In both pandemic and ordinary times, there is one sanitizer that stands above the rest: Purell. But like other brands, Purell is constantly challenged with improving its lead management process, while enhancing the quality of acquired leads.

For Purell, we put the latest in marketing automation to work, crafting a 4-part drip email campaign that created a cohesive nurture and branded experience. Within the first 10 months of the campaign, sales-ready, self-generated leads increased by 250%. The amount of unqualified trial programs decreased and hours were saved through the automated process.

Sales and trial leads were accurately obtained and fit into targeted demographics based on facility type and lead role. Purell’s microsite and nurture emails are continuously optimized based on monthly analysis of the program.