Success stories when studying lead temperature

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1 Visual.ly Case
This popular website, whose business model is based on offering an internet service dedicated to those who want to create, share and use infographics, found itself face to face with a problem that many would envy.

Faced with rapid business growth, Visual.ly food and beverage email list business executives realized that the sheer volume of sales was far greater than their sales reps could handle.

To address this situation, they attempted to “manually” manage the leads that were being generated, but noticed that this approach continued to result in them chasing many customers who were not exactly ready-to-buy prospects .

To address this, they initially considered hiring a data scientist but realized that this approach would be costly and time-consuming.

They decided to go with the Wise.io platform to implement the lead scoring application in their marketing automation tool, Pardot.

Based on thousands of leads, optimal opportunities, and deal closures, Wise configured the lead scoring app to the unique attributes of Visual.ly’s business.

Within a few weeks, the lead scoring application was up and running smoothly , pulling leads from the Pardot tool and prioritizing these leads for inclusion in the established workflow for sales-generating clients.

Results
The results Visual.ly achieved by applying lead scoring can be summed up in three achievements: faster, better and cheaper. The application of lead scoring from the Wise tool is helping them to streamline sales processes, improve visibility and increase the efficiency of the sales team.

2 McAfee case
The multi-billion dollar computer security company responsible for some of the world's most popular virus scanning and removal tools once experienced the same marketing and sales problems that any of us have experienced, as hard as it may be to imagine this giant corporation dealing with situations of this magnitude.

McAfee already has a huge number of leads—so many, in fact, that the sales department began to complain that the marketing department had focused too much on quantity and too little on quality.

Sales had been focused on money but conversion rates were worryingly low.

To solve this problem, the company decided to acquire Oracle Marketing Cloud software (now known as Eloqua) with the aim of aligning sales and marketing strategies and achieving the common goal: more customers.

So instead of dedicating themselves to generating a sale from each lead generated , marketing began segmenting potential customers and developing personalized follow-up campaigns.

They then followed up on the prospects with a lead scoring strategy and would only focus on those leads that, according to their score, were ready to buy and increase conversion.

Results
Initially, automated lead management was limited to the North American department only, but shortly after, McAfee decided to apply this change of strategy to the rest of the world, obtaining these numbers:

4x increase in conversion rate
35% fewer leads (but because each lead was more qualified than before; the time invested in each lead decreased and the value of new consumers increased).
A little less tangible but no less important was the increase in cohesion between the sales and marketing departments.

Thanks to the automation of marketing processes , both departments were able to start working towards achieving the common goal: increasing revenue.

Conclusions
Having the right tools to achieve a successful business is key. As you have seen throughout this article, lead scoring is an ideal strategy that will help you qualitatively determine a prospect's level of attraction to your services.

The decisive moment on when to send a potential client to be approached by your sales department will be easier to see by establishing a connection strategy between the sales and marketing departments.