Since we’ve implemented and trained regional staff on Eloqua we are hitting benchmark B2B averages of at least 2%. In some cases, we are hiting double digits. Is it the technology? No, the technology is facilitating a different process that is forcing better thinking around our demand generation campaigns. The platform is a collaboration point where all regions can see what is working and what is not.
The reality is that it’s never beeen about the technology this past decade. It’s direct marketing as it has always been, but the technology just gives you more insight. Understand direct marketing best practices is key.
What the technology does is provide results in real time or almost real time, and that’s what is exciting. We can actually roll this out by region and have improved programs throughout the week as we roll across the nation.