Contact Center Solutions Featured Article

As the business-to-business (B2B) buying process moves online, marketing and sales teams need to be tightly aligned in order to capture, read and respond to prospects’ "digital body language," such as their response to online campaigns and Web-based activity. These activities can direct sales teams to the best leads and even provide insight into the prospect’s role and stage in the buying process.

 

In response to this need, provider of demand generation applications Eloqua Corporation has announced the immediate availability of the company's Eloqua Conversion Suite, which it describes as a family of integrated demand generation applications for marketers tasked with generating leads for their sales force and who demand measurable results from their marketing efforts.

 

The newest release was designed to provide businesses with the technology necessary to deliver enhanced campaign measurement capabilities and insight into the interests of prospects, aligning sales needs and processes with marketing activities.

 

Eloqua’s Essential Sales Tool Kit arms salespeople with critical understanding of their prospects’ interests—without having to change existing processes or learn new software. New dashboards in Eloqua Conversion Suite enable marketers to quickly discern how campaigns are driving activity, so that they can direct marketing resources to those efforts that show the greatest return on investment.

 

 

Dashboards – enable marketers to quickly and easily show the impact and effectiveness of marketing programs without the laborious process of data mining. Eloqua dashboards help marketing and sales teams quickly analyze a diverse array of metrics, from form submission data to the geographic distribution of leads generated.

 

“The new dashboard features in the Eloqua Conversion Suite give my team an instant, at-a-glance view of how effective our marketing programs are,” said Greg Morton, VP of marketing, TriNet. “The HR outsourcing industry moves at a rapid pace, and as a high-growth company it is important for TriNet to be able to react immediately to buyer behavior and campaign performance. With the Eloqua dashboards, we are able to reallocate resources to activities that give us the best performance and easily share this information with stakeholders throughout the organization.”

 

The new capabilities in the Eloqua Conversion Suite were added to help sales and marketing meet the challenge of gaining critical insight into buyer behavior in the new online buying environment. By providing visibility into prospects’ activities, marketers improve the sales team’s ability to influence a sale. 

 

“All too often, sales and marketing departments in an organization are at odds with each other and don’t agree on the definition of a lead, how to follow up on a lead, and more – leading to wasted resources and opportunities,” said Jim Dickie, managing partner, CSO Insights. “Aligning sales and marketing departments is critical to the success of a company. Companies are able to drive more revenue when marketing supports sales with content and partners in the creation and development of leads.”

 

“With Eloqua, marketers have the opportunity to not only give sales greater visibility into the needs of prospects, but also to provide more visibility into how they’re driving sales in their organizations, elevating the role of marketing within organizations,” said Joe Payne, president and CEO of Eloqua.

 

For more information about the solution, visit www.eloqua.com.