Modern marketing faces increasing complexity and challenges in engaging customers. While four out of five CMOs expect high complexity over the next five years, only half feel ready to handle it. Traditional approaches are no longer effective as the separation between sales and marketing breaks down and data floods in without insights. Measuring return on investment has become essential but few marketers have defined metrics. Customers now think differently, requiring a new approach based on detailed profiles and tailored engagement.

1. Modern Marketing
July 2013

2. MODERN
MARKETING
CHALLENGES

3. Four out of five CMOs anticipate a high or very
high level of complexity over the next five years

4. but only half feel ready to handle it.*

5. Engaging your customer is harder than ever

6. Forget traditional approaches

7. No longer a clean hand-off
between sales and marketing

8. Source: Scott Brinker, chiefmartec.com
A flood of new marketing tools

9. “We’re drowning in data.
What we lack are true insights.”
Interaction and effectiveness unclear
*IBM Institute for Business Value 2011 Global CMO Study

10. ROI is no longer optional
Measuring ROI is
the Top Priority among
Marketing executives
But few have
well-defined
marketing
performance metrics
*Aberdeen Group, Sales and Marketing Alignment, Dec. 2011

11. The way your prospects think has changed

13. Customer Profile – Score and treat accordingly
Engaged but not transacting
One-time buyer
Occasional
Semi-regular
Loyal
Profile
Engagement
DCBA
4321
Telesales or email
Conversion Campaigns
Pass to Sales
Nurture
Or Reject

14. Platform

15. Eloqua Platform Overview

16. MARKETING AUTOMATION / SALES ENABLEMENT
Sales
Enablement
Targeting &
Segmentation
Campaign
Automation
Lead
Nurturing
Lead
Scoring
Social
Media
Email
Marketing
Event
Management
Data
Management
Campaign
& Tactics
Measurement
Eloqua Platform Overview

17. Solution overview
Marketing Database
“one view of the truth”
CRM Database
“gold standard”
Email, SMS, DM
Web site known &
unknown visitors
Page views and
web site form
submissions
SFDC data integrated with
eloqua
Qualified leads passed
back to SFDC

18. Example Eloqua clients
ANZ:
Global incl ANZ:

19. We work hard to drive your success
• Smart Start implementation process focused on best
practice, designed to get you up and running quickly
• Learn and share with the community at www.topliners.com
• We share market leading best practices with out customers via our
customer success coaching programme & eloqua University

20. CRM Integration

21. Logical solution
Marketing Database
“one view of the truth”
Your web site(s)
External lists, data
sources & 3rd party
services
Master record

22. “Digital body language” via Prospect Profiler
Summarized prospect data
presented in easy to
read, graphical format.
Easily customize the time
horizon of activities shown.
Instantly be alerted when
prospect visits your website

23. Eloqua Demonstration

24. Automated nurture campaigns

25. Reporting: Closed Loop $ reports

26. Campaign Performance Dashboards

27. Thank You.