Nurturing isn’t just for leads or prospects; it can be highly effective for customers as well! See how Ariba and Accelent Consulting were able to combine the power of Eloqua with their own SaaS product to send customer communications that include behavior tracking, customer usage data, split testing, messaging segmentation and more. All messages are delivered at just the right time triggered by customer activity, and include upsell/cross-sell language for other products or services. --- Presenters: Geo Catano, Senior Manager, Demand Generation, Ariba Zee Zdravko Jeremic, Principal, Accelent Consulting Location: Eloqua Experience 2012 Orlando, Florida November 8, 2012

1. Customer Lifecycle Nurturing and
Eloqua: Like Peanut Butter and Jelly
Geo Catano & Zee Jeremic
Sr Demand Gen Mgr & Principal Consultant
Ariba & Accelent

2. About Me
• Geo Catano
• Senior Demand Gen Manager: Ariba Network &
Discovery
• gcatano@ariba.com
• Managed Eloqua projects for 2 years
• Once held a grenade while detained by the
military police of Colombia
#EE12

3. What you are going to learn: Two simple
ideas, and one detailed one
1. Go beyond lead nurture and into Customer
Nurture.
• It’s not as hard as you might think…you may be 80%
of the way there
1. You need data, but how do you get it?
2. The details
• How to pull data from other non-CRM systems
• How to use datacards to drive
#EE12

4. About Ariba, an SAP Company
• Ariba…just joined the SAP family of
companies
• Leader in cloud-based commerce solutions
featuring the world’s largest business
commerce network. Buyers Sellers
• Annual revenues: $530 million*
• 5 million paying subscribers from 60,000
companies
• Two-sided business model targeting: $319B
• Global 2000 buyers
• Global 10 million sellers
• $319 B in annual transaction
#EE12
*FY12 guidance

5. We’ve Been Building to This for Over a
Decade
Ariba Network Growth (2000 – 2012YTD)
Number of
Registered Members (1)
$319Bn
$$$ Transaction Volume 730,000+
$202Bn
$135Bn
$112Bn 700,000+
$108Bn
$99Bn 427,868
$101Bn 351,394
$43Bn
$59Bn $74Bn
179,872
200,305
289,482
$21Bn
$0.6Bn $2Bn
121,017
44,081 77,246
2,665 15,918
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 YTD
Registered Members Includes Discovery.

6. Simple idea #1: Customer Nurture
Pre-Sales Repeat Customers Evangelists
• Welcome Cross sell
• Quick start guides • You looked at this, you might be
• Welcome from rep interested in that
• Engage Upgrade
• Best Practice guides • Usage thresholds
• Tips from piers • Promotions, discount offers, etc
• Key milestone messages • Welcome tracks (once upgraded)
• Success Notes Renewals
• Success metrics

7. Simple idea # 2: Data, Data Every where
• Leverage your existing investment and
expertise
• Customers are giving you data
• Look for internal sources of data
• Find who owns that data and work
with them to export it
• Simple CSV file will do
#EE12

8. Our Challenge – Overview
11 languages
Data generated by Cloud Product
• Supports key Cloud subscription business through
marketing notifications.
• Three nurture plus six upgrade touches for customers
who have crossed the freemium threshold
• Eleven languages
• All done MANUALLY
#EE12

9. Our Challenge – Costs
Four primary costs
1. Third party vendor campaign set up costs
2. Third party email distribution costs
3. Customer support calls to answer questions about
incorrect notifications
4. Team’s time managing lists and coordinating with third
party vendor
#EE12

10. About Me – Zee
• Zee Jeremic
• Principal Systems Consultant
• @jeremicz
• zee@accelentconsulting.com
• 5+ years experience with Eloqua
• Visited 46 US states by car (missing just the N-
NW corner of Montana, Idaho, and Dakotas)
#EE12

11. Our Solution – Customer Lifecycle Nurture
- 3 Welcome Emails
- 67 Upgrade Emails
- Customer Data
- Usage Data
- Language Routing - Behaviour Data
- 11 Email Send
- Admin Program
Data Cards
#EE12

12. Our Solution – Fully Automated
Data populated into Excel,
posted on SFTP server
Data
Emails
67 emails
automatically
Store in Data Cards to enable
deploy supporting
multiple notifications for
11 languages and
Data Cards different invoices, save
Data Cards Contact fields
time zones
Programs
Series of programs build to route
#EE12 data and support notifications

13. Here’s How We Used Eloqua
#EE12

14. Create Emails (6 emails across 11 languages)
#EE12

15. Get the Data (CSV or Excel will do)
• Create an automated Excel file ~30 fields for
routing, send trigger and field merges
• Automatically posted on SFTP server daily with
updates and new data
#EE12

16. Automate Excel Import through SFTP
• Eloqua automatically
imports the file
• Fields mapped
• Automation triggered
#EE12

17. Define Data Card Set and Fields
#EE12

18. Programs Drive Automation (Routing)
• Routing for language and time zone communication
#EE12

19. Programs Drive Automation (Send)
• Check eligibility and deploy in language and time zone
#EE12

20. Programs Drive Automation (Admin)
• Assign business unit, control other communication
#EE12

21. Automated Customer Lifecycle Nurture
• Drive high engagement – timing, personalization
#EE12

22. Our Results
• $60K in costs, poof, gone!
• Cost associated with vendor and email distribution costs
• Five day list lags, poof gone!
• Reduced list lag (data pull to mail send) from as much as 5
days to minutes.
• Two days of team’s time wasted monthly, poof gone!
• Time it took for team to manage vendors, get and transfer
lists, respond to manual errors
• Better customer experience…Lo and behold!
• Notifications delivered in customers time zone, less errors
higher deliverability (not yet measured)
#EE12

23. Do This Next
• What are your milestones
• What data houses that information?
• CRM
• Support systems
• ERP, backend systems
• Product
• Is nurturing being done manually?
• How much does that cost
• Leverage YOUR expertise and your company’s
investment
#EE12

24. Thank You
• Geo Catano
gcatano@ariba.com
• Zee Jeremic
zee@accelentconsulting.com
#EE12