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FXCM Scales its Demand Generation Programs with Eloqua
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.
“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
CMO, FXCM
More Success Stories
- Sybase Marketing Achieves Global Performance Measurement
- Postini Scores Big with Eloqua Lead Scoring
- Pavilion Measures Up with Eloqua's Demand Generation Solutions
- Endeca Bridges Gap with Eloqua's Marketing Conversion
- FXCM Scales its Demand Generation Programs with Eloqua
- Administaff Increases Lead Efficiency with Eloqua's Demand Generation Platform
- Tridel Makes Sense of E-mail with On-demand Sales Suite
- Ellie Mae Utilizes Eloqua for All Lead Generating Activities
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.
“Eloqua is a fantastic solution for email marketing campaigns, web site analytics, and lead generation. I can't imagine running marketing without such a system...”
Dave Lewis
SVP Marketing. Ellie Mae
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