McAfee – Lead to opportunity conversion rate increased four-fold
McAfee — the multi-billion computer security company responsible for some of the world’s most popular virus scan and removal tools. It’s hard to imagine that such huge corporations have the same marketing & sales problems we experience, but they do.
Nonetheless, they became intrigued by the concept of a cloud-based platform,
The problem: McAfee was having little trouble generating leads, in fact, McAfee already had a huge number of leads. Nevertheless, 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 since conversion rates were worryingly low.
The solution: McAfee turned to Oracle Marketing Cloud (now known as Eloqua) to help align their marketing and sales departments and reach the common goal of more customers.
Therefore instead of just handing over every lead off to sales, marketing began to segmenting leads into
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.
The results: Initially, the automated lead management was limited only to the North America department but as time went on, McAfee eventually rolled out the strategy changes worldwide. As a result of its new automated marketing 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.
McAfee Tutorial & Review – Antivirus Software 2017
“Improved intelligence not only focuses marketing effort but also protects relationships. Unqualified marketing leads waste resources and can damage prospect opportunities.
To help McAfee create high-quality sales leads, we were asked to create a personalised user experience portal. This allowed prospects to self-select specific pillars of security appropriate to their needs and access tailored content at their own pace.
By building in data capture with tracking and scoring, we helped McAfee to assess the scope of customer requirements and generate more meaningful dialogue with decision makers.
WHAT DID WE DELIVER?
We produced a communications suite comprising more than 60 email variations. Specific messages were automatically triggered to correspond with the customer journey. A full website design and build was optimised for integration with the Eloqua marketing automation platform to nurture leads and accelerate sales.
WHAT DID THE CAMPAIGN ACHIEVE?
A successful best practice story, this sales campaign has been presented, and received awards, at several B2B and technology marketing events.” The Rubicon Agency
Do you want to get this kind of increase for your business? Join us on a free Workshop to see how you can. See below.
Free Marketing Automation Online Workshop
Most businesses have this in common: the desire to achieve higher profits, faster growth and better ROI. So how do you get started?
In this free online workshop, Karl zu Ortenburg, CEO of A-M-I shares the corner stones of marketing automation with you:
- What is marketing automation and how can your business benefit using it?
- How to generate profitable traffic to your website?
- How to generate real leads with our marketing automation formula?
- How to convert contacts into customers and close more deals?
- How to improve the efficiency of the sales funnel?
- How to reduce the length of the sales cycle?
- How to provide the ROI on marketing automation activities?