Oracle Eloqua Marketing Cloud Preseetha Kollamthodi, Director of Alliances & Channels, Eloqua EMEA
Oct 18, 2014
1 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Oracle Eloqua Marketing Cloud
Preseetha Kollamthodi, Director of Alliances & Channels, Eloqua EMEA
2 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
HOW MODERN MARKETING WORKS
3 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8 3 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
The set of tools is exploding
Source: Scott Brinker, chiefmartec.com
4 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
5 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
55% 63% 67% 60% 61% Technology Targeting Engagement Conversion Analytics
60%
“Defining the Modern Marketer, April 2013”
6 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8 © 2012 Eloqua, Inc.
In 2012, less than 1 in 11 felt they were fully-integrating modern marketing concepts
Source: BtoB Magazine: Defining the Modern Marketer, January 2013
And only 1 in 4 expect to be there this year
7 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
The foundations of marketing have not changed
8 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
9 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Targeting: Know your customers
10 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
11 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Stephanie Baker SVP - Digital Operations at Forbes Travel Guide
Mother Age: 25-44 Household income €90k+ Homeowner Munich, Germany
Demographics
Stephanie’s demographics
12 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Stephanie Baker SVP - Digital Operations at Forbes Travel Guide
Stephanie’s digital body language
#Tennis, SkiForcast.com, #ColoradoNationalParks, #WineFests, #Scrapbooking, #SchwinnBikes, #Alaska, #25HourFitness, #DeltaAirlines
Recreation
#KenFollet, #TravelSantorini, #NationalGeographicChannel, #TopChef, #U2, iPad, #iPadGames, #DenverBroncos, #HagenDaz, #CrimsonTide, #Law&Order #FiveGuysBurgers
Interests
#OracleDevelopers, #SaSSoftware, #InternetSecurity, #ITAlerts, #ITProfessionals, #LinkedIn, #Twitter, #HBS, #Assetmanagement, #TravelPhotographers, #TravelProffessionals, 500px.com
Professional
#Labradoodles, #Target, Care.com, #HondaPilot, #CheerCoaches, #Yelp!Denver, DateNight.com, #NationalPTA, #DSWShoes, #BarrackObama, #Playgroups, #CartoonNetwork
Lifestyle
13 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Know your customer: Eloqua Profiler
14 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Know your customer: Eloqua AppCloud
15 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Know your customer: Eloqua Social Suite
SOCIAL AWARENESS
SOCIAL INSIGHTS
SOCIAL ENGAGEMENT
SOCIAL DATA ENRICHMENT
16 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
17 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Engagement: Connect with potential customers in
a more meaningful way
18 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Maximise the potential of email...
Source: BtoB Magazine: Defining the Modern Marketer, January 2013
19 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Email done right
Dynamic Account Rep Content
20 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Engage your customers: Owned and Earned Media
21 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Engage your customers: Paid Media
22 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
- Business2Community, 2013
Traditional marketing tactics are not dead.
23 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
24 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Conversion: Turn Interest Into Sales
25 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Nearly half of B2B marketers say they close fewer than 4% of all leads
generated by marketing.
-Forrester Research, Inc.
26 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Buying process shifting to marketing-driven
27 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
• Automatically qualify sales leads based on demographic, behavioural, and social characteristics
• Flexible, easy-to-use HTML5 interface – build lead scoring model without technical skills
• Multi-model lead scoring - score leads across multiple business units, products, or regions
Dynamic Lead Scoring
Solutions
28 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Deliver better leads: Eloqua Discover
29 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Provide better content: Eloqua Engage
30 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
31 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Analytics: Learn and improve
32 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8 © 2012 Eloqua, Inc.
3 out of 4 CEOs want marketers to become 100% ROI-focused
* 2013, Fournaise Group study of CEOs
But less than 1 in 3 companies properly calculate marketing ROI*
33 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Only 21% of marketers say their current tools are even capable of measuring the right things
34 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
And only 26% believe the data they collect is even accurate
35 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Eloqua Insight: Measure everything
36 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Eloqua Insight: Comprehensive industry benchmarking
37 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Eloqua Insight: Connect marketing to revenue
38 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
39 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
ELOQUA DEMONSTRATION
40 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
CUSTOMER SUCCESS STORY
41 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Mcafee
Effective use of Lead Nurturing with Eloqua • Additional year end MQLs • 14K unqualified leads • Nurture program to reengage
– Rapid development time – 17% open rate – 3.5% click through rate – Over 400 MQLs generated
42 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
THE OPPORTUNITY FOR OPN PARTNERS & HOW TO GET INVOLVED
43 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Marketing Automation Engagements
Assessments
Marke1ng Strategy
Campaign Strategy Technology
Repor1ng
Marketing Automation provides an excellent entry point for a number of service engagements as a result of selling the software.
Drive more sales
Reduce costs of
leads
Increase opportunities –
number and quality
44 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
SOCIAL
SERVICE
SALES
CONTENT
MARKETING CLOUD
COMMERCE
45 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Oracle Eloqua Marketing Cloud Service 2013 Specialization Criteria
Criteria Required Business Criteria
Customer References 1
# Of TransacBons Resell
1 Non-‐Commission Co-‐sell Referral
Competency Criteria
Oracle Eloqua MarkeBng Cloud Service 2013 Sales Specialist 2
Oracle Eloqua MarkeBng Cloud Service 2013 PreSales Specialist 2
Oracle Eloqua MarkeBng Cloud Service 2013 ImplementaBon Specialist 2
Oracle | Eloqua Marketing Cloud Service Knowledge Zone - Join Now!
46 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Welcome
Varies 48 Hours 180 Days 90 Days 1 Year 270 Days
Account Review
Eloqua Success Plan
Support /Community/Customer Central
Educa1on
Prepara1on Deployment
Customer User(s), Eloqua Pro Serve/Support Customer Decision Makers, User(s)
Customer User(s) Customer Decision Maker, User(s), Eloqua Acct Mgmt
Proac1ve Check-‐Ins (cadence depends on your Eloqua subscrip1on)
Account Management Plan Progression Plan Development System Setup
Your first year with Eloqua
47 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Timeline
48 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Marketing Automation Engagements
Assessments
Marke1ng Strategy
Campaign Strategy Technology
Repor1ng
Marketing Automation provides an excellent entry point for a number of service engagements as a result of selling the software.
Drive more sales
Reduce costs of
leads
Increase opportunities –
number and quality
49 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
SOCIAL
SERVICE
SALES
CONTENT
MARKETING CLOUD
COMMERCE
50 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Check out our partners and programs online!
Eloqua Partner Page:
http://www.eloqua.com/partners/
OPN Eloqua Knowledge Zone: http://www.oracle.com/partners/en/knowledge-zone/applications/
eloqua-marketing-cloud-service-1927410.html
51 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8