLs (Marketing Qualified Leads)
Influenced X amount of pipeline revenue

Team

John Bjornn - Marketing Program Manager
- Oversaw the development and execution of the email nurture program
- Crafted compelling messaging and content for each stage of the buyer's journey
- Analyzed campaign performance data to optimize future campaigns
Alex Nguyen - Marketing Automation Specialist
- Built out the email nurture program in Marketo
- Created dynamic content using Marketo tokens to personalize emails based on prospect data
- Maintained lead scoring model to identify highly engaged prospects for sales outreach
Katie Patel - Content Writer
- Crafted compelling landing page copy that aligned with each stage of the buyer's journey
- Developed thought leadership pieces to position Xactly as a leader in incentive compensation solutions industry

Personalized Email Campaign for Xactly