Website Visual Design

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 Website Visual Design

Eloqua engaged BAT to design a reference website for lead generation that embraced best practices and harnessed the power of the new brand positioning. BAT created a site that leveraged a complete overhaul of their web content, presenting multiple levels of information from highly segmented video and PDF resources to webinar content and alternative presentation models. The website has exponentially increased lead-gen efforts.

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.