We want to revisit the fundamental concept of moving from manual marketing to marketing automation – a process that’s put client Nexsan on a new level of performance with new lead generation and lead management solutions using the right tools and best practices. Before we get to review their efforts, let’s first revisit the need to understand why manual marketing and marketing automation are like day and night in terms of their capabilities for marketing and sales.
The thing about companies that want to succeed in revenue generation and revenue growth is that they implement a set of processes that can actually make this happen. These processes follow the most cutting-edge and most forward-thinking tools and ideas that have already worked for Best-in-Class Performers. On the most basic level, the changes that need to take place in order for an organization to transition to a more effective and efficient level of performance is automation and sales enablement: automation from the stand point of enabling marketers with the right tools, and sales enablement from the stand point of aligning the sales and marketing process in order to pass the most qualified leads to sales.
Nexsan realized they needed an automated marketing process to address their lead intelligence and prioritization issues. We initiated the Eloqua SmartStart™ methodology, which guaranteed that Nexsan would have their entire implementation complete by fully synchronizing Eloqua with their CRM database, fully tracking all website activity, and having a complete lead scoring program to prioritize leads.
Once Eloqua was implemented, the Nexsan sales and marketing teams knew exactly what numbers they had to hit using data points from our solution that allowed marketing to supply sales with any and all metrics.
Some of the positive results now realized through the ability to have a shared marketing and sales funnel at Nexsan include:
- Prioritization of the strongest leads, which has significantly boosted conversions
- A 60% increase in buy-ready ‘A’ leads
- A 44% increase in ‘C’ and ‘B’ leads, which has transformed Nexsan’s pipeline
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