Forex Capital Markets Quadruples Marketing Effectiveness With Eloqua.

Business Editors/High-Tech Writers

TORONTO--(BUSINESS WIRE)--March 16, 2004

Eloqua's Marketing Conversion Solution Converts Website "Suspects"

Into Sales "Prospects" for Leading Currency Trading Firm

After years of outsourcing its email

marketing program with limited success, currency trading firm Forex Capital Markets (FXCM) knew it had to make a change. The company brought the program back in-house and began working with marketing and sales automation experts, Eloqua Corporation. Eloqua's Marketing Conversion solution allowed the Forex marketing team to track and analyze prospect behavior, and create and deliver automated, individually customized emails based on a visitor's interest. Eloqua Marketing Conversion quadrupled the effectiveness of Forex's email marketing campaigns and helped transform site visitor suspects into qualified sales prospects.

"We're now sending out 150,000 targeted emails a month and getting a staggering 40 percent open rate. That's a 400 percent increase over our past program," says Marc Prosser, CMO of Forex. "Eloqua allows us to understand each visitor's particular field of interest before targeting them for our next email cycle, which allows us to pass on more hot leads to sales. We've achieved a dramatic increase in the effectiveness of our entire online lead generation program with the implementation of Eloqua's Marketing Conversion."

Forex uses Eloqua's Marketing Conversion solution to identify and track visitor behavior on its websites and automate a short cycle of once-a-week emails. Eloqua Marketing Conversion uses website behavior to automatically tailor offers for trial software or free research to match a particular visitor's interest. Every email contains a link to schedule a demo of Forex's customer services and positive responses are instantly referred to sales.

"The Eloqua Conversion Suite helps companies better leverage their CRM solution by adding real-time data about marketing programs and prospect behavior, and enables companies to use the web as an interactive sales channel," said Mark Organ, CEO of Eloqua. "Eloqua understands every stage of the sales cycle and offers solutions and services to help companies accelerate prospects throughout the sales process."

Eloqua defines the sales cycle as: suspects to prospects, prospects to opportunities, opportunities to clients, and clients to advocates. To accelerate movement through these stages, Eloqua offers a range of sales and marketing services. The award-winning Eloqua Conversion Suite is designed to deploy quickly and easily, and is comprised of four hosted modules: Marketing Conversion, which enables marketers to track online and offline campaigns in real-time; Sales Conversion, which provides sales professionals with real-time prospect behavior and interest data, and digital collateral distribution capabilities; Site Conversion, which offers website traffic analytics and web-based chat; and Hypersite, which creates individual, profile-driven website content for customers and prospects.