Case Study: Chemours achieves 1,000+ qualified leads and 20% qualified-lead conversion with Adobe Marketo Engage (Adobe)

Personalization improves marketing chemistry

Chemours, a 2015 DuPont spinoff that makes industrial and specialty chemicals for customers in 120 countries, faced a legacy sales model built on tradeshows and long-standing relationships with limited ability to measure marketing impact. The company needed to grow sales beyond traditional channels, drive online traffic, automate lead qualification and scoring, and better understand lead sources and buyer journeys to optimize marketing spend.

By deploying Adobe Marketo Engage, Chemours implemented lead scoring, MQL routing to Salesforce, persona-based personalization, and dynamic content with GDPR-aware consent handling, while scaling team skills. The new processes delivered 1,000+ qualified leads to sales, achieved a 20% conversion rate from MQL to sales-accepted lead, improved engagement across customer types, and provided the analytics to optimize budget and accelerate revenue.

Chemours

Melissa Day

Global Digital Marketing Leader