Case Study: Bella Pictures achieves higher lead conversion with DemandGen lead scoring

Bella Pictures - Customer Case Study

Bella Pictures, a technology-driven company in the wedding photography industry, faced a challenge with its static lead scoring system. Their original method failed to effectively prioritize leads, resulting in poor sales efficiency and an inability to forecast appointments. The company partnered with DemandGen to overhaul its approach using a new lead scoring methodology integrated with its Eloqua marketing automation platform.

DemandGen implemented a dynamic, two-dimensional lead scoring system that evaluated both prospect qualification and behavioral interest. This solution included a custom Salesforce dashboard to give sales staff critical data at a glance. The results were significant: Bella Pictures gained the ability to accurately predict appointment set rates by lead score, which improved forecasting. Most importantly, sales efficiency greatly improved as it took far fewer calls to set the same number of appointments.

Bella Pictures

Teresa Almaraz

Channel Marketing Manager