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Limelight Networks Uses Omniture to Close the Loop Between Marketing Initiatives and Sales Bookings Contribution

Omniture, an Adobe company (NASDAQ:ADBE) and a provider of online business optimization software, has announced that Limelight Networks, Inc., the content delivery partner for thousands of entertainment, technology and government entities around the world, has successfully leveraged two Omniture Genesis integrations to show marketing’s contribution to sales pipeline and bookings as well as optimize its campaigns based on sales metrics. Omniture Genesis is a marketing platform that integrates complementary third-party applications.

Limelight Networks selected Omniture’s Closed Loop Marketing solution - the Genesis integration with Omniture SiteCatalyst and Salesforce.com - to help measure how its marketing campaigns and offers drive leads, and how those leads flow through the sales funnel to close. For example, the visibility provided by the integration gave Limelight the ability to quickly alter the offer of an e-mail campaign, which resulted in more than 139 percent increase in leads over prior direct e-mail campaigns. Using the Closed Loop Marketing solution, Limelight has also optimized other programs to improve metrics lower in the sales funnel. Through this integration, Limelight is able to easily map Salesforce.com data into SiteCatalyst. These extra data dimensions have helped Limelight gain valuable insight that has led to, in certain instances, a 30 percent increase in qualified leads over previous programs.

Limelight Networks’ second Genesis integration, with SiteCatalyst and Eloqua, a provider of best practices expertise for marketers around the world, was selected to measure Web site metrics with marketing automation and e-mail campaign response metrics in unity. Through the Genesis integration, Limelight now more efficiently measures the effectiveness and post click activity of specific e-mail campaigns; Limelight can now optimize content to consistently increase conversion rates based on behaviors beyond the click. In certain e-mail marketing initiatives, the company increased e-mail response rates up to 266 percent by understanding which elements of the e-mail drove conversions.

“We now have the ability to see all our data side by side, in unity, and immediately understand the impact marketing programs are having, and how prospects progress down the funnel towards becoming a customer, due to our multiple Omniture Genesis integrations,” said Keenan Rice, Sr. Manager, Interactive Strategy, Limelight Networks. “This allows us to react to the data faster and optimize our messages and programs for more effective results.”

 [March 3, 2010]


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