The document discusses Eloqua AdFocus, a targeted, personalized paid media product from the Eloqua marketing platform. It allows users to include display ads as part of multi-channel campaigns in Eloqua using a lead's profile and digital behaviors to personalize ads. This saves money by only paying for ads that reach key prospects rather than unintended targets. The document also discusses how Eloqua AdFocus can be used to convert more anonymous website visitors into prospects by targeting them with digital ads.

1. Eloqua AdFocus
Targeted, personalized paid media from your
modern marketing platform

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Know Your Customer
Eloqua!
Contact
Management
Profiling &
Segmentation
Campaigns &
Advertising
Nurturing &
Scoring
Sales
Intelligence
Reporting &
Analytics
WHO
campaigns
events
direct mail
rewards
purchase history
web visits ads
tweets
video
search terms
likes
social posts
age
gender
country
company
city
device
groups
occupation
role
preference
buying stage
product
loyalty status
downloads
blogs
title
region
education
shares
advocacy level
clicks
opens
impressions
mobile web socialemail direct
you are
you’re
interested in
TRUST
WHAT
who you
advertising
target! engage! convert! analyze!

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Target the “Unknown”
Identify Capture Target Engage Convert Develop Mature Retain Reactivate
Unknown Known Responsive Prospect
First Time
Customer
Repeat
Purchaser
Premium
Customer
Inactive
Customer
PROSPECT
LIFECYCLE
ADVERTISING
SOCIAL / BLOG
SEARCH
CUSTOMER
LIFECYCLE
?
Where Marketing Automation is Applied

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Eloqua AdFocus
ü Include display ads as part of your multi-channel marketing
campaigns in Eloqua.
ü Use a lead or account’s digital body language to intelligently
inform the ad creative and personalize the copy.
ü Save money by only paying for ads that reach your key prospects,
and not wasting money on unintended targets

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Lead Nurturing
A Typical Example
Email Nurture Sales
Website
!
Target!
Engage!
Convert!
analyze!
!
Eloqua!

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Lead Nurturing
Effectiveness
Email Nurture Sales
Website
10% website traffic
yields an email address
5-30% open rate
on email
Only 5% take actions that
increase lead score
!
Target!
Engage!
Convert!
analyze!
!
Eloqua!

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Challenge:
Convert more visitors to prospects
Unknown visits
your website
and spends time
on your office
delivery page
Unknown goes to
Google and searches
for ‘organic coffee
suppliers’
Unknown leaves
your site

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Solution:
Targeted digital advertising using AdFocus
Unknown visits
Facebook and
clicks your ad to
get a free sample
of coffee
Unknown leaves
your site
Unknown
becomes known
when they sign
up for the offer
Prospect
assigned to sales
for follow up
Later that day…
Convert more anonymous visitors with targeted digital advertising

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Paid Media is a Growing Channel
“Interactive display
marketing investment will
grow at a compound
annual rate of 17% in the
United States between
2012 and 2017.”
– Forrester Research

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Owned, Earned and now Paid Media
All within your marketing automation platform
Owned
Earned
Paid

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Match the Best Offer to the Right Buyer
Early-stage Lead Late-stage Lead Existing Customer

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Let Your Competitors Pay for Bad Impressions
“67% of all ads
are served to
unintended
targets”
– Demandbase
Non-Qualified Leads
“Advertisers will spend
$14.28B on display ads in
2012 and yetengagement rates are at
less than 1%.”
-eMarketer

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Add Contacts Based on DBL to Target Groups

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Map Target Groups to Ad Provider Audiences

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How the Magic Happens
Add scripts to track
visitors that come to
your site
Create target
groups for each ad
Continuously
push visitors to ad
platform
Contact
Management
Profiling &
Segmentation
Campaigns &
Advertising
Nurturing &
Scoring
Sales
Intelligence
Reporting &
Analytics
Eloqua!
Ad platform!
Serve targeted ad based
on tracking ID
Return advertising data
Redirect
customer to
your website
Update DBL on
unknown record

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“So happy together…”
Targeted
Generic
Known Unknown
REACH
RELEVANCE Marketing
Automation
Digital
Advertising
Marketing
Automation
Digital
Advertising

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Contact
Management
Profiling &
Segmentation
Campaigns &
Advertising
Nurturing &
Scoring
Sales
Intelligence
Reporting &
Analytics
Eloqua
STANDARD! ENTERPRISE!BASIC!
Multi-City Events Add-on ✔ ✔
Advanced Lead Scoring Add-on ✔ ✔
Custom Data Support Add-on ✔ ✔
Custom Security Add-on ✔ ✔
Digital Advertising (AdFocus) Add-on ✔ ✔
Branded Domain & Dedicated IP ✔ ✔
Custom Reports & Dashboards ✔ ✔
Unlimited Usage ✔
Premier Support ✔
Multi Business Unit Database Support ✔
Pricing & Packaging

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Eloqua Works with Industry-Leading Partners