The winners of the 2013 European Markie Awards were honored last night at Eloqua Experience in London. The Markies honor strategic, collaborative, and tactical marketing and sales innovation. This year’s winners have demonstrated a commitment to integrated modern marketing techniques—based upon regimented, strategic measurements and process-oriented approaches to maximizing business growth.
Check out the winners and their success stories of how they’re leveraging marketing automation to improve conversion and optimize efficiency:
The 2013 European Markie Award Winners
Best European Lead Nurturing Programme: XpertHR - a part of Reed Business Information
Best Alignment of Marketing & Sales in Europe: Basware Oyj
Under the mantra of “no lead left behind” Basware initiated a program in 2012 to implement a robust lead and opportunity management regime, defining an integrated process, establishing agreed quality metrics, qualification criteria and process adherence reporting. The program objective was to provide marketing and sales with a common set of expectations for lead management and conversion to opportunity which was consequently carried through into the design, implementation and adoption phases of the program.
Best European Lead Scoring Programme: DocuSign
To increase conversion, DocuSign implemented account-based scoring with Eloqua. DocuSign ramped up its lead scoring model by applying the engagement scores across leads of the same account to form an account-based score. The team uses the new account-based score to predict and validate which likely opportunities sales should focus on. For every additional active lead on an account, DocuSign sees a 23% increase in the chance that the deal will close. With greater visibility into lead flow, the company can accelerate the pipeline by helping the sales team focus on deals more likely to close.
European Event Nirvana- Thermo Fisher Scientific
Prior to Eloqua and the AppCloud for Adobe Connect, customer facing product webinars were conducted using five separate software applications. This method caused frequent errors and was complicated, laborious, and extremely inefficient. With the advent of Eloqua and its AppCloud for Adobe® Connect®, webinar campaign deployment and management are fully automated including all aspects of the notification, registration, and follow-up processes. Building the webinar assets and “programming” the Campaign Canvass (E10) has significantly reduced development time, reduced errors, and enhanced staff productivity. With the implementation of automation through Eloqua and the AppCloud for Adobe Connect, webinars have become the largest source of sales qualified (sales-ready) leads for our division.
European Rookie of the Year: Royal Phillips
Philips Consumer Lifestyle, as part of Royal Philips Electronics, recognizes the value of CRM, and has a multi-year CRM B2C strategy in place to fully capitalize on this. This strategy moves Philips CRM capabilities from basic email marketing to differentiated and consistent multi-channel experiences with the support Eloqua. In 2012 the program was started with proof of concept to assess which value Marketing automation can bring to Philips. This proof of concept resulted in the approval of a global rollout to 40+ countries by the executive committee.
Most Creative European Marketing Campaign: TalkTalk Business
The ‘What’s Your Business Grade?’ Campaign was a multi stage strategy conceived to achieve the dual goals of generating leads qualified to a very high standard to aid the sales process, and promoting the TalkTalk Business brand towards our desired position of telecoms and IT industry thought leaders. Stage one aroused the interest of the market with an industry telecoms and technology benchmark survey. Stage two enticed them to reveal their own position so they could compare their performance against their surveyed peers. Stage three used the information captured to invite recipients to participate in a tailored ‘Future Fit View’ delivering a conveyor belt of highly qualified leads to the sales team. An Eloqua automated email strategy nurtured leads through the campaign delivering a revenue pipeline of £1.3m at an ROI of 20:1.
*Special Photo Credit thanks to: Meagen Eisenberg of DocuSign via Instagram!
Learn more about the Markie winners and submissions here.