Elluminate
Elluminate Improves Lead Quality and Email Marketing Agility
We now have more qualified leads, better segmentation and a powerful, flexible and elegant way to manage and measure them.”
Carol Sullivan, Director of Global Sales Operations
Elluminate
Highlights
- Improved lead quality and prioritization
- Better sales intelligence and lead segmentation
- Dramatic gains in marketing productivity and strategic focus
Challenges
Elluminate, a provider of real-time web, audio, video and social networking solutions to support 21st century teaching and learning, lacked a viable way to score and rank the large number of leads it was collecting and needed a better solution to automate its marketing activities to support the sales cycle. Elluminate's sales team needed a way to identify and follow-up with the most qualified prospects, and the marketing team needed an easy way to nurture leads and move them further down the sales funnel.
Solution
After struggling for six months to derive value from a competing solution, Elluminate switched to using Marketo and was able to launch a series of automated lead nurturing campaigns in its first month of use. Through progressive profiling -- or the collection of relevant demographic and behavioral data over time -- prospective leads are sorted according to a combination of title, interest or web activity. They then receive offers for a 30-day trial or are added to automated drip campaigns customized with their sales rep’s information and offers relevant to their specific market segment. With lead scoring, sales-ready leads are automatically routed to Elluminate’s inside sales team for immediate follow-up, while leads gathered from trade shows, webinars and web visits are routed to the appropriate lead nurturing track or recycled as appropriate.
Benefits
Through the use of Marketo Lead Management, Elluminate has fully automated the process of capturing and nurturing a high volume of leads and can now better understand the needs of its prospective clients. By using targeted email marketing and expanded lead scoring rules, Elluminate has improved the quality of the titles, demographic and behavioral information it collects as well as its ability to respond with timely and relevant content. The result is improved lead quality, better prioritization, dramatic gains in marketing effectiveness and a more strategic focus.
