Case Study: SAP Concur increases pipeline contribution by 50% with DemandGen’s Salesforce-Eloqua integration

Convert and track leads for better results

SAP Concur, a provider of travel and expense management solutions, faced a challenge in efficiently managing its high-volume "Event in a Box" seminar campaign. The process for promoting over 60 events was manual and tedious, requiring significant hands-on work to manage invitation lists and communications. To support growth and improve productivity, SAP Concur engaged DemandGen to integrate its Salesforce and Eloqua systems to automate and streamline these marketing operations.

DemandGen implemented a deep integration between Salesforce and Eloqua's Event Module to automate email invitations, registration forms, and lead management. This provided sales teams with greater visibility and control, automated follow-ups, and enabled smarter lead scoring. The solution delivered significant results for SAP Concur, including a 42.3% increase in process efficiency, a 54% rise in attendees per city, and a more than 50% growth in pipeline contribution generated by the campaign.

SAP Concur

Greg Forrest

Director, Marketing Operations & Demand Central