Oracle Marketing Cloud Success Programcdn2.content.compendiumblog.com/uploads/user/89c12c6d-d340-46b… · © 2014 Oracle Eloqua Marketing Cloud Service page 1 Oracle Marketing Cloud

© 2014 Oracle Eloqua Marketing Cloud Service page 1

Oracle Marketing Cloud Success Program ABC Company Success Plan

Executive Summary ................................................................................................................................ 3

Customer Business .................................................................................................................................................... 3

ABC Company: Current Situation .............................................................................................................................. 3

Top 3 Areas of Focus as Identified by ABC Company .............................................................................................. 3

Included In This Plan ................................................................................................................................................. 3

Marketing Maturity & Effectiveness – Revenue Lifecycle™ Assessment ........................................... 4

Targeting—Contact Management .......................................................................................................... 5

Getting contacts into Oracle | Eloqua is a manual process and website isn’t optimized for capturing contacts ....... 5

Integration with CRM System is in place and can continue to improve .................................................................... 5

Recommendations ..................................................................................................................................................... 5

Engagement—Campaign Management ................................................................................................. 6

ABC Company is focused on outbound marketing efforts and looking for Oracle | Eloqua to automate related process ...................................................................................................................................................................... 6

Inbound activity, particularly as they relate to the generation of new leads, is insufficient ....................................... 6


Conversion—Lead Management ............................................................................................................ 7

Generation of high quality leads is critical ................................................................................................................. 7

No lead generation process exists today ................................................................................................................... 7


Analytics—Effectiveness Measurement ................................................................................................ 8

Reporting in Eloqua is somewhat of a mystery ......................................................................................................... 8

Understanding campaign performance, both in marketing and sales is a big deal ................................................... 8


Oracle Marketing Cloud Success Program: Success Plan .................................................................. 9

Plan Summary ........................................................................................................................................................... 9

Phase 1: Targeting ................................................................................................................................ 10

Purpose.................................................................................................................................................................... 10

Targeting Recommendations .................................................................................................................................. 10

Oracle Marketing Cloud Success Program


Recommended Facilitated Discussions ................................................................................................................... 10

Key Systems & Processes to Build ......................................................................................................................... 11

Phase 2: Engagement ........................................................................................................................... 12

Purpose.................................................................................................................................................................... 12

Engagement Recommendations ............................................................................................................................. 12



Phase 3: Conversion ............................................................................................................................. 15

Purpose.................................................................................................................................................................... 15

Conversion Recommendations ............................................................................................................................... 15



Phase 4: Analytics ................................................................................................................................ 18

Purpose.................................................................................................................................................................... 18

Analytics Recommendations ................................................................................................................................... 18



Fast Track to Success .......................................................................................................................... 20

Personal & Team Development ............................................................................................................ 21

Events ...................................................................................................................................................................... 21

Resources ................................................................................................................................................................ 21

APPENDIX I: Oracle Marketing Cloud Success Program Details ....................................................... 22



Executive Summary

Customer’s Business ABC Company is a trusted provider of business solutions, leveraging over a decade of unmatched expertise in various Solutions. Headquartered in the United States, ABC Company’s clients range from start-up and non-profit organizations, to global media, distance-learning, and financial institutions.

Current Situation

ABC Company is in the process of streamlining their sales and marketing strategy. Their executive management is

investing in marketing with the expectations that marketing will be the leader in their revenue generation activities.

Until recently, ABC Company had little to no marketing and has recognized that cold calling was not longer going to

be an efficient way to continue to drive revenue. In their industry, personal relationships are important, but can only

drive growth so far. The ability to clearly communicate with prospects and customers, and articulate value is key to

ABC Company’s success.

Top 3 Areas of Focus

ABC Company is looking to Oracle | Eloqua to help drive their marketing & sales organizations to be more

strategically focused on revenue growth while integrating better with sales to provide a seamless revenue

generating engine.

ABC Company measures lead growth but needs to define what a lead is and align a formal process to ensure a

systematic approach to lead growth.

