Markies Mondays: Bridging the gap between marketing and sales with effective lead management

December 13, 2021 | 4 minute read
Autumn Black
Content Marketing Specialist, Oracle Advertising and CX
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Welcome back to Markies Mondays, a blog series where we celebrate the finalists and recipients of Oracle's 15th annual Markie Awards. Check back each week to learn how Oracle Advertising and CX customers are building their brand and creating lasting customer relationships with our connected suite of applications.

The buyer’s funnel can be quite a maze, but some organizations have made it easy to pull leads all the way through. This week, we’re recognizing the finalists of the Cultivator Award for Best Lead Management Program. This award honors those who have crafted a unique solution for turning leads into revenue by nurturing their prospects and delivering dynamic results by deepening the relationship between their marketing and sales teams.

Let’s take a closer look at how these four finalists deployed intelligent lead management solutions to both bridge the gap between marketing and sales and improve customer experience.

Making the digital customer experience feel as personal as the physical

A leader in the Brazilian credit supply market for more than 90 years, one organization had to get creative as customer interactions suddenly became more digital in the wake of the global pandemic. Their biggest audience segment was born before digitization was the norm, but they believed they could help this group see the value in digital engagement by delivering a hyper-personalized customer experience.

Using Oracle Responsys Campaign Management, this company offered tailored journeys for each customer, ensuring they received the same level of customer service as they would walking into a physical bank. And they continue to invest in improving their digital experience to capture best-in-class leads.

As a result, the organization grew their email open rate to 36% and increased their lead conversion rate by 63%. Additionally, they saw great improvement with deliverability, growing their SMS delivery rate to 67% and email delivery rate to 99%.

Optimizing the customer experience for optimal results

Leading contact lens supplier Bausch + Lomb of India wanted to expand market share through lens trials. To execute this effectively, they needed a 360-degree view of their customers to improve customer service, advance partner relationships, reduce customer acquisition costs, and retain customers.

Working alongside partner Innovacx, the company implemented Oracle B2B Service to help nurture relationships with the optometrists who help serve their end customers. They also used Oracle Responsys to collect customer contact data and help them run more targeted email campaigns. This program allowed them to create a solution to manage their entire customer lifecycle, from lead to renewal, in just eight weeks.

As a result, Bausch + Lomb of India reduced acquisition costs by 80%, added and nurtured more than 200,000 new leads, and did away with manual follow-up emails, saving them both time and money.

One global technology corporation had difficulty managing leads they collected from social channels and needed an automated lead nurturing system that would allow the sales team to better understand and address each lead in a tailored fashion with targeted content and offerings.

In partnership with PMWeb, Wunderman Thompson, and TAKE Solutions, the business implemented Oracle Responsys to transform the relationship with B2B and B2C leads captured through the organization’s social media strategy. By leveraging click and open data, as well as behavioral web data, they were able to personalize the customer experience and create a truly unique customer journey for their leads.

As a result, the company improved the health of their email list by 200%, increased the number of engaged contacts by 67%, and saw a 33% growth in revenue.

Using marketing automation to execute effective lead management

After the onset of the pandemic, one leading organization providing contract research services to the drug, medical device, and diagnostics industries set out to address gaps in their campaign data to optimize their brand experience and lead management program.

With collaboration from their marketing and sales teams, they integrated Oracle Eloqua with their existing systems to create a unique lead scoring model for their business and to deliver fresh insights into the quality of leads. They also created a metric-driven framework for different marketing campaigns that allowed their sales and marketing teams to collaborate and convert high-quality leads into opportunities.

As a result, the organization improved lead generation by 33%, increased highly qualified opportunities by 87%, and added over 54,000 new contacts.


There’s so much more to share about the finalists and winners of the 15th annual Markie Awards in the upcoming posts in this series. Bookmark the Customer Success Stories category of the Customer Experience blog and check back regularly for updates.

In the meantime, learn more about the Cultivator Award for Best Lead Management Program and the other 13 award categories at the Markie Awards website.


Autumn Black

Content Marketing Specialist, Oracle Advertising and CX

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