Eloqua pavilion case study


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This case study reveals how Pavilion was able drastically increase the efficiency of its e-marketing initiatives by using Eloqua.

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Eloqua pavilion case study

  1. 1. Customer Success Story Pavilion Technologies “Eloqua has helped us build a truly accountable marketing organization. Now we can easily see the impact and results of every campaign, quantifiably and qualitatively. We know where to spend our resources to yield the highest return on our investments.” — Matt Tormollen, CMO of Pavilion Technologies 
 Pavilion Technologies Measures Up with Eloqua’s Demand Generation Solutions Pavilion Technologies is a world leader in model-based software. The company’s solutions enable manufacturers to drive their production processes to desired business objectives resulting in greater profitability. Founded in 1991, the company combined intellectual capital from DuPont, Eastman Chemical and the Microelectronics and Computer Technology Corporation to apply neural network modeling to industrial applications. Since that time, Pavilion has advanced the field of industrial control with more than 150 patents covering modeling, predictive analytics, process control, optimization and expert systems. The Challenge In 2005, Pavilion’s marketing organization was determined to transform its operations into a set of integrated processes that would help the team scale, drive increased revenue results and gain greater visibility into the return on marketing expenditures. As a first step, Pavilion needed to improve how they shared valuable customer response information across discrete marketing channels. For example, Pavilion regularly deployed email campaigns to promote company webinars and its user conference, while reserving multi-channel marketing campaigns such as direct mail and telemarketing for awareness building and lead generation. Because these channels were isolated from one another, the marketing team could not compare prospect response information to increase the effectiveness of its overall marketing program. The marketing team was finding it difficult to quickly discern which prospects were responding favorably to which campaign, as well as to correlate web traffic and activity to outbound direct marketing efforts. Getting access to this data would help Pavilion’s marketing team provide a continuous stream of high quality leads to the sales force. An average sales cycle of six to nine months meant that marketing needed to provide a robust pipeline of leads to continue to meet the company’s sales targets. The marketers knew that they could accelerate this sales cycle by providing detailed information to the sales rep about the prospect’s area of interest, recent website activity or participation in marketing events. Using this data, reps could focus on those leads most likely to buy and tailor their selling value proposition to information that would most likely resonate with the prospect.www.eloqua.com | 866.327.8764 | March 2007 © 2009 ELOQUA CORPORATION
  2. 2. Customer Success Story: Pavilion Technologies | 2 Finally, developing an integrated marketing process would provide greater visibility into the effectiveness of marketing programs. The existing ’data gap’ between marketing and sales meant that the marketing team could not directly tie sales dollars back to specific marketing activities. By associating marketing activity with a prospect throughout the entire sales cycle – from ‘first contact to close’ – marketing would get invaluable insight into what combination of events produced the best revenue opportunities. This information would immediately improve the team’s accountability and help justify the money and resources required for future marketing campaigns. For this reason, Pavilion executives agreed that any technology solution adopted to improve the effectiveness of its marketing campaigns must also be closely integrated with its customer relationship management (CRM) system from salesforce.com – a key component of the sales team’s infrastructure. “Our marketing team was faced with several challenges that required a specific solution for each one,” said Matt Tormollen, chief marketing officer of Pavilion. “We were looking for a technology solution that would allow us to address all of them and drive growth within our business.” The Solution To address these challenges, Pavilion had to look no further than Eloqua Corporation, a provider of integrated demand generation software and services. Pavilion found that Eloqua could solve each problem it faced – and more. In August 2005, Pavilion implemented the Eloqua Conversion Suite, an automated demand generation platform that enables business-to-business organizations to execute, measure and automate multi-channel marketing programs. Eloqua’s on-demand“Over the prior year, we attributed just 42 software allows Pavilion’s marketing team to deploy targeted marketing campaigns leads from the website. After implementing across multiple media, including direct mail and email. Eloqua drives prospects to Pavilion’s website where it informs them, qualifies them, and identifies those most Eloqua’s solution, we generated more than likely to buy. Every prospect action and activity is logged in a comprehensive profile 200 sales leads from our website alone in that is automatically distributed to Pavilion’s sales team via salesforce.com so they can just four months—an increase of more than engage leads at the right time to close deals. 