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Turn Effective Lead Scoring Models into a Marketing Automation System

Challenge

F-Secure needed a generic lead nurturing funnel with three distinct phases activated according to lead score. Accurate reporting capabilities were also required.

Solution

To activate nurturing phases automatically, lead scoring models were built in marketing automation system.

Reporting was handled by saving lead information on Custom Data Objects.

A weekly calling list was built where highly scored leads are entered automatically.

The list contains lead-specific links to a form filled with information to support telemarketing, including test results, latest downloads etc.

Results

3,000 leads in the nurturing funnel, 223 ready to be contacted by telemarketing.

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