Presentation from the Eloqua Success Tour, 7th November 2011, Frankfurt by Matthias Rothkoegel, Engage Marketing

1. Start simple. Grow big.
How to get started with
lead nurturing & lead scoring
Matthias Rothkoegel
Engage Marketing
7.11.2011

2. Introduction
Matthias Rothkoegel
• Marketing Consultant & Owner Engage Marketing
• Eloqua Ambassador Partner (click to learn more)
• 8+ years in b2b marketing
• 5+ years Eloqua experience
• Loves to cook delicious meals and tasty lead
generation & nurturing programs
Engage Marketing
• Marketing Automation
• Lead Management
• Content Marketing
• SEO Translations
• Marketing in the Box

3. What you can expect to learn
Lead nurturing and lead scoring
are just like cooking:
You need the right
ingredients, the right technique
and experience.
And before you start cooking a fancy 4-course-
menu, you try something simple first.
This presentation shows some basic cooking
ideas for your lead scoring & lead nurturing.

4. Agenda
• Why lead nurturing?
• Why lead scoring?
• Typical challenges
• Some simple ideas
• Discussion

5. Why lead nurturing?
• Data qualification
– Enhance contact information
– Build profiles
• Welcome / introduction
– Educate contacts about your company / products
/ services
– Learn more about your contacts
• Data segmentation
– Profile contacts based on verticals, titles, interest

6. Why lead scoring?
• Measure lead quality
• Measure lead activity
• Steer your funnel
• Define segments for
nurturing campaigns
– activate non-active leads
– qualify bad quality leads
• Provide hottest leads to
sales

7. Typical challenges
• Time
• Time
• Time
• How to get started?
• Over-complicating things
• Trying to do 3 steps at once

8. Some simple ideas
Lead Nurturing
Welcome
Email
Intro 1 Intro 1
Email A Email B
Intro 2 Intro 2
Email A Email B
Intro 3 Intro 3
Email A Email B

9. Some simple ideas
Lead Scoring
Activity Quality
Done Field
nothing blank
Done Field
something not blank
Done
a lot

10. And finally…
…Your questions & ideas!
Please sent me your feedback!
Thank you!!
www.engage-marketing.de
matthias@engage-marketing.de
@mrothkoegel