ABC Company is currently generating a number of leads per quarter. Becoming better at measuring lead

growth and investing in additional programs to drive it is critical. Inbound Lead Gen is important.

ABC Company is looking to sales and marketing to be better integrated and understand how delivering qualified

leads can provide intelligence to sales directing their follow-up efforts and enabling them to be more efficient.

Included In This Plan

In this Success Plan, the current state of ABC Company’s marketing efforts will be assessed and a series of

recommendations will be made to properly leverage Oracle | Eloqua. This will result in a roadmap for best practices,

processes, and systems that should be built to achieve success.

ABC COMPANY



Marketing Maturity & Effectiveness – Revenue Lifecycle™ Assessment ABC Company answered questions about their processes using Oracle | Eloqua’s Revenue Lifecycle™

Assessment. Based on the objective assessment, their maturity is outlined below.

ABC Company has an overall score of 1.26 today which places them in the maturity of “Ad Hoc Execution”.

Top 5 priorities – Next 6 Months

Funnel Stages

Lead Scoring

Sales Enablement

Lead Management Process Flows

Standardized Data Sets & Values

More details on each category and the recommendations for ABC Company can be found below.



Targeting—Contact Management

Getting contacts into Oracle | Eloqua is a manual process and website isn’t optimized for capturing contacts

ABC Company is currently utilizing manual processes to

enter data into Eloqua. This mechanism for data entry is

also being used as their primary method for campaign

segmentation.

Integration with CRM System is in place and can continue to improve

ABC Company has an integration with CRM and is

working with sales to manage contacts and data. They

are downloading contacts marked as “hard bounce back”

in Eloqua and sending the list to sales to remove email addresses from CRM; a process that can be automated.

Recommendations

Implementation of a formal data management and data flow process will result in tremendous, immediate gains

for ABC Company. Specific attention should be paid, early in the process, to activities that help clean and

standardize data and data augmentation strategies should be reviewed. In addition, ABC Company should

focus on ways they can improve and optimize their website to capture new leads as well as maintain and

append current data.

Gaining a detailed understanding of data flow processes will help ABC Company fully understand the gaps in

their integration between Oracle | Eloqua and CRM which will improve their ability to control data in a more

automated way. Understanding the rules behind how data should be updated and manipulated will bring more

clarity to data structures in both Oracle | Eloqua and CRM.



Engagement—Campaign Management

ABC Company is focused on outbound marketing activities and looking for Oracle | Eloqua to automate related processes

Webinars, email, and events are central to ABC

Company’s marketing strategy. Automating campaigns

and managing contact lists that result is key.

Inbound activity, particularly as they relate to the generation of new leads, is insufficient

A more formal content strategy is desirable by ABC

Company. Driving more traffic to their website and other

digital assets is viewed as critical to their goals of delivering more, and higher quality leads to sales.

Recommendations

Developing campaign templates around “typical” campaign types will help drive efficiencies and success. In

addition, developing best-practice-based strategies for developing campaigns and nurturing leads is highly

recommended.

Building an integrated and formal content plan will help align communications with buyers, improving targeting

and segmentation. The content plan will also help drive new contacts into the database and provide a

consistent experience to both prospects and customers.



Conversion—Lead Management

Generation of high quality leads is critical

ABC Company is only just beginning to put in place the

things needed to build a lead generation machine.

Focusing on the things they do well now, ABC Company

recognizes the need to build other elements of a lead gen

process to recognize true success and revenue.

No lead generation process exists today

Currently, ABC Company does not have a defined lead

generation process in place that provides a structure to

the development and measurement of leads generated by

either marketing or sales.

Recommendations

The integration of data management, content, systems, and processes will result in the improvement of both the

number of leads generated and the quality of the leads generated. These elements work together to achieve

desired results and must be optimized to do so.

Define a formal lead generation process which measures each phase of a lead’s journey as it relates to your

marketing and sales efforts. This will help identify where lead and demand gen efforts are working as well as

opportunities for improvement.



