Case Studies

© 2017 DemandGen International, Inc. All rights reserved. www.demandgen.com | 925.678.2511 | info@demandgen.com HomeAway Partners with DemandGen to Expand their Growing Global Campaign Execution Needs, without New Hires. SITUATION HomeAway, Inc. is the world's leading online marketplace for the vacation rental industry. With more than one million live vacation rental listings in 190 countries, the company aims to make every vacation rental in the world available to every traveler in the world through its online marketplace. In 2014, HomeAway's marketing team was looking to expand its capacity for executing global ad-hoc campaigns. The company created a new Marketing Operations team led by Bob Martin, Global Director, to implement Oracle Eloqua and bring campaign execution in-house. With the help of DemandGen, the team created a new, more efficient and cost-effective model for executing ad hoc and lifecycle marketing campaigns. CHALLENGE According to Martin, HomeAway had been working with a third-party vendor to execute emails through a service-based platform that didn't integrate with Salesforce. "Marketers would go directly to the vendor and request campaigns," he said. "This worked for a while, because we do a lot of ad hoc emails that send quick messages to particular audiences or drive reactivations in certain regions or countries." But the ad hoc approach lacked the ability to segment audiences, personalize the message by audience or follow customers through the buying lifecycle. "There was no consistency, and no way to track metrics with accuracy," he said. "Plus it was costly and inefficient. When the demand for ad hoc emails increased, we lacked the capacity to keep pace." To solve these challenges, HomeAway began looking for an enterprise-level solution. SITUATION HomeAway needed campaign execu- tion support to keep up with an increas- ing number of global marketing team requests for ad hoc email campaigns. SOLUTION The company partnered with Demand- Gen to support its global campaign ex- ecution needs, establish best practices and provide campaign process optimi- zation recommendations. DemandGen now provides Campaign Execution Ser- vices, offloading the majority of ad hoc campaigns, and freeing HomeAway's internal team to focus on customer lifecycle initiatives. RESULTS • Increased capacity without hiring staff • Improved quality of ad hoc emails to maximize results • Established best practices for executing campaigns through Oracle Eloqua • Reallocated key resources to more strategic programs If I didn't have DemandGen, I'd have to hire two additional employees just to keep up. − Bob Martin, Global Director of Marketing Operations, HomeAway, Inc. CAMPAIGN OUTSOURCING PROVES ITS VALUE!

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