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In 2012, the Microsoft UK Enterprise sales team struggled to convert marketing-generated leads into revenue; disengagement was 80%. Our challenge was to create a better customer experience through partner integration, and fill the pipeline with fully qualified leads to increase marketing ROI.
Using propensity modeling and smart analytics, we provided key insights into how B2B buyers make decisions. To ensure leads were fostered throughout the sales cycle, we crafted and followed up on tailored emails. Qualified individuals were nurtured with intelligent telemarketing until they were sales-ready, then referred to Microsoft’s partners.
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