Modern Marketing
July 2013
MODERN MARKETING CHALLENGES
Four out of five CMOs anticipate a high or very high level of complexity over the next five years
but only half feel ready to handle it.*
Engaging your customer is harder than ever
Forget traditional approaches
No longer a clean hand-off between sales and marketing
Source: Scott Brinker, chiefmartec.com
A flood of new marketing tools
“We’re drowning in data. What we lack are true insights.”
Interaction and effectiveness unclear
*IBM Institute for Business Value 2011 Global CMO Study
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
The way your prospects think has changed
Customer Profile – Score and treat accordingly
Engaged but not transacting
One-time buyer
Occasional
Semi-regular
Loyal
Profile
Eng
agem
ent
D CBA
43
21
Telesales or emailConversion Campaigns
Pass to Sales
NurtureOr Reject
Platform
Eloqua Platform Overview
MARKETING AUTOMATION / SALES ENABLEMENT
SalesEnablement
Targeting &Segmentation
CampaignAutomation
LeadNurturing
LeadScoring
SocialMedia
EmailMarketing
EventManagement
DataManagement
Campaign & TacticsMeasurement
Eloqua Platform Overview
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
Example Eloqua clients
ANZ:
Global incl ANZ:
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
CRM Integration
Logical solution
Marketing Database
“one view of the truth”Your web site(s)
External lists, data sources & 3rd party
services
Master record
“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
Eloqua Demonstration
Automated nurture campaigns
Reporting: Closed Loop $ reports
Campaign Performance Dashboards
Thank You.
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