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Endeca Bridges Gap with Eloqua's Marketing Conversion
Business Challenge
Marketers at Endeca, a provider of enterprise search and information access technology, had a credibility problem. While there was plenty of effective lead generation taking place, there existed no effective way to report results or account for marketing spend. In addition, marketing and sales had no common language for describing a sales lead or measuring its quality. As a result, valuable sales resources were being wasted. Endeca needed to build a bridge between marketing and sales by developing a more effective process and deploying a comprehensive demand generation system.
Solution
Endeca built a dedicated Demand Gen organization measured against revenue targets and ROI, with a strong commitment to lead process and measurement. It instituted a new definition of lead quality, process and distribution. In turn, the sales team committed to 100% adoption of its CRM software. Finally, Endeca implemented Eloqua's Conversion Suite to drive integrated demand generation campaigns that were effective, measurable and predictable. Eloqua provides critical sales visibility into how marketing is driving revenue opportunities.
Results
In the first year of Eloqua deployment, Endeca saw the number of revenue opportunities driven by marketing jump from 5% to 40%. Eloqua has enabled Endeca marketers to determine which of their campaigns were the most successful in generating quality leads for the sales force. Endeca has deployed Eloqua's lead scoring application, allowing marketing to hand over only the highest quality leads to sales while continuing to nurture those leads not yet as qualified. Most importantly, Eloqua's reporting has driven new levels of accountability for the marketing team, enhancing its credibility. It is now viewed as a true ‘partner' to sales.
“If you aren't using a system like Eloqua soon, you will not be able to effectively compete. … Now you're giving the [sales] rep actual information they can use to prioritize the leads. Ultimately you get a better response rate, higher revenue, a bigger pipeline, and the credibility of the marketing team goes up, too, so it's good for everyone.”
Will Pringle
Director of Demand Generation, Endeca Technologies
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- Endeca Bridges Gap with Eloqua's Marketing Conversion
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Find out how Eloqua can help you with your demand generation and start your own marketing success story.
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The Eloqua Customer Success portal is a comprehensive source for examples of how our customers use Eloqua to solve some of the most vexing marketing & sales problems.
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