Using Buyer's Journey Email Campaigns to Turn Cold Leads Into Hot Deals

Are you still sitting on a goldmine of cold leads that never converted? They’re not dead—they’re just waiting for the right conversation. 

In this episode of The Marketing Phoenix Podcast, Melissa Rogozinski sits down with Sophia Sprowls, Marketing and Sales Operations Manager at RPC Strategies, to share a behind-the-scenes look at how they transformed their existing content and CRM into a strategic email campaign that drives lead conversion and client loyalty.

Whether you're in legal tech, a B2B service provider, or leading growth at a law firm, you'll learn how a properly aligned buyer’s journey framework—combined with email marketing and CRM automation—can uncover new revenue from leads you thought were cold or dead.

What You’ll Learn

• What the Buyer’s Journey really looks like (and the part most businesses forget)
• How to map your existing content to each stage of the journey
• A 6-step framework to build an email campaign that converts cold leads
• Why CRM is essential to lead tracking, segmentation, and revenue growth
• Common mistakes businesses make with email campaigns and CRM
• How to align sales, marketing, and client success for sustainable growth

Chapters

00:13 Leveraging Website, ICPs & Content for Growth
01:30 Meeting Sofia Sprowls & Her Career Aha!
03:44 Aligning Teams to Drive Business Growth
04:30 Running the Annual RPC CRM Clean-Up
05:55 Describing the Buyer’s Journey
07:18 Showing Client Loyalty ROI in Action
08:13 Walking Through Buyer’s Journey Content Strategy
10:50 Placing Features & Benefits in the Journey
12:25 Informing the Journey with Ideal Personas
15:55 Developing Lead Nurturing Email Strategies
26:00 Using CRM to Automate Journey Workflows
35:45 Avoiding Common Buyer’s Journey Mistakes
37:40 Getting the Journey Right for the Client
40:10 Tracking KPIs for Journey Success
42:10 Driving Best-in-Class Close-Win Rates
43:03 Assigning Objectives to Every Journey Stage
44:04 Advising New Marketing & Sales Enablement Leaders

Keywords

email campaign, email marketing, growth marketing, managing leads

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