Mazda
A marketing automation strategy with Oracle Eloqua for Mazda
The Customer
Mazda Motor Europe (MME) develops strategies, concepts and processes that successfully position Mazda in Europe, now and in the future. They coordinate National Sales Companies (NSC’s) and independent distributors (IDs) in more than 30 countries.
To strengthen this important position, Be Bold helped them implement the marketing automation tool Oracle Eloqua.
The Challenge
Mazda Europe was looking for an implementation partner to support them on their marketing automation journey. They chose to work with Be Bold due to their experience with implementing Oracle Eloqua.
This collaboration involved several challenges:
- Increasing interaction and engagement with Mazda’s audience
- Increasing usage of communication on multi-channel vs. offline communication
- Better understanding customer behaviour and preferences
- Increasing loyalty and conquest through better interaction with customers
The Implementation
In order to honour Mazda’s preferred way of working, Be Bold and Mazda went for an agile approach in implementing Oracle Eloqua by starting with a Minimal Viable Product (MVP). We initiated with three reference countries: Slovakia, Belgium and the UK. The wide range of complexity of these three pilot markets covered many types of markets and would likely work for most Mazda markets.
We gathered all necessary implementation and integration requirements during several workshops.
The setup is a combination of centralized decisions, valid across the entire instance for all NSC’s, and local decisions to cater to each NSC’s needs.
Once all requirements for the MVP version of Eloqua were gathered, Be Bold created a working version for Mazda. After the MVP went live, a feedback period followed to finalize the MVP and prepare it to be rolled out to the other 19 countries (NSC’s).
With the rollout of different NSC’s, the local marketing teams received Eloqua Basic and Advanced training. This facilitated a quick start with their new marketing automation tool and put them on their way to become fully-fledged Eloqua users.
The Results
Be Bold provided an implementation of Oracle Eloqua to 21 NSC’s in only 11 months with impressive results:
- 1.956 campaigns: 261 active, 786 completed and 909 drafts
- 2.347 emails: 806 active, 1.300 completed, 241 drafts
- 161 landing pages
- 45 forms
Be Bold started working with Mazda to determine the next steps and create a more advanced version of Eloqua with the addition of new use cases and the rollout of specific local campaigns.
But it doesn’t end there! Together with Oracle we are working on the implementation of the Oracle Customer Interaction Platform (CIP). To top if off, we are also looking at the implementation of closed-loop reporting, lead scoring and an integration with the MyMazda App in the future. More to come soon!
“The Be Bold team stood out due to their experience with implementing Oracle Eloqua and the young and dynamic team’s very hands-on attitude.”
About Be Bold
Be Bold specializes in digital marketing and marketing automation: from profiling your online brand identity, to building quality databases of potential leads, to automating your marketing campaigns, with even a smooth transfer of interested leads to the sales department.
Our cross-functional team is there for you from the first strategy session to further support after implementation.
