Case Study

Oracle Marketing Cloud implementation at Gardner Denver

Riverland Reply helped Gardner Denver to drive digital marketing, manage and report on lead generation and gain full insight into marketing effectiveness.


Together with Riverland Reply, Gardner Denver, leading global provider of flow control technology, application expertise and support services, analyzed its current marketing and lead management processes and tools to seek for a solution to not only alter the traditional way marketing was done before, but to also find a fast and cost-effective solution that could be handled by a streamlined team of digital marketers.

The solution was the implementation of Oracle’s Marketing Cloud products: Eloqua for marketing automation, Content Marketing for collaborative creation of content and Social Cloud for implementing a social strategy. On top of that Riverland Reply created a fully custom-built lead management tool for sales, where leads and opportunities can be managed.


Gardner Denver found in Riverland Reply a competent partner in business consulting, cloud solution integration and managed services. Riverland Reply helped the company to drive digital marketing, manage and report on lead generation and gain full insight into marketing effectiveness.

Starting with Oracle Eloqua, Gardner Denver laid the foundation to build up a cross-channel marketing force. Riverland Reply hereby supported Gardner Denver in:

  • Business Consulting by defining the person and buyer stage development along the digital customer journey

  • Deployment and set-up of Eloqua

  • Implementation of email and landing page templates

  • Training of the marketing team in Eloqua

With the deployment of the Oracle Social Cloud Gardner Denver is now also empowered by a unified social platform that delivers a seamless experience across listening, engagement, content creation, community management, paid media and the all-important analysis of the company's social media efforts.

As a worldwide operating company in need to display consistent and localized content for all activities and brands, Gardner Denver and Riverland Reply chose Oracle Content Marketing as the single repository. With Content Marketing Gardner Denver is now able to have content created, managed and localized in standardized processes that will save time, increase efficiency and improve consistency.

By integrating Eloqua with a mobile lead capturing software, Gardner Denver is now able to instantly follow-up their created leads by various marketing and sales activities. A huge benefit as the company is attending a lot of tradeshows and congresses all over the world. Gone are the times of struggling with organization and time wasted on traditional pen-and-paper lead collection.

Gardner Denver did not have a single, global CRM system in place. Leads were managed in a traditional way by the sales department without giving reportable insight of effectiveness and outcome of marketing campaigns. Riverland Reply created a fully custom-built lead management tool and integrated it with Eloqua. The sales department is now able to create, handle and report on their leads along the Sales Funnel.

Plus, Gardner Denver is now also empowered to drive full Closed-Loop-Reporting by using Eloqua´s powerful reporting functionality. This is a huge benefit when making decisions about the future investment of marketing budgets.

From traditional to modern digital marketing

Implementation of consistent marketing and sales processes

Fully customized and reportable lead management process

Integration of Content Marketing

Gardner Denver

Founded more than 150 years ago, Gardner Denver became a leading global provider of mission-critical flow control technology, application expertise and support services to a diverse customer base through a family of trusted brands. Gardner Denver focuses on developing engineered solutions to its customers' biggest operational challenges, with an emphasis on providing absolute reliability, increased efficiency and lower energy expenditures wherever possible.


Riverland Reply, the Reply Group company specializing in consulting, implementation and system integration of Oracle solutions, is one of the leading Oracle consultancies in Germany. As Oracle Excellence Partner of the Year 2014, 2015, 2016 and awarded with the CX-Implementers Recognition Award 2018, Riverland Reply is ideally placed to implement tailor-made solutions for its customers. As Oracle Platinum Partner, Riverland Reply covers the entire range of Oracle CX products and is a pioneer in supporting CX strategies. Riverland Reply’s business portfolio includes Oracle Cloud CRM (Sales, CPQ, Service, Marketing Automation, Mobile, Social, Commerce), Business Intelligence (OBIEE), Big Data, Data Quality (EDQ), Master Data Management (MDM), System Integration (ODI) and proprietary, innovative and efficient toolkits.