How to Use
Cloud Integration to
Turbo-Charge Eloqua
Agenda
Why Integrate Eloqua?
Case Studies
Q&A
Why Integrate Eloqua?
Collaboration
SFA
Data Services
Data Stores
ERP
Integration Maximizes Eloqua’s Value
Data Stores
ERP
Hottest Leads
Attendees
Orders
Data Validation &
Enrichment
Lists
SFA...
Common Integration Scenarios
SynchronizeSynchronize
Home
Grown
2
MigrateMigrate
Legacy CRM App
1
ExtractExtract
3
Cast Iron Systems
Buzz
... The two most interesting features are the speed
of integration and the ease of connectivity…
… ...
Cast Iron Cloud Integration Platform
Integration Maximizes Value of Cloud Investments
Case Study: Siemens
Case Study : Siemens
Collaboration
SFA
Data Services
Data Stores
ERP
Business Problems
Competing Technologies
Needed to enable bi-directional flow of
leads and defined data fields between
Elo...
Solution
Projected Results
Cast Iron Integration Platform used for real-
time, bi-directional integration between
Eloqua a...
Business Problems
Competing Technologies
Needed to create holistic lead
nurturing process by integrating
Eloqua with sales...
Solution
Results
Cast Iron Integration Platform used for
integration between Eloqua,
salesforce.com, and automated calling...
Behind the Scenes at
Cast Iron Systems
The “Deal Gen” Machine
Online Directories
Telesales
Google Search
Whitepapers
Webinars
Public Relations
Online Newsletters...
The Problem
Online Directories
Telesales
Google Search
Whitepapers
Webinars
Public Relations
Online Newsletters
Executive ...
The Solution - Nurture
Online Directories
Telesales
Google Search
Whitepapers
Webinars
Public Relations
Online Newsletters...
What we tried
Sending “emails” from Salesforce.com
Sending “emails” from blasting tools
GotMarketing, Vertical Response, E...
Real Nurturing: Campaign, Score, Call
Online Directories
Telesales
Google Search
Whitepapers
Webinars
Public Relations
Onl...
Real Nurturing: Campaign, Score, Call
Hottest leads bubble to the top
through lead scoring
2. Score
Leads are automaticall...
1. Campaign
Define campaign goals
Create messaging strategy
Develop campaign flow
Write copy & build microsite
Test Campai...
Campaigning Drives Activity
Which Drives Lead Scoring
Lead Scoring Drives Calling
Result: we Only Call Buyers
Dashboards show each Sales Rep their
hottest leads each day
• Tele...
The Bottom Line
Benefits
We only speak to our hottest prospects
Hot prospects convert to Qualified Opportunities
Sales lov...
What we learned
Must agree what “strong interest” looks like
Attending corporate webinars, forwarding emails, repeat web
v...
What’s next for our Eloqua
implementation?
What’s Next? WebEx Integration
?
We need customer order
info to drive cross-/up-sell
campaigns
?
We need to
push hottest
l...
WebEx Integration
The Problem
Currently a manual process
Using WebEx for the confirmation and reminder emails
Lose our “br...
WebEx Integration
Create an Integration Template
Agenda
Why Integrate Eloqua?
Case Studies
Q&A
Thank you!
Cast Iron for Eloqua
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Cast Iron for Eloqua

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  • Now that we have a good view of your company’s current integration needs, I’d like to briefly highlight some relevant facts about Cast Iron as a company. Early on, we identified ourselves as the #1 Cloud integration company. We can make this assertion as we’ve been around for nearly 10 years and have established our presence as thought-leaders in cloud integration– pioneering strategies and technology for SaaS and Cloud integration with specific emphasis and focus on speed and simplicity. We often use the tagline “integration in days” because we have many case studies and proof points where we have done just that. In total, we have thousands of customer integrations, successfully connecting cloud and on-premise applications Our success in solving these integration issues has led to consistent growth as a company, in no small part due to our satisfied customer base– evident in our retention rate of 96% (as well as 92% customer satisfaction). The speed, simplicity and effectiveness of our solution has resonated within the analyst community. And our technology itself is recognized as a best-in-class solution by a number of awards; all of which you can view on our website in detail. So, now that we’ve shown Cast Iron the company as an established, recognized leader in integration, let’s take a look at the solution itself.
