KH | Lead Nurturing

THE PROBLEM

Our sponsorship contest form submissions were flowing directly into a Salesforce lead queue, overwhelming the sales team with unqualified leads. They spent significant time chasing missing information and attempting to contact users who were not sales-ready.

We needed a way to nurture and filter these leads before handing them off, ensuring the sales team only received high-quality prospects.

THE SOLUTION

I redesigned the process by routing all sponsorship contest submissions into a Marketing Cloud email journey instead of directly to Salesforce. The journey delivered targeted CTAs that directed users to a validation landing page, where their responses determined lead quality.

Using AMPscript, I created custom data fields to classify subscribers based on in-state vs. out-of-state ZIP codes, adding an additional qualification layer.

Only leads that met predefined criteria were then passed into Salesforce for sales follow-up.

THE RESULTS

The new lead nurturing workflow improved sales efficiency and ensured that only qualified, high-intent leads reached the sales team.

Over 12 months, the journey nurtured more than 10,000 warm leads and significantly reduced time wasted on low-value outreach. The result was a more focused, efficient, and effective lead pipeline.