Case Study: Trend Micro achieves more sales-ready leads with Chapman Bright and Marketo

Improving sales alignment, lead management, and the Marketo setup, to generate more sales ready leads

Trend Micro EMEA faced the challenge of being unable to leverage its Marketo platform to drive business growth after its initial implementation. They had the tool but lacked the necessary processes and expertise, preventing them from generating a sufficient number of qualified leads for their sales team. The vendor, Chapman Bright, was engaged to help activate their talent and improve their marketing operations.

Chapman Bright provided a solution centered on hands-on coaching, redesigning the lead management process, and creating best-practice program templates. This approach, implemented across multiple European regions, enabled the same marketing team to deploy twice as many campaigns. The results were a doubling of new names generated and a fivefold increase in sales-ready leads, finally allowing Marketo to become a true driver of business growth for Trend Micro.

Trend Micro

Kurt Vanderhaegen

Sr. Marketing Manager EU