Skip to content
Get started

Optimizing Lead Management:  How Four Seasons Hotels & Resorts Enhanced Nurturing Strategies and Increased Secondary Market Engagement

four seasons

Industry

Hospitality

Challenge

Four Seasons Hotels & Resorts wanted to optimize lead nurturing in secondary markets to drive revenue growth. They aimed to increase engagement with top-producing meeting and event planners by 5% but lacked a structured lead management process. Additionally, they needed detailed touchpoint plans built in Marketo to improve personalization and campaign effectiveness..

Results

Four Seasons Hotels & Resorts successfully implemented a structured lead management process, improving engagement with secondary market accounts. Their customer survey reached 4,400 respondents, providing valuable insights that shaped new personas and buyer journeys. As a result, they now use data-driven nurturing strategies in Marketo for both primary and secondary-market campaigns, enhancing personalization and revenue opportunities.

Key Services

Lead Management Optimization , Customer Survey & Data Insights , Marketo Campaign Strategy, Cross-Functional Alignment

www.fourseasons.com
4400+
Survey Respondents
5%
Lead Engagement

“The Pedowitz Group helped us transform our approach to lead nurturing by implementing a structured, data-driven process. Their expertise in Marketo, buyer personas, and lead management allowed us to engage secondary market accounts more effectively and optimize our campaign strategies. With their support, we now have a clear roadmap for improving engagement and driving revenue growth.”

Carolyn Mar

Senior Director Marketing, Four Seasons Hotels & Resorts

Four_Seasons_Sydney_Full_Harbour_View_Junior_Suite

About Four Seasons

Four Seasons Hotels & Resorts is a globally renowned luxury hospitality brand, known for its exceptional service, world-class accommodations, and premium event experiences. With a strong presence in the hospitality and travel industry, Four Seasons caters to both leisure and business travelers, offering exclusive locations for corporate meetings and high-profile events.

The Challenge

Four Seasons Hotels & Resorts recognized an opportunity to optimize lead nurturing and drive revenue growth in secondary markets. While their primary markets were well-established, they needed a more structured approach to engaging top-producing meeting and event planners in less saturated regions. Their existing lead management process lacked detailed buyer personas, personalized touchpoints, and data-driven insights, making it difficult to effectively convert high-value prospects. To increase engagement by 5% and improve campaign performance, Four Seasons sought a more strategic and automated approach to lead nurturing using Marketo.

The Solution

As Four Seasons Hotels & Resorts sought to optimize lead nurturing in secondary markets, they evaluated various approaches, including internal process improvements and third-party marketing automation solutions. However, they needed a strategic partner with deep expertise in lead management, buyer personas, and Marketo automation to implement a structured, scalable solution. After reviewing their options, they chose The Pedowitz Group (TPG) for our ability to define customer journeys, build personalized engagement strategies, and optimize marketing automation platforms.

To address their challenges, TPG:

  • Conducted a broad-reach customer survey that gathered insights from 4,400 respondents, helping define key personas and buyer journeys.
  • Developed a strategic lead management framework, ensuring a structured approach to nurturing secondary market accounts.
  • Built and optimized Marketo campaigns, implementing detailed touchpoint plans for more personalized engagement.
  • Aligned cross-functional stakeholders around a unified lead management process, improving lead scoring, routing, and tracking.

With these solutions in place, Four Seasons Hotels & Resorts successfully transformed its lead nurturing approach, leveraging data-driven insights and automation to engage secondary market accounts more effectively.

The Pedowitz Group provided the expertise we needed to refine our buyer personas and optimize lead nurturing in Marketo. Their structured approach helped us engage secondary market accounts more precisely, improving marketing performance and revenue potential. - Carolyn Mar, Senior Director of Marketing

The Results

By partnering with The Pedowitz Group, Four Seasons Hotels & Resorts successfully transformed its lead nurturing strategy, creating a data-driven, structured approach that improved engagement and campaign effectiveness in secondary markets.

  • 4,400 Customer Survey Respondents – Provided key insights that shaped new personas and buyer journeys.
  • 5% Increase in Engagement – Strengthened relationships with top-producing meeting and event planners.
  • Optimized Marketo Campaigns – Implemented personalized touchpoint plans, improving lead conversion rates.
  • Fully Integrated Lead Management Framework – Standardized lead scoring, routing, and tracking, enhancing marketing efficiency.

With a more targeted, automated approach, Four Seasons now leverages actionable insights and Marketo-driven engagement strategies to improve lead nurturing, expand market reach, and drive measurable revenue growth.

Ready to get started?

Get Your Results