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Postini
Business Challenge
Marketers for Postini, a leader in Integrated Message Marketing, wanted to use email as a marketing channel but they needed to be extremely careful about who, when and how they communicated their value proposition. Other marketing channels like events, direct mail, and white paper syndication gave no indication about the recipients' preferred communication method or interest level. The company needed a solution that could respect the communication preferences of its customers and rank prospects according to their interest level.
Solution
Eloqua’s Conversion Suite helped Postini to develop a marketing process that executes, measures and automates email, direct mail, web and other marketing programs on a single integrated platform. Eloqua Conversion Suite allows Postini to easily compare campaign results between different marketing channels and then determine the most effective campaign. Using marketing automation, Eloqua developed a process for ranking leads according to specific activity information. This allows Postini’s marketing department to deliver only the most qualified leads to sales while placing ‘lukewarm’ leads into programs designed to nurture their interest.
Results
Since they began orienting their calling campaigns around Eloqua’s lead process, Postini’s Mid-Market Sales team has been able to uncover twice as many revenue opportunities as from straight cold calling. Sales reps now know which leads to contact first, leading to higher success rates per call, fewer voicemail messages and, most importantly, fewer email messages. The close collaboration between marketing and sales has enabled sales reps to be much more efficient in following up on leads.
Postini
Knowing how prospects have responded to marketing campaigns before they make the call is the single biggest factor in uncovering revenue opportunities for our inside sales team. 
Drew Paik
Director of Marketing Operations
Director of Marketing Operations
