The marketing automation provider is collaborating with CRM Technologies to design and implement a system for Vamosa which is integrated with Salesforce.com.
Ceri Jones, vice-president of marketing at Vamosa, says: “Demand generation and lead management campaigns are high on the agenda of B2B marketers in the technology space. Eloqua and CRM Technologies have allowed us to move from tracking and analysing very little of our data to a system where we segment the market in full and understand where prospect hotspots are. The level of integration with Salesforce was also a key reason for choosing the team as our partner of choice.”
Vamosa is now able to tailor its marketing activities across the sales cycle from enquiry to close. Using Eloqua’s lead scoring tools, it is able to cross-reference leads based on their role in an organisation and level of engagement with the company’s website and online marketing campaigns.
Real-time lead information is delivered into the marketing system to support targeted activity, message customisation and channel selection. Initial messages about Vamosa are followed up by invitations to events prior to closing activity. After two months, the volume of sales leads generated had risen four-fold over previous levels.