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Top challenges solved with Marketing AutomationNicolas DracaNovember 2009,[object Object],Eloqua Experience 09 - Markie Award 2009 – Sales Impact,[object Object],Dreamforce 09 – Appy Award Nominee - Sales Cloud,[object Object]
How Marketers view Themselves,[object Object],2,[object Object]
Lead nurturing,[object Object],Sales Accepted Lead (SAL),[object Object],Sales Qualified Lead (SQL),[object Object],Implicit Score,[object Object],Click-through (CTR),[object Object],Closed business,[object Object],Organic Search,[object Object],Eloqua,[object Object],&,[object Object],Salesforce,[object Object],Best ,[object Object],Practices,[object Object],How Sales views Marketers,[object Object],3,[object Object],3,[object Object]
Current Challenge,[object Object],Marketing support to grow the pipeline,[object Object],Marketing contribution to revenue,[object Object],?,[object Object],?,[object Object],?,[object Object],?,[object Object],?,[object Object],Sales pipeline,[object Object],?,[object Object],$,[object Object],?,[object Object],$,[object Object],10%,[object Object],30%,[object Object],50%,[object Object],70%,[object Object],100%,[object Object],$,[object Object],Opportunity cycle,[object Object],Marketing Waterfall,[object Object],$,[object Object],Inquiries,[object Object],MQL,[object Object],SAL,[object Object],SQL,[object Object],Closed ,[object Object],4,[object Object]
Measure everything,[object Object],Prospects,[object Object],Leads ,[object Object],Meetings ,[object Object],Opportunity Created,[object Object],Opportunity Won,[object Object],Sales Cycle                                               100 days                                         110 days,[object Object],Conversion rate                     100 leads                20 meetings                10 Opps            2.5 Opps,[object Object],Marketing ROI                        $30 / lead              $150 /meeting            $300 /Opp          $1,200 /Opp,[object Object],Recognize business cycles,[object Object],** All data has been altered from actuals **,[object Object]
Measure everything, translate and align,[object Object],Prospects,[object Object],(Inquiries),[object Object],Leads ,[object Object],(MQL),[object Object],Meetings ,[object Object],(SAL / SQL),[object Object],Opportunity Created,[object Object],(SQL),[object Object],Opportunity Won,[object Object],(Closed),[object Object],Marketing content,[object Object],Marketing content,[object Object],Marketing content,[object Object],Phase 3: Preference,[object Object],BrandCase Studies,[object Object],Product reviewschannel,[object Object],CustomersEval,[object Object],Phase 1: Awareness,[object Object],Organic searchSocial Mediachanneladvertising,[object Object],freewarepress,[object Object],Phase 2: Consideration,[object Object],eventschannel,[object Object],Webinars demo,[object Object],bloxNews,[object Object],Understand marketing campaign impact,[object Object]
How we did it with Eloqua and Salesforce?,[object Object],LEAD SCORING AND LEAD NURTURING,[object Object],	Step 1:	We set up a lead scoring system coupled to a lead nurturing program;,[object Object],	Step 2:	We educated our Inside Sales Team and we made it simple to use;,[object Object],	Step 3:	We measured conversion rate through each step of the sales cycle;,[object Object]
Quantifiable Results - Metrics,[object Object],Leads ,[object Object],(MQL / SAL),[object Object],Opportunity Created,[object Object],(SQL),[object Object],Opportunity Won,[object Object],(Closed),[object Object],Average conversion                100 leads                  10 Opps                  2.5 Opps,[object Object],Hot Leads                                100 leads                   15 Opps                 4.1 Opps,[object Object],Cold Leads                               100 leads                    6 Opps                  0.3 Opps,[object Object],Validate proper scoring for Hot Leads,[object Object],** All data has been altered from actuals **,[object Object]
Quantifiable Results - Metrics,[object Object],Extract from CMO Dashboard,[object Object],(metrics are per work day),[object Object],Tangible marketing results: > 15% pipeline ,[object Object],Tangible marketing results: > 15% revenue,[object Object],** All data has been altered from actuals **,[object Object]
How we did it with Eloqua and Salesforce?,[object Object]
Quantifiable Results - Metrics,[object Object],Marketing corroboration of sales pipeline,[object Object]
Key Take aways,[object Object],Measure marketing investment,[object Object],Make it simple and educate,[object Object],Impact sales cycle and company revenue,[object Object],12,[object Object]
Thank youNicolas DracaMarketing Directorhttp://www.linkedin.com/in/ndraca,[object Object],13,[object Object]

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