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Oracle Customer Success—Eaton

Eaton

Eaton Drives Pipeline Through Unique End-User Engagement and Progressive Profiling

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Finding ways to increase market share is an ongoing challenge for marketers in every industry. It’s even more difficult when trying to transition your sales team from print collateral to digital communications. To resolve these challenges, the marketing team for Eaton’s electrical sector business group created a unique awareness campaign called Things Have Changed, part of which included the recent My IT Empire campaign aimed at IT professionals. Participants were encouraged to create customized infographic posters depicting their reign as overlords of their IT environments. As part of the online design process, Eaton engaged the audience on a personal level with funny questions and gained insights using key business questions. This enabled Eaton to progressively profile prospective customers and truly understand the challenges they face every day.
 
Business Challenge
  • Increasing market share among small and medium businesses, specifically IT departments 
  • Changing sales and marketing culture by evolving digital communications 
  • My IT Empire promotional campaign with progressive profiling 
  • Cross-channel marketing 
  • Social marketing 
Results
  • Generated 4,514 completed posters—276% above target goal
  • Increased lead quality by collecting 48 pieces of information on more than 5,000 prospects

Execution

Using Oracle Marketing Cloud, the Eaton marketing team developed an integrated approach to promoting the My IT Empire campaign that featured a strategic mix of advertising, email, social media, and a promotion landing page. The team used other capabilities such as email automation, lead scoring, data card sets, and saved report functionality. The team also worked with one of its partners to create the lead generation forms and connect new information to the existing lead nurture program and lead scoring promotions. 
 
Despite an unexpected reduction in the planned media spend and active timeframe of the promotion, the My IT Empire campaign achieved outstanding participant results. More than 29,100 people visited the landing page during the two-month campaign. 8,448 initiated sessions. 4,514 completed their posters. The progressive gathering of information led to better insights into Eaton’s end users. The product engineering team recognized the value of the campaign, and was impressed with how much data the team was able to capture. Eaton is in the process of rolling out Oracle Marketing Cloud to the rest of the enterprise to improve its digital marketing landscape. 

About Eaton

Headquarters

 
Dublin, Ireland
Published:  Apr 29, 2016