Lexmark consists of two business units, hardware and software, and relies on specific reporting through Eloqua and SFDC to understand campaign influence on opportunities. The implementation of Full Circle allows for more accurate tracking of campaign influence by allowing the removal of irrelevant influences and analyzing effectiveness through various metrics. Future steps include aligning with sales, leveraging account-based marketing, and continuing to educate users on the system.

1. Lexmark User Story
April 11, 2016
Julie Zittergruen

2.  Implementation May 2015
 A little about Lexmark, we are two business units
 Hardware – traditional printer, copier etc.
 Software – document management, image scanning/sharing,
paperless office
 My role
 Marketing Business Analyst focusing on training and process
documentation
 Training internal teams on Full Circle
 How to use it
 How it is different
Full Circle and Lexmark Background
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3. Lexmark’s Challenges To Solve
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 We are a company comprised of two business units,
hardware and software, both share the same instance of
Eloqua and SFDC
 Need to show influence by campaign type or weight influence
differently
 Need to isolate campaign influenced by Business Unit
 Report based on Campaign Type

4.  Many campaigns
 The last campaign received all “credit”
 Below is an example of Campaigns on a Lead
Why Do We Need Influence Weighting?
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5.  Before Full Circle we saw the last campaign touch prior to
Opportunity conversion
 Now we see all Campaigns with Influence assigned
Previous View of Influence on the Opportunity
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6.  All Campaigns are assigned influence
 We can remove influence
 For example: remove influence from Happy Hour
invitation/reminder/thanking emails
 Keep influence on the Happy Hour
How To Remove Influence From A Campaign
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7. Show All Opportunities Influenced By One Campaign
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8. Show Which Campaigns Influenced The Opportunity
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9.  Campaign Type
 Business Unit
New Model – Introduced February 2016
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10.  Inspire is our annual user event
 Fully installed customers
 No marketing
 Customer contacts
 Not lead generation
 What was the Opportunity stage at the time of influence?
 In this case, when they attended the event
 Where are they now?
Example Of Campaign User Conference – Inspire
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11. Inspire Event Report
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12.  So what?
 Look for the correlation between the Opportunity stage at the
conference and the current stage/outcome
 Velocity
 Which campaign type is more effective?
 How can we engage them differently?
 Campaign member roles the event influenced
User Conference – Inspire
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13.  Opportunity Type = Expansion New Solution
 Account Name
 What solution the account currently uses
 We can run the Opportunity Name/ID Opportunity list to see Influence
 In the future, we are moving the Solution page to the Opportunity
page
Expansion And Cross Sell Report (in progress)
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14.  How are we using this tool
 Reports measuring return of campaigns
 Which campaigns should have influence and remove what shouldn’t
 Telling both stories – we can choose
 Campaign
 Opportunity
 Next steps
 Phase II – align with sales
 Leverage reporting for Account Based Marketing
 Cross Sell and Expansion
 Continue to educate existing users
 Track, Track, Track
In Conclusion
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