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. 1 The verdict is growth. Marketing department becomes vital revenue driver as DemandGen International ® jumpstarts marketing automation program with successful nurture campaign. SITUATION When Daniel Greenberg accepted the role of Chief Marketing Offi cer at TrialPay— provider of a leading e-commerce promotion and payments platform—his fi rst priority was to make marketing a key revenue driver by automating best practices and leveraging marketing investments to the best advantage. Confi dent that bringing in the Eloqua marketing automation system was the right choice for TrialPay, Greenberg was equally sure that he would use a consulting fi rm to deploy and manage the system. "Marketing automation is complex stuff," says Greenberg. "You need to think through the business issues, the customer communication fl ow—a lot of strategic thinking needs to happen." After a diligent vendor search, he selected the DemandGen team to deliver the results for TrialPay. SOLUTION "I went with DemandGen because of the team's expertise leveraging marketing automation to drive revenue. We wanted to tap into their business marketing savvy and understanding of the strategic dimensions of marketing automation." Demand- Gen's methodology and the number of successful implementations were also key factors. "The approach was buttoned up and systematic: step by step from concept through deployment," Greenberg adds. Motivating the "Radio Silent" Prospect Using TrialPay's "Get It Free" e-commerce model, any company selling online can offer shoppers ways to get their purchases for free by completing an offer from one of their favorite brands. The model is a compelling proposition for online businesses, which simply sign up to have their products approved and then deploy the TrialPay codes on their websites. "Our fi rst nurture was focused on those prospects that never closed," explains Greenberg. "Our sales reps invested a lot of time and energy in these prospects, but needed to move on." DemandGen and TrialPay saw an opportu- nity to kick off the use of marketing automation with a nurturing campaign to convert users who registered products for approval but never deployed the TrialPay codes or completed transactions. SITUATION Stalled merchants who request Tri- alPay promotional services but then don't deploy them SOLUTION Automated nurture that helps users overcome obstacles to deployment RESULTS 700% increase in merchant deploy- ments Within the fi rst few months of deployment, the incremental revenue from [the] fi rst nurture alone covered the cost of Eloqua and all the deployment services." − Daniel Greenberg, Chief Marketing Offi cer, TrialPay

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