Twin Cities Oracle Marketing Cloud User Group - October 27, 2015

Oracle Marketing Cloud User Group
Minneapolis | October 27, 2015

11/1/15
TODAY’S AGENDA
1
A Match Made in Marketing Data Heaven
Mike Bernard, Relationship One
Updates & Announcements
CONFIDENTIAL |
2
Latest Release - 474
Bob Vandenboom, Toro - Tricia Duncan, Relationship One
4
3
5
Liz Miller, Social123
B2B Data Revolution
Open Discussion & Next User Group
6 Happy Hour
Special thanks to Social123

11/1/15
UPDATES & ANNOUNCEMENTS
Intros
R1 New Staff
‣ Dan Flies - Development Services Manager
R1 Promotions
‣ Melissa Santos - Marketing Cloud Western Regional Manager
‣ Emily Eubanks - Marketing Cloud Eastern Regional Manager
Job Updates
‣ Business Development Executive
‣ Others?
Future Events
‣ Last Eloqua User Group of the Year - Look for something fun in January
‣ Account Based Marketing Panel Discussion - November 19
‣ MME - April 26 - 28
CONFIDENTIAL |

11/1/15
UPDATES & ANNOUNCEMENTS
Oracle
‣ Modern Marketing Experience - November 17-19 - London, England
‣ AppCloud deprecation - begins January 2016
‣ 474 Release - September
‣ 475 Release - Mid November
CONFIDENTIAL |

11/1/15
474 RELEASE 
CONFIDENTIAL |

Campaign
Canvas
• Campaign
Refresh
Button

– Users
can
now
refresh
active
campaigns
without
having
to

refresh
the
browser
window

Forms
• UI
to
prevent
(accidental)
multiple
form
submissions

– Once
the
user
hits
“submit”
the
button
is
disabled

– Only
applies
to
Out
of
Box
submit
buttons,
not
custom
images

• Added
Security
to:

–Dynamic
Content

–Signature
Rules

–Signature
Layout
Security
&
Permissions

Now
Live
• New
and
improved
Progressive
Profiling

• Live
Preview
Editor
in
HTML

Sales
Tools
for
Chrome

1.
Matching
contacts
by
domain
2.
Matching
contacts
on
Linkedin 3.
Matching
contacts
by
email
addresses

11/1/15
A MATCH MADE IN MARKETING DATA HEAVEN
Bob Vandenboom, Toro 
Tricia Duncan, Relationship One
CONFIDENTIAL |

11/1/15
TODAY’S AGENDA
Using the Tools Inside the Box
1
2
3
Phase 1
Getting the Data Out of the Box
Phase 2
Toro’s Use of Tableau to Assist Channel Partners
The Vision
4
Building the Dashboards
Phase 3
5
Deploy out to Channel Partners
Phase 4
6
Future State of Marketing Reporting
Phase 5,6,7….

11/1/15
THE VISION
Toro’s Story
We#Connect#Customers#!
(who%meaningfully%engage%with%Toro)%!
!
to#Toro#Distributor#Partners!
(automa4cally,%con4nuously,%&%with%reason%for%ac4on)!
Visitor#
Engagement#
Distributor#
Partner#
Toro$Distributor$Partners$
Connecting Customers
(who meaningfully engage with Toro)
To Toro Distributor Partners
(automatically, continuously, & with reason for action)

11/1/15
THE VISION
Marketing and Sales Funnel
Sales LeadsMarketing Leads Customer
s
SalesForce.com or other CRM
Oracle / Eloqua
MQL
SQL
[Wins $$]
Oracle / Eloqua
Pre-Sale Post-Sale
Customer
Support
Capture
Nurture Handoff
Upsell
Support
1
2 3
4
5

11/1/15
THE VISION
Marketing Automation Efforts
How Data is impacting Toro’s marketing efforts 
(Who – is interested - in what – right now?) 
10+ Major Product Categories
120+ Products (SKUs)
5,000+ Page Views/day for golf on toro.com
2,000+ Page Views/day for SF&G on toro.com
Toro.com + 15 microsites + Campaign-specific landing pages
2 Blogs Sites (Toroadvantage.com & Groundsforsuccess.com)
Banners, Digital Ads, Social Media Posts, etc.

11/1/15
THE VISION
Marketing Automation Efforts
‣ How data is impacting Toro’ marketing efforts
5"
Greens Fairway
Lrg Reels
Rough –
Rotary
Vehicle Aeration Application Debris Bunker Rks
Groomers
Topdressing Specialty Other
GM 4300 GM 4500 GM 4700 GM 3500 All Rough
Mowers
Websites (Toro.com)
Social Media Posts
eMail / eNewsletter
USB Inserts
Digital Ads / Banners
Marketing Initiatives
Engagement

11/1/15
THE VISION
Goal of Marketing Project
Give Toro’s Channel Partners access and insight  
into digital customer engagement so they can take action and
drive sales.

