RENAULT LEAD NURTURE PROGRAM

THE CHALLENGE

Renault faced a common automotive marketing challenge: an abundance of enquiries that weren’t translating into qualified leads or sales. Many prospects were expressing interest through digital ads, but without structured follow-up, most dropped out of the funnel before taking a meaningful action such as booking a test drive.

THE SOLUTION

The opportunity was clear, nurture these early-stage leads through education, trust-building, and engagement until they were genuinely ready to buy.

Visual Identity (V.I.) partnered with Renault to design and implement a Marketing Automation Lead Nurture Program combining Facebook Lead Ads, Marketo Engage and dynamic creative communications.

The strategy focused on:

• Capturing “soft leads” through low-barrier Facebook Lead Ads.
• Automatically enrolling users into tailored email and social journeys.
• Gradually warming prospects from awareness to consideration to purchase intent.
• Reducing cost per lead and improving lead-to-sale velocity.

By shifting focus from immediate test drive requests to education, trust, and recall, Renault created a sustainable lead pipeline built on genuine engagement.

THE APPROACH

Facebook Lead Ads invited users to explore model reviews, download brochures, or learn more, soft entry points that began the conversation. Once captured, leads entered segmented email and social sequences aligned to their engagement level.

Marketo tracked behaviour and adjusted messaging dynamically to keep communications relevant. Content shifted from inspiration (design, features, lifestyle) to reassurance (warranty, servicing, value) and finally to action (offers, test drives, dealer visits).

The system was structured so new models or offers could be easily added without rebuilding journeys allowing Renault to scale automation across its vehicle range.

THE OUTCOME

The Marketing Automation Program delivered a dramatic improvement in lead quality, sales efficiency, and marketing ROI for Renault.

Compared to the previous year’s Facebook activity, sales generated through the program more than tripled, while the cost per sale dropped by around 90%. The average time to convert a lead halved, falling from over 100 days to just 46, meaning customers moved from initial interest to purchase significantly faster.

The automation program attracted almost nine times more soft leads, with thousands of new prospects introduced to the Renault brand for the first time. Across all email journeys, open rates consistently exceeded 60%, click-through engagement was strong, and the majority of participants were new to Renault’s database, expanding the brand’s long-term marketing potential.

Why it worked:

• Strategic sequencing: Messaging was matched to user intent rather than forcing early conversion.
• Automation intelligence: Marketo and Facebook Lead Ads worked in harmony to score, segment, and trigger communications automatically.
• Creative alignment: Every email and post reinforced Renault’s key product promises — quality, reliability, and value.
• Data-driven optimisation: The system’s scoring model continually improved based on user behaviour.