Legacy Lead Clean-Up and Email Nurture Campaign Set-up
Remote | B2B Tech | January–June 2020
During a data migration project, Alexis Alonzo, our Founder & Digital Strategy Director, helped clean and re-categorize legacy leads after the acquisition of another hosting firm.
The goal was to organize historical contact data, assign leads to specific product lines, and re-engage them through personalized email nurture campaigns.
The Challenge
Clean up and restructure legacy marketing data across platforms after a company acquisition, and reintroduce the leads through segmented nurture paths.
The Marketing Service
Marketing Operations — Pardot
Data Structuring — Salesforce
Product Nurture Drips — Email Marketing
The Strategy
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Verified historical lead accuracy and aligned them with the appropriate sales teams
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Categorized thousands of leads into product-based groups based on past engagement
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Mapped out custom nurture paths for each product line with tailored content and CTAs
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Collaborated with the copywriter to refine email content strategy
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Set up Pardot Engagement Studios using unique scoring rules, triggers, and timing flows
The Results
Clean Data
Salesforce + Pardot Alignment
Legacy contacts were reviewed, verified and mapped to the correct product lines and sales teams—creating a reliable data structure for future campaigns.
3 Nurture Paths
Automated Email Journeys
Created personalized nurture flows for three distinct product categories, complete with tailored cadence, CTAs and content mapped to lead behavior.
Marketing Ops
Advanced Pardot Configuration
Built Engagement Studio programs for each product line using custom triggers, scoring logic and suppression rules. This setup enhanced automation capabilities and improved campaign targeting.
The Client's Feedback
"I worked with Alexis for a brief time at Nexcess on email campaigns. What was interesting about our time together was that there was a good deal of overlap in our positions, and what I noticed about Alexis was that she was ONLY focused on making the work the best quality possible. There were no egos to tapdance around, she was always prompt and proactive in getting things done, and an incredible teamplayer in the midst of a lot of transition. If you're looking for a bright girl with a great attitude to help you with your digital campaigns, Alexis is a masterful multitasker, and will be a true asset to any team she works with."
—Destiny Hagest, Former Nexcess Copywriter​