CLIENT SUCCESS STORY
LexisNexis Generates Over $1M In Pipeline Through Insight-Driven ABM
The Client
LexisNexis, a leader in providing essential information to help customers assess, predict, and manage risk, was looking for a way to identify a prospect’s stage along the buyer journey and effectively communicate the right content at the right time. LexisNexis turned to MRP to develop an integrated demand campaign to deliver high-quality leads and sales engagements.
The Solution
MRP leveraged a net-new, fully validated list of opt-in prospects, alongside compelling creative, to create a high-impact demand generation program focused around content. At the start, MRP leveraged their high-impact direct mail program to generate buyer intelligence and identify a lead’s stage in the buyer journey. Leads are then nurtured using specific content such as white papers and case studies through personalized email and direct mail. LexisNexis chose MRP Prelytix, because the solution goes beyond just converting leads into marketing (MQLs) and sales qualified leads (SQLs).
The Result
Over 400 leads were generated from the direct mail campaign with complete survey responses. The survey questions indicated what each respondent’s pain points were and at what stage of the buyer’s journey they are currently in. More than 45 meetings have been scheduled after the first wave of direct mail for the LexisNexis sales team, with over $1 million in qualified pipeline opportunities.