Case Study: Penton achieves a unified customer view, 20% faster lead delivery, and $237K in savings with Oracle CX Marketing

Penton migrates more than 80 brands and gains a single view of customers

Penton, a publishing company founded in 1904 that has transformed from print trade magazines into a modern information services provider, faced the challenge of moving more than 80 brands from a legacy ESP to a targeted, data-driven marketing approach. Leadership wanted a single view of customers, better targeting and segmentation, progressive profiling, and revenue-generating advertiser programs to replace batch-and-blast communications and break down data silos.

The vice president of performance marketing, Penton’s engineering team and two Oracle Marketing Cloud partners executed a detailed 6,000-line project plan—building an internal OMC help desk and training program—and completed the migration in 10 months on time and on budget. The team migrated 80+ brands and 274 newsletters, configured 11 databases, 592 email groups, 92 microsites and 168 forms; outcomes include $237,000 in annual technology savings, 20% faster lead delivery, and a 15–21% increase in subscriber renewals via pre-populated forms.

Penton