Bma kc marketing automation-perceptive_software_final

Salesforce CRM and Eloqua
Sara Zittergruen-Miller, Director of
Marketing and Stephanie Ayers, Team
Lead – Inbound Marketing of Perceptive
Software

© 2012 Perceptive Software. All rights reserved.
Presented for the BMA of Kansas City
How Marketing Automation Turned Us
Into Modern Marketers

Agenda
 What We Do
 Our Marketing Evolution
 Marketing Automation – How We Do It
 The Automated Buyer’s Journey
 Return on Marketing Investment
 Our Future
 How You Can Get Started

What We Do

Who We Target
 Business-to-Business
 Manager and above, particularly the C-Suite
 Primarily in North America, EMEA, Asia Pacific

What Marketing Does
Q4
“Justify”
Q3
“Evaluate”
Q2
“Learn”
Gradual Execution vs. Big Bang
Reputation
Demand
Creation
Sales
Enablement
Market
Intelligence
 Analyst Day
 Banners on sites
 Newsletters
SD
CR
NU
EN
AC
 Press Release
 Print Advertising
 Analyst Webinars
 Search
 Auto Educate  Closed Lost
 Events  Sleeping
Giants
 Collateral
 Webinar
 Nurturing Campaign
 Positioning  Competitive
Analysis
 Feedback Surveys
Q1
“Interest”
Day 1 of
Prospect
Lifecycle
Purchase
 Demos

How Marketing Does It
Global
Campaign
Manager
Solution
Marketing
Manager
Marcom
Field
Influence
Design/
Content
Inbound
Customer
Partner
- NA Expertise
- Sales Enablement
- Regional Expertise
- Sales Enablement
- PR
- Social
- Analyst Relations
- Market Intelligence
- Automated
Programs
- Search
- Customer
Messaging
- Expansion
- Referrals
- Indirect Programs
- Messaging
- Thought Leadership
- Product Launch
- Sales Enablement
- Messaging Pain Points
- Market Knowledge
- Social

Our Evolution to Revenue Marketing

Our Evolution to Revenue Marketing
Lead Generation
2005 to 2008
› Shared common pipeline
with Sales
› Marketing focused on
generating leads
› E-mail, webinar, CRM,
web not integrated
› Mostly outbound
marketing activities
› Limited search marketing
› Replaced “home grown” CRM
with SalesForce.com
› Implemented Eloqua
› Established SLAs with Sales
› Shifted focus from leads to
opportunities
› Quality over quantity
› Added more modern marketing
talent
› Increased focus on inbound
marketing activities
› Redesigned .com site
› Power messaging
› More complete
pipeline view
› Implemented Eloqua
campaign module
› Implementing new
campaign approach
Little to No Alignment Between
Sales and Marketing
Complete Alignment Between
Sales and Marketing
Demand Generation
2009 to 2011
Revenue Marketing
2011 to Foreseeable Future
Focuses
on
activity
Focuses
on
Revenue

Our Shared Pipeline

“
Impact from the Evolution
 Improved opportunity to closed won rates by 50% over past three
years.
 Eloqua “Markie” finalist in the Revenue Growth category in 2012.
Brian Carroll
B2BLeadBlog.com
“The unrealized potential of sales and marketing
alignment can be likened to batteries in a flashlight. If the
batteries aren’t inserted in the right direction, or are
otherwise out of proper contact, their power is unusable.

Automation – How We Do It

 People and Systems:

 Systems Integration: Daily Auto Synchs

 Systems Integration: Auto Program Synchs
Prospect
Synch
Customer
Synch
Opportunity
Synch

 Systems Integration: Auto Program Example
Early Pipeline Nurturing Program

 Systems Integration: Intelligence
Eloqua activities integration on
lead and contact records in SFDC

 Systems Integration: Workflow
Auto Task in SFDC from Eloqua Activity
Form Submission Notification Email
Website Visit Alerts via Prospect Profiler

The Automated Buyer’s Journey

Return on Marketing Investment

Measuring ROMI
Marketing accountability measures
 All web properties, Eloqua campaigns and SFDC pipeline are all synched,
allowing for complete closed-loop campaign analysis and ROMI
 SFDC pipeline – value, velocity, volume
 Eloqua Insight Reports
 Campaign Analysis Reports – leading indicators (response metrics)
 Closed-Loop Reports – lagging indicators (revenue and ROI metrics)
“
IBM Global CMO Study, 2011
“Two-thirds of CMOs believe marketing ROI will be their top
effectiveness measurement by 2015...but less than half
believe they can provide the hard numbers.

Measuring ROMI
Eloqua Closed Loop Reports
Campaign Cost Analysis
Campaign Revenue Analysis

Measuring ROMI
Eloqua Closed Loop Reports

Our Future

Our Future
 Enhance the pipeline experience through increased automation
 Revise and relaunch lead scoring in Eloqua 10
 Revise and relaunch progressive profiling in Eloqua 10
 Social sign-on
 Increased A/B and multi-variate testing

How You Can Get Started

Getting Started
Phase One:
 Sales and marketing unified pipeline
 Understand your stage map and systems support needs
Phase Two:
 Road map your systems integration
 Implement and test baseline integration
 Identify processes to automate
 Establish champions in sales and marketing to operate in your automation
platform
Phase Three:
 Identify automated program needs based on your buying cycle
 Implement and test programmatic synchs
 Establish KPIs and develop dashboards and reports

One last thing…
We Are Hiring!!!
www.perceptivesoftware.com/company/careers

Questions?

Bma kc marketing automation-perceptive_software_final

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Editor's Notes