Melissa Day understands why big companies in more traditional industries might rely on Rolodexes and the decades-long sales relationships they represent. Day started with Chemours in 2017, excited to help the company prosper after spinning off from DuPont in 2015. With an aim to help drive sales by introducing marketing automation, she needed the right tools to help her accomplish this goal.
Chemours is a different kind of chemistry company driven by its purpose to create a more colorful, capable, and cleaner world through the power of chemistry. Bringing solutions that are better, safer, more reliable, and more sustainable, Chemours manufactures industrial and specialty chemical products for customers in 120 countries, served by a direct sales force, third-party agents, and distributors. Traditionally, Chemours’ marketing activities revolved around large tradeshows, in-person events, and product specification sheets. Until recently, the company had limited ability to measure marketing impact in terms of qualified leads and connecting sales opportunities to marketing programs.
In support of its Corporate Responsibility Commitment (CRC), Chemours advanced responsible chemistry through resilience and responsibility despite a challenging 2020. In addition to these CRC goals, like reducing environmental footprint and creating an inclusive and diverse workplace for employees, the company also challenged itself to reach higher digital marketing expectations.
To help manage marketing automation, Chemours chose Adobe Marketo Engage for its robust capabilities as a single application to support all four of the company’s primary businesses that house its power brands, including Opteon™, Ti-Pure™, Nafion™, Viton™, Krytox™, Freon™, and Teflon™. Today, as Chemours’ Global Digital Marketing Leader, Day sees great opportunities on the horizon. “Since gaining new online marketing capabilities with Marketo Engage, we’ve built a sales funnel with a 20% qualified lead conversion rate,” she says.