partner webcast – oracle marketing cloud: how modern marketing works - 22 aug 2013

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Oracle Eloqua Marketing Cloud

Preseetha Kollamthodi, Director of Alliances & Channels, Eloqua EMEA

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HOW MODERN MARKETING WORKS

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The set of tools is exploding

Source:  Scott Brinker, chiefmartec.com  

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55% 63% 67% 60% 61% Technology Targeting Engagement Conversion Analytics

60%

“Defining the Modern Marketer, April 2013”

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In 2012, less than 1 in 11 felt they were fully-integrating modern marketing concepts

Source: BtoB Magazine: Defining the Modern Marketer, January 2013

And only 1 in 4 expect to be there this year

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The foundations of marketing have not changed

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Targeting: Know your customers

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Stephanie Baker SVP - Digital Operations at Forbes Travel Guide

Mother Age: 25-44 Household income €90k+ Homeowner Munich, Germany

Demographics

Stephanie’s demographics

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Stephanie Baker SVP - Digital Operations at Forbes Travel Guide

Stephanie’s digital body language

#Tennis, SkiForcast.com, #ColoradoNationalParks, #WineFests, #Scrapbooking, #SchwinnBikes, #Alaska, #25HourFitness, #DeltaAirlines

Recreation

#KenFollet, #TravelSantorini, #NationalGeographicChannel, #TopChef, #U2, iPad, #iPadGames, #DenverBroncos, #HagenDaz, #CrimsonTide, #Law&Order #FiveGuysBurgers

Interests

#OracleDevelopers, #SaSSoftware, #InternetSecurity, #ITAlerts, #ITProfessionals, #LinkedIn, #Twitter, #HBS, #Assetmanagement, #TravelPhotographers, #TravelProffessionals, 500px.com

Professional

#Labradoodles, #Target, Care.com, #HondaPilot, #CheerCoaches, #Yelp!Denver, DateNight.com, #NationalPTA, #DSWShoes, #BarrackObama, #Playgroups, #CartoonNetwork

Lifestyle

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Know your customer: Eloqua Profiler

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Know your customer: Eloqua AppCloud

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Know your customer: Eloqua Social Suite

SOCIAL AWARENESS

SOCIAL INSIGHTS

SOCIAL ENGAGEMENT

SOCIAL DATA ENRICHMENT

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Engagement: Connect with potential customers in

a more meaningful way

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Maximise the potential of email...

Source: BtoB Magazine: Defining the Modern Marketer, January 2013

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Email done right

Dynamic Account Rep Content

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Engage your customers: Owned and Earned Media

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Engage your customers: Paid Media

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- Business2Community, 2013

Traditional marketing tactics are not dead.

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Conversion: Turn Interest Into Sales

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Nearly half of B2B marketers say they close fewer than 4% of all leads

generated by marketing.

-Forrester Research, Inc.

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Buying process shifting to marketing-driven

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•  Automatically qualify sales leads based on demographic, behavioural, and social characteristics

•  Flexible, easy-to-use HTML5 interface – build lead scoring model without technical skills

•  Multi-model lead scoring - score leads across multiple business units, products, or regions

Dynamic Lead Scoring

Solutions

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Deliver better leads: Eloqua Discover

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Provide better content: Eloqua Engage

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Analytics: Learn and improve

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3 out of 4 CEOs want marketers to become 100% ROI-focused

* 2013, Fournaise Group study of CEOs

But less than 1 in 3 companies properly calculate marketing ROI*

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Only 21% of marketers say their current tools are even capable of measuring the right things

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And only 26% believe the data they collect is even accurate

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Eloqua Insight: Measure everything

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Eloqua Insight: Comprehensive industry benchmarking

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Eloqua Insight: Connect marketing to revenue

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ELOQUA DEMONSTRATION

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CUSTOMER SUCCESS STORY

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Mcafee

Effective use of Lead Nurturing with Eloqua •  Additional year end MQLs •  14K unqualified leads • Nurture program to reengage

– Rapid development time –  17% open rate –  3.5% click through rate – Over 400 MQLs generated

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THE OPPORTUNITY FOR OPN PARTNERS & HOW TO GET INVOLVED

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Marketing Automation Engagements

Assessments  

Marke1ng  Strategy  

Campaign  Strategy  Technology  

Repor1ng  

Marketing Automation provides an excellent entry point for a number of service engagements as a result of selling the software.

Drive more sales

Reduce costs of

leads

Increase opportunities –

number and quality

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SOCIAL  

SERVICE  

SALES  

CONTENT  

MARKETING  CLOUD  

COMMERCE  

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Oracle Eloqua Marketing Cloud Service 2013 Specialization Criteria

Criteria Required Business  Criteria

Customer  References 1

#  Of  TransacBons Resell

1 Non-­‐Commission  Co-­‐sell Referral

Competency  Criteria

Oracle  Eloqua  MarkeBng  Cloud  Service  2013    Sales  Specialist 2

Oracle  Eloqua  MarkeBng  Cloud  Service  2013  PreSales  Specialist 2

Oracle  Eloqua  MarkeBng  Cloud  Service  2013  ImplementaBon  Specialist 2

Oracle | Eloqua Marketing Cloud Service Knowledge Zone - Join Now!

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Welcome  

Varies  48  Hours   180  Days  90  Days   1  Year  270  Days  

Account  Review  

Eloqua  Success  Plan  

Support  /Community/Customer  Central  

Educa1on  

Prepara1on   Deployment  

Customer  User(s),  Eloqua  Pro  Serve/Support  Customer  Decision  Makers,  User(s)  

Customer  User(s)  Customer  Decision  Maker,  User(s),  Eloqua  Acct  Mgmt  

Proac1ve  Check-­‐Ins  (cadence  depends  on  your  Eloqua  subscrip1on)  

Account  Management  Plan  Progression  Plan  Development  System  Setup  

Your first year with Eloqua

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Timeline

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Marketing Automation Engagements

Assessments  

Marke1ng  Strategy  

Campaign  Strategy  Technology  

Repor1ng  

Marketing Automation provides an excellent entry point for a number of service engagements as a result of selling the software.

Drive more sales

Reduce costs of

leads

Increase opportunities –

number and quality

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SOCIAL  

SERVICE  

SALES  

CONTENT  

MARKETING  CLOUD  

COMMERCE  

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Check out our partners and programs online!

Eloqua Partner Page:

http://www.eloqua.com/partners/

OPN Eloqua Knowledge Zone: http://www.oracle.com/partners/en/knowledge-zone/applications/

eloqua-marketing-cloud-service-1927410.html

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