Case Studies

2 Learn more about DemandGen's lead nurturing and lead scoring services www.demandgen.com | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2015 DemandGen International, Inc. All rights reserved. DemandGen and the DemandGen logo are registered trademarks of DemandGen International. All other product and company names may be trademarks of their respective owners. Using Eloqua, DemandGen created a 10-week long automated email campaign consisting of weekly surveys with questions specific to each internal department at Accela. Accela's executives helped champion the game and even created the game questions for their respective areas. Executive sponsorship and a clever idea, however, could only take the program so far. For true success, the marketing team had to keep the employees engaged. Weekly and grand prizes for respondents with the highest scores helped. So did a series of email touches throughout the week that kept the game at the top of employees' minds • On Monday, employees received an invitation to play that week's game • Once employees completed each survey, they received thank-you emails • On Wednesday, those who hadn't played were reminded • On Thursday, results were announced Survey scoring was completed in real-time and the program prevented employees from playing more than once. Throughout the program, the marketing team was able to measure success with a custom results dashboard that DemandGen created. Unprecedented Results Showcase the Value of Eloqua—and DemandGen's Expertise The results were astonishing—enough so that Accela was awarded second place in the national Creative Excellence Awards competition, hosted by the Employee Management Association. 90 percent of Accela's employees participated at least once during the course of the game and 63% played every week on average. In a post-program survey, the vast majority (89% and higher) said the game was a valuable learning tool, fostered better understanding of other departments and better communication among employees, was valuable for expanding their knowledge about Accela and its products and services, and helped change the way they thought about the company. 73% said they'd want to play again. "DemandGen was integral in the success of this campaign," says Accela Marketing Director Cici Arabian. "They understood our goals and worked with us closely to build in as much program automation as possible as well as creating the reports we needed to measure success and show clear results to company executives." A modified version of the program is now used by the Human Resources department as orientation tool for new hires. What's more, the Accela team was able to showcase the value of Eloqua to company management, gain additional ROI from the system, and get ideas for other ways to leverage Eloqua for both internal and external marketing. "Because we used this tool in a unique way from the beginning, we are more inclined to use it in unconventional ways," Arabian says. "For example, we now use Eloqua to manage and track reference activities for our customer base—also something DemandGen built!"

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