Nurturing and Demand Generation Programs

Nurturing and Demand Generation Programs

Objectives

Assess Brand Equity
Refine Brand Positioning & Messaging
Design and Launch New Brand Architecture Across Mediums

www.eloqua.com

Description

Eloqua engaged BAT to assess and refine their brand position, messaging platform and core brand devices.

Situation

Eloqua defined the marketing-automation space with a first-to-market offering in 2002. By 2007 the category was impacted and fragmented with multiple new entrants offering low and mid-tier price competitive SaaS solutions. Eloqua was in the midst of revamping their offering and needed a new value proposition with stronger messaging to support their efforts.

Engagement

Through customer interviews, Brand Synthesis® and user-testing BAT reinvented the Eloqua brand from the ground up - supporting the global roll-out of a leadership-oriented brand in Q1 of 2009, followed by a complete overhaul of the website and demand generation program.

We delivered a new identity, business systems, tagline, messaging platform, collateral, website, marketing programs and a sales deck.

Results

The new Brand Platform helped Eloqua's marketing team exceed aggressive net-new inquiry and lead targets in 2009, priming the sales pipeline for a robust second half of 2009 and beyond.

Eloqua Nurturing & Demand Generation Programs

Leveraging unique content and product announcements, BAT designed a series of e-mail templates and campaigns for Eloqua. Among these were a comprehensive e-book program utilizing chapters of Steve Woods' Digital Body Language, a product launch program targeting CMOs and VPs of Sales, and a standardized template used in dozens of programs throughout the year. The two custom programs have collectively driven more leads than any other demand generation effort to date.

Eloqua InfoGraphics

BAT crafted a simple infographic for use with collateral, Powerpoint decks, and the website that communicated the core offering across the different mediums.

Eloqua Brand Art

BAT developed multiple direction to creatively represent the essence of the brand offering. After thorough validation and testing a direction was selected to ensure customer-oriented brand direction.

Eloqua Identity Systems

As a mature, category leader Eloqua needed a new identity that captured the reality of who they were. The new mark captured their sense of stability, maturity and gravitas.

Eloqua Style Guide

BAT drafted a detailed style guide for Eloqua that provided both breadth and depth, maintaining the brand standards while supporting growth as needed into new mediums.

Eloqua Collateral Rollout

BAT crafted a multi-tiered collateral program designed to maintain a cohesive interaction across prospect and customer touchpoints.

Eloqua Sales Deck

The BAT designed sales-deck instituted a standard presentation framework while providing users flexibility to customize presentations for their individual needs.

Eloqua Nurturing and Demand Generation Programs

BAT leveraged unique content and product announcements to design a series of e-mail templates and campaigns presenting highly desirable, relevant content and driving more leads than any other program to date.

Eloqua Customer Success Campaign

BAT captured HD video and high-res photos of Eloqua customers that provided the foundation for the Customer Success campaigns in B2B magazine.

Eloqua Website Visual Design

The new website was a robust overhaul designed for lead generation, highlighting the new brand positioning, and presenting content to drive more educated leads into the funnel while supporting deep-funnel sales with highly segmented content.

Eloqua Dreamforce

BAT created a social gaming experience for the Dreamforce conference that encouraged activity outside the trade-show booth and the conference floor that demonstrated the power of the Eloqua product in a fun, interactive contest.

Eloqua Experience 09

BAT provided a comprehensive design for all elements of the '09 user conference emphasizing the new brand, the location and customer success stories.

Eloqua Brand Synthesis®

BAT used Brand Synthesis® to develop a comprehensive messaging platform and providing the foundation for the redesign of the website, trade-show experience, campaign directions, and overall brand presence.

Eloqua Messaging

BAT distilled a complex offering into a simple, customer-focused, benefits oriented platform that established not only a comprehensive communication platform but the tagline: The Power to Succeed!

Eloqua User Testing

BAT led the interviews of over two dozen clients, prospects, and control individuals to validate the brand position and the direction of the re-invention.