Schneider Electric wanted to generate new leads with content-driven inbound marketing. They knew a key to success was accurate measurement of online traffic and site conversion. They wanted a clear view of which digital channels were driving traffic to the site, and the lead outcomes. A number of disparate sources – including email systems, display advertising and Google AdWords – made it impossible to visualise digital engagement in one place.
As well, Schneider Electric wanted to automate processes with lead scoring and routing, and to build a best-practice inbound model for eventual internal adoption.
We set up their automated marketing to nurture and progress leads coming in from their media and event campaigns. We designed stakeholder dashboards and plugged Schneider Electric’s data sources into our data analytics platform to deliver detailed reporting. The visualisations presented a real-time lead pipeline, attributing results to different campaign sources. This allowed us to identify highest performing lead sources to optimise the MQL and revenue results.
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