Lead nurturing campaign min

A global financial services firm wanted to generate qualified leads in key Asian markets through a targeted email campaign.


N/N delivered a lead nurturing programme built around content marketing assets. Our role included designing the customer journey map and drafting text for all downloads, landing pages and emails.


The campaign outperformed the company’s benchmarks for click through rates, conversion rates and qualified leads.

What we did:

Having partnered with N/N for a number of years to create a regular flow of thought leadership for an Asia-focused content hub, the company wanted to engage potential customers in the region more directly through an email lead nurturing campaign.

Given N/N’s extensive knowledge of the firm’s target audience accrued over many years of working together, we began by creating a customer journey map for an email campaign. The map included the actions and rules that would determine a recipient’s path depending on their engagement with the emails, as well as recommendations for content and call to actions (CTAs).

Once the customer map was approved, N/N created the content marketing assets to accompany the campaign including ebooks, presentations, checklists and infographics. We also provided the text for the associated landing pages and emails.

The campaign achieved double-digit click-through rates, an average conversion rate of 52% and generated qualified leads in excess of the company’s expectations.

World-class content strategy and execution

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