Case Study: Informatica achieves a 250% increase in conversions with Demandbase Forms

Informatica Increases Conversions by 250%

Informatica, a leading provider of data integration software, relied on website forms to generate enterprise leads but found that lengthy forms were driving abandonment and inaccurate submissions. The marketing team wanted richer visitor profiles for routing, scoring, and segmentation without losing conversions, so they sought a way to shorten forms while preserving the data they needed.

They implemented Demandbase Forms integrated with Eloqua to autofill up to 45 account attributes and standardize data, allowing them to cut form fields by 65% (from 17 to 6) and roll out three optimized templates. The result was a dramatic performance boost—conversion rates improved 100–250% (headline: 250% increase) and industry data in Eloqua increased 600%—and the team later added Demandbase-powered homepage personalization.

Informatica