Andrew Freeman, CEO, CRM Technologies & Anja Feldmaier, EMEA Marketing Executive, McAfee
McAfee is the world’s largest dedicated security technology company delivering solutions and services to end-users, private sector enterprise, the public sector and service providers. With more than 100 competitors, McAfee realised that its sales and marketing teams had to work closely together to drive revenue growth.
Using a combination of Lead Scoring and Lead Nurturing McAfee marketing decided that the best way to continue marketing to leads that were not ready to speak to a sales rep was to create an automated buyers journey. Prospects should be put through a segmented nurturing programme giving them the right information at the right time in the buying process to enable leads to becoming sales ready over time.
McAfee turned to Marketing Operations Agency, CRM Technologies to assist in the design, implementation and on-going refinement of the nurture programme which has led to a fourfold increase in opportunity conversion, highlighting a clear return on investment.
CRM’s fundamental approach was the rationale of taking the prospect on a journey, rather than just talking to them about a product. The success of this strategy was based on the mantra of “sending the right content at the right time to the right person”.