Launching a Targeted Email Marketing Strategy That Drove Sales-Qualified Leads
Challenge
We needed a way to stay top of mind with past leads, current customers, and target accounts—especially during long sales cycles or between projects. Without regular communication, we risked being forgotten when new opportunities arose.
Approach
I designed and executed a strategic email marketing program using HubSpot’s native tools. Our campaign goals were to nurture existing relationships, generate fresh opportunities, and drive engagement with our most relevant services.
Each campaign was highly targeted, reaching:
Past leads who had gone cold
Current customers with additional needs
New contacts within target accounts
Select vendor partners
Email content focused on timely, relevant topics such as:
Reshoring manufacturing in response to tariff concerns
Our new prototype pricing model
Blog posts highlighting service capabilities and thought leadership
To maximize engagement, I used personalization tokens and timed sends to land during common downtimes in recipients’ local time zones. I tracked campaign results closely, using our definition of a sales-qualified lead: someone who submitted 3D CAD files for a project with defined quantities and intent to manufacture.
Results
11 SQLs generated across 10 campaigns
1 quote request per email on average
Reshoring content alone drove 5 new opportunities
Strengthened relationships with leads and customers who said the messaging and timing were “spot on”
Impact
This effort directly supported sales by ensuring we stayed in the conversation—and helped us get invited into RFQs we might have otherwise missed. It also laid the groundwork for an ongoing nurture strategy that aligns marketing touchpoints with sales goals.
Key Insight
The right message, sent at the right time, can turn a dormant contact into a live opportunity. Thoughtful email marketing isn’t noise—it’s timely value.
