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.