Analytics—Effectiveness Measurement

Reporting in Eloqua is somewhat of a mystery

Currently, reporting in Oracle | Eloqua is an opportunity

for ABC Company to take advantage of Eloqua University

and increase their knowledge of the feature. They not

only want to understand how to use the tool, but how it

can impact their ability to more deeply understand how

their activities impact their development of revenue.

Understanding campaign performance, both in marketing and sales is a big deal.

On top of building a more thorough understanding of

reporting in Eloqua, ABC Company is looking to

understand the performance of their campaigns sourced by marketing and also sourced through Engage. It is

critical for sales to understand what communications (emails) are resonating with their customers to drive additional

engagements.

Recommendations

ABC Company should start their reporting process by benchmarking both campaign performance and funnel

performance. This will give them the opportunity to learn and get used to reporting in Eloqua while beginning to

understand how they are performing, month-to-month.

Once ABC Company is comfortable with campaign and lead performance, they should work toward defining

and measuring marketing’s impact on revenue generation. Campaign performance is a fantastic place to start

with the evolution of this being closed loop reporting which can show them how specific campaigns impact

revenue generation and continue to define their lead generation efforts.



Oracle Marketing Cloud Success Program: ABC COMPANY Success Plan

Plan Summary

Phase Modern Marketing

Tenet Focus

Purpose Key Areas of Focus

Phase 1 Targeting

[Learn More]

Set your database foundation for success.

Targeting and Segmentation starts with

consistent, clean data.

Development of clean,

consistent and complete

data

Continue to improve

integration with CRM

System.com

Phase 2 Engagement

[Learn More]

Creating a content and campaign strategy will

allow for more succinct engagement which will

result in greater insight into prospect activity.

Build common campaign-

type templates

Formalization of content

and campaign strategy

Phase 3 Conversion

[Learn More]

Developing a formal lead generation process,

including measuring each phase of the funnel, will

enable you to clearly see gaps in content and

engagement which will help drive activities that

are truly valuable.

Implementing a

formalized lead gen

process

Phase 4 Analytics

[Learn More]

Critical decisions are best made when you have

deep insight into what is happening in your

programs. Developing the right measurements is

vital to developing the right campaigns.

Understand reporting

functionality in Eloqua

and benchmark

performance

Develop campaign and

closed loop reporting

http://www.eloqua.com/content/dam/eloqua/Downloads/tenet-sheets/5tenet_Sheet_1_Targeting.pdf

http://www.eloqua.com/content/dam/eloqua/Downloads/tenet-sheets/5tenet_Sheet_2_Engagement.pdf

http://www.eloqua.com/content/dam/eloqua/Downloads/tenet-sheets/5tenet_Sheet_3_Conversion.pdf

http://www.eloqua.com/content/dam/eloqua/Downloads/tenet-sheets/5tenet_Sheet_4_Analytics.pdf



Phase 1: Targeting

Purpose

Set your database foundation for success. Targeting and Segmentation starts with consistent, clean data.

Targeting Recommendations

Implementation of a formal data management and data flow process will result in tremendous, immediate gains

for ABC Company. Specific attention should be paid, early in the process, to activities that help clean and

standardize data and data augmentation strategies should be reviewed. In addition, ABC Company should

focus on ways they can improve and optimize their website to capture new leads as well as maintain and

append current data.

Gaining a detailed understanding of data flow processes will help ABC Company fully understand the gaps in

their integration between Oracle | Eloqua and CRM which will improve their ability to control data in a more

automated way. Understanding the rules behind how data should be updated and manipulated will bring more

clarity to data structures in both Oracle | Eloqua and CRM.

Recommended Facilitated Discussions

Description Date Completed Marketing Advisor Notes

Data Quality

Data is the foundation of your modern marketing efforts. The delivery of your campaigns and their eventual measurement depends on the quality of your data. In this discussion, you will indentify your organization’s current priorities, and your challenges with the marketing data. Through examination and discussion, we will indentify and prioritize the gaps in your data collection and maintenance, and provide you with a framework to help you resolve your

April 2014

Schedule

Now

Marketing Advisor to be

Assigned

http://customer.eloqua.com/MCSP_FD_Register?src=rbarnhart




critical data issues.

