1 More data on this topic available from:: Lessons Learned: How Oracle Created Content-Heavy Target Market Microsites Ken Pulverman, Senior Director, Marketing Strategy & Performance Management Oracle Corp. Monday, October 29, 2007 Most of the Sales Process No Longer Involves Sales Prospects prefer to research on Internet and engage sales much later Old Process Search For Solutions Short List Vendors Negotiate Price Admit Problem
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Lessons Learned: How Oracle Created Content-Heavy Target ...€¦ · 1 More data on this topic available from:: Lessons Learned: How Oracle Created Content-Heavy Target Market Microsites
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More data on this topicavailable from::
Lessons Learned: How OracleCreated Content-Heavy TargetMarket Microsites
Ken Pulverman, Senior Director, MarketingStrategy & Performance Management
Oracle Corp.
Monday, October 29, 2007
Most of the Sales Process No LongerInvolves SalesProspects prefer to research on Internet and engage sales much later
Old Process
Search ForSolutions
Short ListVendors
NegotiatePrice
AdmitProblem
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Most of the Sales Process No LongerInvolves SalesProspects prefer to research on Internet and engage sales much later
New Process
Search ForSolutions
Short ListVendors
NegotiatePrice
AdmitProblem
Why did we consider a separate site?
Goal: Convert the UnconvertedMethod: Theme-Based CampaignsMeasure: Leads
Goal: Maintain Install BaseMethod: Upgrade CampaignsMeasure: Upgrades, Support Renewals
Upgrade Benefit/ ROI
• Three key conversations• Solutions underserved• Wanted to provide “an
experience” NewNew
Up-SellUp-Sell
UpgradeUpgrade
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Fuel the Dialogue
Product Marketing Needed a Direct Voice
Sales
Product Marketing
CorporateMarketing
• DGB locked well before year.• Product Mkting measurement not an input.
Coin operated – leastpath of resistance.
New markets achallenge.
New prioritiesand stories
need outlets.
Is this just about a microsite?
A microsite, also known as aminisite or weblet, is an Internetweb design term referring to anindividual web page or cluster ofpages which are meant to functionas an auxiliary supplement to aprimary website. The microsite'smain landing page most likely hasits own URL. – Wikipedia
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Is this just about a microsite?
A microsite, also known as aminisite or weblet, is an Internetweb design term referring to anindividual web page or cluster ofpages which are meant to functionas an auxiliary supplement to aprimary website. The microsite'smain landing page most likely hasits own URL. – Wikipedia
So what’s the big idea here?
CRM
LeadGeneration
App(s)
ERP
Website
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Solution Factories & How They are Used
• Existing Oracle technologyin place since 2001
• Used for 1-1 sales bySales Consultants
• Typically tailored withcompany’s logo
• Include basic messagingand collateral
• Replicated frequently
What was the political landscape?
• Content posted by productmarketing on O.com
• O.com uses uniformtemplate
• Branding fairly rigid
• SolutionSpaces beinglinked to Campaigns
• SolutionSpaces improvecustomer experience
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Demo
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Additional Features of Solution Factories
• Complete traceabilityby individual
• Simple replication
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Results so Far – Page SummaryCaveats:• B-to-B• Newly
• Simple is hard• Clean is hard• Speaking plainly is hard• Steve Krug’s Don’t Make Me Think is invaluable• Demos & videos take the longest lead time• Yes, marketers can do their own rich media• Communication is the biggest obstacle with overseas teams• Learning a bit of HTML is good for everyone (at least character building)
Biggest Ah Ha• The right labels for things are often the most accurate description of what they are
What’s Next?
• Advanced tracking• Role-based SolutionSpaces• Inter-linked SolutionSpaces• RSS• Blogs• Direct e-mails to sales reps• Integration to Siebel CRM• Call back form• ROI calculator
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Recipe for Your Own SolutionSpace
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