Eloqua for Business

Vanessa Bright

Opportunities for Marketing AutomationMay 2012

Eloqua for Business:Best Practices

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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

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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

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Sales - Saving TimeEloqua Profiler

Alerts Your prospect is visiting web site

NOW!

>>

Eloqua Engage

Lead Scoring

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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

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Sales – Business Process Tools

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Marketing – Target Better

http://blog.eloqua.com/personalized-signatures/

Personalization

Lead Nurturing

Reporting

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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

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Marketing – Business Process Tools

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General Efficiency – Do More

Automation

Renewal reminders

Welcome campaigns

Events invitations

Data cleansing

Testing new opportunities

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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

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Efficiency – Business Process Tools

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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

Vanessa Bright

Vanessa Brighthttp://about.me/VanessaLBright

Questions