McAfee increased lead to opportunity conversion rate 4x
McAfee began using marketing automation software as although its marketing efforts brought in a huge number of leads at the top of the funnel, the sales team was concerned that the leads weren’t of a good enough quality.
Marketing automation allowed McAfee to implement a lead scoring system and create a a segmented nurturing programme that gave prospects the right information at the right time in the buying process.
This greatly improved the quality of the leads that were passed onto the sales team.
As a result of this new automated system:
The number of leads reduced by 35% but overall quality improved.
Lead to opportunity conversion rate increased four-fold.
Alignment between sales and marketing greatly improved.