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Austin
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#eloquatour @_____________
Introductions
• Beth Lambert• Principal Consultant• Coached >100 Clients• Powerhours:
– Free Trail Nurture Strategy – Lead Scoring – Close Looped Reporting
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#eloquatour @_____________
Please Check
• Do you have the Marketing Measurement Worksheets?
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#eloquatour @_____________
What We’ll Cover
• Today’s Realities• How to Get to the “Ideal” • Your Action Plan
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#eloquatour @_____________
What’s Your Reality Around Measurement?
“Acting on data to improve marketing performance.”
“Combining data”“Draw correlations”Make predictions”
Source: MarketingSherpa 2013 Benchmark Analytics Report
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#eloquatour @_____________
Can You Help Leadership Prove Value?
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Source: The CMO Survey
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#eloquatour @_____________
It’s Attainable!
What they did:• Zoomed in on a few most important
metrics between sales/mktg• Defined their internal lead
management processes • Institutional agreement on reporting
terms, cadence, methodology• Regular cross-functional review
meetings
Results:
Ability to pre-emptively act when data gives indication of “funnel problems”
2012 Markie Winner: “One View of the Truth”
Demand Generation
Lead Management
One View of the Truth
Revenue Discovery
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#eloquatour @_____________
Getting from Real to Ideal is a Journey
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#eloquatour @_____________
REPEAT!
How to get there…
COMMIT
DEFINE
ASSEMBLE
UTILIZE
MASTER
COMMIT
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#eloquatour @_____________ 11
COMMITT to Answer the BIG Business Questions
Which campaigns should generate the strongest ROI?
What will increase effectiveness and engagement?
Juanita M. Marketing Manager, Demand Generation for Airwatch
Are we generating enough qualified leads to allow sales to achieve their quota?
Which stage of the funnel needs work?Nikki Vaughn, Marketing Operations Specialist for
SnagAJob
How can marketing contribute more revenue?
What investments should I make in our marketing organization? Megan E., VP Demand
Generation, Docusign
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#eloquatour @_____________
WRITE DOWN ONE of your big business questions
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ACTION: What’s the Big Business Question?
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#eloquatour @_____________
REPEAT!
How to get there…
COMMIT
DEFINE
ASSEMBLE
UTILIZE
MASTER
DEFINE
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#eloquatour @_____________
DEFINE the Insights Needed
Which campaigns will generate the strongest ROI?
Which campaigns drove the most qualified leads?
Which campaigns delivered the highest return?
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#eloquatour @_____________ 15
Action: Define Insights Needed
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#eloquatour @_____________
DEFINE the Metrics that Matter
Which campaigns will generate the strongest ROI?
Which campaigns drove the most qualified leads?
Which campaigns delivered the highest return?
Cost per lead by channel
Total revenue by campaign type
ROI by campaign
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#eloquatour @_____________ 17
Action: Define Your Std. Set of Metrics
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#eloquatour @_____________
REPEAT!
How to get there…
COMMIT
DEFINE
ASSEMBLE
UTILIZE
MASTER
ASSEMBLE
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#eloquatour @_____________
ASSEMBLE the data sources
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Cost per lead by channel
Total revenue by campaign type
ROI by campaign
Which campaigns will generate the strongest ROI?
Campaign Cost Data
Lead Counts by Campaign
Revenue by Campaign
Internal Financial SystemsAgencies and Vendors
Marketing Automation
CRM
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#eloquatour @_____________ 20
Action: Map Your Data Sources
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#eloquatour @_____________
REPEAT!
How to get there…
COMMIT
DEFINE
ASSEMBLE
UTILIZE
MASTER
ASSEMBLE
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#eloquatour @_____________
ASSEMBLE the sources to get the data
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#eloquatour @_____________
ASSEMBLE the data sources
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#eloquatour @_____________
UTILIZE the data
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Cost per lead by channel
Total revenue by campaign type
ROI by campaign
POSSIBLE ACTION:
Adjust marketing channel mix
Invest more in highest performing campaigns
Which campaigns will generate the strongest ROI?
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#eloquatour @_____________
REPEAT!
UTILIZE the data
COMMIT
DEFINE
ASSEMBLE
UTILIZE
MASTER
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#eloquatour @_____________
UTILIZE the data
Data
Insights
Decisions
Action
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#eloquatour @_____________
REPEAT!
Automate, Predict & Optimize
COMMIT
DEFINE
ASSEMBLE
UTILIZE
MASTER
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#eloquatour @_____________
Success Planning & Eloqua Insight Reports
• Real Current State• Standard Metrics• Baseline Performance • Industry Benchmark & Dashboards• Basic Reporting• Budget & Planning• Demand Gen. Activities
Real
• Success Planning Tools: Benchmark Workbook
• Eloqua Insight Resource Center
• Eloqua Insight Reports & Dashboards
• Customized Reports & Dashboards
• Close Loop Reporting
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#eloquatour @_____________
Our Professional Services
• Real Current State• Standard Metrics• Baseline Performance • Industry Benchmark & Dashboards• Basic Reporting• Budget & Planning• Demand Gen. Activities
Real
• Oracle Eloqua Experts
• Oracle Eloqua Implementation Reporting Service for Microsoft Dynamics & Salesforce.com
• Oracle Eloqua customized Implementation Reporting Service for Oracle’s Fusion CRM
• Oracle Eloqua Reporting Best Practices Seminar
• Oracle Eloqua Implementation Service for Business Process Review (1-day)
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#eloquatour @_____________
Next steps
• Finish the worksheet• Implement• Repeat!
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