ReachForce Discovers Targeted Contacts for Eloqua’s Sales Team

Eloqua, maker of automated demand-generation applications, expanded its sales team in the central region five fold, and these new representatives needed viable fresh prospects in their new sales territories quickly.

Eloqua had previously obtained sales contacts through traditional means such as sponsorships, cold-calling, events, direct-mail, and vertical searches. However, with new sales reps in place, new targeted leads were needed immediately.

With the new sales team in place, Eloqua wanted a more targeted approach to prospecting. They engaged ReachForce to build a custom database of role-based contacts in the new target markets. ReachForce assisted Eloqua in focusing on four key states from which contact data was compiled. Eloqua then used this data to fuel an automated, multi-touch, multi-modal campaign. Leads were scored and passed off to Sales. With the fresh data and marketing programs in place, the new sales representatives were fully armed to be successful in their new territories.

“Quality of data has been key in getting our new Sales team ramped,” said Nate Pruitt, Regional Vice President for Eloqua. “We can directly correlate the role-based contacts with the people we want to talk to in an organization, and efficiently target them to fill our sales pipeline.”

As a direct result of the role-based contact data generated by ReachForce and the multiple marketing touches, Eloqua’s new sales representatives added 6 new opportunities to the sales pipeline.

“If you want quality,” Pruitt said, “use ReachForce.”

Customer Profile:

Eloqua provides on-demand applications and best-practice expertise for B2B marketers to execute, automate and measure effective marketing programs that drive revenue. Eloqua drives the entire marketing process from contact to close, while making prospect interest and intent visible at every step.

Challenge:

With a growing sales team, Eloqua needed to supply its new sales representatives with fresh, accurate and targeted contacts in each new territory. More than quantity, the company sought quality.

Solution:

ReachForce discovered accurate role-based contact databases for each new territory enabling the new sales staff to focus on the right people in the right organizations quickly and efficiently.

Results:

Using the ReachForce Discover, Eloqua added

1. Hundreds of new leads
2. 6 new opportunities to the sales pipeline