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Salesforce CRM and Eloqua
Sara Zittergruen-Miller, Director of
Marketing and Stephanie Ayers, Team
Lead – Inbound Marketing of Perceptive
Software
© 2012 Perceptive Software. All rights reserved.
Presented for the BMA of Kansas City
How Marketing Automation Turned Us
Into Modern Marketers
Agenda
© 2012 Perceptive Software. All rights reserved.
 What We Do
 Our Marketing Evolution
 Marketing Automation – How We Do It
 The Automated Buyer’s Journey
 Return on Marketing Investment
 Our Future
 How You Can Get Started
What We Do
© 2012 Perceptive Software. All rights reserved.
What We Do
© 2012 Perceptive Software. All rights reserved.
Who We Target
© 2012 Perceptive Software. All rights reserved.
 Business-to-Business
 Manager and above, particularly the C-Suite
 Primarily in North America, EMEA, Asia Pacific
What Marketing Does
© 2012 Perceptive Software. All rights reserved.
Q4
“Justify”
Q3
“Evaluate”
Q2
“Learn”
Gradual Execution vs. Big Bang
Reputation
Demand
Creation
Sales
Enablement
Market
Intelligence
 Analyst Day
 Banners on sites
 Newsletters
SD
CR
NU
EN
AC
 Press Release
 Print Advertising
 Analyst Webinars
 Search
 Auto Educate  Closed Lost
 Events  Sleeping
Giants
 Collateral
 Webinar
 Nurturing Campaign
 Positioning  Competitive
Analysis
 Feedback Surveys
Q1
“Interest”
Day 1 of
Prospect
Lifecycle
Purchase
 Demos
How Marketing Does It
© 2012 Perceptive Software. All rights reserved.
Global
Campaign
Manager
Solution
Marketing
Manager
Marcom
Field
Influence
Design/
Content
Inbound
Customer
Partner
- NA Expertise
- Sales Enablement
- Regional Expertise
- Sales Enablement
- PR
- Social
- Analyst Relations
- Market Intelligence
- Automated
Programs
- Search
- Customer
Messaging
- Expansion
- Referrals
- Indirect Programs
- Messaging
- Thought Leadership
- Product Launch
- Sales Enablement
- Messaging Pain Points
- Market Knowledge
- Social
Our Evolution to Revenue Marketing
© 2012 Perceptive Software. All rights reserved.
Our Evolution to Revenue Marketing
© 2012 Perceptive Software. All rights reserved.
Lead Generation
2005 to 2008
› Shared common pipeline
with Sales
› Marketing focused on
generating leads
› E-mail, webinar, CRM,
web not integrated
› Mostly outbound
marketing activities
› Limited search marketing
› Replaced “home grown” CRM
with SalesForce.com
› Implemented Eloqua
› Established SLAs with Sales
› Shifted focus from leads to
opportunities
› Quality over quantity
› Added more modern marketing
talent
› Increased focus on inbound
marketing activities
› Redesigned .com site
› Power messaging
› More complete
pipeline view
› Implemented Eloqua
campaign module
› Implementing new
campaign approach
Little to No Alignment Between
Sales and Marketing
Complete Alignment Between
Sales and Marketing
Demand Generation
2009 to 2011
Revenue Marketing
2011 to Foreseeable Future
Focuses
on
activity
Focuses
on
Revenue
Our Shared Pipeline
© 2012 Perceptive Software. All rights reserved.
“
Impact from the Evolution
© 2012 Perceptive Software. All rights reserved.
 Improved opportunity to closed won rates by 50% over past three
years.
 Eloqua “Markie” finalist in the Revenue Growth category in 2012.
Brian Carroll
B2BLeadBlog.com
“The unrealized potential of sales and marketing
alignment can be likened to batteries in a flashlight. If the
batteries aren’t inserted in the right direction, or are
otherwise out of proper contact, their power is unusable.
Automation – How We Do It
© 2012 Perceptive Software. All rights reserved.
Automation – How We Do It
© 2012 Perceptive Software. All rights reserved.
 People and Systems:
Automation – How We Do It
© 2012 Perceptive Software. All rights reserved.
Automation – How We Do It
© 2012 Perceptive Software. All rights reserved.
 Systems Integration: Daily Auto Synchs
Automation – How We Do It
© 2012 Perceptive Software. All rights reserved.
 Systems Integration: Auto Program Synchs
Prospect
Synch
Customer
Synch
Opportunity
Synch
Automation – How We Do It
© 2012 Perceptive Software. All rights reserved.
 Systems Integration: Auto Program Example
Early Pipeline Nurturing Program
Automation – How We Do It
© 2012 Perceptive Software. All rights reserved.
 Systems Integration: Auto Program Example
Early Pipeline Nurturing Program
Automation – How We Do It
© 2012 Perceptive Software. All rights reserved.
 Systems Integration: Intelligence
Eloqua activities integration on
lead and contact records in SFDC
Automation – How We Do It
© 2012 Perceptive Software. All rights reserved.
