Learn how Informatica benefits from an efficient lead management program leveraging Verticurl's demand center services.

1. Learn how the leading provider of enterprise data integration software
benefits from an efficient lead management program leveraging
Verticurl’s demand center services.
Forstudy USA, Preparation is Key to Effective Organization
case CHEP
Informatica’s Regional Marketing Pallet Management
… and Marketing Automation Revenue
Generates 34% of
When Informatica Corporation committed to the Eloqua marketing
automation solution, the global software organization chose its Asia-
Pacific region for the trial and test. The region, among the most
The Challenge: diverse in the company, encompasses Australia, China (Hong Kong
and Taiwan), Japan, Korea, New Zealand, and South Asia (including
Informatica Corporation needed to build
India), spans eight time zones, and its employees speak one or more
an efficient and scalable demand center
of five languages. While a roll-out of any new technology is never easy,
in its Asia-Pacific region using Eloqua’s
marketing automation platform. The this particular implementation presented an opportunity to build more
region’s size and variety of languages efficient lead management processes across diverse geographies.
compounded the complexities of
Narelle Wilson, regional vice president of marketing, based in Sydney,
implementation.
was more than up to the challenge. “It was important to the organization
to build an efficient and scalable demand center,” Wilson said.
“We recognized that the marketing challenges—including multiple
The Solution:
languages, varied cultures and disbursed teams—could be effectively
Demand generation consulting firm Verticurl
addressed through automation, and we were willing to do what it took to
was tapped to partner with Informatica.
make it happen.”
Working closely with the region’s marketing
team, roll-out was achieved in six months, “We had a vision that with structure, rules and guidance, the robust
and a strategic demand center was created software solution that is Eloqua could have significant and positive
to drive revenue growth. impact on this region, and our entire organization.”
Objectives: Getting Started: Outsourcing is Key
• An effective and efficient marketing
As a company, Informatica, based in Redwood City, California, is
operation to maximize productivity.
committed to leveraging the services of outsourced partners. The world’s
• High level of marketing automation
number one independent provider of data integration software, serving
performance to optimize lead generation, thousands of enterprises, focuses on its core functions, tapping experts to
nurturing, conversion. provide ancillary services.
• Communications strategy to support
corporate strategy, assure goals aligned.
“We knew we needed a partner that could help us optimize marketing
automation and lead management processes over the long term,” Wilson
• Resource redundancy to assure continuity
said. “Eloqua introduced us to Verticurl early on. We made a connection
of lead management campaigns.
and within one month had engaged the consulting firm to build our
demand center,” she continued. From the start, Verticurl staffed the
Results: Informatica demand center with consultants that provide strategic services
Marketing-sourced deals in Informatica’s as well as those that serve as arms and legs to the marketing team.
Asia-Pacific region reached 34%, a
“Verticurl has expertise at the VP level,” said Wilson. “They also have
substantial increase in just three years.
technical consultants that know the Eloqua system inside and out to
404.891.1515 www.verticurl.com info@verticurl.com

2. case study
help us with new feature and function deployment.” She noted that “ erticurl’s unique IP,
V
Verticurl even has professionals who speak both English and one or
market understanding
more of the five languages needed to communicate to customers and
prospects in the region. and analysis enables
Informatica to better
Informatica’s marketing managers appreciate working directly with
the Verticurl team, allowing them to tap into the Gold Certified Eloqua
engage, influence and
partner’s expertise. Informatica also values Verticurl’s proven ability to convert prospects to
scale. “Verticurl is growing with our business … they continue to meet customers.”
and exceed our expectations over time,” Wilson said. —Narelle Wilson
Informatica Corporation
Solution, Partnership Benefit Entire Organization
The benefits of Verticurl’s demand center, or “central hub” as Wilson
calls it, is multi-faceted. “We benefit in a variety of ways from Verticurl’s
approach.” In addition to access to all levels of expertise, Wilson values:
• Standardized processes implemented across the region assure
operational consistency and efficiency.
• Best practices (for example, delivery frequencies) applied to
About Verticurl
communications programs allow for continuous program improvement.
Verticurl is a demand generation
• Productivity of the Informatica marketing management team is
consulting firm, helping companies
enhanced because of Verticurl’s contributions.
worldwide improve processes, drive
• Centralization of marketing automation operations ensures continuity
leads and grow revenues. A Gold
and enables re-use of assets to save time and money. Certified Eloqua partner, Verticurl
• Five-language support needed to meet communication needs of this
works closely with clients to get up
large region is provided. and running quickly to maximize the
• Accountability by Verticurl consultants of all facets of engagement,
benefits of marketing automation.
including goals related to service and results, is key to program success. With extensive expertise in marketing,
segmentation and analytics, campaign
“Verticurl is a vital part of our team. The consultants attend our fortnightly
planning and management, our
discussions, our monthly meetings, and our quarterly reviews. They’re
consultants work with clients to build
with us every step of the way, helping us with campaign roll-outs, event
strategic demand centers that drive
management, pay per click programs, everything we need to better
growth. Founded in 2005, the consulting
engage, influence and convert prospects to customers,” said Wilson.
firm works with organizations ranging
Success Realized from small regional businesses to
global multi-national corporations
In 2010, the International Data Corporation (IDC), the premiere global
to implement and integrate their
market intelligence firm, placed Informatica in the Leadership Quadrant
marketing automation
of its Marketing Performance Matrix, noting high efficiency and
vision. The company
effectiveness throughout the marketing organization.
is based in Singapore
“The IDC ranking is directly attributed to the partnership between with offices in North
Informatica’s marketing team, Eloqua and Verticurl,” said Wilson. America, EMEA
“Results demonstrated in lead management pipeline, campaign and APAC. For more
management, sales enablement, and marketing operations—as well as information, visit www.verticurl.com.
growth in revenue and market share—were the result of hard work on
the part of all involved.”
404.891.1515 www.verticurl.com info@verticurl.com