Event Nirvana

Events are a critical lead generation tactic for most marketers, but more often than not, events run marketers instead of the other way around. Not so for finalists of this award, who have significantly automated their event communications program to squeeze every opportunity out of tradeshows, conferences, online and field events.

Adaptive Planning Event Nirvana (2013)

In 2012 Adaptive Planning’s marketing team pitched senior management on the investment proposal of making in-person events (seminars, workshops, networking events) a key differentiator for the company. The CEO said yes, but also told us we had to make it work with our existing headcount.  We turned to Eloqua to help us automate as much of the marketing process (dynamic emails & landing pages) as possible while also enabling us to continually A/B test (subject lines, formats, body copy, etc.) to improve the marketing performance.  As a result we increased our total number of events, have nearly tripled the number of leads generated by these events & now over 60% of the company’s deals include someone who has attended one of these events. We’ve done this with a dedicated team of two & only recently added a third person and to quote CEO John Herr “Our local events program is strategic differentiator that’s enabling us to be the fifth fastest growing software company in Silicon Valley.”

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Eaton – Event Nirvana (2013)

FTI Technology Event Nirvana (2013)

We needed to grab the attention of attendees prior to the tradeshow and we were challenged to come up with a memorable way to show the new UI of our software.   Sending ViewMasters allowed us to connect to our targets using nostalgia and to communicate our message visually.   A series of customized ViewMaster reels gave them all the ways and reasons to meet with us at the event. Eloqua was the primary hub for all of our online promotions and we used the campaign canvas as much as possible so we could focus efforts on the offline aspects of the event. With Eloqua integrated into our CMS forms and Eloqua connected to our campaigns in Salesforce, we were able to track conversions, provide follow-up, and measure success in real time.

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Leading Authorities, Inc. Event Nirvana (2013)

Leading Authorities automated many of our old time-consuming (re-manual) pre- and post-event processes using forms, landing pages, blind submits, Eloqua created tasks, data-mapping, and scheduling capabilities to reclaim bandwidth that has allowed us to double the number of events we now host each year. In addition, we were able to give our management team more transparent access to attendance, ROI, and attendee information and cut and replace 13% of our invite list that was made up of “bad prospects.” Finally, we’ve begun benchmarking our bottom-line contribution and measure the number of opportunities we are teeing up for our sales team.

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KPA Event Nirvana (2012)

KPA is a dealer services and Internet marketing provider for over 4,000 automotive, truck, and equipment dealerships and service companies. When KPA began their educational webinar program in 2008, they were presenting one webinar per week, but by 2012 that had increased to two webinars per week with the intention to add 2-3 additional targeted webinars per month. Without improved automation the program was not scalable or even sustainable. In June 2012, KPA launched a new website at www.dealerwebinars.com with the goal of promoting their webinar series as its own brand, expanding and enhancing the program, and improving engagement and conversion. Using Eloqua campaigns, Cloud Connectors, and custom CMS development, KPA was able to increase efficiency, streamline processes, and significantly expand the scope and impact of their webinars.

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Manhattan Associates Event Nirvana (2012)

Manhattan Associates implemented an event management process to handle the registrations for regional events taking place in France, Netherlands and the United Kingdom, in multiple languages, such as English, Dutch and French. The process consists of registration and reminder emails, forms, custom data objects and custom email form notifications. The unique process for Manhattan features an acceptance and rejection step for Marketing Managers to control attendees at their events to ensure registrants are qualified.

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McAfee Event Nirvana (2012)

The McAfee webinar series has delivered significant improvements to our customer experience and resulted in a major increase in our sales pipeline.  With a 91% year-on-year increase in MQLs, a 106% rise in SALs and an overall 9% increase in revenue pipeline, our Eloqua automated webinar program is delivering tangible results through tailored content and enhanced Sales and Marketing alignment.

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PerkinElmer Event Nirvana (2012)

PerkinElmer challenged itself to reduce tradeshow costs from 525 annual events to 30-50 events plus 6 PerkinElmer sponsored Regional Health Summits (RGHS) that they invited their entire database of contacts to. With RGHS for East Coast, Europe, West Coast, China Beijing/Shanghai, and Japan scheduled throughout 2012 the Eloqua team had to set up an event nirvana process beginning with East Coast in early June. The templates included invites, confirmations sent by form processing steps, reminders sent by the event module, and post event emails. The event website hosted on PerkinElmer’s CMS with iFramed in Eloqua hypersites including a registration form, pre-event workshop descriptions, event agenda, speakers bios, venue, and lodging information. The PerkinElmer internal team required real-time event data for all registrants, client registrants, PerkinElmer registrants, workshops, event tracks, evening social event registrants and food selections, attendees which came from event day attendee checkin form process, and a cancellation form….all possible using Eloqua forms and processing steps, event module reports, contact filter reports filtering custom object fields, and dashboards.

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Domo Event Nirvana (2011)

With one month to launch a new name and brand, the Domo marketing team turned to Eloqua to implement their automated email marketing campaign. New to the game, with their Smart Start mid-May, the team felt exhilarated with the chance to put their new Eloqua skills to use. The Domo Launch Campaign Canvas contained an elaborate web of emails all linked to a single landing page and form submission. They exceeded their goal of 500 attendees with a 24% increase of 620 attendees and increased their website form submits to over 50% in 48-hours.

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EMC Isilon Event Nirvana (2011)

Isilon Marketing was challenged with tripling marketing- sourced sales opportunities while drastically improving Marketing-Sales alignment and Inside Sales productivity. We transformed our field event schedule from a series of disparate, one-off events, to an integrated, multi-city roadshow, built around a common quarterly theme. An invitation, registration, and reporting solution in Eloqua was created combining the Event module, Campaigns module, and datacards, with guidance and technical expertise from MarketOne. In two quarters time, they successfully scaled from eight events to over 50 events delivered in one quarter across North America. Since program inception, they can attribute nearly 500 marketing-sourced opportunities and have delivered mid 8-figures in closed-won revenue.

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NIIT Enterprise Learning Solutions Event Nirvana (2011)

Let’s face it – all marketers are being required to do EVEN more with EVEN less. And our team is no different. But the “with even less” wasn’t on our radar. How do you plan, execute and manage two field events where your company is a title sponsor – both within weeks of one another – after taking a staff reduction of 70%? And oh, by the way, the staff members you are left with are based out of offices 8,500 miles from one another. First you get a defibulator to restart your heart, and then you quickly leverage technology, marketing automation technology, in fact. One promise of automation is scale, efficiency and speed. The NIIT Marketing Team’s 2011 Spring Field Marketing Campaign is a best in class example of leveraging marketing technology instead of headcount to fully automate field marketing events. The team quickly discovered that the costs avoided through automation are more than the total costs of Eloqua ownership.

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Sonic Foundry Event Nirvana (2011)

Webinars have always been Sonic Foundry’s number one source of Marketing Qualified Leads. To ramp up that success, the company created a program called The Webinar Machine and optimized its webinar invites to not only double the number of Marketing Qualified Leads but also yield a 903% increase in new account new business on webinar sourced leads. An ongoing combination of workflow optimization, A/B testing and message refinement, lead source tracking and content feeding of The Webinar Machine contributed to the program’s success over the last six months. Eloqua provides the automation, reporting and database capabilities necessary to continually feed the optimized webinar machine.

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