 Systems Integration: Workflow
Auto Task in SFDC from Eloqua Activity
Form Submission Notification Email
Website Visit Alerts via Prospect Profiler
The Automated Buyer’s Journey
© 2012 Perceptive Software. All rights reserved.
The Automated Buyer’s Journey
© 2012 Perceptive Software. All rights reserved.
Return on Marketing Investment
© 2012 Perceptive Software. All rights reserved.
Measuring ROMI
© 2012 Perceptive Software. All rights reserved.
Marketing accountability measures
 All web properties, Eloqua campaigns and SFDC pipeline are all synched,
allowing for complete closed-loop campaign analysis and ROMI
 SFDC pipeline – value, velocity, volume
 Eloqua Insight Reports
 Campaign Analysis Reports – leading indicators (response metrics)
 Closed-Loop Reports – lagging indicators (revenue and ROI metrics)
“
IBM Global CMO Study, 2011
“Two-thirds of CMOs believe marketing ROI will be their top
effectiveness measurement by 2015...but less than half
believe they can provide the hard numbers.
Measuring ROMI
© 2012 Perceptive Software. All rights reserved.
Eloqua Closed Loop Reports
Campaign Cost Analysis
Campaign Revenue Analysis
Measuring ROMI
© 2012 Perceptive Software. All rights reserved.
Eloqua Closed Loop Reports
Our Future
© 2012 Perceptive Software. All rights reserved.
Our Future
© 2012 Perceptive Software. All rights reserved.
 Enhance the pipeline experience through increased automation
 Revise and relaunch lead scoring in Eloqua 10
 Revise and relaunch progressive profiling in Eloqua 10
 Social sign-on
 Increased A/B and multi-variate testing
How You Can Get Started
© 2012 Perceptive Software. All rights reserved.
Getting Started
© 2012 Perceptive Software. All rights reserved.
Phase One:
 Sales and marketing unified pipeline
 Understand your stage map and systems support needs
Phase Two:
 Road map your systems integration
 Implement and test baseline integration
 Identify processes to automate
 Establish champions in sales and marketing to operate in your automation
platform
Phase Three:
 Identify automated program needs based on your buying cycle
 Implement and test programmatic synchs
 Establish KPIs and develop dashboards and reports
One last thing…
We Are Hiring!!!
www.perceptivesoftware.com/company/careers
© 2012 Perceptive Software. All rights reserved.
Questions?
© 2012 Perceptive Software. All rights reserved.

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Bma kc marketing automation-perceptive_software_final

  • 1. Salesforce CRM and Eloqua Sara Zittergruen-Miller, Director of Marketing and Stephanie Ayers, Team Lead – Inbound Marketing of Perceptive Software
  • 2. © 2012 Perceptive Software. All rights reserved. Presented for the BMA of Kansas City How Marketing Automation Turned Us Into Modern Marketers
  • 3. Agenda © 2012 Perceptive Software. All rights reserved.  What We Do  Our Marketing Evolution  Marketing Automation – How We Do It  The Automated Buyer’s Journey  Return on Marketing Investment  Our Future  How You Can Get Started
  • 4. What We Do © 2012 Perceptive Software. All rights reserved.
  • 5. What We Do © 2012 Perceptive Software. All rights reserved.
  • 6. Who We Target © 2012 Perceptive Software. All rights reserved.  Business-to-Business  Manager and above, particularly the C-Suite  Primarily in North America, EMEA, Asia Pacific
  • 7. What Marketing Does © 2012 Perceptive Software. All rights reserved. Q4 “Justify” Q3 “Evaluate” Q2 “Learn” Gradual Execution vs. Big Bang Reputation Demand Creation Sales Enablement Market Intelligence  Analyst Day  Banners on sites  Newsletters SD CR NU EN AC  Press Release  Print Advertising  Analyst Webinars  Search  Auto Educate  Closed Lost  Events  Sleeping Giants  Collateral  Webinar  Nurturing Campaign  Positioning  Competitive Analysis  Feedback Surveys Q1 “Interest” Day 1 of Prospect Lifecycle Purchase  Demos
  • 8. How Marketing Does It © 2012 Perceptive Software. All rights reserved. Global Campaign Manager Solution Marketing Manager Marcom Field Influence Design/ Content Inbound Customer Partner - NA Expertise - Sales Enablement - Regional Expertise - Sales Enablement - PR - Social - Analyst Relations - Market Intelligence - Automated Programs - Search - Customer Messaging - Expansion - Referrals - Indirect Programs - Messaging - Thought Leadership - Product Launch - Sales Enablement - Messaging Pain Points - Market Knowledge - Social
  • 9. Our Evolution to Revenue Marketing © 2012 Perceptive Software. All rights reserved.