Key Systems & Processes to Build

Name Purpose Eloqua

University

Implementation

Recommendation

Notes

Data Washing

Machine

The data washing

machine is a cornerstone

of marketing automation

and will ensure your data

is clean and consistent.

This will heavily impact

your ability to specifically

segment your database

for campaigns, reporting,

etc.

Oracle | Eloqua

Expert: Oracle |

Eloqua Contact

Washing Machine

Service

Formalized Data

Acquisition &

Standardization

Process

Formalizing the way you

enter data into the

system ensures clean

and consistent data. This

includes form

submissions and data

appending & importing.

The addition of a data

dictionary and consistent

naming conventions sets

the stage for precise lead

segmentation, scoring,

and other operational

functions.

RLC Contact

Management

Essentials

Internal

Forms Integration

including Progressive

Profiling

Including forms on your

site which gate high-

value content will allow

you to capture additional

contacts into your

marketing database.

Progressive Profiling

allows you to capture

more contact information

while providing a better

experience for each

visitor.

E10:

Fundamentals of

Forms & Landing

Pages

Internal



Phase 2: Engagement

Purpose

Creating a content and campaign strategy will allow for more succinct engagement, which will result in greater

insight into prospect activity.

Engagement Recommendations

Developing campaign templates around “typical” campaign types will help drive efficiencies and success. In

addition, developing best-practice-based strategies for developing campaigns and nurturing leads is highly

recommended.

Building an integrated and formal content plan will help align communications with buyers, improving targeting

and segmentation. The content plan will also help drive new contacts into the database and provide a

consistent experience to both prospects and customers.



Content Mapping Along the Buyer’s Journey According to the Content Marketing Institute, content marketing is defined as the art of communicating with your customers and prospects without selling. In this discussion, you will understand how different types of content are used along the buyer’s journey. Using this knowledge, you will document your own buyer's journey stages and begin to map out your brand/product story to align. Finally, you will develop a content map for a single element of your story at a single stage of the buyers journey, and

May 2014

Schedule

Now


Assigned





identify your required content assets and gaps.

Digital Body Language

Strategy

“Digital body language is an art and science that revolves around detecting and understanding prospective buyer signals and intentions to better communicate with them.” (Woods, Steven. Digital Body Language, 2009) Understanding and acting on your buyer’s digital signals—on websites, social feeds, email campaigns, and any other channel—is the key to highly personalized marketing. This discussion helps you identify your buyers’ digital signals, and then put this knowledge into action when developing sales enablement programs, lead scoring models, or lead nurturing strategies.

June 2014

Schedule

Now


Assigned

Nurturing Strategy

Lead nurturing is the process of cultivating leads that are not yet ready to buy. Successful lead nurturing anticipates the needs of the buyer based on who they are and where they are in the buying process. During this discussion, you will learn the most common types of lead nurturing campaigns, as well as determine which are best for your organization. You

July 2014

Schedule

Now


Assigned







will work through exercises to create a single campaign plan for a single persona at a single stage of the buyer’s journey. You will leave the discussion with a draft campaign plan to execute this and other lead nurturing programs.


Name Purpose Eloqua

University

Implementation

Recommendation

Notes

Landing Page &

Email Templates

Save time and effort by

developing Landing Page

& Email templates that

can be quickly turned into

successful campaigns.

Internal / Digital

Agency

Utilize and create

campaign templates

in Eloqua

One of the major

advantages of Eloqua is

the availability of

templates that users can

quickly and easily access

and then modify for their

needs.

Best Practice

Templates:

Templates in the

Campaign Canvas

Implementation of a

content marketing

strategy

Content marketing aligns

your messaging to create

an integrated customer

experience during

prospect acquisition into

the nurturing of a

prospect along the lead

gen and sales funnels.

