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Eloqua for Business

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Eloqua for Business

  1. 1. Eloqua for Business:Best PracticesOpportunities for Marketing AutomationMay 2012 Vanessa Bright
  2. 2. Current Business Environment• Eloqua – Marketing automation platform• Purpose – Business benefit (business growth, cost reduction, etc.)• Marketing automation adoption – generally increasing• Adoption – technically, organizationally and politically difficult• Competitive advantage – using full potential of marketing automation 2 Vanessa Bright
  3. 3. Marketing Automation Opportunity Sales/Marketing Processes Sales Marketing General Efficiency Save Time Target Better Do More Setup Infrastructure and Resources Program support from Management, Marketing, Sales, and IT3 Vanessa Bright
  4. 4. Sales - Saving Time Eloqua Profiler Alerts Your prospect is visiting web site NOW! >> Eloqua Engage Lead Scoring4 Vanessa Bright
  5. 5. Sales - Saving Time Success FactorsEloqua Platform Business Process• Alerts • Sales adoption• Eloqua Profiler • Sales adoption• Eloqua Engage • Buyer personas definition • Messaging based on persona’s stage in the buying cycle • Design resources• Lead Scoring • Marketing and sales alignment • Universal lead definition • Sales adoption • Eloqua consultancy assistance • CRM-side development resources 5 Vanessa Bright
  6. 6. Sales – Business Process Tools6 Vanessa Bright
  7. 7. Marketing – Target Better Lead Nurturing Personalization Reporting http://blog.eloqua.com/personalized-signatures/7 Vanessa Bright
  8. 8. Marketing – Targeting Better Success FactorsEloqua Platform Business Process• Personalization • General marketing collaboration • Data model • Email subscription approach • Design/development resources• Lead nurturing • Buyer personas definition • Messaging based on persona’s stage in the buying cycle • Content map • Content production • Design/development resources • Consultant services budget• Reporting • Desire to improve 8 Vanessa Bright
  9. 9. Marketing – Business Process Tools9 Vanessa Bright
  10. 10. General Efficiency – Do More Automation Welcome campaigns Renewal reminders Testing new opportunities Events invitations Data cleansing10 Vanessa Bright
  11. 11. General Efficiency – Doing More Success FactorsEloqua Platform Business Process• Automation • General marketing collaboration • Clear business objectives and prioritization • Initial time investment • Design/development resources • Consultant services budget• Testing new opportunities • Organizational culture • Training resources • Continuous time investment11 Vanessa Bright
  12. 12. Efficiency – Business Process Tools12 Vanessa Bright
  13. 13. Eloqua for Business: Best Practice• Review business processes and update if needed Sales/Marketing Processes Sales Marketing General Efficiency Save Time Target Better Do More Setup Infrastructure and Resources13 Vanessa Bright
  14. 14. Questions Vanessa Bright http://about.me/VanessaLBright Vanessa Bright

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