Two audiences, two journeys, more qualified leads

What changed

• +25%marketing-qualified leads from automated journeys
• 50%+increase in sales-qualified lead conversions
• +25%website traffic month on month

If your business serves two sides, you need two journeys.

The challenge

A care business at Series A needed clients looking for care and carers looking for work, two audiences who wanted very different things.

My role

CRM Manager

The approach

• Separate automated journeys for clients and carers
• Integrated campaigns across email, social, video, search and partnerships
• The ‘Living with dementia’ community, with content that nurtured leads
• SEO and UX improvements