© 1999 – 2008 ALL RIGHTS RESERVED Customer Success Plan Presented by: Chad Horenfeldt March 23rd,...
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Transcript of © 1999 – 2008 ALL RIGHTS RESERVED Customer Success Plan Presented by: Chad Horenfeldt March 23rd,...
© 1999 – 2008 ALL RIGHTS RESERVED
Customer Success Plan
Presented by: Chad Horenfeldt
March 23rd, 2010
© 1999 – 2008 ALL RIGHTS RESERVED 2HomeHomeRecommended PathRecommended Path
Marketing Today - Build Relationships
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Measured & Managed Cost-Effectively
Acquisition
$
Retention Development
© 1999 – 2008 ALL RIGHTS RESERVED 3HomeHomeRecommended PathRecommended Path
The Demand Generation Levers
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© 1999 – 2008 ALL RIGHTS RESERVED 4HomeHomeRecommended PathRecommended Path
Provides a guide to develop
“what’s next” recommendations
Success Plan
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© 1999 – 2008 ALL RIGHTS RESERVED 5HomeHomeRecommended PathRecommended PathEloqua Best Practices: The Demand Lifecycle(TM)
Demand Lifecycle™ Stages of Maturity
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© 1999 – 2008 ALL RIGHTS RESERVED 6HomeHomeRecommended PathRecommended Path
Success Plan Questionnaire
A) What are your top 2-3 company goals? • Generate Revenue • Understanding how our product is being consumed & how they benefit from it. • Improve Productivity (through automation & programs)
B) What are your top 2-3 marketing goals?• Increase conversion rate from FreeList to Paid Member • Fine tune email frequency, timing and content • Elevate brand perception beyond our current style • Break away from batch & blast with our sales campaigns • Improve/Expand Online Marketing
C) What are your top 2-3 marketing challenges? • Having difficulty breaking away from our traditional marketing initiatives • Making the transition from reporting performance of segments based on Months to
a rolling / automated format. • List segmentation and creation is a difficult process (We don't have enough
information from our audience in the db).
© 1999 – 2008 ALL RIGHTS RESERVED 7HomeHomeRecommended PathRecommended Path
Self Assessment
MARKETING AREA
DESCRIPTION RATING(1-4)
Contact Management
The state of your marketing database. (i.e. Data quality, Integration with CRM )
3Notes: We aren't collecting the right / enough data and this is limiting our segmentation possibilities.
Campaign Management
The type (events, Adwords, social media etc..), frequency, and success of campaigns that you execute
1Notes: Focus is not on getting traffic to the site but converting “free members” to paid members
Lead Management
Notes: We are not currently interested in integrating our b2b lead gen process with Eloqua, and would like to focus on the more time intensive b2c side.
n/a
Marketing Effectiveness
The ability to provide and demonstrate value to sales and to the rest of your company
2Notes: The rolling / automation aspect of reporting our campaign success has yet to be established. Currently we report on the success of individual campaigns but we don't have a 40k foot view of campaign success.
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© 1999 – 2008 ALL RIGHTS RESERVED 8HomeHomeRecommended PathRecommended Path
Your Recommended Path to Success
HomeHome
Time Commitment
for Implementation
Benchmark
Metrics &
Reporting for
trending
Benchmark
Metrics &
Reporting for
trending
Nurture
“rejected”
Leads
Nurture
“rejected”
Leads
New Eloqua
Filters
New Eloqua
Filters
Hig
hLo
w
HighLow
Custom
Dashboards +
Reports
Custom
Dashboards +
Reports
Dynamic
Email Content
Dynamic
Email Content
ONGOINGT
ASKS Campaign
ROI Tracking
Campaign
ROI Tracking
A/B Email
Testing
A/B Email
Testing
List
Segmentation
List
Segmentation
Welcome Program
for Net New Contacts
Welcome Program
for Net New Contacts
Data
Cleansing
Data
Cleansing
Track Lead
Source (query
strings
Track Lead
Source (query
strings
Monitor
deliverability
Modify lead
nurturing
content
Track email
frequency
Track
campaign
success
CMO
Dashboards
CMO
Dashboards
Tag web
Content
Tag web
Content
Contact Management
Campaign Management
Lead Management
Marketing Effectiveness
Social Media
Tracking
Social Media
Tracking
Social Media
links in email
Social Media
links in email
Re-Engagement
Campaign
Re-Engagement
Campaign
Progressive
Profiling
Progressive
Profiling
Send emails
based on
Behavior
Send emails
based on
Behavior
Adding RSS
feeds to email
Adding RSS
feeds to email
© 1999 – 2008 ALL RIGHTS RESERVED 9HomeHomeRecommended PathRecommended Path
Recommended PathQ2 Objectives Business Impact StatusSet up Welcome Email in Eloqua and add in additional links to social media sites
This will help Stratfor track the impact of this email. Adding links to social media sites will increase the reach of these types of emails and increase overall response.
Capture additional information over time using progressive profiling
In order to improve segmentation, Progressive Profiling can help Stratfor obtain more information.
Consider building a welcome program
A welcome program can help new subscribers understand the benefits of communication and prevent opt-outs.
