PEI: Lead Nurture CX Strategy
Driving 109% Increase in High-Intent Leads for PEI Group with Persona-Led Journeys and Funnel Optimisation
The Client
PEI Group is a business intelligence company that provides market-leading insight, data, and networking opportunities to investment professionals across global, through a portfolio of 16 premium information brands.
The Challenge
Sales and marketing efforts at PEI Group lacked alignment, resulting in a fragmented user experience and poor conversion rates from lead to sale. With a focus on improving lead quality and nurturing high-intent users through the funnel, the business needed a joined-up, persona-led strategy and immediate tactical improvements across digital touchpoints.
Our Solution
In collaboration with our sister agency, In Digital, we delivered a comprehensive strategy to attract, qualify, and convert high-intent leads. We mapped the customer experience across key touchpoints – onsite, offsite, and via email – and designed end-to-end journeys tailored to core customer types. Alongside long-term strategic recommendations, we identified short-term growth opportunities, deployed quick wins, and enhanced tracking, testing, and targeting capabilities to support sustained performance.
Our Output
- Developed 2 persona-driven journey maps with 7 UX enhancements, 5 additions/removals, and 2 testing opportunities
- Defined demo requests as the primary conversion mechanism and built the strategy accordingly
- Audited existing email activity and implemented 39 quick wins
- Designed a new email strategy aligned to the new user journeys, comprising 9 automated journeys and 27 emails
- Built and deployed the new email programme in Marketo, using Knak for email creation
- Delivered an onsite experience audit and prioritised test plan
- Rolled out key onsite optimisations including:
- A redesigned registration wall for improved visibility and flow
- Enriched registration form for better persona segmentation
- A redesigned subscription page focused on relevance and value by persona
- Identified required data and tech dependencies and managed delivery
- Transformed onsite testing processes to increase speed to market
The Impact
+109%
Increase in demo requests YoY
+4%
Increase in paywall hits YoY
+10%
Increase in registrations YoY
New versions of automated email journeys are driving between 180-220% improvement in CTOR
From Our Client
“Ingage has been instrumental in refining our user journeys and email automations, helping us achieve significant growth in our KPIs. Their ability to navigate complex data and technical challenges, coupled with seamless collaboration across both our marketing and sales teams, has been impressive. I couldn’t recommend them enough.”
Brian Mulligan
Marketing Consultant @ PEI Group
Ready to take the next step?