1. Eloqua for Business:
Best Practices
Opportunities for Marketing Automation
May 2012
Vanessa Bright

2. Current Business Environment
• Eloqua – Marketing automation
platform
• Purpose – Business benefit (business
growth, cost reduction, etc.)
• Marketing automation adoption –
generally increasing
• Adoption – technically, organizationally
and politically difficult
• Competitive advantage – using full
potential of marketing automation
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3. Marketing Automation Opportunity
Sales/Marketing Processes
Sales Marketing General Efficiency
Save Time Target Better Do More
Setup Infrastructure and Resources
Program support from Management, Marketing, Sales, and IT
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4. Sales - Saving Time
Eloqua Profiler
Alerts Your prospect is
visiting web site
NOW!
>>
Eloqua Engage
Lead Scoring
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5. Sales - Saving Time Success Factors
Eloqua Platform Business Process
• Alerts • Sales adoption
• Eloqua Profiler • Sales adoption
• Eloqua Engage • Buyer personas definition
• Messaging based on persona’s stage
in the buying cycle
• Design resources
• Lead Scoring • Marketing and sales alignment
• Universal lead definition
• Sales adoption
• Eloqua consultancy assistance
• CRM-side development resources
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6. Sales – Business Process Tools
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7. Marketing – Target Better
Lead Nurturing
Personalization
Reporting
http://blog.eloqua.com/personalized-signatures/
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8. Marketing – Targeting Better Success Factors
Eloqua Platform Business Process
• Personalization • General marketing collaboration
• Data model
• Email subscription approach
• Design/development resources
• Lead nurturing • Buyer personas definition
• Messaging based on persona’s stage
in the buying cycle
• Content map
• Content production
• Design/development resources
• Consultant services budget
• Reporting • Desire to improve
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9. Marketing – Business Process Tools
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10. General Efficiency – Do More
Automation Welcome
campaigns
Renewal
reminders
Testing new opportunities
Events
invitations
Data
cleansing
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11. General Efficiency – Doing More Success Factors
Eloqua Platform Business Process
• Automation • General marketing collaboration
• Clear business objectives and
prioritization
• Initial time investment
• Design/development resources
• Consultant services budget
• Testing new opportunities • Organizational culture
• Training resources
• Continuous time investment
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12. Efficiency – Business Process Tools
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13. Eloqua for Business: Best Practice
• Review business processes and update if needed
Sales/Marketing Processes
Sales Marketing General Efficiency
Save Time Target Better Do More
Setup Infrastructure and Resources
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14. Questions
Vanessa Bright
http://about.me/VanessaLBright
Vanessa Bright