2. Current Business Environment
• Eloqua – Marketing automation
platform
• Purpose – Business benefit (business
growth, cost reduction, etc.)
• Marketing automation adoption –
generally increasing
• Adoption – technically, organizationally
and politically difficult
• Competitive advantage – using full
potential of marketing automation
2 Vanessa Bright
3. Marketing Automation Opportunity
Sales/Marketing Processes
Sales Marketing General Efficiency
Save Time Target Better Do More
Setup Infrastructure and Resources
Program support from Management, Marketing, Sales, and IT
3 Vanessa Bright
4. Sales - Saving Time
Eloqua Profiler
Alerts Your prospect is
visiting web site
NOW!
>>
Eloqua Engage
Lead Scoring
4 Vanessa Bright
5. Sales - Saving Time Success Factors
Eloqua Platform Business Process
• Alerts • Sales adoption
• Eloqua Profiler • Sales adoption
• Eloqua Engage • Buyer personas definition
• Messaging based on persona’s stage
in the buying cycle
• Design resources
• Lead Scoring • Marketing and sales alignment
• Universal lead definition
• Sales adoption
• Eloqua consultancy assistance
• CRM-side development resources
5 Vanessa Bright
10. General Efficiency – Do More
Automation Welcome
campaigns
Renewal
reminders
Testing new opportunities
Events
invitations
Data
cleansing
10 Vanessa Bright
11. General Efficiency – Doing More Success Factors
Eloqua Platform Business Process
• Automation • General marketing collaboration
• Clear business objectives and
prioritization
• Initial time investment
• Design/development resources
• Consultant services budget
• Testing new opportunities • Organizational culture
• Training resources
• Continuous time investment
11 Vanessa Bright
13. Eloqua for Business: Best Practice
• Review business processes and update if needed
Sales/Marketing Processes
Sales Marketing General Efficiency
Save Time Target Better Do More
Setup Infrastructure and Resources
13 Vanessa Bright