CEB Increases Customer Engagement and Boosts Form Conversions
Company Size
1,000+
Region
- America
Country
- United States
Product
- Demandbase Forms
- Eloqua
- Adobe SiteCatalyst
- Adobe CQ5
Tech Stack
- Web Forms
- Lead Scoring
- Lead Routing
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Productivity Improvements
- Revenue Growth
Technology Category
- Analytics & Modeling - Predictive Analytics
- Application Infrastructure & Middleware - Data Exchange & Integration
- Functional Applications - Enterprise Resource Planning Systems (ERP)
Applicable Industries
- Professional Service
- Software
Applicable Functions
- Business Operation
- Sales & Marketing
Services
- Software Design & Engineering Services
- System Integration
About The Customer
CEB, formerly known as Corporate Executive Board, is the world's leading member-based advisory company. They specialize in unlocking the potential of organizations and leaders by advancing the science and practice of management. CEB provides valuable insights and best practices to help businesses improve their performance and achieve their goals. With a focus on research and data-driven solutions, CEB serves a wide range of industries and functions, offering expertise in areas such as sales, marketing, finance, and human resources. Their mission is to help organizations navigate complex challenges and drive sustainable growth through innovative strategies and actionable recommendations.
The Challenge
CEB, formerly known as Corporate Executive Board, faced a significant challenge with their form submission pages. The forms required too many fields, resulting in low completion rates. This was a common issue for many B2B companies, as they struggled to balance simplifying forms to promote conversions while still gaining quality customer intelligence. According to Brian Conway, director of marketing operations for CEB, research suggested that today's buyers are typically 57% of the way through the purchasing process before they contact a supplier. To maximize every potential customer engagement, CEB needed to reduce form friction to promote conversion and acquire as much intelligence as possible without forcing the prospect to volunteer all of it. Initially, CEB tried to eliminate form fields in hopes of increasing conversions. While this led to a moderate increase in form completions, it resulted in missing out on important firmographic data needed to properly segment and route the incoming leads.
The Solution
CEB integrated Demandbase Forms into its Eloqua instance to maximize engagement and increase conversions. Demandbase helped CEB increase the quantity and quality of leads via web forms, bridging the gap between marketing and sales. By pushing up to 45 account attributes into Eloqua, CEB could offer more relevant, less intrusive interactions with prospects. Demandbase streamlined forms and gathered lead routing and scoring information such as country, industry, and annual revenue behind the scenes. Additionally, Demandbase enabled CEB to match an individual's interests with specific products. This allowed CEB to shorten the form and personalize the second page, providing additional context for the sales team to use in follow-up communications. This approach reduced barriers to form completion and promoted more effective sales conversations. Brian Conway emphasized the importance of a common approach with sales to keep prospects moving forward in their buying cycle.
Operational Impact
Quantitative Benefit
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