UK Telecom Implements Eloqua Solution to Improve Lead Quality and Marketing Effectiveness

Eloqua, the leading provider of on-demand Revenue Performance Management solutions, today announced that TalkTalk Business (formerly known as Opal), a provider of communications solutions to UK organisations, recently selected Eloqua for the company’s lead management and demand generation efforts. TalkTalk Business implemented Eloqua as part of a broader initiative to become a more streamlined and sophisticated marketing organisation.

TalkTalk Business sought a solution that could grow with their business and help the marketing team drive revenue growth. In the past, the marketing department at TalkTalk Business supplied leads to sales, but the company hadn’t engaged in sophisticated lead nurturing and lead scoring programs. To improve marketing efficiency and performance, TalkTalk Business implemented Eloqua along with a CRM system from, providing the team with effective lead nurturing and lead scoring capabilities.

“Prior to Eloqua, we were using a pretty archaic e-mail service provider which came with lots of manual processes such as loading data and pulling stats on click-through and open rates,” said Jim Burns, Marketing Communications Manager, TalkTalk Business. “There was no automation and the tool couldn’t keep up with us strategically – we needed more.”

With a range of complex B2B communication products, TalkTalk Business is using Eloqua for a series of automated lead nurturing programs designed to educate and engage with potential buyers. TalkTalk Business will leverage advanced lead scoring to improve the overall efficiency of the sales team. Ultimately, TalkTalk Business will harness the power of Eloqua for a complete view of potential customers helping the company make accurate sales and marketing decisions in order to improve revenue performance.

Burns continued, “Eloqua’s lead nurturing and lead scoring capabilities will help us become a more efficient and successful marketing organisation. But as a marketing team, we understand the bigger picture which is the connection between marketing and driving revenue for the business. We feel we’re on the RPM path.”

“At Eloqua, we’re familiar with the TalkTalk Business predicament where businesses outgrow a simple email service provider,” said Brian Kardon, CMO, Eloqua. “The marketing team at TalkTalk Business knew they wanted to go beyond batch and blast email marketing and had a strategic vision in place to improve revenue performance. We really look forward to helping them achieve their ambitious goals.”

About Eloqua
Eloqua provides solutions to help its customers accelerate revenue growth through Revenue Performance Management. Eloqua provides powerful business insight to inform marketing and sales decisions today that drive revenue growth tomorrow. The company’s mission is to make its customers the fastest growing companies on Earth. Thousands of sales and marketing professionals rely on the marketing automation power of Eloqua to improve demand generation and lead management while driving more qualified leads. Eloqua’s customers include Adobe, AON, Dow Jones, ADP, Fidelity, Polycom, and National Instruments. The company is headquartered in Vienna, Virginia, with offices in Cambridge, San Francisco, Austin, Toronto, London, Brussels, Frankfurt and Singapore. For more information, visit, subscribe to the It’s All About Revenue blog, call 866-327-8764, or email

Published on: 3:08PM on 15th September 2011