SOURCE: Eloqua

December 29, 2009 08:53 ET

Platts Chooses Eloqua for Global Marketing Automation

Eloqua Platform Gives Regional Marketing Managers More Control

VIENNA, VA--(Marketwire - December 29, 2009) - Eloqua, the category-defining marketing automation leader, today announced that Platts has chosen the Eloqua platform for worldwide execution and management of the company's marketing campaigns.

Platts, a division of The McGraw-Hill Companies and a leading global provider of energy and metals information, is using the Eloqua platform to drive critical marketing processes that include campaign management and optimization, lead generation, lead nurturing, lead management and email marketing. The Eloqua platform aligns sales and marketing activities by incorporating Platts' marketing database and integrating with the company's existing CRM systems.

"Our first priority is putting more power into the hands of our marketers to handle integrated, multi-touch marketing campaigns," said Mark McCary, senior director of global marketing for Platts. "In the past, it took a great deal of time for our marketers to manually create and implement multi-touch email campaigns. Now, Eloqua has given us the ability to automate those campaigns, increasing our sales acceptance rate by over 20 percent. Due to the fact that we have a long sales cycle, educating and nurturing leads is a very important part of what we do. The net result is that our sales force can have higher quality conversations with more qualified leads that in turn produce increased revenues."

Platts also had the added challenge of having marketers spread throughout the world (New York, London, Singapore, Moscow, and Shanghai) so the company needed the ability to easily share, repurpose and customize campaigns from one regional marketer to the next.

"Eloqua has given us the ability to create a portfolio of campaigns ranging from demand management and lead nurturing to thought leadership and events, which gives our marketers an easy way to access existing campaigns and customize them to their local regions," McCary said.

"Platts is an excellent example of how a global company can use Eloqua to manage a sophisticated marketing operation," said Alex Shootman, senior vice president, worldwide sales for Eloqua. "Eloqua gives dispersed marketing teams more power and control to deliver campaigns based on regional needs and internal business objectives. It's a flexible solution that allows companies to better execute and stay on top of the many layers of outreach that need to happen before a lead is converted."

McCary added that Platts is beginning to implement Eloqua's new prospect profiling tool, which offers sales reps greater insight into prospects' behavior through visual representation.

About Platts

Platts is the leading global provider of energy and metals information and the world's foremost source of benchmark price assessments in the physical energy markets. Since 1909, Platts has provided information and insights that help clients make sound trading and business decisions, and enable the markets to perform with transparency and efficiency.

About Eloqua

Eloqua ( is the category-defining marketing automation leader and provider of best practices expertise for marketers around the world. The company's mission is to make its customers the best marketers on earth. Thousands of customers from leading companies such as American Express, Aon, Apple, Fifth Third Bank, Dow Jones, Fidelity, Seagate and Sybase rely on the power of Eloqua to execute, automate and measure programs that generate revenue. Eloqua helps companies read and decode their buyers' Digital Body Language™, thereby improving the quality and quantity of sales leads, increasing marketing effectiveness, and accelerating the selling process. Eloqua is headquartered in Vienna, Virginia, with offices in Toronto, London, Singapore and throughout North America. For more information, please call 866-327-8764 or email

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