eTrigue customer "Skype" wins DemandGen Report "Sales and Marketing Alignment Awards"

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Deeper Demand Without Added Staff – generating 400% more programs using eTrigue DemandCenter

Skype, a software designed to enable individuals and businesses to communicate and share files, sees approximately 80% of its revenues derived from business purposes. However, business users and co-workers are not aware of the benefits of using Skype as a company standard for collaboration. The company’s goals have been to increase awareness with key business decision makers to improve business productivity to complete tasks effectively.

After implementing eTrigue DemandCenter, Skype has generated more than 65 registrations per in-person event without adding additional cost or program management. In 45 days, the company successfully launched enterprise programs in four regions, generating an increase of more than 650% in qualified leads for its enterprise sales team. Marketing automation has enabled Skype to generate more programs, collect and nurture marketing leads through online communications and real-time activity tracking. Currently, Skype is managing more than 4 million contacts using eTrigue DemandCenter, which enables targeted campaigns with tools for reporting, an integration with Salesforce CRM and support for multilingual audiences.

While maintaining the same small marketing support team, Skype has seen a consistent increase in the amount of qualified leads in the pipeline. The company estimates it has been able to generate 400% more demand generation and nurturing programs without having to add additional support staff.

Collaboration across sales and marketing teams can be a daunting task for organizations of all sizes. However, by deploying the latest automation tools and re-engineering internal processes, companies large and small are driving revenue growth by improving campaign effectiveness, better prioritizing leads and nurturing longer-term buyers.

In its third annual Sales and Marketing Alignment Awards, DemandGen Report profiles 10 companies that have adopted technology and experienced an influx of top-funnel lead generation; maximized campaign development and response; and cut internal costs. For this year’s awards, winners across a broad array of industries were chosen. The 10 winners are well deserving of their accolades for their impressive ability to:

  • Significantly increase lead generation metrics
  • Eliminate manual and batch-and-blast strategies
  • Enhance marketing campaign effectiveness and extend brand outreach
  • Better identify and transfer high quality leads
  • Build rich prospect databases
  • Nurture prospects soundly throughout the pipeline

The 10 winners are profiled in quick snapshots framing how these progressive organizations are maximizing marketing metrics. The winners demonstrate that clicks, email opens, forms completed or response rates are no longer the primary marketing metrics. With the emergence of Revenue Performance Management, BtoB organizations have embraced a new wave of measurement, focused primarily on revenue contribution and ROI.

As companies assimilate to this growing trend, sales and marketing teams are increasingly challenged to work cohesively to realign focus on demand generation, customer acquisition and retention.

By implementing technology that helps connect the efforts of both marketing and sales, the winners of the 2011 DemandGen Report Sales & Marketing Alignment Awards prove how automation can increase internal efficiency and drive company growth with next generation measurement tools and BtoB communication tactics.


About eTrigue Corporation

Since 2005, eTrigue has been a leading provider of Intelligent Demand Generation™ and Sales Acceleration SaaS products that improve the way marketing and sales teams generate qualified leads and close sales faster. The DemandCenter™ marketing automation platform helps marketers build more successful demand generation programs that target, nurture and qualify prospective customers based on their "digital biography". eTrigue SalesPro™ gives sales teams the real-time sales intelligence they need to identify, prioritize and effectively interact with prospective customers. For more information please visit www.etrigue.com or call 1-800-858-8500. eTrigue, DemandCenter, eTrigue SalesPro, Intelligent Demand Generation and Marketing Automation for the rest of us are trademarks or registered trademarks of eTrigue Corp.


Corporate and Press Contact

Tony Tissot
eTrigue Corporation
408.490.9818 direct