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Tridel Makes Sense of E-mail with On-demand Sales Suite
Business Challenge
Tridel, Canada’s leading developer of condominium residences, needed a way to incorporate past prospect history and partner information on potential prospects into its email marketing campaigns. Emails were being sent to prospects generically and often lacked a sense of personalization from the marketing team. Prospect leads were being sent to several different sales centers, each of which responded independently, risking bombarding the consumer with repeat campaigns.
Solution
Turning to Eloqua’s Conversion Suite, Tridel developed a program that employs highly personalized emails for prospects based on their past history, partner information and sales coordinator’s knowledge of prospect needs. Eloqua’s automated program qualifies and sorts prospects based on their responses to marketing campaigns and specific property interests. This information is instantly delivered to sales reps that respond with marketing-approved email templates that they can quickly customize.
Results
The combination of automation and human intuition is what has made Tridel’s implementation of Eloqua’s solution successful. Using Eloqua’s Conversion Suite, Tridel was able to increase its email response rates by 100 percent, from 20 to 40 percent. Linking emails and prospect website visits to closed business gave greater visibility into which marketing programs were the most effective. Qualifying, organizing, and assigning leads to specific sales centers eliminated the risk of sending multiple emails from different sales reps to the same client.
“You can do a lot of automation but I still really feel like you need the personal touch. [Our sales team] felt the leads they did receive after we implemented the new system were much more qualified.”
Stacey Fruitman
Director of Corporate Marketing, Tridel
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Find out how Eloqua can help you with your demand generation and start your own marketing success story.
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