This week, online payments giant PayPal won Silver in the ‘Best Use of Digital by Sector’ for Financial Services at the Digital Impact Awards.The Digital Impact Awards has a long-standing reputation in the digital community as one of the industry’s leading events, honouring the best corporate work and setting the industry-wide benchmark in digital stakeholder engagement.Working in a tripartite agreement with Marketing Automation consultants CleverTouch, PayPal were put forward for the award by their creative agency, Purestone. Following on from a pilot lead nurture campaign built last year, CleverTouch and Purestone were approached by PayPal to design and deliver an Eloqua-based, always-on campaign that exceeded the success of the 2015 pilot.In collaboration with Purestone, CleverTouch devised an innovative lead nurture strategy which emphasised the delivery of Sales Accepted Leads, as opposed to Marketing Qualified Leads, in order to increase lead-to-opportunity conversion. This was achieved through the development and implementation of three sequential Marketing Automation campaigns within an overarching lead nurture programme hosted within Eloqua. The campaign has so far delivered a 26% uplift in lead-to-opportunity conversion rates in comparison to PayPal’s typical campaign results.“Imagine is proving to be an exceptional campaign, far exceeding our expectations. The insight and understanding Purestone and CleverTouch have brought to bear in respect of our target SME prospect base has been outstanding. Within PayPal, IMAGINE is already being hailed as ‘best-in-class’ and a real progression for our SME engagement.”Kelly Dunn, Head of Strategic B2B Marketing, PayPalCongratulations to PayPal on their well-deserved win, and here’s to many more successful, collaborative campaigns in the future!