  • 10. Our Evolution to Revenue Marketing © 2012 Perceptive Software. All rights reserved. Lead Generation 2005 to 2008 › Shared common pipeline with Sales › Marketing focused on generating leads › E-mail, webinar, CRM, web not integrated › Mostly outbound marketing activities › Limited search marketing › Replaced “home grown” CRM with SalesForce.com › Implemented Eloqua › Established SLAs with Sales › Shifted focus from leads to opportunities › Quality over quantity › Added more modern marketing talent › Increased focus on inbound marketing activities › Redesigned .com site › Power messaging › More complete pipeline view › Implemented Eloqua campaign module › Implementing new campaign approach Little to No Alignment Between Sales and Marketing Complete Alignment Between Sales and Marketing Demand Generation 2009 to 2011 Revenue Marketing 2011 to Foreseeable Future Focuses on activity Focuses on Revenue
  • 11. Our Shared Pipeline © 2012 Perceptive Software. All rights reserved.
  • 12. “ Impact from the Evolution © 2012 Perceptive Software. All rights reserved.  Improved opportunity to closed won rates by 50% over past three years.  Eloqua “Markie” finalist in the Revenue Growth category in 2012. Brian Carroll B2BLeadBlog.com “The unrealized potential of sales and marketing alignment can be likened to batteries in a flashlight. If the batteries aren’t inserted in the right direction, or are otherwise out of proper contact, their power is unusable.
  • 13. Automation – How We Do It © 2012 Perceptive Software. All rights reserved.
  • 14. Automation – How We Do It © 2012 Perceptive Software. All rights reserved.  People and Systems:
  • 15. Automation – How We Do It © 2012 Perceptive Software. All rights reserved.
  • 16. Automation – How We Do It © 2012 Perceptive Software. All rights reserved.  Systems Integration: Daily Auto Synchs
  • 17. Automation – How We Do It © 2012 Perceptive Software. All rights reserved.  Systems Integration: Auto Program Synchs Prospect Synch Customer Synch Opportunity Synch
  • 18. Automation – How We Do It © 2012 Perceptive Software. All rights reserved.  Systems Integration: Auto Program Example Early Pipeline Nurturing Program
  • 19. Automation – How We Do It © 2012 Perceptive Software. All rights reserved.  Systems Integration: Auto Program Example Early Pipeline Nurturing Program
  • 20. Automation – How We Do It © 2012 Perceptive Software. All rights reserved.  Systems Integration: Intelligence Eloqua activities integration on lead and contact records in SFDC
  • 21. Automation – How We Do It © 2012 Perceptive Software. All rights reserved.  Systems Integration: Workflow Auto Task in SFDC from Eloqua Activity Form Submission Notification Email Website Visit Alerts via Prospect Profiler
  • 22. The Automated Buyer’s Journey © 2012 Perceptive Software. All rights reserved.
  • 23. The Automated Buyer’s Journey © 2012 Perceptive Software. All rights reserved.
  • 24. Return on Marketing Investment © 2012 Perceptive Software. All rights reserved.
  • 25. Measuring ROMI © 2012 Perceptive Software. All rights reserved. Marketing accountability measures  All web properties, Eloqua campaigns and SFDC pipeline are all synched, allowing for complete closed-loop campaign analysis and ROMI  SFDC pipeline – value, velocity, volume  Eloqua Insight Reports  Campaign Analysis Reports – leading indicators (response metrics)  Closed-Loop Reports – lagging indicators (revenue and ROI metrics) “ IBM Global CMO Study, 2011 “Two-thirds of CMOs believe marketing ROI will be their top effectiveness measurement by 2015...but less than half believe they can provide the hard numbers.
  • 26. Measuring ROMI © 2012 Perceptive Software. All rights reserved. Eloqua Closed Loop Reports Campaign Cost Analysis Campaign Revenue Analysis
  • 27. Measuring ROMI © 2012 Perceptive Software. All rights reserved. Eloqua Closed Loop Reports
  • 28. Our Future © 2012 Perceptive Software. All rights reserved.
  • 29. Our Future © 2012 Perceptive Software. All rights reserved.  Enhance the pipeline experience through increased automation  Revise and relaunch lead scoring in Eloqua 10  Revise and relaunch progressive profiling in Eloqua 10  Social sign-on  Increased A/B and multi-variate testing
  • 30. How You Can Get Started © 2012 Perceptive Software. All rights reserved.
  • 31. Getting Started © 2012 Perceptive Software. All rights reserved. Phase One:  Sales and marketing unified pipeline  Understand your stage map and systems support needs Phase Two:  Road map your systems integration  Implement and test baseline integration  Identify processes to automate  Establish champions in sales and marketing to operate in your automation platform Phase Three:  Identify automated program needs based on your buying cycle  Implement and test programmatic synchs  Establish KPIs and develop dashboards and reports
  • 32. One last thing… We Are Hiring!!! www.perceptivesoftware.com/company/careers © 2012 Perceptive Software. All rights reserved.
  • 33. Questions? © 2012 Perceptive Software. All rights reserved.

Hinweis der Redaktion

  1. (Introduction by Kirk Chritton, President of KC DMA)