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Informatica Increases Conversions by 250%
Technology Category
- Analytics & Modeling - Predictive Analytics
- Application Infrastructure & Middleware - Data Exchange & Integration
- Functional Applications - Enterprise Resource Planning Systems (ERP)
Applicable Industries
- Professional Service
- Software
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Predictive Replenishment
Services
- Software Design & Engineering Services
- System Integration
The Challenge
Informatica Corporation, a leading provider of data integration software, faced challenges with their website's form conversion rates. The marketing team used forms for various purposes, including lead routing, scoring, and market segmentation. However, the length of these forms led to high abandonment rates and inaccurate data submissions. The team needed a solution to optimize their forms by reducing the number of fields without sacrificing the necessary data for their marketing database.
About The Customer
Informatica Corporation is a global leader in data integration software, serving thousands of enterprises worldwide. The company provides solutions for data integration, data quality, and big data, enabling organizations to access, integrate, and trust their information assets both on-premise and in the Cloud. Informatica leverages its website to generate leads for its enterprise sales team through form conversions. The marketing team at Informatica is dedicated to improving the efficiency and effectiveness of their lead generation processes, ensuring that they capture accurate and comprehensive data from their web visitors.
The Solution
The marketing team at Informatica evaluated and implemented Demandbase Forms within their Eloqua instance to optimize their forms. Demandbase Forms allowed them to pass up to 45 account attributes directly into Eloqua, enabling them to shorten their forms by eliminating fields already populated through Demandbase. This integration helped standardize data within Eloqua and mitigated erroneous data entries. The implementation of Demandbase Forms was smooth, and the team quickly realized its impact. They deployed three optimized core form templates across their website and measured the results.
Operational Impact
Quantitative Benefit
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