CASE STUDY: McAfee reaps the benefits of Eloqua lead scoring and lead nurturing programs
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.