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Best Automated Series (Auto Responder):
Gold B-to-B
VMWare - Customer Cost Savings
Brand/Client Side Team:
Lissa Daniels, Renee LeValle, Galia Goulisheva, Tien Arioko
Vendors/Agencies:
anderson|skow, Eloqua
From Their Nomination Form:
This is a complex multi-stage, multi-channel global lead generation and maturation
campaign that leverages the most advanced marketing automation technology and
multiple media channels. Using Eloqua's program builder, the team created automated
campaign flows with multiple decision rules that are based on target organization
attributes, contact behavior, as well as time variable, to guide target audience
through a unique learning experience that is personal and conversational. The
campaign achieved high ROI measured by response rate, # new contacts acquired,
# high quality leads generate, and revenue influenced. Metrics Examples: Phase 1
"Acquisition" statistics 4 months after launch: Total Registrations over 5,000;
Total Impression over 6,000,000; Cost per Reg under $100. Phase 2 "Maturation"
statistics: The click through rate for the IT mgmt track email #1 was an amazing
19%; the technologist track email 1 had 12% click through rate. Phase 3 "Opportunity
Discovery" statistics: Registration for the 24 city tour in USA & Canada is over
2,800 - 50% over our goal.
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