TECHNOLOGY NEWS: National Instruments appoints Eloqua

Jumping onto the demand generation bandwagon is National Instruments which last week appointed Eloqua to oversee the automation and management of its worldwide B2B direct marketing portfolio.

National Instruments provides engineering software and hardware to more than 25,000 companies worldwide. Using Eloqua it aims to execute around 2000 direct marketing initiatives per month, with strong emphasis on personalisation.

“Eloqua provides us with a robust solution that supports our global enterprise, is easy-to-use and quick to implement for more than 40 branch operations around the world,” says Helena Lewis, manager of web content, direct marketing and globilisation of National Instruments.

An on-demand solution, Eloqua automates and integrates the key marketing and sales functions of email, direct mail, prospect profiling, website analytics, campaign analytics and sales force automation, with the aim of improving the quality and quantity of sales leads, the elimination of waste and the acceleration of the entire selling process.

“Large global enterprises that are interested in improving the success of their sales and marketing efforts can learn a lot from National Instruments’ use of Eloqua,” says Joe Payne, CEO of Eloqua. “Not only are they relying on Eloqua to vastly increase the scale of their marketing efforts, they are also leveraging Eloqua to provide their global sales and marketing organisations with critical data and information about their prospects’ digital body language. This information enables National Instruments to focus their efforts on activities which will return the maximum value and business results.”

For more on Eloqua, click here to view B2B Marketing's supplement on ROI and integrated marketing


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