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Customer Success Story THE POWER TO SUCCEED. PerkinElmer Puts Teamwork to Work with Eloqua The Challenge It’s a common challenge for marketers. How do you create a consistent user experience across a myriad of customer touch points? When the typical user engages with multipleVital Stats: PerkinElmer campaigns, assets and web properties, ensuring that each element delivers a unified brand Headquarters: Waltham, Massachusetts and message experience can be challenging. The problem is exacerbated for large market- Industry: Scientific & Technical ing teams who are separated by geography and product lines and have different goals and Instruments objectives. The marketing team at PerkinElmer supports six global business units in the Annual Revenue: $2 billion sale of scientific instruments and applications, and knew firsthand the inconsistencies born out of a decentralized approach to online marketing. No. of Employees: 8,500 Marketers on each of the six teams were successful deploying individual campaigns, but because everyone was using different systems, vendors, assets and processes, they couldn’t easily share best practices or ensure a cohesive brand experience. Without a common platform for executing marketing programs, it was difficult to drive consistency or holistically measure marketing effectiveness across divisions. Additionally, because a typical PerkinElmer prospect could be engaged with any one of the six business units, the team needed the ability to track prospect behavior online in order to target the right people with the right offers and provide sales with insight into buyer intent. Ultimately, these challenges created a fragmented user experience across the different marketing vehicles and made it hard for marketers to collaborate on campaign design. The Solution The team at PerkinElmer needed to implement a marketing platform that would centralize all digital marketing initiatives, provide a common view of marketing data, and enable on- line profiling of customers and prospects to drive better targeting, segmentation and sales insight. In getting all six business units on the same system, marketers at PerkinElmer would have a common view of their marketing initiatives, making it easier to enforce brand and message compliance for all online customer touch points and providing a common language for defining the measure of marketing success. “Prior to implementing Eloqua, our teams didn’t communicate as much as we should have,” said Shannon Krukar, Digital Marketing Manager at PerkinElmer.