enautics

BACKGROUND

Could you briefly describe your company?

We’re a credit union servicing five states: Utah, Idaho, Nevada, New Mexico and Arizona.

What is your position?

I am the marketing channel manager.

OPPORTUNITY / CHALLENGE

What were your company’s business goals for initiating the project with eNautics?

The largest project we worked on with them was our on-boarding program.  The goal was to on-board new members so that they understood our core business, the products and services that we offer quickly.  We had an opportunity to take advantage of. Our studies illustrate that the majority of cross sales occur within the first ninety days of membership. This program was built to facilitate that process through different communications.

SOLUTION

What solution did you select for this project?

We chose Eloqua as our preferred solution.

How did you select eNautics as your solution partner?

They were referred to us specifically, and there was already an existing relationship between someone here on the marketing team that had worked with them previously.

Could you describe the scope of the project in terms of its components: did it require design, development, support, training, etc.?

It is a very large and complex program.  There’s four different programs that make up this project: one that controls the email, one that controls the direct mail, one that controls the Perl pages, and one that controls the logic of who’s included in the program.

Could you describe the parts of the project that you were involved with?  Did you develop anything in-house or was this entirely eNautics’ responsibility?

It was definitely a partnership. We developed some of the assets that were needed and they handled the heavy lifting.

Could you describe the size of the initiative in either monetary terms or in the number of personnel delegated to the project?

We had a team of three on our side and eNautics had a team. I’m not exactly sure how many resources were used by eNautics. They weren’t dedicated full-time to the project, but it was a priority for them. 

When was this project completed? 

It was completed on September 9, 2013.

How long did the project take?

Nine months give or take.

RESULTS & FEEDBACK

In terms of project results, do you have any statistics or metrics to share that would demonstrate the effectiveness of their work?

Unfortunately, at this point we’re just in the pilot phase, so we don’t have any statistics or measurements yet.

How do you think that eNautics performed on this particular project?

I think they performed very well.  They have a lot of expertise. I’ve been very impressed with their programmers and what their understanding, their depth of knowledge of the Eloqua tool.

When working with eNautics, is there anything you would consider unique or special about them compared to other companies that you’ve partnered with in the past?

I haven’t had many experiences with other companies in this type of an endeavor, but I guess what I impresses me about eNautics is their method and approach.  It’s not just that they understand the Eloqua piece, they really understand online marketing solutions, they understand data flow.

In retrospect, are there any areas that you think eNautics could improve upon, or that you yourself as the client would do differently approaching this project?

I would approach this project in a slightly different manner. It’s a little complex. I probably would have broken it into smaller chunks so it didn’t take as long to get it to market.

BACKGROUND

Could you provide a brief description of your company?

Mozy by EMC is a company that specializes in Cloud backup for consumers, small businesses, commercial-size businesses, and enterprises. We handle backup for about 6 million individuals, 100,000 customers and over 800 enterprises. Our plans are pretty simple, people… a live agent is deployed to a target machine like a laptop or a desktop or a small server and that client connects securely to our data centers and transmits whatever files that the end-user or the administrator wants to backup to a secure Mozy Cloud.

What is your position and role?

I’m the Director of Marketing for our business-to-business product lines.  My job is to ensure that our story is told to small business owners, to large business owners, CIOs, and IT Directors. I also inform them that we’re putting together their marketing mix in order to generate demand, lead generation, and handle the channel marketing through each of their various channels.

OPPORTUNITY / CHALLENGE

What were your company’s business goals for initiating the project with eNautics?

We needed a way to automate lead nurturing, so we were having discussions regarding both lead nurturing and marketing automation at the same time. That’s how we were introduced to eNautics. They are a certified Eloqua partner, and they handled the complete implementation and integration.

In terms of your selection of Eloqua as your preferred solution, how did you come about to selecting it?

First of all, looking at our business, we needed a way to better qualify our leads. At first, we asked: “Okay, is there a way for us to do this internally?” We then sought to define our requirements for a potential solution. We evaluated a number of solution sets, including external and internal possibilities. We reviewed the various players in the market with respect to automation. I then personally attended a demand conference and met some representatives from Marketo and Eloqua. Those were our two strongest candidates and we ended up selecting the one we thought would be easier to transition to.  We looked at the scale and size of our business and what our lead flow was.  Then we looked at the ability for it to scale as demand for our business products increased.  Once we combined all of those factors and the pricing, we decided to go with Eloqua. But Eloqua was not able to come in and deploy their system; they actually preferred us to go to them in order to conduct the integration. That wasn’t an option due to scheduling conflicts. As a result, they hooked us up with one of their partners, which was eNautics.

SOLUTION

Could you describe the scope of the project in terms of what it included?

eNautics came and implemented Eloqua’s March process with us. That included everything from basic design and customization based on our CRM platform. They did some work with our web tracking functionality. Then they got right down into the weeds of lead scoring, how we look at a good prospect, how we score them and judge them. Then they set up the actual nurturing email campaigns, implementing what our strategy was and how we wanted to educate people that were to become prospects for our business. 

We drove the communications strategy and they helped us with the programming and best practices instruction.  Our continued engagement today is primarily ongoing support and consultation.

Could you provide a sense of the size of the initiative either in monetary terms or in dedicated personnel from the eNautics side?

They’ve had as many as four or five people working with us at any given time. In terms of scale, we needed the automation platform to be able to handle a flow of anywhere from one to five or several thousand leads a month. It was a fairly large-scale initiative, which required a lot of strategic planning as well as in-depth technical expertise.

Great.  Now when was this particular project completed?

It was completed in July of 2011.

RESULTS & FEEDBACK

In terms of the project results, do you have any statistics or metrics that demonstrate the effectiveness of their work?

Since they were the implementers I would probably base it on the number of support calls we’ve had to make or the number of break/fix scenarios. I suspect we’ve had two or three, rather than dozens. They integrated the system superbly with our other platforms, which has resulted in significant gains workflow efficiency. And our employees have had nothing but good things to say about eNautics and their performance.

Is there anything unique or special about eNautics compared to other partners that you’ve worked with in the past?

Yes, there is actually.  As an example, we use Omniture, Google Analytics, Twitter, and five or six different services that all require a pretty heavy dose of integration with either our web platform, our content management system and tracking, etcetera. In my experience, if you talk to an Adobe consultant, they’ll know at a high level what their platform can and can’t do; but they can’t come in and tell you how it works with everything else without calling in another representative from that vendor to tell you how their own platform works. That creates a bunch of seams and a bunch of gaps. That’s what eNautics does exceptionally well: they know Eloqua and Omniture extremely well. They bring extremely high value to that space.

In terms of retrospective evaluation, are there any areas in particular that you believe eNautics could have improved upon, or that you yourself as the hiring client might have done differently approaching this project?

There is probably one aspect. I would’ve had them have a deeper understanding of our Salesforce platform and our business processes up front. I say that because they were basically an “implementer for hire” by Eloqua. They were on a very rigid set of rails, if you will. It was: “Go in there, answer this questionnaire. Figure out how and what fields need to be mapped, what their lead scoring is, etcetera, etcetera.” Whereas, if they had been coming in as independent consultants that I’ve worked with for a couple of years, they would’ve said, “Hey, help us understand your business first.  What are your processes?  How do you manage leads with your CRM system?  Give us a more holistic view. That makes sense, now let’s go ahead and implement Eloqua and here’s what you’ll need to anticipate or adjust.”  Instead, there was a lot of trial and error up front, but I don’t think it’s an issue exclusive to eNautics. Eloqua is really the origin.