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 Let's invite success. Leading cloud computing vendor depends on DemandGen International ® to leverage marketing automation for managing roadshow invitations and registrations—dramatically driving up attendance. SITUATION As an active player in the cloud computing market for more than a decade, visionapp, an ASG company, supplies software and services for private, public and hybrid cloud solutions. Having deployed the Eloqua marketing automation system, the visionapp marketing team was eager to execute on the promise of marketing automation. As its fi rst project, the team wanted to set up a comprehensive automated event invitation and registration process for the company's upcoming CloudFactory roadshow: a platform for professionals exploring the emerging trend of cloud computing to come together, learn more, and ask questions onsite. "The CloudFactory roadshow is designed to educate our target market, and to educate them, we have to get them to attend," said Marina Walser, Chief Marketing Offi cer. "We felt that using Eloqua could benefi t visionapp in several ways: streamlining management of the CloudFactory marketing program, enhancing our ability to track and measure its effectiveness, and improving event attendance." Because DemandGen had successfully executed visionapp's initial Eloqua deployment and implementation of its lead scoring program, the company was a logical choice to support the marketing team with this automated program. SOLUTION Infrastructure, Integration, and Tracking To kick off visionapp's automated event registration program, DemandGen recommended starting with the infrastructure. First, the team ran a data audit to assess profi le completeness and level of standardization. Next, the database was segmented based on gender, language, and other event-specifi c criteria, then standardized to allow better targeting. SITUATION Event series needed better attendance, easier management, and ability to track and measure effectiveness. SOLUTION DemandGen's automated event invitation and registration program included segmentation, program fl ow, integration with external portals, activity triggers, customization, and real-time delivery. RESULTS A 1700% increase in event registrations, more downloads, and more traffi c to the event microsite We felt that using Eloqua could benefi t visionapp in several ways— streamlining management of the CloudFactory marketing program, enhancing our ability to track and measure its effectiveness, and improving event attendance." − Marina Walser, Chief Marketing Offi cer, visionapp

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