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FXCM

Business Challenge


The marketing team at Forex Capital Markets (FXCM) needed a more systematic approach to lead development. This meant driving higher volumes of visitors to the corporate website while also implementing programs that automatically convert unknown website traffic to known prospects. FXCM’s small marketing team needed to heavily automate its marketing processes to achieve scale and make those processes visible to the sales team to help drive revenue opportunities.

Solution


FXCM deployed Eloqua Conversion Suite to develop, test and deploy automated marketing programs that could measure results and track prospect activity from email response to resulting website activity. Eloqua is fully integrated with FXCM’s CRM and backend systems, enabling dynamic prospect profiles to be shared with the sales team. Eloqua’s Program Builder is used to execute multi-step email campaigns based on complex event triggers.

Results


FXCM has increased the effectiveness of its email marketing campaigns by 400 percent, achieving a 40 percent open rate for its free trial email offers. Eloqua has enabled FXCM to transform previously unknown site visitors into qualified sales prospects, placing its corporate website at the heart of its marketing campaigns. By heavily automating is manual processes, FXCM is able to simultaneously communicate with more than 40,000 prospects at any time through several different media, freeing up valuable marketing resources.

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FXCM


Eloqua allows us to understand each visitor’s particular interest before targeting them for our next email cycle, which allows us to pass on more hot leads to sales.


Marc Prosser
Chief Marketing Officer
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