"Eloqua has helped us build a truly accountable marketing organization. Now we can easily see the impact and results of every campaign, qualifiedly and qualitatively. We know where to spend our resources to yield the highest return on our investments.” Matt Tormollen, CMO, Pavilion Technologies
Business Challenge
Marketers at Pavilion needed to increase the effectiveness of their marketing programs. They struggled to discern which prospects were responding favorably to which campaigns, and could not share critical prospect response data with the sales team that would help sales reps focus on the right leads with the right message. The team needed to improve its accountability by understanding which combination of marketing events produced the best revenue opportunities.
Solution
Pavilion selected Eloqua Conversion Suite to deploy targeted marketing campaigns across multiple media, including direct mail and email. Each integrated campaign drives prospects to Pavilion’s Website, where it informs them, qualifies them, and identifies those most likely to buy. Every prospect action and activity is logged in a comprehensive profile that is automatically distributed to Pavilion’s sales team via CRM, so they can engage leads at the right time to close deals.
Results
Since they began basing their marketing activities around Eloqua’s Conversion Suite, Pavilion’s marketing department has doubled the number of email campaigns without increasing its marketing staff. It has increased the effectiveness of each campaign by boosting email delivery rates and open rates by 99 and 100 percent respectively. In the 4 months after implementing Eloqua’s solution, over 200 sales leads were generated from the Website, an increase of more than 1,400 percent. Eloqua’s deep integration to Pavilion’s CRM system not only has improved the relationship between marketing and sales but also allows marketing to track the ROI on their campaigns.
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