Case Study: O2 achieves 51% pipeline growth and reclaims marketing control with Oracle Eloqua

O2 Enterprise Takes Back Control of Marketing to Boost Sales Pipeline

O2 Enterprise, the business-focused arm of O2, provides ICT services to public and private sector customers. Facing a crowded B2B market, the company needed marketing to deliver more and better-qualified opportunities, align closely with sales, reclaim control from agencies, and integrate digital demand generation with its bespoke CRM to meet ambitious growth targets.

O2 partnered with Oracle Marketing Cloud and deployed Oracle Eloqua using a three‑pillar approach — a website overhaul for digital demand generation, closer sales–marketing collaboration (including a new social selling platform, O2 Amp), and building in-house marketing expertise. The program drove strong results: improved lead quality and pipeline (51% annual pipeline growth, with an expected 89% increase), public sector growth of ~40%, private- and social-driven pipelines up 87%, blog views +77%, overall digital engagement +28%, faster website updates (24 hours vs two months), and 90% of content tracked in Eloqua.

O2

Paul Stevenson

Head of Enterprise Marketing Services