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Case study
7
Onwards and outwards
with Eloqua
Endeca is using Eloqua’s demand generation platform to drive its international expansion
E
ndeca's software helps people explore, Two-way dialogue
analyse, and understand complex Eloqua went live at Endeca in North
information, guiding them to insights America in 2005, and McLaughlin says it
and better decisions. Its global client quickly became central to its marketing
base includes blue chip companies in a activities. “It’s very user-friendly,” he
diverse range of industries including ABN comments. “It’s functionally rich and
AMRO, Boeing, IBM, Marriott International, extremely robust.”
Nike and Wal-Mart. He explains that the functionality is
Since 2005, expansion of this enviable continuing to improve. “We’ve seen
customer base has been assisted through ongoing improvement, particularly in
the use of Eloqua’s demand generation recent years. It hasn’t been overnight
platform. Justin McLaughlin, marketing growth, but a steady extension of
manager at Endeca, has been a passionate functionality. They are matching our
“Eloqua will be key to our
advocate of the solution and enthusiastic aspirations.” McLaughlin is particularly future growth. Marketing
champion of its benefits from the moment enthusiastic about the new Dashboard
dialogue between the two organisations application. “This allows us to do major
must be able to support and
began, long before implementation in end-to-end campaign-based reporting.”
drive our expansion, and we
2005. As he puts it, “I’ve been closely Crucially, the web-hosted nature of the
involved with our implementation right application has removed the potential for
can’t do that without this
from the very beginning.” conflicts with the IT function – a common
system. I’m continually
McLaughlin explains that initial and sometimes insurmountable obstacle for
conversations between the two marketers seeking to implement new
excited about what it can do”
organisations were focused on the email technology. As McLaughlin puts it, “There’s
functionality of Eloqua’s web-hosted been no reason for IT to get involved.”
Justin McLaughlin
solution. But he says that when the full International marketing manager, Endeca
potential of the system – and the Growing user-base
opportunities it presented for Endeca’s Eloqua is primarily used by the marketing
marketing – became apparent, discussions function, although McLaughlin explains
moved to an entirely different level. that the user base is growing. “We have
By automating and integrating the key three ‘power users’ in marketing – myself,
demand generation functions of direct and Ken Evans, senior marketing manager and management. It understands the nuances
interactive marketing, prospect profiling, Emily Trolio, marketing manager – and we of operating in lots of different
nurturing, scoring and distribution of sales also have 12 users who are involved in environments.
leads, Eloqua improves the quality and sales conversion.” This latter group do not Eloqua will be critical to our future
quantity of sales opportunities, increases use the platform’s full functionality, but do growth. Marketing must be able to support
efficiency, and accelerates the entire leverage its integration with Microsoft and drive our global expansion and we
selling process. Outlook to monitor interaction with email can’t do that without Eloqua. I’m
Eloqua’s solution is designed to campaigns. “We find this valuable,” he says. continually excited about what this system
centralise reporting for all marketing From a board-level reporting can do, and how I can do my job better
activity into a single platform, enabling perspective, Eloqua also integrates with because of it.”
dramatic improvements in transparency of Endeca’s Salesforce.com CRM system,
marketing activity and consequently which provides it with the information they
measurability. McLaughlin says this require to understand marketing’s activities.
functionality was critical to marketing’s “Senior management sees the value that
success at Endeca. “We wanted a solution resides in Eloqua,” says McLaughlin.
that would enable closed-loop reporting on Endeca began to use Eloqua globally in
all our activity. And we wanted to track our 2006 and McLaughlin – who is now
prospects to see how they were responding London-based – describes it as a key tool in
to our marketing and follow their activity.” the company’s international expansion.
If Endeca could understand where key Endeca currently operates in four countries
decision makers were in the buying-cycle, it in Europe, with plans to expand further.
could potentially influence their behaviour, “We could not do the things that we’re
or at least provide relevant information that doing today on another application,” says
would help them reach conclusions. McLaughlin. “The system operates in
Eloqua’s platform promised to enable them multiple languages, handles different legal
to do just that. requirements and has localisation
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