Case Studies

Learn more about DemandGen's campaign execution 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. 1 More touches, less time. LexisNexis Watches Email Open Rates Soar to Nearly 44% with Help from DemandGen. SITUATION LexisNexis Group provides computer-assisted legal research for its clients, as well as business research and risk management services. The company pioneered electronic accessibility of legal and journalistic documents. Within LexisNexis are several business units, one of which is the Business of Law and Litigation Software Solutions (BLSS) group. This group makes all software for attorneys to help manage their front- and back-office processes, as well as all court documents and cases. BLSS has about 800 employees, and although Brand Mar- keting Manager Alaina Rodriguez refers to the unit as "the smallest piece of the pie," she said they are growing—BLSS combined all legal software into one group in the last year. CHALLENGE Unfortunately, marketing to its customers is a challenge for BLSS, because of strict company policies. "There are a lot of things we can and can't do—for example, the 5-day rule means we can't touch any contact more than once every five days. We can't 'nurture' in the normal sense of the word." Furthermore, the group had limited access to customer data. BLSS had been leveraging internal campaign execution services for all of its nurture campaign efforts, but the company's strict policies prevented them from getting all the data they needed to make the campaigns effective. Consequently, it was challenging to track the customer journey through to the end, or to establish and capitalize on trends. "We had no access to the lists of prospects and leads—all we had were the numbers and demographics," said Rodriguez. "They would send out emails based on our criteria, but we never saw the list of the actual recipients, so we weren't sure if we'd even contacted them before. Not knowing any specifics about who we were targeting made it extremely difficult to market effectively." Rodriguez made the business decision to implement Eloqua and transition away from using the internal campaign execution services. But they needed some help SITUATION LexisNexis business unit BLSS needed help moving to Eloqua and establishing best practices for acquisition nurture campaigns. SOLUTION BLSS brought on DemandGen for help with the integration and on-going campaign execution services. RESULTS Enabled execution of all acquisi- tion campaigns through Eloqua by January 1, 2015. Open rates soared to 44.75%, from 13.48% the previous year. Click-throughs reached 5.89%, up from 0.65% rate in 2014. Rates were achieved with fewer total sends. The value of using DemandGen for campaign execution is huge; it allows me time to focus on other things and think about how to get numbers up and drive more SQLs, instead of building out email campaigns in Eloqua." − Alaina Rodriguez, Brand Marketing Manager, LexisNexis

• Cover