MARKETING AUTOMATION The Dow Chemical Company Automates Sample Process Challenges ® Trademark of The Dow Chemical Company  Thousands of sample requests received monthly.  Manual and resource intensive sample follow-up process.  Industry: Manufacturing  Revenue: $57 billion  Employees: 53,000  Inability to effectively measure sample program value. Solutions  Eloqua Campaign Management  Eloqua Reporting “We are a very complex company with many different portfolios that touch many points in the value chain. So we need a very agile and Results  Campaign response rates of 40-50%.  Insight into sample performance metrics.  Immediate return on investment.  Program rolled out to all business units globally. flexible solution that can be continuously adjusted. Eloqua is a great platform that gives you that freedom—even in a $57 billion company like Dow.” Hubertus Devroye Director of Global Marketing The Dow Chemical Company As a diversified, global corporation with more than 6,000 products, manufactured at more than 200 sites in 36 countries throughout the world, Dow receives thousands of requests for product samples per month. Sample management has historically not only been an interesting challenge for this complex company, but was also an important one which has a direct—and potentially significant—impact on sales and revenue growth. “We tried to solve this problem in the past manually, using many people and resources,” says Hubertus Devroye, Director of Global Marketing at The Dow Chemical Company. “It was always a bit of a challenge and very resource intensive, so when we started using Eloqua last year, we thought ‘what if we were to do this in a totally After seeing the success of the pilot program in Europe, different way by using technology?’.” divisions across the entire Dow portfolio wanted to use the solution as well. The program is now being rolled out Rather than try to transform the sample management to all Dow’s business units globally to help maximize process, Dow decided to tackle the problem by first efficiencies throughout the company. “It’s a great streamlining the sample follow-up process. They started example of how a simple solution can have a huge by launching small test programs in Europe. When a impact in a company like ours,” says Hubertus. sample was requested, it was shipped and an Eloqua email campaign was triggered to follow up with the customer. The email campaign included basic questions to check that the sample was received and enabled Dow to gather additional information on the customer’s needs. In the pilot trial, customers who responded to the sample follow-up campaign were then routed to the sales team. Responses that the pilot trial was not successful triggered an alert to the Dow technical team for further follow up, as it was an indication that there may be a technical problem. “When we started looking for a marketing automation solution, we looked at many different solutions,” says Hubertus. “We are a very complex company with many different portfolios that touch many points in the value chain, so we need a very agile and flexible solution that can be continuously adjusted,” says Hubertus. “Eloqua is a great platform that gives you that freedom—even in a $57 billion company like Dow.” 2013 Markie Award Winner in the category of Automation Outside the Box “This allows us to be much more proactive,” says Hubertus. “We are a very big company and it makes us much more agile than we ever were in this space.” Final results of Dow’s sample follow-up test program in Europe showed very high response rates in the 40-50% range. “People told us this would never work,” says Hubertus. “And to our surprise—and to our colleagues surprise—this actually worked very fast and showed immediate return on investment.” In addition to generating high response rates, using Eloqua to automate the follow-up program gave the company tremendous insight into the performance of samples, through the use of campaign reporting. “We can now show in clear tangible dollar terms what the return on investment of any given sample shipment is in any given business unit in the company,” says Hubertus. “That’s the biggest gain. At the same time we gain an enormous amount of insight. Customers like to have this channel back to us to give us input about our products.” About The Dow Chemical Company Dow (NYSE: DOW) combines the power of science and technology to passionately innovate what is essential to human progress. The Company is driving innovations that extract value from the intersection of chemical, physical and biological sciences to help address many of the world's most challenging problems such as the need for clean water, clean energy generation and conservation, and increasing agricultural productivity. Dow's integrated, market-driven, industry-leading portfolio of specialty chemical, advanced materials, agrosciences and plastics businesses delivers a broad range of technology-based products and solutions to customers in approximately 180 countries and in high growth sectors such as packaging, electronics, water, coatings and agriculture. In 2013, Dow had annual sales of more than $57 billion and employed approximately 53,000 people worldwide. The Company's more than 6,000 products are manufactured at 201 sites in 36 countries across the globe. References to "Dow" or the "Company" mean The Dow Chemical Company and its consolidated subsidiaries unless otherwise expressly noted. More information about Dow can be found at www.dow.com. About Oracle Eloqua Oracle Eloqua is the leading provider of modern marketing automation and revenue performance management software that helps ensure every component of marketing works harder and more efficiently to drive revenue. Eloqua software is now the centerpiece of the Oracle Marketing Cloud. Companies across a wide range of industries rely on Eloqua’s cloud-based software, professional services and education programs to help them automate marketing processes across multiple channels, target and nurture prospects and deliver highly qualified leads at a lower cost to sales teams. For more information, visit www.eloqua.com, subscribe to the It’s All About Revenue blog, call 866-327-8764, or email [email protected]. Oracle Eloqua | eloqua.com | 1.866.327.8764