Transitioning PTC Onshape's Marketing Automation Platform to Enhance Campaign Performance

The Challenge

The OnShape Marketing team's existing marketing automation system hindered Onshape's growth and integration with other PTC groups. To overcome these challenges, the marketing team needed to migrate to Oracle Eloqua. They approached LeadPulse to help with the migration to Eloqua with the goal of ensuring the team could maintain and improve their campaign performance.

Our Approach

1. Marketing Tech audit First, Onshape's usage in HubSpot and Salesforce CRM was assessed. It became evident that the existing HubSpot configuration limited the marketing team's ability to build continuous nurture programs, lead scoring programs, and data cleansing processes.

2. Systems and data migration Leveraging LeadPulse’s proprietary API app, all of OnShape’s data, content, campaigns, and programs were migrated from HubSpot to the Oracle Eloqua instance.

3. Automation platform setup Working closely with the OnShape team, LeadPulse setup:

• Advanced marketing automation campaigns, programs, integrations, and data cleansing processes;
• A series of HTML-based email templates with a fresh design feel, allowing for easy customization;
• Implemented dynamic component HTML modules that could be easily cloned and edited, providing the team with customization options for email campaigns.

4. Lead nurture campaigns A best-in-class nurture program with the flexibility to clone segments and emails was put in place.

A lead scoring program, integration with Salesforce, and reporting dashboard were implemented in order to get the team up and running quickly.

Our Tech Stack

• Oracle Eloqua
• JavaScript
• API programming
• Salesforce

Client Outcomes

By migrating to Oracle Eloqua and leveraging advanced campaign development, data integration, and campaign design customization options, Onshape's marketing team achieved superior automation capabilities.

At a glance

1. Website form conversions increased by 120%
2. Intent based trigger campaigns drove 26% open rate on emails
3. Spam data filtered out of marketing campaigns
4. Real time data integrations with ABM tools improved overall account performance