McAfee reaps the benefits of Eloqua lead scoring and lead nurturing programs

Challenges

The marketing team had become very good at creating responses to multi-channel marketing programs. So good in fact, that the top of the sales funnel overflowed with leads to the point that it was creating a negative reaction from sales. Sales felt that the quality of the leads generated by marketing was poor and following up was sometimes a waste of time. Marketing realised they needed a way to automatically evaluate responses so only the best leads made their way to sales.

Solution

McAfee marketing decided that the best way to engage leads that were not ready to buy was to create a journey. Prospects went through a segmented nurturing program giving them the right information at the right time in the buying process so leads became sales ready using lead scoring and nurturing.As the world’s largest dedicated security technology company, McAfee realised that its sales and marketing teams had to work closely together to drive revenue growth. Agreement and alignment between the two departments was crucial to creating marketing effectiveness and improving the sales pipeline.