Eloqua Corporation is a leading SaaS company that develops automated marketingand demand generation software and services for marketing professionals. In 2010,the company launched the Eloqua “Topliners” online community, designed primarilyto act as a customer resource through which members could discuss best practices, bounce new ideas off one another, and share informative tips on using Eloqua applications for maximum impact. Eloqua’s 2012 implementation of Bunchball’s Nitro gamification platform into its Jive Software-based community infused new vitality into the community and, in the process, delivered significant business advantages the company had not anticipated: improved customer retention, reduced operational costs, and a positive impact on top-line revenue. “We selected Jive and the Bunchball solution to help transform the Eloqua user base intoa deeply connected, interactive social community. Gamification allows us to accomplishthis by rewarding specific behaviors that build meaningful relationships between members and, in the process, more powerfully connect them to the Eloqua brand and the Eloqua solution.” Heather Foeh, Director of Customer Culture, Eloqua

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Eloqua’s Gamified Jive
Community Increases
Engagement, Improves
Customer Retention
and Reduces Call
Center Costs

2. Challenge
• Further engage, retain and
expand existing user community
• Transform user base into an
interactive, deeply connected
social framework
• Leverage the business benefits of
a vibrant online community
Solution
• Bunchball’s market-leading Nitro
gamification platform integrated
into the Eloqua “Topliners” Jive
Software-based user community
Results
• Immediate 55% increase in
community participation
• Improved customer retention
• Reduced customer service calls
• Increase in Eloqua University
attendance
• Positive influence on new
business prospects
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Eloqua Corporation is a leading SaaS company that develops automated marketing
and demand generation software and services for marketing professionals. In 2010,
the company launched the Eloqua “Topliners” online community, designed primarily
to act as a customer resource through which members could discuss best practices,
bounce new ideas off one another, and share informative tips on using Eloqua
applications for maximum impact.
Eloqua’s 2012 implementation of Bunchball’s Nitro gamification platform into its Jive
Software-based community infused new vitality into the community and, in the process,
delivered significant business advantages the company had not anticipated: improved
customer retention, reduced operational costs, and a positive impact on top-line revenue.
“We selected Jive and the Bunchball solution to help transform the Eloqua user base into
a deeply connected, interactive social community. Gamification allows us to accomplish
this by rewarding specific behaviors that build meaningful relationships between
members and, in the process, more powerfully connect them to the Eloqua brand and
the Eloqua solution.” Heather Foeh, Director of Customer Culture, Eloqua
Challenge
In 2012, Eloqua, (recently acquired by Oracle Corporation), was searching for a
solution that would grow and motivate their user community, increase participation
and communication among members and enable them to fully leverage the business
benefits of an engaged and vibrant online customer base.
Solution
The company selected Bunchball’s Nitro gamification solution based on the
provider’s strong reputation and readily available integration with the Jive
Collaboration and Community platform. “The product was largely plug-and-play,
and came with a number of pre-designed, ready-to-use badges that made it easy to
get up and running,” said Heather Foeh, Director of Customer Culture at Eloqua.
Today, the company uses the gamification solution to award users with badges for
a number of activities and desired behaviors including the production of “How To”
documents meant to help fellow users
better leverage the Eloqua solution.
Eloqua University attendees are also
awarded badges when they earn
product and marketing best practice
certifications. Gamification, along with
product growth and additional course
offerings have all worked to increased
Eloqua University attendance and
promote a much deeper level of product
expertise within the user community.

