Multi-Stage Waterfall Campaign – US Region | Q1 2025 (RMS)

Why It Worked

Funnel-aligned messaging at each stage of the journey
Smart segmentation across hospitality personas
Human-verified qualification and calendar follow-through
Timely execution aligned with RFP and planning season

Objectives

Engage enterprise and mid-market hospitality brands

Drive awareness and interest through a multi-touch funnel

Deliver highly qualified leads and booked appointments for sales teams

Waterfall Campaign Structure

Stage 1: Content Syndication

Asset: Industry report on revenue strategy
Target: VPs/Directors of Revenue Management, Hotel Operations, and Digital Transformation
Volume: ~12,000 accounts reached

Stage 2: MQL Filtering & Nurture

Scoring based on engagement behavior (opens, downloads, time on page)
Leads who met MQL thresholds were nurtured with follow-up assets

Stage 3: BANT Qualification

SDR outreach (email + LinkedIn + calls)
Verified Budget, Authority, Need, Timeline

Stage 4: Appointment Generation

Calendar-based scheduling with warm, pre-qualified prospects
Personalized outreach reflecting specific business needs

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The Results

Metric	Outcome
Total MQLs Delivered	1,100
BANT-Qualified Leads	355
Appointments Booked	80
Avg. Conversion Rate (MQL → SQL)	30%
Top Verticals Engaged	Hotel groups, resorts, casinos, travel-tech consultancies