Top challenges solved with Marketing Automation

Nicolas Draca

November 2009

Eloqua Experience 09 - Markie Award 2009 – Sales Impact

Dreamforce 09 – Appy Award Nominee - Sales Cloud

2

How Marketers view Themselves

3

Sales Qualified Lead (SQL)

Organic Search

Click-through (CTR)

Sales Accepted Lead (SAL)Lead nurturing

Implicit Score

Closed business

3

Eloqua&

Salesforce

Best Practices

How Sales views Marketers

Current Challenge

4

Inquiries

MQL

SAL

SQL

Closed

Marketing Waterfall

10% 30% 50% 70% 100%

Sales pipeline

Opportunity cycle

$

$

$

$

?

??

??

Marketing contribution to revenue

Marketing support to grow the pipeline

??

Meetings

Prospects

Leads

Conversion rate 100 leads 20 meetings 10 Opps 2.5 Opps

Sales Cycle 100 days 110 days

Measure everything

Opportunity WonOpportunity Created

Recognize business cycles

Marketing ROI $30 / lead $150 /meeting $300 /Opp $1,200 /Opp

** All data has been altered from actuals **

Phase 3: Preference

Brand Case Studies

Product reviews channel

Customers Eval

Phase 1: Awareness

Organic search Social Media channel advertising

freeware press

Phase 2: Consideration

events channel Webinars demo

bloxNews

Marketing contentMarketing contentMarketing content

Opportunity Won(Closed)

Meetings (SAL / SQL)

Opportunity Created(SQL)

Prospects(Inquiries)

Leads (MQL)

Measure everything, translate and align

Understand marketing campaign impact

LEAD SCORING AND LEAD NURTURING

Step 1: We set up a lead scoring system coupled to a lead nurturing program;

How we did it with Eloqua and Salesforce?

Step 2: We educated our Inside Sales Team and we made it simple to use;

Step 3: We measured conversion rate through each step of the sales cycle;

Opportunity Won(Closed)

Opportunity Created(SQL)

Leads (MQL / SAL)

Average conversion 100 leads 10 Opps 2.5 Opps

Hot Leads 100 leads 15 Opps 4.1 Opps

Cold Leads 100 leads 6 Opps 0.3 Opps

Quantifiable Results - Metrics

Validate proper scoring for Hot Leads

** All data has been altered from actuals **

Quantifiable Results - Metrics

Extract from CMO Dashboard

(metrics are per work day)

Tangible marketing results: > 15% pipeline Tangible marketing results: > 15% revenue

** All data has been altered from actuals **

How we did it with Eloqua and Salesforce?

Quantifiable Results - Metrics

Marketing corroboration of sales pipeline

Key Take aways

1) Measure marketing investment

2) Make it simple and educate

3) Impact sales cycle and company revenue

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Thank you

Nicolas DracaMarketing Director

http://www.linkedin.com/in/ndraca

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