Campaign Operations
Eloqua
A global real estate enterprise with more than 110,000 employees needed a better way to identify high-value opportunities whilst reducing pressure on sales teams caused by low-quality leads. The new account-based scoring model delivered 4x higher lead quality, reduced manual effort by 50% and enabled prioritisation of 20+ strategic accounts.
Sales teams were receiving more leads than they could meaningfully prioritise, but volume was not translating into value.
A global real estate enterprise relied on lead scoring to identify sales opportunities across a large and complex operation. The existing setup focused heavily on individual lead activity, creating a steady flow of contacts that often lacked the quality needed for effective follow-up.
The result was growing pressure on sales teams. Low-quality leads entered the process, whilst genuinely valuable opportunities were harder to spot. Sales and marketing worked towards the same goals, but they did not always share the same definition of what qualified attention from the sales team.
The deeper problem sat in the architecture. The existing Eloqua configuration could not provide account-level visibility, making it difficult to recognise buying signals emerging across multiple stakeholders within the same organisation.
The project focused on changing how opportunity signals were identified, scored and prioritised across entire accounts rather than individual contacts.
Building the scoring framework around account-level intent created visibility that the previous setup could not provide. The chosen approach improved prioritisation without requiring a broader platform replacement.
The impact extended beyond scoring accuracy. Sales teams gained greater confidence in the opportunities reaching them, whilst marketing gained clearer feedback on campaign effectiveness. Conversations shifted away from lead volume and towards opportunity quality. Operational alignment improved because both teams worked against the same qualification framework.
The teams stopped debating lead volume. They started focusing on buying intent.
The original process delivered a large number of leads, but volume alone did not help sales teams identify the most valuable opportunities. Reducing lead volume whilst improving conversion performance changed the conversation entirely.
The new account-based approach created visibility into organisations rather than isolated contacts. Patterns that previously remained hidden became easier to prioritise and evaluate.
Automation also removed a significant amount of manual work. Teams spent less time preparing and validating data and more time acting on insights produced by the scoring model.
Improved qualification criteria strengthened collaboration between sales and marketing. Shared definitions reduced friction and increased trust in the handover process.
Lead volume was reduced, conversion rates doubled, lead quality improved fourfold and more than 20 high-value accounts could be prioritised using account-level intelligence.
Get closer to the ideas, tools, and tactics that move the needle.
Let’s talk about your challanges Let’s talk about your challanges Let’s talk about your challanges Let’s talk about your challanges Let’s talk about your challanges Let’s talk about your challanges Let’s talk about your challanges Let’s talk about your challanges Let’s talk about your challanges Let’s talk about your challanges Let’s talk about your challanges Let’s talk about your challanges Let’s talk about your challanges Let’s talk about your challanges