  • Once the need for integrating two key systems, such as their CRM and ERP applications, they realize there are a number of other applications in their enterprise which may have dependencies and effects on their data, such as billing, inventory or even a database containing all master data. While these applications may not be accessible to the front-office user community, they may be an integral part of some key business processes and responsible for a high load of back-office processing.
  • Let me take a moment to highlight this specific example with Siemens, as it is relevant to the current challenges you are facing. Simens Power Transmission and Distribution is a division of their global manufacturing organization. SAP was their ERP system in place, but the sales team was using SFDC, which meant key business information was being isolated in two disparate systems. In other words, the sales team did not have access to invoices, orders and other line-items as the information was not being updated into SFDC on a daily basis. As a result, in their own words, the business processes involving their CRM and ERP were not harmonized. So, they needed their sales team to have access and visibility into key information to aid them in their sales cycle. The challenge was identified, and next they needed to evaluate a solution. They looked at custom coding a connection between SFDC and SAP. But it was quickly assessed that any solution involving custom code would need to involve an unreasonable amount of maintenance and resources given the complexity of their organization. Their IT decided they would much rather designate their resources to more strategic projects than simple maintenance and support of a home-grown solution.
  • Let me take a moment to highlight this specific example with Siemens, as it is relevant to the current challenges you are facing. Simens Power Transmission and Distribution is a division of their global manufacturing organization. SAP was their ERP system in place, but the sales team was using SFDC, which meant key business information was being isolated in two disparate systems. In other words, the sales team did not have access to invoices, orders and other line-items as the information was not being updated into SFDC on a daily basis. As a result, in their own words, the business processes involving their CRM and ERP were not harmonized. So, they needed their sales team to have access and visibility into key information to aid them in their sales cycle. The challenge was identified, and next they needed to evaluate a solution. They looked at custom coding a connection between SFDC and SAP. But it was quickly assessed that any solution involving custom code would need to involve an unreasonable amount of maintenance and resources given the complexity of their organization. Their IT decided they would much rather designate their resources to more strategic projects than simple maintenance and support of a home-grown solution.
  • Let me take a moment to highlight this specific example with Siemens, as it is relevant to the current challenges you are facing. Simens Power Transmission and Distribution is a division of their global manufacturing organization. SAP was their ERP system in place, but the sales team was using SFDC, which meant key business information was being isolated in two disparate systems. In other words, the sales team did not have access to invoices, orders and other line-items as the information was not being updated into SFDC on a daily basis. As a result, in their own words, the business processes involving their CRM and ERP were not harmonized. So, they needed their sales team to have access and visibility into key information to aid them in their sales cycle. The challenge was identified, and next they needed to evaluate a solution. They looked at custom coding a connection between SFDC and SAP. But it was quickly assessed that any solution involving custom code would need to involve an unreasonable amount of maintenance and resources given the complexity of their organization. Their IT decided they would much rather designate their resources to more strategic projects than simple maintenance and support of a home-grown solution.
  • Let me take a moment to highlight this specific example with Siemens, as it is relevant to the current challenges you are facing. Simens Power Transmission and Distribution is a division of their global manufacturing organization. SAP was their ERP system in place, but the sales team was using SFDC, which meant key business information was being isolated in two disparate systems. In other words, the sales team did not have access to invoices, orders and other line-items as the information was not being updated into SFDC on a daily basis. As a result, in their own words, the business processes involving their CRM and ERP were not harmonized. So, they needed their sales team to have access and visibility into key information to aid them in their sales cycle. The challenge was identified, and next they needed to evaluate a solution. They looked at custom coding a connection between SFDC and SAP. But it was quickly assessed that any solution involving custom code would need to involve an unreasonable amount of maintenance and resources given the complexity of their organization. Their IT decided they would much rather designate their resources to more strategic projects than simple maintenance and support of a home-grown solution.
