Presented by Victoria Offenhartz an Oracle Marketing Advisor at the SoCal Oracle Marketing Cloud User Group on March 30, 2016

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Acquisition Strategy
Best Practices
Victoria Offenhartz
Marketing Advisor, Customer Empowerment
Oracle Marketing Cloud
Oracle Confidential – Internal/Restricted/Highly Restricted

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Victoria Offenhartz
• Agile marketer
• 15 + years of integrated cross-channel
consumer and business marketing
experience from direct platform and
advertising agencies.
• Committed to driving relevance through
innovative and creative marketing
approaches.

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Program Agenda
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Customer Driven Buying Journey
Expectations of Today’s Customer
Leading Your Audience
Importance of Data Quality for Contact Acquisition Strategies
Acquisition Tactics for Getting Leads into the Funnel
Building Profiles & Nurturing Leads
Communicating to the Newly Acquired Contact
1
2
3
44
5
46
47

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Google and Corporate
Executive Board study
“Buyers are 60%
through their decision process
BEFORE engaging
with a Sales person.”

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Customers Dictate Their Own Path
NEXT
STOP
Any Preference

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What Customers Expect of Companies Today

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Know Me
Profile-based Targeting

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Defining a Persona
Personas
Develop a common language
about buyers
Drive customization
and personalization
Inform marketing
strategies

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Create Buyer Personas
CMO
VP,
Demand
VP,
Media
Marketing
Manager
Attributes
Influencing Factors
Consumption
Factors
i.e. role, company size, income,
education
i.e. fears, goals, challenges
i.e. preferred content types,
preferred channels
Persona Name: Saul
VP, Media

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Progressive Profiling
Engagement 1: Customer is asked for:
First & Last Name, Email
Engagement 2: Customer is asked for:
Company Name, Number of Employees
Engagement 3: Customer is asked for:
Job Title
Engagement 4: Customer is asked for:
Industry

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Engage Me
Behavior-based Targeting

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11%
of marketers said they are engaged in
real dialogue with buyers at each
stage of the purchase journey and
personalize communications
according to their needs.
13
Forrester – Why You Need To Be A Modern Marketer:
The Business Impact of Marketing Maturity In The Age Of The Customer
Report Published: September 2014

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Customer Lifecycle
Buy
Market & Sell
Own
Support & Serve
Recommend
Maintain
UseReceiveNeed
Research
Select
Purchase

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Lead Me: Anticipate My Future Needs
Customer Loyalty

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Lead Me…
16
Create
Buyer’s Journey
Nurture Prospects
Through Journey
Cross-sell/Up-sell
Opportunities

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Importance of Cultivating Loyal Customers
Drive 80% of your
total revenue
Account for 72%
of total visits to
your business
Spend 10X more
than new
customers over
their lifetime
Source: Surprising Facts about Customer Loyalty Marketing,
www.marketingprofs.com

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Finding prospects

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Description
• Look-Alike Modeling helps you model your
best customers and converters to gain reach
& efficiency
• Oracle DMP’s Look-Alike Modeling
capabilities are fully integrated for
Responsys and Eloqua customers
• Oracle DMP also has standard look-alikes
capabilities for other cross-channel
platforms on the market
Why is This Important?
Look-Alike Modeling allows marketers to use
the data they already have and model new
segments after their best customers for
improved targeting and reach to use in
acquisition activities through display
channels as well as to deploy improved, more
relevant lead nurturing and customer
relationship marketing programs.
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Look-alike Modeling

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Benefits specific to Eloqua & Responsys Customers
Key benefits for current customers to enable Oracle Data Management Platform Look-alikes today!
Prospect for qualified
customers
Build your list & find top-of-
funnel audiences for email and
lead generation purposes
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3rd Party
Extend your current
marketing automation
activities to display media
Expand your display strategy
to include Look-alikes across
all vendors for additional
customer acquisition
Use 3rd party data for smart,
automated construction of
Look-alikes
Powered by the Oracle Data
Cloud, have access to the most
robust global data set

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Importance of Data Quality for Contact
Acquisition Strategies

