1. Making Media + Third-Party Data
Part of Your Oracle Marketing Cloud
Meagen Eisenberg
VP Customer Marketing, DocuSign
Scott Vaughan
CMO, Integrate
November 6, 2014
© 2014 Integrate.com

2. Today’s Agenda
2
Integrating Media + 3rd Party Data with Oracle Marketing Cloud
© 2014 Integrate | www.integrate.com
• The standardization + automation of demand gen
• DocuSign’s demand gen/acquisition approach
• Solving data quality, velocity + integration challenges
• Optimization via connecting media and data to
systems + processes
• Typical Process vs. Integrated Process + who benefits
• Simple integration with Oracle Marketing Cloud
• Getting started

3. Marketing’s Clear Mandate
3
Create Happy Customers, Sales Pipeline + ROI
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CUSTOMERS SALES PIPELINE MARKETING ROI

4. The March to Automate Full Funnel
4
Demand Gen is STILL Manual
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5. Focus Shifts from Quantity to Quality
5
But What About Data Accuracy?
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6. The Data Challenge with 3rd Party Media
6
Disconnected Processes, Data & Low Tech
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7. Standardizing + Automating Demand Gen
7
How to Harness the Power of 3rd Party Data
© 2014 Integrate | www.integrate.com

8. Harness the power of third-party and media data
Meagen Eisenberg - VP, Customer Marketing
@meisenberg @DocuSign

9. The DocuSign Opportunity
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10. Challenges with Standard Lead Gen
Campaigns
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Slow to Get Lists
from Media / 3rd
Party Providers
Bad Data +
Wasted
Resources
No Real-Time
Optimization; High
Cost Per Opp

11. BEFORE: Media Automation + Data
Integration
DocuSign Marketing +
Sales Systems
Campaign
Management
Media Partner
Management
Optimize on Lead
Analytics from Media
Investment
Manual Data
Delivery
No Data
Validation
Slow Program
Optimization
LEGEND
Media Sources
Marketing Tasks / Processes
Marketing Tech System
Primary Roadblock
11© 2014 Integrate | www.integrate.com

12. The Opportunity:
Focus on Data Quality + Speed
12© 2014 Integrate | www.integrate.com
Integrate Platform Ensures
Data Quality + Velocity:
 Accuracy: Verify data is valid +
accurate from media partners
 Speed: Deliver accurate, actionable
data for Sales to follow up and into
Oracle Eloqua nurture tracks faster

13. Data Validation Before Data Sent to Oracle
13© 2014 Integrate | www.integrate.com
20% of Leads Blocked and Replaced, Reducing Effective
Cost Per Lead (eCPL)
0.4%
1.0%
5.0%
5.0%
11.0%
21.0%
21.0%
35.0%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Country not valid
Invalid Phone
Invalid Format
Duplicate Email
Invalid Address
Missing Field
Invalid Email
Invalid Value
Reasons for Blocked Leads

14. The Opportunity: Optimize Media
Investment by Closing the Loop
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15. Real-Time Optimization
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Improving Campaign Results, Return on Media Spend
Vertical Campaigns:
Media Partner Conversion Rates
Cost per Opportunity
56% Decrease in
Cost per Opportunity

16. AFTER: Automated, Closed-Loop
Integration Oracle Eloqua
16© 2014 Integrate | www.integrate.com
• Data is automatically validated, normalized +
delivered to Oracle Eloqua
• Conversation-to-opportunity rate is easily reported
back to optimize program results
DocuSign Marketing +
Sales Systems
Measurement +
ROI Analysis
Campaign + Media
Partner Management
Data Validation +
Standardization
Automated Lead
Delivery
Program
Optimization
LEGEND
Media Sources
Marketing Tasks / Processes
Marketing Tech System
Integrate Software
Solved Roadblock
Closed-Loop Operations

17. DocuSign Partnership with Integrate
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 Save Time: Get broader access to multiple media + prospect
sources effectively
 Automate: Automatic importation of prospect data into Oracle
Eloqua systems for sales follow-up, qualifying + nurturing
 Get Clean Data + Speed: Data governance validates
prospect data for accuracy + completeness before being sent
to Sales + Oracle Eloqua
 Optimize: Measure media performance to drive cost down,
better media partners and access to more channels

19. DocuSign is NOT Alone
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The March to Standardize + Automate Demand Gen

20. Who Benefits from Automated Demand Gen?
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Everyone Involved in the Process
CMO
Campaign StrategistData / Analytics
Demand GenMarketing Ops Media Exec
Your
Customers
Sales

21. The Typical Process
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Manual, Slow + Fragmented

22. The Integrated Process
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Automated, Connected + Efficient

23. Integrating with Oracle Marketing Cloud
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It’s Simple to Post In + Close the Loop
Post In:
Automate lead + data delivery to
increase lead velocity.
1. Locate Oracle Eloqua form
2. Retrieve HTML field names from
Eloqua form
3. Map HTML field names from
Eloqua to Integrate
4. Create a custom Integrate field
that maps to an Eloqua HTML
field name
Post Out:
Close the loop via CloudConnector to
measure + optimize.
1. Create the Eloqua Cloud Connector
Form Submit
2. Confirm Contact Data
3. Test the Connection
4. Confirm LeadID was updated

24. Getting Started – Automating Demand Gen
24© 2014 Integrate | www.integrate.com
 Standardize the way you work with all your third-party
media and data sources
 Automate campaign and media partner management for
time and efficiency
 Increase data quality with governance before it hits your
Oracle Marketing Cloud
 Improve Lead Velocity – time from source to nurture
 Close the loop to optimize performance + measure ROI

25. Q & A
Meagen Eisenberg
VP Customer Marketing, DocuSign
Scott Vaughan
CMO, Integrate
© 2014 Integrate.com