Internal with help

from a digital agency

(potentially)

Lead Nurturing RPM: Effective

Nurturing

http://topliners.eloqua.com/community/know_it/blog/2012/07/30/best-practices-template-welcome-campaign






Phase 3: Conversion

Purpose

Developing a formal lead generation process, including measuring each phase of the funnel, will enable you to

clearly see gaps in content and engagement which will help drive activities that are truly valuable.

Conversion Recommendations

The integration of data management, content, systems, and processes will result in the improvement of both the

number of leads generated and the quality of the leads generated. These elements work together to achieve

desired results and must be optimized to do so.

Define a formal lead generation process which measures each phase of a lead’s journey as it relates to your

marketing and sales efforts. This will help identify where lead and demand gen efforts are working as well as

opportunities for improvement.



Funnel Stage Definitions

The first and most fundamental step to scaling revenue growth is aligning Sales and Marketing. True alignment requires defining, agreeing on, and documenting the logical stages of an integrated sales and marketing funnel. This discussion helps you document your organization's integrated sales and marketing funnel stages at a high level. You will begin a project to document who owns the contact at each stage. You can then use this document to develop lead management processes and service

August

2014

Schedule

Now


Assigned





level agreements (SLAs) between Marketing and Sales.

Lead Scoring

At its core, lead scoring prioritizes sales activity and sales resource allocation based on demographic and behavioral clues from a prospective buyer. These clues help us answer questions such as: Is this person ready to speak with Sales? Can this person buy right now? Where is this person in their buying process? Once these questions are answered, processes can be put in place to help the Sales team effectively allocate time and resources to those leads most likely to convert to revenue. This discussion helps you brainstorm ideas for potential lead scoring criteria, and document a plan for embarking on a lead scoring initiative with key organizational stakeholders.

September

2014

Schedule

Now


Assigned


Name Purpose Eloqua

University

Implementation

Recommendation

Notes

Implement a formal

lead generation

process (Sirius

Decisions)

A formal lead gen

process affords you the

opportunity to more

systematically define and

manage all the leads in

RPM: Lead

Quality

Internal





your system.

Understanding where

your prospects exist in

the lead funnel drives

content creation, metrics,

and technology

decisions.

Sales Enablement Generating the “perfect”

lead for sales is only half

the battle. Closing the

“informational loop” by

giving them access to

detailed information on

prospect activity and

giving them the

opportunity to

communicate with

prospects via marketing-

approved messaging

ensures higher

conversation rates.

Eloqua Sales

Enablement Tools



Phase 4: Analytics

Purpose

Critical decisions are best made when you have deep insight into what is happening in your programs. Developing

the right measurements is vital to developing the right campaigns.

Analytics Recommendations

ABC Company should start their reporting process by benchmarking both campaign performance and funnel

performance. This will give them the opportunity to learn and get used to reporting in Eloqua while beginning to

understand how they are performing, month-to-month.

Once ABC Company is comfortable with campaign and lead performance, they should work toward defining

and measuring marketing’s impact on revenue generation. Campaign performance is a fantastic place to start

with the evolution of this being closed loop reporting which can show them how specific campaigns impact

revenue generation and continue to define their lead generation efforts.



Metrics That Matter

In a recent survey, nearly 7 out of 10 chief marketing officers indicated that they feel pressure from the board of directors or CEO to prove the value of marketing. The good news is that there is no lack of data available to marketers. In this discussion, you will work through an exercise to identify the relevant metrics for a single stakeholder or group. You will then develop a plan for collecting those metrics, regularly reviewing them, and taking action based on the data. You will leave

October

2014

Schedule

Now


Assigned





with a plan and framework for continuing to uncover and improve metrics that matter for other business initiatives and stakeholders.


Name Purpose Eloqua

University

Implementation

Recommendation

Notes

Marketing

Dashboards

Provide organizational

stakeholders with the

ability to quickly see

marketing progression

and impact on revenue

Eloqua Expert



Fast Track to Success

Purpose

Define 1-3 campaigns on which we can focus to begin connecting with prospects and customers, developing an

understanding of segments and data, tracking prospect and customer activity, and applying metrics to marketing

activities generated within the platform.