1,400 percent.” Pavilion also deployed Eloqua Program Builder, a marketing automation application that — Jordon Weiss, Marketing Communication uses powerful real-time analytics to automatically take any action on any prospect at Manager, Pavillion any time. Program Builder enables marketers to automate many of the repetitive manual steps involved in executing e-marketing initiatives. Taking personalization a step further, Pavilion also implemented Eloqua Hypersites – customized, personalized microsites – to deliver targeted messages to each prospect that improve response rates and build trust. Using Hypersites, the company can drive each prospect to a website that automatically adapts Pavilion’s marketing message based on the prospect’s company, industry, job title, geography or any information contained in their database. Additionally, the Eloqua Conversion Suite is integrated with Pavilion’s Salesforce CRM system, enabling the sales team to closely track each customer and prospect touch point. This visibility not only ensures that marketing and sales are on the same page, but it gives a distinct advantage to sales in their communication with potential sales targets. Through their day-to-day CRM interface, sales reps can quickly see how their © 2009 ELOQUA CORPORATION
  3. 3. Customer Success Story: Pavilion Technologies | 3
 prospects respond to marketing programs, including email opens and clickthroughs, website visits and form submittals. By knowing, for example, if a prospect has downloaded certain materials from Pavilion’s website, a sales person can better tailor a presentation to that subject matter, improving the chances of closing the deal and accelerating the sales cycle. Eloqua’s customer service also proved to be equally exceptional. According to Amy George, director of marketing programs at Pavilion, “The Eloqua services team was exceptional and very hands on throughout our entire implementation process. I will admit that we were fairly demanding, but they were always on top of it.” Conclusion Since implementing the Eloqua Conversion Suite, Pavilion’s marketing department has significantly increased the efficacy of its e-marketing initiatives. Email marketing, specifically, has been an area of dramatic improvement. In the first six months of use, Eloqua helped Pavilion: Double the number of email campaigns conducted from the previous year, without increasing headcount Increase the effectiveness of each campaign by boosting email delivery rate and open rate by 99 and 100 percent respectively and bringing email clickthrough rates in line with industry standards. Track email campaign outcomes to a level of detail previously unattained – reporting on not only how many emails were delivered and clicked through, but by whom, how often and where prospects went on the Pavilion website. The benefits of Eloqua Conversion Suite go beyond email marketing, however. At the end of the day, Pavilion’s marketing team is responsible for delivering leads – not clicks. In this regard, Pavilion has experienced dramatic results. “Before we began using the Eloqua Conversion Suite, we were unable to track downloads from our website. Over the prior year, we attributed just 42 leads from the website,” said Jordon Weiss, marketing communication manager at Pavilion. “After implementing Eloqua’s solution, we generated more than 200 sales leads from our website alone in just four months – an increase of more than 1,400 percent.” Just as importantly, Eloqua’s marketing automation capabilities have allowed Pavilion to achieve these results without increasing marketing staff. They now run more marketing campaigns and generate more leads more efficiently than before. Also, the increased visibility afforded by Eloqua’s deep integration to salesforce.com has improved the relationship between marketing and sales – both clearly understand the impact and benefit of close cooperation. “In addition to generating more qualified sales leads for our organization, Eloqua has helped us build a truly accountable marketing organization. In today’s business environment, this is a critical part of being visible at the executive level,” said Tormollen. “Now we can easily see the impact and results of every campaign, quantifiably and qualitatively. We know where to spend our resources to yield the highest return on our investments. Eloqua has given us an invaluable tool for validating our efforts to the rest of the company.” © 2009 ELOQUA CORPORATION

  4. 4. Customer Success Story: Pavilion Technologies | 4
 About Eloqua Eloqua is the category creator and leading provider of demand generation applications and best- practice expertise for business marketers around the world. Thousands of customers rely on the power of Eloqua’s products and services to execute, automate and measure programs that generate revenue. Eloqua is headquartered in Vienna, Virginia, with offices in Toronto, London, Singapore and throughout North America. For more information, visit www.eloqua.com. 1921 Gallows Road 500 Vienna, VA 22181-3900 Call Toll Free: 866.327.8764 © 2009 ELOQUA CORPORATION