11/1/15
PHASE 1
USING THE TOOLS INSIDE THE BOX

11/1/15
USING ORACLE-ELOQUA REPORTING
Micro-Strategies
‣ In-the-box tools are not designed for advanced analytics and reporting, almost all
Contact based reporting (B2C) 
‣ External Channel Partners don’t have access to Eloqua  
or a Common CRM or reporting for either. 
‣ Automated notifications don’t scale to thousands per day 
and are difficult for the Sales Team to interpret.
Conclusion: Need a reporting solution outside the box

11/1/15
PHASE 2
GETTING THE DATA OUT OF THE BOX

11/1/15
CHALLENGE #1
Needed a solution that would extract cloud data
‣ That pulled all relevant objects from Eloqua
‣ That was automated
‣ That allowed for near real-time data
‣ That scaled to millions of data points

11/1/15
CHALLENGE #2
Needed a solution that would allow for data manipulation
‣ URLs not in a report-friendly format
‣ Product and Category hierarchies don’t exist in DB
‣ That could identify and address messy or manually-inputted data points

11/1/15
THE SOLUTION
Amazon Redshift 
Optimized DB schema
Fast, live queries
Oracle Eloqua 
Email & Lead Nurturing
Website visitor tracking
Eloqua + Quosity + Redshift
‣ Cloud data connector
‣ Move data into a pre-defined Redshift schema
‣ Automated REST API calls to Eloqua
‣ Process, move and add to Redshift tables
‣ Used Tableau to identify data gaps and add to Redshift
Quosity
Connect and move  
cloud data

11/1/15
PHASE 3
BUILDING THE DASHBOARDS

11/1/15
STEP 1
Choosing the Right BI Tool
‣ Toro has QlikView in-house
‣ Distributors aren’t technical
‣ Need option to access on mobile
‣ Need a tool that is fast for iterating and focuses on visuals and interactivity

11/1/15
STEP 2
Brainstorming the End Game
‣ Define the Stakeholders
‣ Identify key decisions
‣ Map a logical flow through the dashboard

11/1/15
STEP 2
Quickly Iterate Through Designs
‣ Define
‣ Build
‣ Test
‣ Feedback

11/1/15
PHASE 4
DEPLOY TO CHANNEL PARTNERS

11/1/15
BUILDING EXCITEMENT AND ADOPTION
Internal Engagement
‣Presentations to key marketing leaders
‣Demonstration for CEO
Distributor Engagement
‣Pilot with key distributors
‣Phased rollout approach
‣Onsite presentations and training
‣Digital support and walkthroughs

11/1/15
PHASE 5,6,7…
FUTURE STATE OF MARKETING REPORTING

Learning
How
Eloqua
Customers

Are
Winning
Markies
With

Smarter
Data

Presenter:
Liz
Miller

Agenda
• Data
&
Marketing
-‐
Landscape
Today

• Who
is
Social123

• How
We
Help
Companies
To
Achieve
Their
Goals

• Using
Your
Data

• Using
Our
Data

• Questions

• Happy
Hour:
Martel’s
in
The
Crowne
Plaza

The Evolution of your database…
Online
Form
Fills:
88%
are
incomplete
or
inaccurate

List
Purchase:
15
months
old
at
time
of
purchase
Contacts
Move:
25%
per
year
expiration
of
B2B
data

No
Email
Intelligence:
50%
of
companies
don’t
report

bounces
Poor
Open
Rate:
78%
of
emails
are
never
opened

Poor
Conversion:
97%
of
emails
are
never
clicked
through

Lost
Revenue:
550
hours
or
27.3%
of
seller
time
per
rep

annually
which
equates
to
12%
of
a
company’s
revenue
on

average

Social123 – Changing How Data is Collected
• 270
Million
Global
Professionals

• 40
Fields
of
Social
and
Web-‐sourced
contact
data

Contact
Data

Firmographic
Data

• 3
Week
Refresh
of
the
entire
database

11/1/15
HOUSEKEEPING - FUTURE USER GROUP MEETINGS
CONFIDENTIAL |
Possible Topics:
‣ Sales Enablement
‣ In depth discussion about changes to the AppCloud
‣ BlueKai Overview
‣ Web Design: Designing Eloqua Landing Pages, Emails, and Forms
‣ User Experience: How to Create a Better User Experience using Eloqua
‣ Email marketing workﬂow - how do people setup their org and what tools
do they use to collaborate and manage email marketing campaigns?

11/1/15
OPEN DISCUSSION
CONFIDENTIAL |
Thank you 
 
Now, let the Happy Hour begin!!!

www.relationshipone.com | @relationshipone

Twin Cities Oracle Marketing Cloud User Group - October 27, 2015

Recommended

Recommended

More Related Content

Similar to Twin Cities Oracle Marketing Cloud User Group - October 27, 2015

Similar to Twin Cities Oracle Marketing Cloud User Group - October 27, 2015 (20)

More from Ron Corbisier

More from Ron Corbisier (20)

Recently uploaded

Recently uploaded (20)

Twin Cities Oracle Marketing Cloud User Group - October 27, 2015