Case Studies

Learn more about DemandGen's CRM and 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 the marketing automation system, integrate it with e.Republic's Salesforce CRM system, and develop custom subscription forms in Eloqua, carefully constructing them to adhere to the BPA rules and audit process for circulation. "Although our IT department was backed up six months at the time, DemandGen was able to get us producing quickly," Noel recalls. Project management was key to capturing the necessary requirements and keeping the project on the right track, eliminating the tendency to add more and more fea- tures or, as Noel calls it, "making us stop chasing the shiny things." The DemandGen project manager controlled the scope of the project and kept things moving rapidly. DemandGen provided input documents to make capturing the requirements a simple process. DemandGen also provided a key aspect of the Eloqua deployment: internal training. "The quality of the training that we received was great. DemandGen staff came in to our offices, and that worked really well for us," Noel adds. "In a web setting, it can get difficult when you manage a large group of people, so it was won- derful to have someone physically there to go through things and answer questions on the fly. Dave Lewis is a great speaker and presenter; he was able to help the team quickly understand how to utilize the marketing automation system." Since then, Noel himself has led further training sessions—which he considers a testament to DemandGen's training. "I've been able to carry out training even with my more proficient users. That's absolutely due to the foundation that DemandGen gave us on the key concepts. DemandGen enabled our users to quickly become capable with the platform." Marketing ROI: Time Savings and Greater Accuracy Noel and the rest of the e.Republic staff have been delighted with the results of their Eloqua implementation. "The engagement was fantastic, especially because of the complexity we threw at them: it has had a great return on investment for us. Most of the ROI has come in marketing operations: saving time and providing greater accuracy." A few of the key points: • e.Republic was able to quickly "cookie" a significant portion of its database, connecting all of the key contacts in the Salesforce CRM, to analyze the depth of web visits, see what actions visitors are taking, and uncover relationships between online and offline content. "We had really no way to do that before." • As a publishing and delivery tool, the system has cut campaign execution time from weeks down to hours or minutes. "Before Eloqua, emails had to be created almost from scratch every time; now we can repurpose emails in a matter of minutes. The IT department used to be involved in the creation of a single web landing page, which took about two weeks for turnaround; now a marketing staffer can do it in an hour." • On the reporting side, a primary benefit is much greater accuracy than old systems, as well as the broader range of reporting options. "We were able to become very familiar with the reporting interface of Eloqua and the vast amount of metrics available." e.Republic gave an executive license for Eloqua to the company's BPA auditor, so no cross-filtering or extra work is involved for each month's audit. The system auto-generates the reports, and the auditor merely logs in to look at them.

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