This document discusses best practices for using the marketing automation platform Eloqua to benefit a business. It identifies opportunities in sales, marketing, and general efficiency. For sales, Eloqua can save time through alerts, profiling leads, and lead scoring. For marketing, it allows targeting prospects better through personalization, lead nurturing, and reporting. Eloqua also enables businesses to do more through automation, welcome campaigns, renewal reminders, and testing new opportunities. Successful implementation requires support from various teams and continuous investment of time and resources.

1. Eloqua for Business:
Best Practices
Opportunities for Marketing Automation
May 2012
Vanessa Bright

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
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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 IT
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4. Sales - Saving Time
Eloqua Profiler
Alerts Your prospect is
visiting web site
NOW!
>>
Eloqua Engage
Lead Scoring
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5. Sales - Saving Time Success Factors
Eloqua 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
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6. Sales – Business Process Tools
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7. Marketing – Target Better
Lead Nurturing
Personalization
Reporting
http://blog.eloqua.com/personalized-signatures/
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8. Marketing – Targeting Better Success Factors
Eloqua 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
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9. Marketing – Business Process Tools
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10. General Efficiency – Do More
Automation Welcome
campaigns
Renewal
reminders
Testing new opportunities
Events
invitations
Data
cleansing
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11. General Efficiency – Doing More Success Factors
Eloqua 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 investment
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12. Efficiency – Business Process Tools
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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 Resources
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14. Questions
Vanessa Bright
http://about.me/VanessaLBright
Vanessa Bright