Enriching lead data
About
Problem Statement
The Goal
Making it more Human
Simplifying lead discovery by implementing demographic and profit-based customer filters, for more robust targeting.
Boosting engagement by understanding who the leads are and how will they engage with the content that is being created?
Creating a comprehensive portal for every available data point – especially from multiple campaigns.
Aiming at Desired Shifts
research and strategy
Streamline lead discovery and enhance targeting strategies for greater efficacy. Thus ensuring a cohesive brand language with other Informa verticals.
For easy adoption, focus on the high functionality to minimise technical complexities, thus simplifying the process for marketers to target leads.
Outlining key distinctions among leads, such as job companies, functionality and performance metrics to create a potential list of leads for marketers to target.
Company and Lead profile sections combined with company intelligence, providing a deeper understanding of the target leads.
Import and export master data including every available data point from multiple campaigns.
A dashboard view of campaigns, helping to analyse and measure return on investment.
Going beyond single-event sponsorship to maximise lead nurturing efforts.
Assessing lead and campaign performance by comparing engagement levels.
The overall process involved designing features that impacted the business and creating a visual identity. Here is the link to the final outcome of our efforts.