Sara Zittergruen Miller, Director of Marketing and Stephanie Ayers, Team. Software

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1 Salesforce CRM and Eloqua Sara Zittergruen Miller, Director of Marketing and Stephanie Ayers, Team Lead Inbound Marketing of Perceptive Software

2 How Marketing Automation Turned Us Into Modern Marketers Presented for the BMA of Kansas City

3 Agenda 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

5 What We Do

6 Who We Target Business-to-Business Manager and above, particularly the C-Suite Primarily in North America, EMEA, Asia Pacific

7 What Marketing Does Gradual Execution vs. Big Bang Reputation Analyst Day Banners on sites Newsletters Press Release Print Advertising Analyst Webinars Demand Creation Search Auto Educate Events Closed Lost Sleeping Giants SD CR NU Sales Enablement Collateral Webinar Demos Nurturing Campaign EN AC Market Intelligence Positioning Competitive Analysis Feedback Surveys Day 1 of Prospect Lifecycle Q1 Interest Q2 Learn Q3 Evaluate Q4 Justify Purchase

8 How Marketing Does It - Messaging - Thought Leadership - Product Launch - Sales Enablement - Indirect Programs Solution Marketing Manager - NA Expertise - Sales Enablement Partner Marcom - Customer Global Messaging Customer Campaign - Expansion Manager - Referrals Field - Regional Expertise - Sales Enablement - Automated Programs - Search Inbound Design/ Content Influence - PR - Social - Analyst Relations - Market Intelligence - Messaging Pain Points - Market Knowledge - Social

9 Our Evolution to Revenue Marketing

10 Our Evolution to Revenue Marketing Lead Generation 2005 to 2008 Demand Generation 2009 to 2011 Revenue Marketing 2011 to Foreseeable Future cuses on activity Fo Shared common pipeline with Sales Marketing focused on generating leads , webinar, CRM, web not integrated Mostly outbound marketing activities Limited search marketing Little to No Alignment Between Sales and 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 iti Redesigned.com site Power messaging More complete pipeline view Implemented Eloqua campaign module Implementing new campaign approach Fo cuses on Revenue Complete Alignment Between Sales and Marketing

11 Our Shared Pipeline

12 Impact from the Evolution Improved opportunity to closed won rates by 50% over past three years. Eloqua Markie finalist in the Revenue Growth category in 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. Brian Carroll B2BLeadBlog.com

13 Automation ti How We Do It

14 Automation How We Do It People and Systems:

15 Automation How We Do It

16 Automation How We Do It Systems Integration: Daily Auto Synchs

17 Automation How We Do It Systems Integration: Auto Program Synchs Prospect Synch Opportunity Synch Customer Synch

18 Automation How We Do It Systems Integration: Auto Program Example Early Pipeline Nurturing Program

19 Automation How We Do It Systems Integration: Auto Program Example Early Pipeline Nurturing Program

20 Automation How We Do It Systems Integration: Intelligence Eloqua activities iti integration ti on lead and contact records in SFDC

21 Automation How We Do It Systems s Integration: Workflow o Form Submission Notification Website Visit Alerts via Prospect Profiler Auto Task in SFDC from Eloqua Activity

22 The Automated t Buyer s Journey

23 The Automated Buyer s Journey

24 Return on Marketing Investment t

25 Measuring ROMI Marketing accountability measures All web properties, Eloqua campaigns and SFDC pipeline are all synched, allowing for complete closed-loop 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) Two-thirds of CMOs believe marketing ROI will be their top effectiveness measurement by but less than half believe they can provide the hard numbers. IBM Global CMO Study, 2011

26 Measuring ROMI Eloqua Closed Loop Reports Campaign Cost Analysis Campaign Revenue Analysis

27 Measuring ROMI Eloqua Closed Loop Reports

28 Our Future

29 Our Future Enhance the pipeline experience through h increased automation ti 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 Startedt

31 Getting Started 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 t 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!!!

33 Questions?

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