Eloqua’s The Conversation, is a fully interactive sales tool built to be shared, distributed and visited by those looking to learn more about how to make online marketing efforts more effective and demonstrate tangible ROI. The Conversation was built to turn Eloqua.com visitors into pre-qualified, motivated leads and to increase the sales velocity for existing prospects.

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The Conversation takes a humorous and engaging approach to educating prospects about the company’s suite of products by leading them through a smart, insightful question tree—making the educational process two-way rather than simply flowing from the company to the prospect.

Each answer appropriately guides the viewer to relevant information that addresses marketers’ most common and frustrating challenges:

• “How do you calculate marketing ROI?” and...
   
• “Which lead generation tactics do you use?”

This highly personalized pitch effectively draws the visitor into a fun environment while capturing deep profile information that can be mined as rich market research data. It also enables Eloqua’s sales force to maximize the productivity of subsequent communications with prospects who have been through The Conversation.

Smart use of Eloqua’s seven corporate blogs, a large Twitter following, social bookmarking and social networking communities, coupled with a a mix of banner ads and emails have fueled the traffic-driving efforts supporting The Conversation. The Conversation has received an enthusiastic response from marketers, with 76 percent of users stating it was “very helpful” in better understanding Eloqua. Well over half of all people who initiated The Conversation completed one of the pathways of the question tree. Most importantly, Eloqua has seen an 18-20 percent conversion rate from those who engaged in The Conversation. The Conversation embodies the philosophies of Eloqua by captivating an audience, being relevant and planting the seeds for more engaged, measured and meaningful dialog.