Start planning for new lead nurturing programs
Programs that include communication that is more relevant can obtain greater response and drive additional sales
Create custom dashboards Measure campaign effectiveness, better understand state of databaseSocial media tracking Better understand sources of visitorsQ3 Objectives Business Impact StatusRe-engagement program Get more out of the database, increase sales from dead contactsNew lead nurturing programs Create new programs based on new information captured (interests)Dynamic email content More relevant messagingActivity based segmentation Segmentation based on behavior to improve campaign performance and drive
lead generation. Cleanse databaseIntegrate social media and email by adding social media links
Increase list size, brand recognition
Adding RSS feed to emails (best for nurture based emails)
Improves efficiency and increases response
Q4 Objectives Business Impact Status Send emails based on behavior Real time, right time messaging Data clean up Get more out of the databaseWelcome program through Eloqua
Engage new subscribers and maintain a healthy database.
© 1999 – 2008 ALL RIGHTS RESERVED 10HomeHomeRecommended PathRecommended Path
Get trained to make full use of Eloqua
Training OptionsEloqua is a powerful tool that is best used by those who have taken
training.
Free Training• Eloqua’s Training Portal has interactive videos & documentation• Weekly 1 hour sessions with a live trainer via web conference
Paid Training• 101 (fundamentals) and other course-style training• Custom remote training via web conference – sold in 4 hours blocks• Custom onsite training – minimum 1 day
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Free Subscribers – Obtain More Information
• Capture interest up front or via a subsequent follow up email (Progressive Profiling)
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Take Advantage of New Filters
• Look at segmenting based on interest and behavior
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Welcome Program for New Subscribers
• Add social media links to this email• Create a 2-3 welcome program for new subscribers
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Add Social Media Links to Articles
• Get more out of emails by linking to social media• Use Eloqua’s social media tracking
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Tools for your Success
Eloqua’s Support network:• Customer Success Toolbox provides topics you can subscribe to
based on your Success Plan.• Local Success Tours give clients the opportunity to network with
other Eloqua users to share ideas, challenges and successes.• Customer Central is a forum for marketers to post comments and
questions, related to Eloqua or not.• Annual International User Conference (October)• Unlimited free online training with a live Trainer• 24/5 Product Support Phone response time averaging ~1 minute• Dedicated Customer Success Manager Helps you plan based on
your specific goals and challenges.• Eloqua online resources
Back to the Success PlanBack to the Success Plan
© 1999 – 2008 ALL RIGHTS RESERVED 17HomeHomeRecommended PathRecommended Path
Tools for your Success
• Eloqua Success Toolbox: Subscribe to topics based on your Success Plan. Receive 2-4 emails on each topic.
• http://knowledge.eloqua.com
Back to Tools for your Success
Back to Tools for your Success
Allows you to access all
information from an email
series at one time or you
can wait for the emails
© 1999 – 2008 ALL RIGHTS RESERVED 18HomeHomeRecommended PathRecommended Path
Tools for your Success
• Success Tours give clients the opportunity to network with other Eloqua users to share ideas, challenges and successes.
• http://user.eloqua.com
Back to Tools for your Success
Back to Tools for your Success
© 1999 – 2008 ALL RIGHTS RESERVED 19HomeHomeRecommended PathRecommended Path
Tools for your Success
• Annual International User Conference (October 2010)• http://www.eloquaexperience.com
Back to Tools for your Success
Back to Tools for your Success
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Tools for your Success: Portal
• Customer Central & Training Portal• Knowledge base available
on Customer Central• Training accessible via
Customer Central• Training modules qualified
by product level (i.e. Lite, Express, Team and Enterprise)
• Plus more FREE online and weekly training available….
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Tools for your Success: Support
• Search within Customer Central• 24/5 Product Support• Call in or Submit Case
Back to Tools for your Success
Back to Tools for your Success
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Who Should You Call?
• Your Customer Success Team is here to help guide your marketing strategy. We can help you understand where you should go next and what you can do to increase the results of your campaigns.
> If you’re thinking about building a Lead Nurturing program and you’re not sure where to start or who to target, or if you’d like to hear examples of how other customers have created a lead nurturing program, call your Customer Success Manager.
• The Eloqua Support Team is available to answer your day-to-day how-to questions. They can help you understand where to click or what option you should choose while you’re in the application.
> If you’re building a lead nurturing program but you’re not sure where to connect an email in program builder or how to add a personalized signature, call the Support Team.
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Tools for your success: Find us Online• Finding Eloqua Online:
• Each forum where Eloqua users congregate is used in a different way, so browse through a few of them, join a group or two, and start meeting other Eloqua users in your area or around the world.
• List of forums - http://eloqua.blogspot.com/2009/03/finding-eloqua-online.html
• Some examples:> Anything Goes Marketing–
http://anythinggoesmarketing.blogspot.com/> Cloud Talk - http://www.ebizq.net/blogs/cloudtalk/> Deliverability - http://blog.deliverability.com/> Digital Body Language - http://digitalbodylanguage.blogspot.com/> Eloqua Artisan - http://eloqua.blogspot.com/> Marketing Insights - http://marketinginsights.eloqua.com/> Eloqua on Twitter – http://twitter.com/eloqua > Eloqua LinkedIn Group - http://www.linkedin.com/groups?
gid=1146807
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