Marketing Transformation: Implementing Eloqua at an Enterprise Company
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The document discusses the necessity of marketing transformation for B2B marketers, focusing on the implementation of Eloqua as a single solution to enhance customer journeys while improving operational efficiency. It highlights the benefits of automation, such as increased productivity, higher conversion rates, and improved data quality and security. Key takeaways emphasize the importance of a unified vision, executive support, and the role of professional services in driving successful transformation efforts.
Marketing Transformation: Implementing Eloqua at an Enterprise Company
- 2. AGENDA Starting Your Marketing Transformation Building to Scale Data Quality and Security Building a Support Model
- 3. Alp Mimaroglu MarketingTechnologist@ • Eloqua Marketing Luminary • Eloqua with 5+ Companies @alpmimar www.linkedin.com/in/alpmimar alp_mimaroglu@symantec.com ABOUT ME
- 4. 85% of B2B marketers using marketing automation platforms in 2014 feel that they’re NOT using them to their full potential. Statistics Source = SiriusDecisions
- 5. What do you think of when you think of “ “Marketing Transformation?
- 6. MARKETING TRANSFORMATION VISION Marketing Vision is to equip marketers to improve customer journeys while becoming operationally efficient. “ “
- 8. BACKGROUND MARKETING AUTOMATION PROJECT Many Disparate Marketing Tools Costly to Manage Limit Capabilities Not Fully Effective and Generating Fewer Leads Lower ROI
- 9. PREVIOUS TOOLSET Manual Marketing Lead Gen inconsistent process and less leads generated Prospect and suspect focused Data fragmentation Inconsistent success measurement Single-channel approach with a focus on acquisition.
- 10. The Need A single solution that would deliver on the objectives above while also providing key capabilities
- 11. COMMUNICATIONS STRATEGY DESIRE KNOWLEDGEAWARENESS REINFORCEMENTABILITY
- 12. Act-On 4.6% Eloqua 26.0% Unica 9.0% Silverpop 11.0% Pardot 17.4% Marketo 21.0% Hubspot 11.0% MARKETING AUTOMATION MARKET - BY CUSTOMER REVENUE IS A LEADER IN MARKET SHARE Statistics Source = VentureBeat
- 13. SYMANTEC SELECTS ELOQUA Better Customer Journey Marketing Oracle Can Provide Cost Efficiencies Improved ROI Eloqua is a Leader in Gartner Quadrant Improved Sales and Marketing Alignment
- 14. WITH ELOQUA
- 15. POST ELOQUA RESULTS • Eloqua implementation scaling across teams • More marketing “automation” • Improved productivity • Higher conversion rates and increased qualified leads • Cash savings by shutdown and consolidating
- 17. Building A Support Model
- 20. GOVERNANCE
- 21. 10+ Eloqua Certified and 100+ Eloqua Users Successful MAP Implementation Streamlined Support Processes Enablement of Marketing Team BUILDING YOUR TEAM OF EXPERTS-Results
- 23. BUILDING TO SCALE－Possible Approaches Build 2,300 individual landing pages Use JavaScript to do Dynamic Content 2,300
- 24. Symantec OLD Trialware Buyer Journey Low Conversion Rates 6 Landing Pages and ~23 Required Fields
- 25. Symantec NEW Trialware Buyer Journey Higher Conversion Rates 2 Landing Pages and ~10 Required Fields
- 26. Symantec Trialware Technical Setup 2,300 Landing Pages Reduced to 1 Master Dynamic Page ?pid=EN_BKPEXEC&cid=70150000000djY5AAI&q=1.2.3.4&w=nam_en_bkpexec
- 27. BUILDING TO SCALE－Results Scalable Dynamic Content Shutting Down of Legacy Technology Consolidate and Automate Drastic Conversion Rate Increase
- 29. DATA QUALITY AND SECURITY Improved Data Quality Contact Data Security REQUIREMENTS
- 30. ELOQUA SOLUTION Automated Contact Washing Machine Automated Contact Level Security
- 31. DATA QUALITY AND SECURITY－Results Improved Customer Journey and Nurturing Many Business Units Living in Eloqua Together Improved Targeting, Segmentation, Messaging High Security Standards on Contact Data
- 33. TODAY’S TAKEAWAYS Workforce with shared vision and executive sponsorship drives transformation Prioritization is very important to build a transformation Eloqua’s Professional Services and Account Managers Can Help Find Opportunities to Consolidate and Automate
- 34. DON’T LEAVE THE FERRARI IN THE GARAGE
Editor's Notes
- #3: NEED EDIT
- #6: ----- Meeting Notes (10/10/15 14:12) ----- most of you VS most people
- #7: Our marketing technology transformation vision is to equip marketers with data and applications that can be used to improve customer journeys — to gain trust, build relationships, and develop lifelong customers, while simplifying the tech stack and becoming operationally efficient.
- #10: Conversion rate went up.
- #14: We did extensive research before buying the new marketing automation tool, we evaluated all the vendors and lined up tools capabilities and b
- #17: Take about how we about how we are always optimizing and improving and marketing transformation. Implementing Marketing Automation at Enterprise is an Marathon and not a sprint. A Phased Launch Approach allows you to review, adapt enhance with each new process you automate. ***Picture to show long journey --- continuing always be optimizing and improving, as new features come out, Eloqua launches new features every 6 weeks, so new features to be captilized From Slide 14 - http://www.slideshare.net/paulreverett/o2-eloqua-marketing-automation
- #18: Talk about doing it all over. And what I would do better or different than how I did the last implementation. 1-2 slides what we have done.
- #20: Next slide about internal help, who do I need internally for this to successfully. IT, change agent, global demand center leadership. Regional demand center, IT / Marketing Project Managers
- #27: Go more concept driven versus technical. Talk through 1st line but not much in technical details
- #28: Cons
- #31: Not just marketing automation but also data automation and cleansing. High Level Quick, quick what we did.
- #32: Go into details to crystallize results. CLS- different business units are able to live in eloqua without affects each other with high security standards. The wrong contacts do not get marketed to. Because of CWS we have cleaner data.