Right Content, Right Person, Right Time – McAfee Lead Nurture Programme
McAfee turned to Marketing Operations Agency, CRM Technologies to assist in the design, implementation and on-going refinement of a nurture programme which has led to a fourfold increase in opportunity conversion, highlighting a clear return on investment.
Realising that its sales and marketing teams had to work closely together to drive revenue growth, McAfee recognised that prospects should be put through a segmented nurturing programme giving them the right information at the right time in the buying process before they became “sales ready”. Andrew Freeman, CEO of CRM will explain how McAfee, the world’s largest dedicated security technology company, built this automated buyer’s journey.
CRM’s fundamental approach was the rationale of taking the prospect on a journey, rather than just talking to them about a product. The success of this strategy was based on the mantra of “sending the right content to the right person at the right time”.
About the speakers
Andrew Freeman, CEO, CRM Technologies
Andrew is CEO and one of the founders of CRM Technologies, a leading UK marketing operations agency that combines sales and marketing expertise with a specialist technology capability to help drive client’s revenue performance through the application of industry best practice.
With over 20 years’ experience within the IT industry, Andrew has built his knowledge, gained through his development background and senior IT roles, with a move into sales and marketing rising to board level. Andrew co-founded CRM Technologies in 2000 and the company has now grown to include a client base of blue-chip global organisations.
Andrew is passionate about aligning sales and marketing operations and the practical application of technology to help businesses drive revenue.
Andrew is a keen sailor in his spare time and has spent many happy hours cruising around the South Coast, France and the Channel Islands.