Aligning Lifecycle Marketing with Sales for Higher Conversions
Role: Digital Marketing Specialist II, Modea
Objective: Re-engage cold leads and nurture prospects by aligning lifecycle marketing with the sales process.
Outcome: Improved engagement, stronger conversion rates, and better alignment between marketing cadence and Sales outreach.
The Challenge
Modea’s marketing efforts weren’t fully aligned with its sales cycle, and opportunities to re-engage leads were being missed. We needed to build trust with prospects through relevant, timely content while supporting Sales in moving opportunities forward.
My Approach
I designed and executed a lifecycle-based nurture strategy that combined segmentation, tailored content, and performance tracking:
Segmentation: Defined customer groups based on behavior, interests, and lead stage.
Content & Cadence: Built monthly newsletters, service-specific drips, and thought leadership nurtures designed to match sales outreach.
Execution: Designed and launched campaigns in Keap, optimizing layout, copy, and calls-to-action.
Collaboration: Partnered with Sales to align timing and messaging so that email campaigns supported active conversations.
Results
20% increase in open rates.
12% increase in email-driven conversions.
Improved alignment between marketing cadence and Sales follow-up.
Established testing benchmarks for subject lines and CTAs to guide future campaigns.
Featured Work
Aligning Marketing with Sales to Re-Engage Leads
Part of a segmented drip campaign, this newsletter was designed to re-engage prospects, align with Sales outreach, and build trust. It promoted a webinar co-hosted with a client to showcase Modea’s expertise.
Tracking Engagement Growth Through Campaign Reporting
A snapshot of campaign reporting showing improvements in open rates, conversions, and engagement over time.