After securing buy-in from senior executives, the vice president of performance marketing and her team—in collaboration with the Penton Engineering IT team and two Oracle Marketing Cloud partners—began implementing a (nearly 6000 line) project plan that included the project vision, migration plan, communication plan, timelines and budget, training plan, and the creation of an internal Oracle Marketing Cloud help desk.
The team completed this massive undertaking in just 10 months—on time and on budget. During this time, the team was able to accomplish a staggering amount of work, including: migrating 80+ brands; configuring 11 databases; migrating 274 newsletters; configuring 592 email groups; building 92 microsites; and implementing 168 forms. The results have been equally impressive. So far, Penton has saved $237,000 in technology spend, decreased lead generation delivery times by 20% while avoiding email fatigue, and increased subscriber renewals by 15-21% using pre-populated forms. Feedback from across the enterprise has been extremely positive.