Eloqua Brand Synthesis

  • Assess brand equity
  • Refine brand positioning and messaging
  • Design and launch new brand architecture across mediums


Eloqua defined the marketing automation space with a first-to-market offering in 2002. By 2007 the category was impacted and fragmented with multiple new entrants offering low and mid-tier price competitive SaaS solutions. Eloqua was in the midst of revamping their offering and needed a new value proposition with stronger messaging to support their efforts.

BAT was initially engaged in late 2008 for Brand Synthesis®. As a part of the process BAT conducted customer interviews and user testing to support a reinvention of the brand from the ground up. A global rollout of a re-imagined leadership-oriented brand followed in Q1 natural remedies for herpes of the following year, and thereafter a complete overhaul of the website and demand generation programs.

The new Brand Platform helped Eloqua’s marketing team exceed aggressive net-new inquiry and lead targets in 2009, priming the sales pipeline for a robust second half of 2009 and beyond.

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