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 marketing automation, Euromoney was able to start scoring leads based on a prospects demographics and on-site behavior. Only high-scoring leads would be sent to sales staff to close deals. So far, Euromoney has cut lead volume to sales staff by 55%, and the goal is to get it down to 15%.However, that doesn’t mean that low-scoring leads are left to languish. Through sophisticated marketing automation, Euromoney is able to create multiple buyer journeys for each type of lead, and automate marketing messages to those that aren’t very likely to buy right now, but may in the future. In this way, marketing automation allows Euromoney to nurture leads over a long time without wasting valuable human resources in the sales department.Furthermore, marketing automation has helped Euromoney close more site licenses deals as it allows the company to target individuals within the same company by tagging users by IP address.To get the details on Euromoney’s use of marketing automation and lead scoring, join Subscription Site Insider and download the Case Study today!