3. Results
Gamification of the Topliners program has produced significant results across
several of the organization’s key areas of focus including:
Increased Engagement: Upon the launch of the gamification solution the number of
conversations occurring within the community site jumped 55% almost immediately,
attracting considerably more daily users. Previously, company employees would
be responsible for responding to questions posted on the site. However, with a
gamified process of rewarding users for activities like asking and responding
to questions, veteran users with real-world experience now answer questions so
rapidly and thoroughly that internal employees rarely need to respond at all, saving
them significant time to focus on other job requirements.
Improved Customer Renewals: Association with the Topliners community has
proven to be an essential factor in customer perception of the Eloqua solution and
resulting retention rates. A recent survey found that 82% of the company’s renewing
customers have at least one user participating in the gamified community. Of those
that did not renew their contract, well over half were not participating in Topliners.
Customers engaged in the community are significantly more likely to see value in
the product and renew their contracts.
“When my company was considering a switch in marketing
automation vendors, we learned of Eloqua’s open online
community. Once I logged on, it was both obvious and
reassuring that there was a large community of helpful,
supportive people, sharing ideas and best practices. A
month later we signed a contract with Eloqua.”
- Brad West
Eloqua customer
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0
50
100
150
200
250
300
55% lift upon
introduction of
Gamification
UniqueActiveUsers
Jan Feb Mar Apr May Jun Jul Aug Sep
29151 112612 825 622 20 1173 2915 12 26 9 23

4. Copyright © Bunchball, Inc., 2013. All rights reserved. May 2013
About the Nitro Gamification Platform
Bunchball’s gamification engine, Nitro, is
the industry’s most scalable and reliable
gamification platform, tracking more than
20 billion actions. Nitro’s flexible and
easily implemented architecture enables
businesses to create compelling, meaningful
and enjoyable experiences for consumers,
employees, and partners that keep them
interested, focused, collaborative and highly
productive. Nitro delivers the industry’s
most comprehensive set of game mechanics
and is available as a platform for building
customized gamification applications, or as a
platform-specific solution for leading enterprise
systems including Jive, Salesforce.com, and
others.
About Bunchball
Bunchball is the market leader and visionary
in gamification. Powering the Engaged
Enterprise, Bunchball enables organizations
to improve business performance throughout
their ecosystem by creating highly active and
loyal customers, employees, and partners.
Bunchball’s comprehensive suite of innovative
cloud-based solutions empowers companies
to engage and motivate, leading to improved
employee productivity, customer loyalty and
ROI. Bunchball’s world-class customers include
Adobe, HP, Cisco, Warner Bros., Comcast,
LiveOps, VMware and Hasbro. Based in
Silicon Valley, Bunchball’s investors include
Granite Ventures, Triangle Peak Partners,
Northport Investments, and Correlation
Ventures. For more information, visit www.
bunchball.com, our blog at www.gamification.
com, or follow @bunchball.
All of the images used in this document, including but not exclusive
to screen shots and gamification program components, belong to the
respective site owners and may not be copied or reproduced.
www.bunchball.com
408.985.2034
sales@bunchball.com
New Customer Acquisition: Enrollment in the Topliners community has a distinct
impact on new business prospects. Potential customers evaluating an Eloqua
product generally perceive the community of over 9,000 members as a built-in
support mechanism able to quickly address any questions or concerns, while also
acting as a resource to help guarantee success. This vibrant community effectively
removes hesitation and gives prospects the confidence to move forward with
purchase and implementation.
Decreased Customer Support Calls: Eloqua conservatively estimates that for every 100
discussion threads inside the “Do It” technical section of the community site, 40 support
calls are deflected directly. And because the company keeps a database of all previous
topics, new users may perform a simple search to get their questions answered without
have to start new topic strings. While precise measurement is difficult, the highly-
engaged Eloqua community is undeniably saving the company countless support calls
each week, resulting in thousands of dollars in savings.
About Jive Software
Jive Software (JIVE) is one of the world’s leading social business solutions. Our cloud-based
platform connects employees, customers and partners and is the only proven system, focused on
value use cases, to increase productivity within companies by 15 percent and top-line revenue
growth up to 4 percent.* By combining the power of cloud, mobile, big data and proprietary
collaboration technologies, Jive is transforming the way work gets done and unleashing
productivity, creativity and innovation for millions of people in the world’s largest companies. For
a free trial of Jive’s next-generation social business platform, please visit Try Jive.
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