Case Study: Outokumpu boosts lead generation and sales pipeline growth with Oracle Eloqua

Outokumpu welds together a stronger marketing approach with Oracle Eloqua

Outokumpu, a global leader in sustainable stainless steel, needed to modernize its marketing and sales operations to grow new business, improve lead management, and make marketing more measurable. Before the overhaul, digital channels played little role in its marketing, leaving the team without the tools needed to nurture leads and support sales across a complex global product portfolio.

Outokumpu chose Oracle Eloqua to build landing pages, lead scoring, and automated nurturing programs tied to gated content and LinkedIn activity. With Oracle, Outokumpu ran about 20 automation programs in 2021–2022, generated over 7,000 marketing leads and more than 3,000 sales leads in 12 months, and increased marketing-generated pipeline volume by 231%; email engagement also far exceeded benchmarks, with a 39.05% unique open rate and 7.74% unique click-through rate.

Outokumpu

Susan Trast

Vice President, Head of Global Marketing