May 22, 2014

Case Study Lessons: Euromoney Decreases Lead Volume to Sales – On Purpose

Despite being a buzz word, marketing automation can be a great tactic to employ to sell more digital subscriptions. And this week’s Case Study on Euromoney Institutional Investor shows how a sophisticated use of marketing automation can help B2B sites improve their conversion rates. Euromoney Institutional Investor is a large company with a well-optimized site. But the company found that as their traffic went up, conversion rates went down. Specifically, conversion rates dropped from 8% to 0.4%. By introducing…

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How Euromoney Institutional Investor Uses Marketing Automation to Separate Signal from Noise in Lead Generation

For big sites like Euromoney Institutional Investor, site traffic is not a problem; getting qualified leads from all their traffic is. In this Case Study, Ben Eva, Global Head of Conversion Management, spoke to us about how Euromoney is testing marketing automation technology and tactics on five of the company’s 100 brands. Discover how you can use this technology to score leads and hand off more qualified prospects to your sales team.

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