What did Greg deliver for Deltek?

Greg designed and built a highly personalised, integrated online and offline ABM campaign using Eloqua PURLs, dynamic content and multi-step automation aimed at Deltek’s top 100 key accounts.

How was personalisation achieved?

Personalisation was achieved through Eloqua-generated PURLs tied to a central microsite, using dynamic content blocks that adapted to persona, account tier and contact-level data.

Was the campaign successful?

Yes. The campaign generated strong PURL activations and engagement from the top-100 ABM segment, with personalised offline fulfilment further boosting response and conversions.

Deltek personalised Eloqua PURL campaign.

Case Study · Deltek

A fully personalised PURL-driven campaign for Deltek’s top 100 accounts

Deltek wanted a bold, integrated ABM campaign that combined personalised digital experiences with a premium offline fulfilment sequence. I designed and built the entire solution using Eloqua PURLs, dynamic content, multi-step canvases and a custom microsite.

Client background

Deltek are global leaders in software solutions for project-based organisations. With customers across aerospace, government, construction, professional services and more, their brand is built on precision and performance.

Their marketing team wanted to run a premium campaign for their top 100 key accounts — something more personal, more relevant and more compelling than traditional outbound tactics.

The result was an ambitious plan: a personalised microsite, PURL-driven engagement, dynamic messaging, offline fulfilment and a multi-step Eloqua nurture sequence.

At a glance

Industry: Enterprise Software
Audience: Top 100 global accounts
Channel mix: Offline + PURL + Email
Focus: Personalisation & ABM

The challenge

Deltek needed a one-off, high impact ABM-style campaign that felt premium and delivered meaningful engagement among their most valuable key accounts.

Personalisation at scale

Every target account needed their own PURL, personalised microsite content and messaging tailored to their persona and industry.

Integrated online and offline journey

The offline fulfilment box had to connect perfectly with the online experience, triggering digital follow up if the PURL was not activated.

My approach

This was one of the earliest true ABM-style campaigns I worked on, and Deltek went all in. The work spanned creative, technical, operational and offline fulfilment, all stitched together inside Eloqua.

Part 1

PURL-based microsite

I built a personalised microsite using Eloqua PURL pages. Dynamic content switched headlines, bullet points and calls to action based on persona and firmographic attributes.

Part 2

Offline fulfilment & triggers

Each recipient received a premium winter box via a mailing house. Their PURL link was printed inside the card. If they didn’t activate it, Eloqua triggered follow up emails.

Part 3

Multi-step conversion flow

A multi-step campaign canvas monitored PURL activity, form submissions and follow-up behaviour. Non-submitters were passed to teleservices for Tier 2 conversion.

Impact

Strong PURL activation across top account list.
High engagement for a 100-account ABM target group.
Dynamic personalisation proved effective for on-page messaging.
Teleservices received high quality, warmed leads for Tier 2 qualification.
The client saw the value of integrated online + offline orchestration.

In my words

This was back in 2013, but it remains one of the rare campaigns where a client genuinely committed to multi-channel ABM and let Eloqua do what it does best. It was a pleasure to build and the results reflected the effort. I wish every client went this bold.

- Greg Staunton

Want a personalised Eloqua campaign that actually stands out

If you want ABM-level personalisation, integrated online and offline experiences or advanced PURL campaigns, I can help you build work that performs and feels premium.