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Eloqua Experience 2013 (EE13) Engagement Breakout Sessions

in Eloqua
TrackDateTimePresenter NamePresenter TitlePresenter CompanySession NameSession DescriptionPresentation
EngagementThursday, Oct 2411:00 AM@Byron OSr. Director, Demand ManagementIHSNo Batch for You! Getting off the Batch and Blast TreadmillHundreds of thousands of people visit the Jane's Defense Services area of IHS.com on a monthly basis, however few of these people engage past reading the latest defense industry news. IHS needed a program to truly engage with this audience, move past their traditional email marketing practices, and turn visitors in sales opportunities.

By understanding their prospects in more detail, and uncovering some hidden-in-plain-sight content streams, IHS was able to deploy simultaneous trigger-based welcome programs and a monthly engagement offer to keep one of their most secretive audiences, the Defense Industry, more engaged with the IHS brand and drive higher quality sales opportunities. This was done with the user's own timetable in mind, getting away from the traditional batch and blast newsletter approach.
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