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. 1 Deploying at the speed of success. DemandGen International ® delivers rapid deployment and a fast time to value for publishing company with vast volume of email. SITUATION When e.Republic, Inc.—a leading publishing, research, event and new media company—decided to implement marketing automation, the requirements were particularly complex. e.Republic offers several controlled circulation publications (meaning publications that are distributed free of charge to a select targeted audience), and each year sends out upwards of 25 million emails to a database of more than a quarter of a million people. In order to maintain its certifi cation from BPA Worldwide, an organization that provides independent assurance to advertisers that a publication's data tracking processes and systems are accurate, e.Republic must meet stringent requirements. "BPA rules prevent us from having one form for subscribing to multiple publications, so we collect a lot of data," says Drew Noel, e.Republic's Corporate Marketing Director. "We needed to manage subscription data from all our various publications, which have many custom aspects." SOLUTION e.Republic chose Eloqua, a popular marketing automation system that enables lead scoring and nurturing for email services. Because of the sophisticated nature of e.Republic's email marketing needs, the company required a deployment partner with technical expertise and the skills to properly map the marketing automation system to e.Republic's business processes and regulations. Eloqua recommended DemandGen for e.Republic's complex deployment. Moving Forward: Using Marketing Data to Create Dynamic Editorial The bulk of DemandGen's responsibility was to successfully confi gure and deploy SITUATION Complex requirements must be met in order to maintain certifi cation. SOLUTION DemandGen implemented confi guration and rapid deployment processes, CRM integration, plus custom Eloqua forms that adhere to stringent regulations. RESULTS Open rates have increased by 17% and effectiveness by 22%. If I had another massive and complex project, I would team up with DemandGen." − Drew Noel, Corporate Marketing Director, e.Republic