Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Cast Iron for Eloqua

983 views

Published on

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

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!

×