"ID BBN's objective is to strengthen its leading expertise in
the b2b-segment and become #1 in marketing automation," says CEO
Timo Kruskopf. As a strategic partner, ID BBN will offer
full-range Eloqua services - from initial installation to operative
campaign management and reporting.
"The Nordics are an interesting area for us in spite of the
relatively small size of each market. Here people are
technologically savvy and open to new methods," says Paul Reader,
Director, Business Development for Eloqua Europe.
Typically, our platform serves well companies that have revenues
of over 5 million Euro. Our solution can be taken into use product
by product and then grow with time.
Thanks to marketing automation, companies can easily optimize
their campaigns and follow them up, create evaluated leads out of
contacts, and send out targeted and precisely timed marketing
messages. Eloqua's marketing system, which is a cloud service,
is delivered as a rapidly deployable solution that reduces IT-costs
significantly. Further benefits of Eloqua are flexibility,
scalability, and easy management.
While the ways and means in marketing keep becoming more
versatile and digitized, it has become clear that quantity no
longer outweighs quality. We need to find methods that help reach
current and potential clients with correctly targeted and timed
messages. Traditional activities are no longer sufficient and thus
automation is needed.
Eloqua has solved many marketing issues. One of the most
important ones is the discrepancy between marketing and sales while
they really should go hand in hand. "It's been calculated that in
the worst case only 6 % of leads end up being worked on by sales
and at the same time sales complain that marketing does not bring
in leads. With automation this becomes a tight process," says Paul
Reader.
Lead management facilitates the work of sales in many ways. It
has actually been calculated that 38 % of sales staff time goes to
contacting new clients who may not even have started the buying
process.
Timing is a significant challenge.
Traditionally sales have decided when a campaign runs. Today a
buyer decides when he wants to buy, and a sales person needs to
time his campaign accordingly. Now the latter can send
individualized messages at the right time, and the time, as well
the need become obvious by just checking the clicks on a webpage,
naturally fully automatically.