  • Telesales is IN HOUSE. We tried 3 times over 2 years to oursource and ended up with lots of meetings but no deals. Now have 5 In-House Telesales people : 3 Direct, 2 Partner. Would be 10 people (too expensive) without this Nurturing/scoring/calling system. That's how we justified the cost. Close Ratio’s used to be 220 leads per closed deal, now about 100:1 with 2-3 in the pipe that will close in the future
  • Create strategies Develop pre-planned campaigns What When How often For best quality leads, build microsites to create a more intimate conversation Pay attention and listen Watch for interest indicators Continue to score until qualified
  • Simon==> We also have website alerting switched on so we call prospects who are above a certain lead score who hit our website. We don't use microsites currently.
  • It now takes 100 leads to close a deal versus 220 before the system was in place.
  • There's strong agreement around qualified leads, but also non-qualified ie anyone in geographies we don’t cover like India (tons of leads/noise, no business). Very small companies 9 mom and pop shops are also not qualified.
  • Cast Iron for Eloqua

    1. 1. How to Use Cloud Integration to Turbo-Charge Eloqua
    2. 2. Agenda Why Integrate Eloqua? Case Studies Q&A
    3. 3. Why Integrate Eloqua? Collaboration SFA Data Services Data Stores ERP
    4. 4. Integration Maximizes Eloqua’s Value Data Stores ERP Hottest Leads Attendees Orders Data Validation & Enrichment Lists SFA Data ServicesCollaboration
    5. 5. Common Integration Scenarios SynchronizeSynchronize Home Grown 2 MigrateMigrate Legacy CRM App 1 ExtractExtract 3
    6. 6. Cast Iron Systems Buzz ... The two most interesting features are the speed of integration and the ease of connectivity… … will play a critical part in the growth, acceleration & acceptance of SaaS. Recent Awards Corporate Facts
    7. 7. Cast Iron Cloud Integration Platform Integration Maximizes Value of Cloud Investments
    8. 8. Case Study: Siemens
    9. 9. Case Study : Siemens Collaboration SFA Data Services Data Stores ERP
    10. 10. Business Problems Competing Technologies Needed to enable bi-directional flow of leads and defined data fields between Eloqua and salesforce.com Sophisticated campaign association Data synch + custom internal biz processes Establish field-ready Marketing Qualified Lead delivery flow to Sales in salesforce.com Needed all data to be cleansed and enriched using Harte-Hanks Needed sales & marketing reports to reflect pre-qualified and qualified leads Picture here Custom code Siemens PLM: Division of One of The World’s Largest Manufacturing CompaniesSiemens PLM: Division of One of The World’s Largest Manufacturing Companies 10©2010 Cast Iron Systems, an IBM Company • Confidential Custom CodeCustom Code Case Study
    11. 11. Solution Projected Results Cast Iron Integration Platform used for real- time, bi-directional integration between Eloqua and salesforce.com Eloqua Contacts and Company exported to salesforce.com Salesforce.com Contacts Accounts, Opportunities and Campaigns exported to Eloqua Cleansed sales and marketing reports reflect pre-qualified and qualified leads Integration in days Greater visibility in Eloqua = more rapid adoption by marketing community Eliminate manual, error-prone processes Integration in DaysIntegration in Days 11©2010 Cast Iron Systems, an IBM Company • Confidential Picture here Custom CodeCustom Code Case Study
    12. 12. Business Problems Competing Technologies Needed to create holistic lead nurturing process by integrating Eloqua with salesforce.com and automated calling system 1. Campaign: automatically assign leads to nurturing campaigns and contact 2. Score: bubble hottest leads to the top through lead scoring 3. Call: top leads go into automated calling system Picture here Custom code Cast Iron Systems: The #1 Cloud Integration CompanyCast Iron Systems: The #1 Cloud Integration Company 12©2010 Cast Iron Systems, an IBM Company • Confidential Custom CodeCustom Code Case Study Automated Calling System
    13. 13. Solution Results Cast Iron Integration Platform used for integration between Eloqua, salesforce.com, and automated calling system Leads are automatically assigned to nurturing campaigns and contacted Salesforce.com synchronized with automated calling system each night so the top leads are ready and waiting for the Telesales team each morning Integration in days Generate double the number of qualified opportunities Sales cycle from 8 months to 3 months No increase in Inside Sales staff Integration in DaysIntegration in Days 13©2010 Cast Iron Systems, an IBM Company • Confidential Picture here Custom CodeCustom Code Case Study Automated Calling System
