Provet: Turning nurture into a growth engine
The opportunity
Provet was already generating strong demand. Lead volumes were healthy, interest was clear and the brand had an active database across multiple markets.
But too many warm leads were entering the CRM without a clear next step.
Follow-up was inconsistent. Sales lacked the context to prioritise the right conversations. Marketing was creating interest, but the system behind it was not converting that interest efficiently enough.
The issue was not acquisition. It was conversion.
The challenge
Provet needed a smarter way to move prospects from early interest to sales-ready intent, without simply increasing acquisition spend.
This meant building a lifecycle system that could:
Prevent warm leads from going cold
Respond to real buyer behaviour
Give sales clearer signals and better timing
Work across English and Spanish-speaking markets
Support future campaign and market growth
What Bray St. did
As Provet's long-term growth partner, Bray St. designed an always-on nurture ecosystem connected to the wider campaign, CRM and sales process.
We built a behaviour-led framework that used nurture content, paid media reinforcement, lead scoring and sales activation to keep prospects moving.
Paid activity created and recaptured interest. Nurture built relevance. Scoring identified intent. Sales workflows turned that intent into action.
Every part of the system had a job.
Built around behaviour
The nurture programme used a three-phase framework with more than 25 connected touchpoints and conditional logic based on engagement.
Leads could be warmed up, activated, suppressed or escelated depending on what they did next.
Early-stage contacts received content to build trust. More engaged prospects moved towards stronger conversion points. High-fit, high-engagement leads triggered sales-ready actions.
This helped Provet move from blanket follow-up to a smarter lifecycle model.
Giving sales better context
A key part of the work closing the gap between marketing engagement and sales action.
We introduced behavioural lead scoring based on fit and engagement, so sales teams could see which leads were worth prioritising and why.
Instead of receiving names in the CRM, sales gained clearer context: who had engaged, what they had responded to, how closely they matched Provet's target profile and when the timing was right for follow-up.
What improved
Conversion
Lead-to-MQL conversion improved by 17.5%.
Efficiency
Provet maintained 90% of MQL output with 23% less top-of-funnel volume.
Engagement
Overall email performance improved 6% year on year.
Reply Rates
Reply rates increased by 36%.
Database Health
CRM stagnation reduced by 36.7%.
Scalability
The programme created an always-on lifecycle framework across English and Spanish markets.
Why it mattered
The nurture programme became a performance layer within Provet's marketing ecosystem.
It gave the team a clearer view of which leads were ready now, which were warming up and which high-fit accounts could be reactivated over time.
Instead of relying on more leads entering the funnel, Provet could make better use of the demand it already had.
That is where the value sat: stronger conversion, better timing and a more scalable route to growth.
