Issue link: https://resources.demandgen.com/i/853015
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. 3 • e.Republic produces over 150 events annually, both web-based and face-to-face, and is now using Eloqua for event registration. "All our registrations integrate with Salesforce CRM, so we have a full picture of all our event attendees, and a fully unified database that is very clean." • Some of the new techniques having a major impact on e.Republic's business. "Because Eloqua enables us to do A/B testing on an editorial level, we have increased open rates and impressions for our advertisers over the past year. Open rates have increased by 17% and effectiveness by 22%, meaning we are getting a lot more clickthroughs and engagements." Moving Forward: Using Marketing Data to Create Dynamic Editorial e.Republic's future plans include applying the principles of lead scoring to all audiences. "DemandGen taught us that implicit (behavior-based) data is much more accurate in telling us what content a consumer really wants than explicit data (what they have told us), Noel explains. "So we want to only push out the stories that a reader is interested in, cutting email traffic and maintaining or increasing website traffic." A few weeks after the deployment was finished, e.Republic decided to implement some changes to the system. Because Noel and his colleagues understood the workings of the platform, they were able to make the necessary changes themselves to roll out additional processes. "That was really empowering," he remarks, "but if I had another massive and complex project that I wanted to do with Eloqua, I would team up with DemandGen."