Case Studies

Learn more about DemandGen's marketing automation 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. 2 "DemandGen was incredibly helpful in aiding us to identify the target segment and then coming up with the campaign strategy with us: an automated nurture that clones the attributes of a persistent sales rep," Greenberg relates. The concept included designing communications that look like they come from an individual salesperson, rather than from a generic e-mail account like "Marketing" or "Customer Service." "Once the sales contact goes 'radio silent,' the first email says 'Hey, I wanted to check in and see if there is any way I can help you.' After a week, we drop the contact another note: 'Check out this microsite we created for you that can help you get over these common issues you may have experienced in deploying our technology.' Another week passes, and we put out another feeler, 'We found that sometimes people don't have the time to deploy the technology, so if that's your situation, click here.'" Greenberg explains that the campaign continues along those lines, without requiring any manual action, until the prospect takes action or is removed from the program. Rapid Ramp Up Gets Quick Returns While of course "automation" is pretty important in marketing automation, sometimes getting started takes priority over getting automated. DemandGen helped TrialPay to get the first nurture up and running even before all the integration was complete. Data from TrialPay's internal systems was needed to drive the nurture, but it was going to be some time before that integration could be done. DemandGen came to the rescue, assisting TrialPay staff to manually extract the data daily, upload it to Eloqua, and run the nurture. (Since the kickoff, the system has been integrated with TrialPay's ERP system, so the process is now entirely automatic—but the early launch jumpstarted the company's return on its marketing automation investment.) Greenberg is quite satisfied with the results of this initial campaign. Statistics showed a 700% improvement in merchant deployments, compared to a control group. "Within the first few months of deployment, the incremental revenue from this first nurture alone covered the cost of Eloqua and all the deployment services," he reports. "It will continue delivering incremental revenue all year long, assuming our business holds constant, and it's essentially found money, as it releases our sales reps to go after other business." Depending on Expert Guidance Greenberg and the TrialPay team hold DemandGen in very high regard. "We learned a lot from this initial campaign and will look to DemandGen in the future for guid- ance on how to harness the power of marketing automation against various areas of our business," he says. "Their expertise and their technical understanding of what one should or should not do with marketing automation—irrespective of the system itself—is invaluable. DemandGen gave us confidence."

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