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Eloqua Markie Awards Highlight Automation Excellence, Blackbaud Sees 100% ROI In 6 Weeks Via SmartStart


Eloqua recently honored the winners of its 2011 Markie Awards. The awards celebrate outstanding achievements in marketing and revenue generation.

Now in its fifth year, the Markie Awards received nearly 200 submissions across 20 categories form Eloqua customers. There were more than 15 winners ranging from top sports franchises and Fortune 1000 companies to high growth start-ups.

“The 2011 Markie winners and finalists are an exceptional group of companies who have driven meaningful and measurable results,” said Joe Payne, CEO, Eloqua. “Markie winners are some of the fastest growing and most successful companies in their respective industries and it’s an honor to recognize them for their remarkable accomplishments.”

In a snapshot case study from one of the winners honored, Blackbaud, Inc. received the Fastest Time To Value award. The provider of nonprofit software and accounting management solutions serves 24,000 customers, including The American Red Cross, Lincoln Center, The Salvation Army and Yale University. 

Blackbaud sought to quadruple its customer base in five years, so the company required a system that would help improve internal efficiencies and customer on-boarding, as well as the overall customer experience. 

Blackbaud launched its first full campaign in late June 2011, six weeks after completing Eloqua’s SmartStart program, designed to help clients accelerate the adoption of applications and understand how technology impacts business results.

“Within three months of implementation and only six short weeks post SmartStart, we launched our first full campaign comprised of six programs; 21 emails; two forms and two hypersites,” noted Janet Hart, Sr. Manager, Marketing Operations, Blackbaud. “We would have spent more than $300,000 and needed at least 40 employees dedicated to launching and managing this one campaign. “

The goal of Blackbaud’s “Summer School” campaign was to launch a holistic and strategic, multi-touch, multi-session campaign targeted to nearly 40,000 prospects and current customers spanning multiple verticals. 

Blackbaud saw 100% ROI within six weeks of implementing automation technology. “This has fully funded our first year’s subscription through the cost savings we’ve realized from our first multi-session, multi-touch, fully automated campaign,” Hart said.

Overall the company has improved its overall communication and processes across international teams, current customer and prospects.

The full list of winners from Eloqua’s 2011 Markie Award included:

  • Best Customer Lifecycle Program: D&B
  • Best International Campaign: OpenText Corporation
  • Best Lead Nurturing Program: Rally Software
  • Best Lead Scoring Program: GAIN Capital
  • Clean House: McAfee
  • Connecting in the AppCloud Award: Progress Software
  • Event Nirvana: Isilon Systems
  • Extraordinary Email: Eaton
  • Fastest Time to Value: Blackbaud, Inc.
  • Getting to Know You Award: Cleveland Cavaliers
  • Integration Innovation: Avid
  • Marketing and Sales BFF (RPM): Kronos Incorporated
  • Marketing Center of Excellence: NetApp
  • Marketing Visionary: Meagen Eisenberg, ArcSight (an HP Company)
  • Most Creative Marketing Campaign: Unisource Worldwide, Inc.
  • One View of the Truth (RPM): Concur Technologies
  • Revenue Growth (RPM): Arrow S3 (formerly CrossTelecom)
  • Rookie of the Year: CHEP USA
  • Sales Impact (RPM): STEMCELL Technologies, Inc.
  • Social Media Innovation: Cvent, Inc.

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