Edeus shares direct marketing expertise

When intermediary-dedicated Edeus moved into the mortgage market just over a year ago, the creative use of technology was at the heart of its proposition. It chose Salesforce.com, the market-leading on demand CRM system, as part of its campaign.

Edeus initially used a standalone emailing system, which meant that information had to be exported out of Salesforce and then back in again when the email had been sent. It didn't offer any flexibility, reporting, or segmenting, and failed to meet a critical Edeus marketing requirement, which was to be able to send out bespoke and personalised messages to customers.

The marketing communications team began to look elsewhere for an alternative emailing solution that would also integrate with Salesforce, and eventually decided on ExactTarget. Ross Purcell, online development project manager, says, 'ExactTarget combines a depth of sophistication that appeals to those developers amongst us, and yet our generally technophobic sales team is thrilled with its ease of use. It has all the functionality we require and the capacity to grow with us. It also helps that ExactTarget can be integrated with Salesforce and knows the goals we are trying to achieve from a marketing perspective.'