“I saw value in how email marketing engaged and drove our site leads. I did not want to sacrifice it as we considered our marketing budget.”
Carrie Capili
Visit: www.pmsolutions.com
In the spring of 2020, many businesses were forced to make harsh decisions to offset slow growth.
PM Solutions was no exception.
As a project management consulting firm, PM Solutions’ work spans across industries.
In the first hectic months of the pandemic, company leaders in every industry put projects on hold or delayed plans for new work.
PM Solutions’ project management consultancy work felt the squeeze of these decisions.
PM Solutions spent years building marketing momentum to share their expertise and fill their sales pipeline.
Bright Orange Thread partnered with their marketing team to:
PM Solutions’ sales team was focused on winning business from existing clients.
Due to the uncertain business climate and a long sales process, the sales team didn’t have the bandwidth to prospect new business.
Halting marketing would risk fewer leads in their sales funnel, a drop in their website’s SEO score, and less traffic to their website.
PM Solutions’ choice was to stick with marketing.
Close to 500 web leads in 2019 alone came from the SEO improvements from the initial marketing initiatives with Bright Orange Thread.
PM Solution’s head of marketing championed preserving the marketing budget.
Marketing ROI was proven.
PM Solutions extensive email list (around 20,000 contacts) meant they had a huge opportunity to nurture prospects with email marketing.
Bright Orange Thread helped them segment the 20,000 emails into a list of 8,000 of the most qualified leads based on engagement and location.
Segmenting meant we could focus the email messaging on the most qualified prospects.
PM Solutions has a wealth of expert content.
Bright Orange Thread used our expertise to leverage that content into an email marketing campaign with the following:
Sending emails regularly, on an automated timeline, would ensure that PM Solutions was always at the top of mind with these highly qualified prospects, no matter the current conditions of PM Solutions’ business model.
Messaging was tailored to this segmented list of prospects in every email sent.
Matching the email message to the messaging on PM Solutions website improved conversion rates.
Better conversion rates meant more prospects clicked from the email to the website, filled out a form, or downloaded free content, moving them through their buyer’s journey.
Over months of the campaign running, we analyzed how prospects responded.
We deciphered what was working and what wasn’t using metrics, including:
Email subject lines that weren’t clicking with prospects were improved or modified and further tested with A/B testing.
Content was also regularly refreshed and reused in new ways.
While sales focused on growing and maintaining key accounts to buoy them through 2020, PM Solutions' lead funnel kept churning.
And in 2022, they experienced their most successful year yet.
Year after year, PM Solutions’ email marketing campaigns garnered impressive open rates of 25%.
This outpaced the accepted standard for open rates of 12%.
These conversions funneled dozens of leads a month into their sales funnel.
PM Solutions’ sales team eventually turned back to nurturing new business leads.
Leads nurtured from email marketing were waiting when the sales team was ready.
Maintaining marketing momentum helped PM Solutions grow year over year.
