Transcript
Vanessa Bright
Opportunities for Marketing AutomationMay 2012
Eloqua for Business:Best Practices
Vanessa Bright2 Vanessa Bright
Current Business Environment
• Eloqua – Marketing automation platform
• Purpose – Business benefit (business growth, cost reduction, etc.)
• Marketing automation adoption – generally increasing
• Adoption – technically, organizationally and politically difficult
• Competitive advantage – using full potential of marketing automation
Vanessa Bright3 Vanessa Bright
Sales/Marketing Processes
Setup Infrastructure and Resources
Marketing Automation Opportunity
SalesSave Time
MarketingTarget Better
General EfficiencyDo More
Program support from Management, Marketing, Sales, and IT
Vanessa Bright4 Vanessa Bright
Sales - Saving TimeEloqua Profiler
Alerts Your prospect is visiting web site
NOW!
>>
Eloqua Engage
Lead Scoring
Vanessa Bright5 Vanessa Bright
Sales - Saving Time Success Factors
Eloqua Platform Business Process
• Alerts • Sales adoption
• Eloqua Profiler • Sales adoption
• Eloqua Engage • Buyer personas definition• Messaging based on persona’s stage in
the buying cycle• Design resources
• Lead Scoring • Marketing and sales alignment• Universal lead definition• Sales adoption• Eloqua consultancy assistance• CRM-side development resources
Vanessa Bright6 Vanessa Bright
Sales – Business Process Tools
Vanessa Bright7 Vanessa Bright
Marketing – Target Better
http://blog.eloqua.com/personalized-signatures/
Personalization
Lead Nurturing
Reporting
Vanessa Bright8 Vanessa Bright
Marketing – Targeting Better Success Factors
Eloqua Platform Business Process
• Personalization • General marketing collaboration• Data model• Email subscription approach• Design/development resources
• Lead nurturing • Buyer personas definition• Messaging based on persona’s stage in
the buying cycle• Content map • Content production• Design/development resources• Consultant services budget
• Reporting • Desire to improve
Vanessa Bright9 Vanessa Bright
Marketing – Business Process Tools
Vanessa Bright10 Vanessa Bright
General Efficiency – Do More
Automation
Renewal reminders
Welcome campaigns
Events invitations
Data cleansing
Testing new opportunities
Vanessa Bright11 Vanessa Bright
General Efficiency – Doing More Success Factors
Eloqua Platform Business Process
• Automation • General marketing collaboration• Clear business objectives and
prioritization• Initial time investment• Design/development resources• Consultant services budget
• Testing new opportunities • Organizational culture• Training resources• Continuous time investment
Vanessa Bright12 Vanessa Bright
Efficiency – Business Process Tools
Vanessa Bright13 Vanessa Bright
Eloqua for Business: Best Practice
• Review business processes and update if needed
Sales/Marketing Processes
Setup Infrastructure and Resources
SalesSave Time
MarketingTarget Better
General EfficiencyDo More
top related