    14. 14. Behind the Scenes at Cast Iron Systems
    15. 15. The “Deal Gen” Machine Online Directories Telesales Google Search Whitepapers Webinars Public Relations Online Newsletters Executive Breakfasts Special Events Tradeshows Online Visibility Website The “Deal Generation” Process
    16. 16. The Problem Online Directories Telesales Google Search Whitepapers Webinars Public Relations Online Newsletters Executive Breakfasts Special Events Tradeshows Online Visibility Website FallOut FallOut
    17. 17. The Solution - Nurture Online Directories Telesales Google Search Whitepapers Webinars Public Relations Online Newsletters Executive Breakfasts Special Events Tradeshows Online Visibility Website FallOut FallOut Nurture
    18. 18. What we tried Sending “emails” from Salesforce.com Sending “emails” from blasting tools GotMarketing, Vertical Response, Exact Target Sending emails on a regular schedule Creating great offers The Results A lot of emails / spam Little insight into hottest prospects
    19. 19. Real Nurturing: Campaign, Score, Call Online Directories Telesales Google Search Whitepapers Webinars Public Relations Online Newsletters Executive Breakfasts Special Events Tradeshows Online Visibility Website FallOut FallOut Nurture
    20. 20. Real Nurturing: Campaign, Score, Call Hottest leads bubble to the top through lead scoring 2. Score Leads are automatically assigned to nurturing campaigns and contacted 1. Campaign Top 300 leads go into automated calling system 3. Call Trade Shows Whitepapers Website Google Search Webinars Cast Iron Cloud2™ Cast Iron Cloud2™
    21. 21. 1. Campaign Define campaign goals Create messaging strategy Develop campaign flow Write copy & build microsite Test Campaign and timelines Watch for interest indicators Tune Campaign Continue to score until qualified Email 1Email 1 7 days7 days Email 2Email 2 Direct Mail 3Direct Mail 3 14 days14 days
    22. 22. Campaigning Drives Activity
    23. 23. Which Drives Lead Scoring
    24. 24. Lead Scoring Drives Calling Result: we Only Call Buyers Dashboards show each Sales Rep their hottest leads each day • Telesales calls only the hottest leads
    25. 25. The Bottom Line Benefits We only speak to our hottest prospects Hot prospects convert to Qualified Opportunities Sales loves hot prospects and qualified opportunities Results Generate double the number of Qualified Opp’s Sales cycle has gone from 7 months to 2 months No increase in Inside Sales staff
    26. 26. What we learned Must agree what “strong interest” looks like Attending corporate webinars, forwarding emails, repeat web visits to detailed product description pages Agree with Sales what defines a “great lead” Current project, 0-6 months timeframe, budget, champion Bad leads removed: geography, 1-man-bands etc Clearly identify your target market USA/EMEA/APAC, Midmarket, using Software-as-a-Service, Director of Apps Inside Sales will tell you whether or not it’s working Expect a lot of tweaking to your lead scoring system for the first few months
    27. 27. What’s next for our Eloqua implementation?
    28. 28. What’s Next? WebEx Integration ? We need customer order info to drive cross-/up-sell campaigns ? We need to push hottest leads to SFA ? We need to import lists from my customer analysis system ? We need to validate and enhance my contact information Collaboration SFA Data Services Data Stores ERP
    29. 29. WebEx Integration The Problem Currently a manual process Using WebEx for the confirmation and reminder emails Lose our “branded” look; painful with co-branded partner programs The Solution Register within Eloqua Trigger “branded” confirmation and reminder emails within Eloqua Eloqua integration for registration info with WebEx in real time Post webinar, WebEx pass data to Eloqua Clean the data, post it into the right contact group, etc. Trigger the post event emails All appropriate data updated automatically in the CRM system
    30. 30. WebEx Integration
    31. 31. Create an Integration Template
    32. 32. Agenda Why Integrate Eloqua? Case Studies Q&A
    33. 33. Thank you!

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