CASE STUDY: Thomson Reuters aligns sales and marketing teams

After implementing Eloqua for marketing automation, the marketing operations team in the Intellectual Property (IP) & Science business of Thomson Reuters soon found themselves on the next stage of their journey to modern marketing. What prompted this move? They were taking a batch-and-blast email marketing approach for lead generation rather than sending targeted marketing messages, and were routing leads to sales based on the campaign they responded to, rather than on their quality.