YARA International

Deploying Adobe Campaign Standard based Lead Scoring Solution to Monitor Social Interactions and Attract Qualified Leads

Industry: Chemicals

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Technology we’ve used

Adobe Campaign
Adobe Experience Cloud

About Yara International:

YARA INTERNATIONAL (founded in 1905) is the world’s leading fertilizer company and an environmental solutions provider that responds to global challenges and drives positive change. The organisation contributes to improving global food security by providing plant nutrition solutions to 20 million farmers around the world. Moreover, they contribute to poverty reduction by helping to feed 262 million people through the use of their crop nutrition solutions.

The Challenge:

Implement and develop an Adobe Campaign Standard based Lead Scoring Solution to track social interactions, attract qualified leads from Facebook, and nurture them using engagement channels like SMS, YouTube by leveraging Hootsuite Connector for Adobe Campaign.

The Solution:

Behavioural Response has incorporated SMS, Facebook engagement interactions and ads into Hootsuite’s Lead Management solution that was integrated with Adobe Campaign. We then developed a personalized lead scoring solution and enforced the scoring framework to monitor social interactions, which provide incredible support in YARA’s marketing efforts.

Business Achievement:

  • Reduced effort devoted to lead profiling, scoring and management
  • Seamless lead profile consolidation and centralised management
  • Sales/Marketing alignment by allowing better Marketing Qualified Leads handover to the sales team

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