Strengthening engagement to better serve customers and increase sales 

The number of stages of a marketing and sales funnel varies depending on the funnel model, but ultimately it boils down to generating and nurturing leads and converting them into paying customers. To generate leads, prospects must be made aware of a brand’s available products or services. Even when lead generation is successful, those prospects must be nurtured by educating them on why they should consider spending their hard-earned money on a brand’s products or services. Only then are they likely to convert.

Turning leads into customers is a sticking point for a lot of businesses and where their marketing and sales funnels have a lot of opportunity for improvement. For Verticurl, an Adobe Platinum Solution Partner, helping companies plug the holes in their funnel and go from lead generation through to conversion is one of the many services they offer. And for a North American insurance client, that was just what they needed.

To better connect and improve their client’s selling and conversion efforts across the company, Verticurl focused on improving the client’s tech stack. By using a custom integration between the client’s Adobe Experience Cloud solutions — Adobe Analytics, Adobe Campaign, Adobe Experience Manager, and Adobe Target — Verticurl aimed to create cross-collaboration among systems. This would help the client better track and nurture leads and offer more unified customer experiences.

At the same time, Verticurl helped integrate the client’s customer data platform (CDP) with their Experience Cloud solutions to better sync data across the entire tech stack. All this meant that the client could improve lead generation processes and more reliably convert those leads into paying customers.

Within a month of the launch of the revamped tech stack, it was clear Verticurl’s work paid off. Now, the client can specifically target and nurture leads generated from both digital and social media channels to more easily keep interested leads engaged.

The extensive integration also better connected the client’s tech stack, allowing for real-time communication across tools. This led to improvements in lead validation, existing customer recognition, and lead routing. As a result of Verticurl’s work, the client saw more lucrative lead generation and a big jump in ROI across marketing and sales activities all the way through to purchasing.