Eloqua Blog · Lead Nurture
Eloqua Lead Nurture: Deltek Case Study
How Deltek used direct mail, targeted Eloqua email, PURLs, dynamic content and lead scoring to build the In Hand nurture campaign.
📅 First published: Jun 19, 2021
⏱ Reading time: 9 minutes • 👤 Author: Greg Staunton • 🎯 Focus: lead nurture, PURL microsites, dynamic content, lead scoring
In early 2013, Deltek launched the In Hand integrated campaign. The aim was to generate leads from a list of 100 top prospects in professional services, predominantly architecture and engineering, marcoms and IT consulting firms.
High-impact direct mail and targeted email offered shareable content and drove contacts to a personalised Eloqua microsite. The messaging focused on Deltek's ability to give businesses better insight into projects, maximise staff utilisation, improve client relationships and achieve higher profit margins.
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Who Did The Campaign Target?
The target audience was a focused list of top 100 prospect accounts.
Campaign Asset Overview
Core Assets
- 1 high-value direct mail piece
- 4 emails
- 1 personalised PURL microsite
- 5 landing pages
- 4 dynamic content blocks on each page
Conversion Mechanics
- 2 forms
- 1 refer-a-friend email
- Social sign-on
- 1 lead scoring program
- Sales notifications for high-intent actions
The high-value direct mail piece was a metal box containing winter accessories, including gloves. Each prospect received a PURL that allowed the Eloqua microsite to track and personalise the visit.
The prospect list was supplied by Deltek sales, loaded into Eloqua, then downloaded with each contact's PURL so the personalised URL could be added to the direct mail piece.
Email Strategy
Each email carried a similar campaign theme, with content and targeting shaped by audience sector.
- Initial campaign email driving to the personalised microsite, segmented by audience sector and personalised.
- Wave 1 sent to the whole base.
- Wave 2 sent as a follow-up to non-opens.
- Personalised content email highlighting the campaign infographic and video.
- Industry-relevant case studies were planned.
Personalised Microsite
The five-page site was built around four benefits of the Deltek solution: winning new projects, managing relationships, maximising project profitability and optimising staff utilisation.
Calls to action on the site, each gated with content, included:
- Request a free demo
- Request a call back
- Download a case study
- Download a white paper
- View infographic
PURL visits made it possible to personalise by contact fields such as first name, and more importantly, serve case studies, whitepapers and persuasive content based on industry sector, job title and research-led priorities.
Campaign Structure
Advanced dynamic content and social sign-on were used across the campaign. Because uploaded Eloqua landing pages were needed for lightbox forms, a dummy page was created in the Eloqua editor, the social sign-on code was extracted, and then it was repurposed for the lightbox form.
When prospects visited their Eloqua PURL and clicked key calls to action, sales executives were notified so they could follow up within 24 hours and shape the conversation around the prospect's specific interests.
Lead Rating Program
A campaign-specific lead scoring program updated a lead rating against each contact record using a new contact field. Deltek integrated that field with Salesforce.
| Type of contact | Conditions | Rating |
|---|---|---|
| DM only | Pre-set for DM contacts | 5. Receives the DM but does not activate Eloqua PURL |
| DM only | Has visited any page on the microsite | 4. Activates their Eloqua PURL |
| Any | Submits valued content form | 3. Downloads or interacts with content |
| Any | Submits valued content form and requests a call back | 2. Requests a call back |
| Any | Submits valued content form and requests a demo | 1. Requests a demo |
The feeder for the lead rating program had two conditions: contacts in the direct-mail group who visited the microsite, and any contact that submitted the form.
Implementation Timeline
Campaign planning gained momentum in October and November 2012, with creative going through approval in December and January. The campaign went live when the high-impact direct mail hit desks in the last two weeks of January 2013.
Measurable Statistics And Response Rates
168
Waves 1 and 2 total sends
58%
Waves 1 and 2 open rate
17%
Waves 1 and 2 click-through rate
406
Content email total sends
94%
Content email open rate
24%
Content email click-through rate
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