Client Overview

A UK-based SaaS company in the HR tech space partnered with YellowInk Digital to automate and streamline its lead nurture workflows. Their core objectives were to:

• Improve MQL-to-SQL conversion rates
• Reduce manual handoffs between the marketing and sales teams
• Align campaign activity with CRM lifecycle stages

Despite having solid top-of-funnel traction, their existing nurture processes lacked depth, speed, and personalization.

The Challenge

The client’s marketing-to-sales funnel was disjointed and inefficient. Key pain points included:

• Stagnant MQLs due to inadequate lead scoring
• Campaigns were not aligned with CRM sales stages
• Sales reps were receiving leads without behavioral context
• No nurture sequences existed beyond the initial welcome email
• Follow-up timelines were delayed due to manual processes

This disconnect was causing missed revenue opportunities and increased lead drop-off.

Our Strategy: Building an Integrated Lead Nurture Engine

We implemented a stage-synced automation framework using Pardot, integrated seamlessly with Salesforce CRM.

1. Dynamic Lead Scoring & Grading

Built a custom scoring model based on:

• Email opens and clicks
• Content downloads
• Website behavior and time spent
• Introduced a grading system to qualify leads based on firmographics and buying intent

2. Automated Nurture Tracks

We created tiered nurture flows for high, medium, and low engagement segments, including:

• Feature-focused product content
• Industry-specific use cases
• ROI-based nurture campaigns to build urgency

3. CRM Integration & Trigger Mapping

To ensure sales-readiness, we:

• Mapped lifecycle stages between Pardot and Salesforce
• Set up trigger-based workflows that:

• • Auto-notify SDRs when a lead crossed scoring thresholds

  • Assign tasks with complete interaction history

4. Engagement Optimization

To improve performance:

• A/B tested subject lines, CTAs, and content types
• Integrated progressive profiling forms to enrich lead data over time

Tools Used

• Pardot
• Salesforce
• Zapier
• Google Analytics
• Google Sheets

Results Achieved (Within 6 Weeks)

3X Increase in Demo Bookings

• Weekly product demo bookings rose from 4 to 12
• Tracked directly to personalized, timely nurture sequences

 71% Improvement in MQL to SQL Conversion

• Conversion jumped from 14% to 24%
• Driven by better scoring, content mapping, and lifecycle automation

78% Reduction in Time-to-Contact

• Time from form submission to SDR touch reduced from 18 hours to under 4 hours

Complete Shift in Sales Team Efficiency

• Manual lead handoffs replaced with automated CRM task assignments
• Sales reps received context-rich lead data, enabling more relevant follow-ups

Key Takeaways

• Marketing automation must extend beyond basic email drips
• Real ROI is unlocked when CRM and nurture workflows are truly integrated
• Investing in lead scoring and lifecycle mapping directly impacts conversion velocity

Want Similar Results?

If you’re a SaaS or B2B company struggling with MQL-to-SQL conversion, explore our Marketing Automation Services to see how we can help.