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Just one year after acquiring an
email address, there is a
that the address is no longer
valid. This is why contact
acquisition efforts are so
important.
Source: Responsys Deliverability eBook 2014
20 – 30 % chance

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Top Methods to Help Ensure Data Quality
Require double email field confirmation.1
Use a double opt-in.2
Prohibit incentivizing sales associates for email sign-ups
(leads to very low-quality entries).
5
Send a welcome message or series to communicate clearly and reinforce subscriber
expectations.
4
Use an email validation vendor to clean out know hard bounces before sending an email for
the first time.
3

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Acquisition Tactics for Getting Leads into the
Funnel

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Tactic 1: Newsletter or Blog Sign-up
B2B marketers that use blogs
generate 67% more leads per
month than those who don’t.
Source: Social Media B2B

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Tactic 2: Site Registration
“Pop-ups are probably
one of the easiest ways
to increase your email
subscribers.”
Source: Mauro D’Andrea, unbounce.com

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Tactic 3: Banner Ads or Display
The typical
Internet user is
served xxxx
banner ads per
month.
Source: ComScore
1707

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Tactic 4: Social
Social media has
100%
higher lead-to-close rate
than outbound
marketing.
Source: State of Inbound
Marketing

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DocuSign Markie Winner for Best Social 2013
Source: State of Inbound
Marketing
DocuSign developed a Promoted Tweet Program with Twitter:
• DocuSign realized that prospects that take their 1-min demo are a great lead source
• A demo lead converts faster and to higher MRR
• Goal: Get more prospects to try the demo.
DocuSign ran the following plays over two quarters, optimizing along the process:
 A competitive play using Twitter Promoted Tweets – Targeted timeline, targeting the followers of
DocuSign’s competitors
 A partner play to the followers of DocuSign’s partners through Twitter Promoted Tweets – Targeted
Timeline with compelling CTA Tweets to capture the leads.
A Marketing Automation vendor play – companies that buy MAP software have a high propensity to
buy DocuSign.
 Promoted Tweets in Search and Tweets using keywords.

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DocuSign Markie Winner for Best Social 2013
Source: State of Inbound
Marketing
Example and Results:
Example:
•Like to esign? Enter to win a free Google Nexus tablet by taking a 1 minute demo of DocuSign
http://ow.ly/i2JH8
Results:
•Through a heavy competitive and partner play, DocuSign was able to generate :
• net new business within weeks of launching, exceeding expectations by 5x
• DocuSign expanded their social reach, drove measurable results and revenue, and had fun.

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Tactic 5: Search Marketing
89% of customers
begin their buying process
with a search engine.
Source: Biznology
89%

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Tactic 6: Offline
Nearly 40% of online
searchers make a purchase
after being influenced by an
offline channel.
Source: iProspect study

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Tactic 6: Transactional Messages
Revenue per email for
transactional emails vs.
promotional mailings is as much
as 4X larger, depending on type
of transactional message.
Source: Experian

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Communicating to the Newly Acquired
Contact
Oracle Confidential – Internal/Restricted/Highly Restricted 34

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Importance of Communicating to the Newly Acquired
Contact
Acknowledges the action and sets expectations.1
Introduces them to your brand and explains the benefits of receiving your emails.2
Validates the new email address.5
Allows you to provide a clear call-to-action with links to your website.4
Allows you to highlight your value proposition.3

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Examples

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Examples

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Getting Started
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 Determine which tactic you are
going to execute or optimize
 Evaluate the performance and
conversion metrics you
already have
 Develop content for the
contact acquisition campaign
 Document campaign’s high-
level info
 Assess form requirements
 Determine resources needed
on your team to build
campaigns
 Assess data integration needs
 Implement contact acquisition
campaigns in the OMC
application
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 Identify KPIs to measure
your success and
opportunities and report
results to stakeholders
 Consider building a testing
strategy to optimize and
mature your campaigns
 Create regularly scheduled
reports with your KPIs to
track performance and to
keep stakeholders informed
Getting Started
1. Plan 2. Build and Execute 3. Measure

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