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SBLI
Business Challenge
SBLI has steep marketing goals--it's their job to generate 45,000 quality leads for the direct sales team, resulting in 12,000 issued and paid policies this year – or about a 27% conversion from lead to customer. They need to run several large-scale campaigns at once, without expanding the marketing team.
Solution
SBLI chose Eloqua and kicked off their implementation with SmartStart. SmartStart offers a systematic approach to defining marketing and sales goals, intensive training and implementation assistance. From there, SBLI developed nurture and trigger-based programs that feed a steady stream of quality leads to direct sales.
Results
In the past SBLI used expensive direct mail pieces to follow up on new leads. Now they can follow-up with a personalized email. In addition they are able to view and analyze the digital body language of their website visitors--what pages they visit, what tools prove to be valuable, and how many touches it takes before they decide to speak with an agent.
SBLI
Eloqua will also allow us to run multiple programs at once. We think of it as several funnels that will eventually feed into the sales force. We weren’t able to accomplish that previously without a lot of time and effort. 
Alison Tanner
Marketing Manager, SBLI
Marketing Manager, SBLI
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