Case Study: Philips achieves higher-quality lead capture and stronger MQL-to-opportunity conversion with Oracle Eloqua Marketing Automation

Philips transforms lead capturing with Oracle Eloqua Marketing Automation

Philips, a global healthtech company, needed a more consistent and efficient B2B lead management process across thousands of customer touchpoints. Its existing lead capture system pushed too many low-quality form submissions into sales and required customers to complete 17-plus fields, so Philips turned to Oracle and Oracle Eloqua Marketing Automation to improve lead capture and visibility across the lead lifecycle.

Oracle implemented a new, more user-friendly lead capture experience through Oracle Eloqua, piloted it in three markets, and then rolled it out globally. The result was a major improvement in lead quality and fewer errors: the new forms were deployed in 82 countries and on more than 100,000 web pages, form submission quality increased by at least 80% in Philips’ three largest markets, and MQL-to-Opportunity rates rose by at least 30%, reaching 60% in some cases.

Philips

Lindsay Mitchell

Global Lead Customer Engagement and Care