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PerkinElmer

Business Challenge


It’s a common challenge for marketers. How do you create a consistent user experience across dozens of customer touch points?The problem is exacerbated for large marketing teams who are separated by geography and product lines and have different goals and objectives. The marketing team at PerkinElmer supports six global business units in the sale of scientific instruments and applications, and knew firsthand the inconsistencies born out of a decentralized approach to online marketing.

Solution


The team at PerkinElmer implemented Eloqua within six business units across the globe, enabling a unified approach to online marketing and creating a culture of collaboration and ongoing improvement. With a common vehicle for executing campaigns, the marketing team was able to enforce standards across marketing assets, programs and measurement criteria, creating a streamlined user experience.

Results


Now that the team is empowered to create and control more of their own marketing assets, it’s no surprise that marketing quality and performance has improved. In one year, the Krukar’s business unit alone increased the number of online forms from 10 to 72. By attaching more forms to more offers, it has allowed them to collect more explicit information on customers so that they are providing a consistent flow of better qualified leads and more information on customer behavior to the sales team. Leads are now routed automatically from website forms through an automatic sync with the CRM system to more than 350 sales reps globally and form conversion rates have increased 99% over a6 month period. One of the most exciting benefits has been the increase in teamwork and collaboration across businesses. “We have really created a community around Eloqua,” commented Shannon. “We do more collective brainstorming now and have come together around the platform to discuss how we can improve.”

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PerkinElmer


Eloqua has allowed us to pull all those differences and inconsistencies within the multiple business units into a single, consistent process across the globe. It provides a more manageable way to execute effective campaigns, understand our customer needs, manage customer touch points and maintain consistency.


Shannon Krukar
Digital Marketing Manager
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