Informatica Increases Conversions by 250%



decrease in form fields


increase in conversion rates


increase in data quality

The Challenge

Informatica Corporation is the world’s number one independent provider of data integration software. Thousands of enterprises worldwide depend on Informatica data integration, data quality, and big data solutions to access, integrate, and trust their information assets residing on premise and in the Cloud. Informatica leverages their website to generate leads for their enterprise sales team through form conversions. The team used forms throughout their website for asset downloads, contact us forms, and to address other inquiries. Because the information from these forms were used for multiple purposes, such as lead routing, scoring, and market segmentation, the Marketing team wanted as much information as possible from their web visitors to build the most comprehensive profile possible.

The team regularly measured and analyzed their website conversion rates and wanted to further strengthen form conversion, decrease abandonment and improve on inaccurate data submission.

The team postulated that the length of their forms might have compelled the users to either abandon the forms or enter incorrect data (ie – asdf) to complete the form process. They began to search for solutions that could optimize their forms by reducing the number of form fields without sacrificing the data they needed to enhance their marketing database.

The Solution

The marketing team evaluated Demandbase Real-Time Identification to use with their Eloqua forms, to shorten their forms while not sacrificing any of the data that they required for their sales teams and marketing programs. With Demandbase, they learned that they were able to receive 40 targetable attributes about the company, including industry and audience, into their Eloqua system, in real-time. With this capability and information, they would be able to shorten their forms by eliminating fields that were already answered through Demandbase.

The team also learned that Demandbase Real-Time Identification would help standardize the data within Eloqua and also mitigate erroneous data entry through their company auto-complete feature, which produced a dropdown of companies to enter into the data. Integration and implementation of Demandbase Real-Time Identification Service with Eloqua was smooth and enabled the team to quickly realize the impact of the solution. The team implemented three optimized core form templates across their website and measured the impact.

Next Steps

Armed with the success of Demandbase Real-Time Identification to enhance their forms, the team began to investigate how Demandbase could improve their other existing marketing technologies.

Informatica recently went through a complete overhaul of their website, and included Demandbase custom content targeting as part of the redesign. Three sections on their home page are customized to the industry that is visiting, based on Demandbase attributes.

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