Case Study: Economist Intelligence Unit achieves faster, higher-conversion sales pipeline management with Marketo

Economist Intelligence Unit Accelerates Revenue Growth with Marketo

The Economist Intelligence Unit (EIU), a leading UK provider of forecasting and advisory services, faced a high volume of leads from events, webinars and the web but lacked marketing automation and sales insight. Leads were manually passed to global sales teams via email and spreadsheets, forcing sellers to spend hours sifting low-quality enquiries and making it hard to prioritize genuine commercial opportunities.

EIU selected Marketo for its simplicity and Salesforce compatibility, implementing automated lead nurturing, scoring and a single view of each prospect that includes full engagement history; leads that hit a score threshold are passed automatically to sales. The result was faster, higher-converting deals, a bridged gap between sales and marketing, more effective pipeline management and the equivalent productivity of two additional full-time marketing staff, with plans to add social feeds for deeper insight.

Economist intelligence unit