“Eloqua is our Ferrari and Mintigo turbocharged it.”
– Mike McKinnon, Sr. Manager
Marketing Operations & Demand Generation
ReadyTalk is always looking for growth. This successful company provides web and audio conferencing services to B2B companies. It differentiates from competitors by focusing on high-assurance—when web-meetings need to be flawless.
They had good marketing technology already, like Eloqua and Salesforce, but their campaigns weren’t always hitting the mark. Says Mike McKinnon, Senior Manager of Marketing Ops & Demand Gen, “We have a tightly defined target market and we wanted to make sure our campaigns were hitting that target.”
Using the cloud-based service from Mintigo, ReadyTalk discovered that campaign messages were not always aligned with their recipients. “We have a lot of names in our marketing database,” explains Mike. “But they all came from different sources, with different interests and different levels of engagement. Mintigo analytics automatically identified an audience where our campaigns work great.”
For example, the normal offers were working well for prospects who had advanced marketing technology in place. It performed great in government and higher education. Not surprisingly, the campaign also worked well for companies offering regular webinars. However, the offer was not well received by prospects with executive titles (VP or higher).
ReadyTalk found that their ideal target prospect could be identified by using a number of unique pieces of marketing data, available only from Mintigo. With their sweet-spot identified, ReadyTalk could aim top-of-funnel email campaigns at 2 groups:
- ideal prospects hidden in their marketing database
- ideal prospects sourced by Mintigo
The results of better segmentation speak for themselves. Open rate was up 33%. Open-to-click rate was up from 11% to 18%. And the total clickthrough rate more than doubled.
Says Mike, “The best part about this is that we can keep improving. Every campaign we run provides new data about where our message is a hit or miss.” To sum it up, “Eloqua is our Ferrari and Mintigo turbocharged it.”