case study

Elevating Eloqua for a Leading Senior Living Provider

Helping a leading senior living provider get more value from Eloqua by streamlining campaigns, improving data quality, and reducing friction across teams.

Client Overview

Sunrise Senior Living is a nationally recognized healthcare organization with over 270 senior living communities across the U.S. and Canada. With a mission to champion quality of life for all seniors, their marketing team plays a critical role in connecting families with personalized care options.

The Challenge

Sunrise was struggling to fully leverage its investment in Eloqua. Campaigns were fragmented, and dynamic content—a critical tool for personalizing communication across multiple locations—was inconsistently implemented and difficult to manage. Email output was constrained, and internal teams were frustrated by the complexity and lack of scalability in campaign operations.

Despite working with several marketing technology partners in the past, these challenges remained unresolved, leading to delays in campaign launches and missed opportunities to engage prospects at key decision points.

Our Approach

The Automation Strategy Group conducted a comprehensive audit of Sunrise’s Eloqua instance and quickly identified several root causes:

Disorganized campaign workflows and outdated assets
Overly complex dynamic content rules that were prone to error
Inefficient segmentation and lead routing processes

We re-architected the Eloqua instance to prioritize scalability, clarity, and efficiency, and provided hands-on training to the internal team to ensure sustainable adoption. Key components of the engagement included:

A modular, reusable campaign framework
Simplified dynamic content logic using standardized templates
Clear naming conventions and governance rules for assets and programs
Custom documentation and enablement sessions for ongoing success

The Results

Email campaign output more than doubled within the first 60 days
Dynamic content accuracy improved significantly, allowing for more personalized outreach by geography, care level, and funnel stage
Lead engagement rates increased, resulting in more booked tours and sales appointments
Internal campaign development time cut by more than 50%, reducing reliance on external vendors

Business Impact

The optimized Eloqua setup has become a strategic asset, not just a marketing tool. By enabling faster, more relevant communication at scale, Sunrise is now better equipped to reach families in their moment of need with the right message at the right time.

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