cast iron for eloqua
DESCRIPTION
TRANSCRIPT
How to UseCloud Integration to
Turbo-Charge Eloqua
Agenda
Why Integrate Eloqua?
Case Studies
Q&A
Why Integrate Eloqua?
Collaboration
SFA
Data Services
Data Stores
ERP
Integration Maximizes Eloqua’s Value
Data Stores
ERP
Hottest Leads
Attendees
Orders
Data Validation &Enrichment
Lists
SFA
Data ServicesCollaboration
Common Integration Scenarios
SynchronizeSynchronize
HomeGrown
2MigrateMigrate
Legacy CRM App
1ExtractExtract
3
Cast Iron Systems
Buzz
... The two most interesting features are the speed of integration and the ease of connectivity…
… will play a critical part in the growth, acceleration & acceptance of SaaS.
Recent Awards
Corporate Facts
Cast Iron Cloud Integration PlatformIntegration Maximizes Value of Cloud Investments
Case Study: Siemens
Case Study : Siemens
Collaboration
SFA
Data Services
Data Stores
ERP
Business Problems
Competing Technologies
Needed to enable bi-directional flow of leads and defined data fields between Eloqua and salesforce.com
Sophisticated campaign association
Data synch + custom internal biz processes
Establish field-ready Marketing Qualified Lead delivery flow to Sales in salesforce.com
Needed all data to be cleansed and enriched using Harte-Hanks
Needed sales & marketing reports to reflect pre-qualified and qualified leads
Picture here
Custom code
Siemens PLM: Division of One of The World’s Largest Manufacturing CompaniesSiemens PLM: Division of One of The World’s Largest Manufacturing Companies
10©2010 Cast Iron Systems, an IBM Company • Confidential
Custom CodeCustom Code
Case Study
Solution
Projected Results
Cast Iron Integration Platform used for real-time, bi-directional integration between Eloqua and salesforce.com
Eloqua Contacts and Company exported to salesforce.comSalesforce.com Contacts Accounts, Opportunities and Campaigns exported to Eloqua
Cleansed sales and marketing reports reflect pre-qualified and qualified leads
Integration in daysGreater visibility in Eloqua = more rapid adoption by marketing communityEliminate manual, error-prone processes
Integration in DaysIntegration in Days
11©2010 Cast Iron Systems, an IBM Company • Confidential
Picture hereCustom CodeCustom Code
Case Study
Business Problems
Competing Technologies
Needed to create holistic lead nurturing process by integrating Eloqua with salesforce.com and automated calling system1. Campaign: automatically assign leads to
nurturing campaigns and contact
2. Score: bubble hottest leads to the top through lead scoring
3. Call: top leads go into automated calling system
Picture here
Custom code
Cast Iron Systems: The #1 Cloud Integration CompanyCast Iron Systems: The #1 Cloud Integration Company
12©2010 Cast Iron Systems, an IBM Company • Confidential
Custom CodeCustom Code
Case Study
AutomatedCalling System
Solution
Results
Cast Iron Integration Platform used for integration between Eloqua, salesforce.com, and automated calling system
Leads are automatically assigned to nurturing campaigns and contactedSalesforce.com synchronized with automated calling system each night so the top leads are ready and waiting for the Telesales team each morning
Integration in daysGenerate double the number of qualified opportunitiesSales cycle from 8 months to 3 monthsNo increase in Inside Sales staff
Integration in DaysIntegration in Days
13©2010 Cast Iron Systems, an IBM Company • Confidential
Picture hereCustom CodeCustom Code
Case Study
AutomatedCalling System
Behind the Scenes atCast Iron Systems
The “Deal Gen” MachineOnline Directories
Telesales
Google Search
Whitepapers
Webinars
Public Relations
Online Newsletters
Executive Breakfasts
Special Events
Tradeshows
Online Visibility
Website The “Deal Generation” Process
The ProblemOnline Directories
Telesales
Google Search
Whitepapers
Webinars
Public Relations
Online Newsletters
Executive Breakfasts
Special Events
Tradeshows
Online Visibility
Website
Fall O
ut
Fall O
ut
The Solution - NurtureOnline Directories
Telesales
Google Search
Whitepapers
Webinars
Public Relations
Online Newsletters
Executive Breakfasts
Special Events
Tradeshows
Online Visibility
Website
Fall O
ut
Fall O
ut
Nurture
What we tried
Sending “emails” from Salesforce.comSending “emails” from blasting tools
GotMarketing, Vertical Response, Exact TargetSending emails on a regular scheduleCreating great offers
The ResultsA lot of emails / spamLittle insight into hottest prospects
Real Nurturing: Campaign, Score, Call
Online Directories
Telesales
Google Search
Whitepapers
Webinars
Public Relations
Online Newsletters
Executive Breakfasts
Special Events
Tradeshows
Online Visibility
Website
Fall O
ut
Fall O
ut
Nurture
Real Nurturing: Campaign, Score, Call
Hottest leads bubble to the top through lead scoring
2. Score
Leads are automatically assigned to nurturing campaigns and contacted
1. Campaign
Top 300 leads go into automated calling system
3. Call
Trade ShowsWhitepapers
WebsiteGoogle Search
WebinarsCast Iron Cloud2™
Cast Iron Cloud2™
1. Campaign
Define campaign goalsCreate messaging strategyDevelop campaign flowWrite copy & build micrositeTest Campaign and timelines Watch for interest indicators Tune CampaignContinue to score until qualified
Email 1Email 1
7 days7 days
Email 2Email 2
Direct Mail 3Direct Mail 3
14 days14 days
Campaigning Drives Activity
Which Drives Lead Scoring
Lead Scoring Drives CallingResult: we Only Call Buyers
Dashboards show each Sales Rep their hottest leads each day
• Telesales calls only the hottest leads• Telesales calls only the hottest leads
The Bottom Line
BenefitsWe only speak to our hottest prospectsHot prospects convert to Qualified OpportunitiesSales loves hot prospects and qualified opportunities
ResultsGenerate double the number of Qualified Opp’sSales cycle has gone from 7 months to 2 monthsNo increase in Inside Sales staff
What we learned
Must agree what “strong interest” looks likeAttending corporate webinars, forwarding emails, repeat web visits to detailed product description pages
Agree with Sales what defines a “great lead”Current project, 0-6 months timeframe, budget, championBad leads removed: geography, 1-man-bands etc
Clearly identify your target marketUSA/EMEA/APAC, Midmarket, using Software-as-a-Service, Director of Apps
Inside Sales will tell you whether or not it’s workingExpect a lot of tweaking to your lead scoring system for the first few months
What’s next for our Eloqua implementation?
What’s Next? WebEx Integration
?
We need customer order info to drive cross-/up-sell
campaigns
?
We need to push hottest leads to SFA
?
We need to import lists from my
customer analysis system
?We need to validate and enhance my
contact information
Collaboration
SFA
Data Services
Data Stores
ERP
WebEx Integration
The ProblemCurrently a manual processUsing WebEx for the confirmation and reminder emailsLose our “branded” look; painful with co-branded partner programs
The SolutionRegister within EloquaTrigger “branded” confirmation and reminder emails within EloquaEloqua integration for registration info with WebEx in real timePost webinar, WebEx pass data to EloquaClean the data, post it into the right contact group, etc.Trigger the post event emailsAll appropriate data updated automatically in the CRM system
WebEx Integration
Create an Integration Template
Agenda
Why Integrate Eloqua?
Case Studies
Q&A
Thank you!