Campaign Description Purpose Metrics That Matter

Webinar

Invite contacts to register for upcoming webinar presented by a ABC Company expert.

Brand awareness, build

credibility. Promote ABC

Company’s expertise for

given webinar topic. Provide

sales with list of leads

(registrations and attendees)

after webinar has taken place

for feedback and ultimately

getting an initial meeting

scheduled.

LEADS = # of registrations

and attendees

Content

Invite contacts to view or download content (blog post, article, whitepaper, case study, video) via landing page and form submit.

Contact data enrichment, lead nurturing. Provide sales with list of leads who engaged via form submit, website visit or click-through.

LEADS = # of clicks and form submits

Onsite Event (conference, customer appreciation event, partnership event, seminar, networking lunch, etc.)

Invite contacts to register and attend thought-leadership event hosted by ABC Company.

Brand awareness, establish

credibility, networking

opportunity. After event,

provide sales with list of

registrations and attendees

for follow-up.

LEADS = # of attendees (and registrations who did not actually attend)



Personal & Team Development

Events

Oracle Modern Marketing Tour

Modern Marketing Experience, March 2015 Las Vegas

Resources

“Revenue Engine,” 2011, Shootman & Woods

“Digital Body Language,” 2010, Woods

Local User Group

Washington DC Area Eloqua Users

http://events.eloqua.com/MMT

http://topliners.eloqua.com/groups/washington-dc-area-eloqua-users



Oracle Marketing Cloud Success Program Details

Start with a Plan for Success

All Marketing Cloud customers work with a marketing advisor who develops an understanding of your business and

your current level of marketing maturity. From this foundation, your marketing advisor helps you set goals and

create a success plan that lays out a clear roadmap for what needs to be done within a specific timeline. With this

plan in place, you are empowered to focus resources on the right activities at the right time so that you are

mobilized to produce your desired results.

Participate in Facilitated Discussions that Help You Execute Your Plan

All eligible Marketing Cloud customers will receive additional guidance from the Marketing Advisors team

throughout the customer journey. Using the recommendations from your success plan, your marketing advisor will

facilitate interactive discussions with you and your team on the topics that will help you meet your marketing and

business objectives. These interactive facilitated discussions are practical, 60-90 minute, web conference calls

designed to help your team discover how to apply modern marketing concepts, ideas, and practices. At the end of a

session, your team walks away with practical takeaways and a clear work plan for how your in-house team can put

the lessons into practice. If you don't have the in-house resources or skills needed, then your marketing advisor will

help you choose from the available Professional Service or Partner Service options.

Socialize Your Achievements and Optimize for Continuous Improvement

You need to prove the value that you are contributing to your business. You need to choose the right metrics. Then

you need to leverage data effectively to uncover insights about what you are doing and identify opportunities to

optimize your marketing operations. Our marketing data analysts can help. The Marketing Data Analyst team can

perform a health check on your usage data and help you illustrate the facts about what has worked, prove the value

of your achievements, and focus on what can be done going forward to continuously improve.

How to Make the Most of Your Success Program

Get Started Early: Even if you haven’t finished Smart Start yet, getting your Success Program going can have

long-term benefits and help you achieve value with Eloqua more quickly

Invest in Your Success Planning Process: Your Success Planning Marketing Advisor has a lot of real-world

marketing experience including a great deal of experience in marketing automation. Provide your planner with

as much background on your company and marketing initiatives as you can and they give you a more

actionable plan.

Make it a Point to Attend Your Facilitated Discussions: Each facilitated discussion has been designed to not

only educate you, but provide you with tangible tools to help you maximize your investment.



Make Your Success Program a Part of Your Marketing Team: The Oracle Marketing Cloud Success

Program is staffed with highly seasoned marketing experts with decades of marketing experience. Each willing

to share their expertise and experience with you. A part of your subscription, the success program is here to

help make your programs and campaigns successful (and maybe pick up a Markie or two along the way).

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