Getting your marketing messaging strategy off the ground is a critical step in building a solid foundation for your communications, as well as your go-forward measurement approach.
Axial operates the online network for professionals who operate, advise, finance, and acquire private companies. When they first launched their service, the organization’s primary goals were to educate the market, promote the business, and establish a steady stream of new leads by running email campaigns.
The marketing automation platform that Axial’s team previously used caused significant hindrance for its communication strategy. Email deliverability became a challenge because the vendor’s servers were on spam lists, so the result was a 96-98% to 75-88% decrease in deliverability.
Focused on improving its deliverability, and ultimately its engagement with its audience, Axial went live on the Oracle Eloqua platform in less than two weeks and immediately began building email campaigns. Within one month, the team already had sent out 45 campaigns – and after there months, they had built 150 forms and sent 1.5 million email messages. Now up to 20 Axial employees are leveraging their knowledge learned from Eloqua University to build campaigns.
Axial’s marketing team also is saving bandwidth and time by using APIs to build a WordPress plugin that streamlines campaign development. By split-testing landing pages, Axial recently discovered that sending prospects straight into a nurturing cycle wasn't nearly as effective as offering them training and then sending them on to the sales team. As a result, Axial continues to grow the business by 200% to 300% each year.
With a more refined analytics platform and strategy in place, Axial’s sales and marketing teams have much more sophisticated conversations about how to route the right leads to the right people at the appropriate time. For example, Axial was able to collect the data from LinkedIn and Google ads into Salesforce via Eloqua – and support the collection of valuable information to help guide future ad purchasing decisions. The team discovered that impressions and click throughs were similar on both ad platforms, but close rates were 40% higher on LinkedIn. Overall LinkedIn ads were 80 times more effective, and without marketing automation in place, the team would not have been able to mine that significantly useful data.
“We’re only an 80-person company with an eight-person marketing team, but we pack a wallop,” says Cody Boyte, Marketing Manager at Axial. “Oracle gives us the power features we need to stay aggressive with our marketing, while also ensuring high deliverability to give us the greatest return on our marketing dollar.”
For more details on how Axial ramped up its automation strategy with a more refined platform and focus, check out the full case study here.