4. Integration Maximizes Eloqua’s Value
Data Stores
ERP
Hottest Leads
Attendees
Orders
Data Validation &
Enrichment
Lists
SFA
Data ServicesCollaboration
6. Cast Iron Systems
Buzz
... The two most interesting features are the speed
of integration and the ease of connectivity…
… will play a critical part in the growth, acceleration
& acceptance of SaaS.
Recent Awards
Corporate Facts
7. Cast Iron Cloud Integration Platform
Integration Maximizes Value of Cloud Investments
15. The “Deal Gen” Machine
Online Directories
Telesales
Google Search
Whitepapers
Webinars
Public Relations
Online Newsletters
Executive Breakfasts
Special Events
Tradeshows
Online Visibility
Website
The “Deal Generation” Process
16. The Problem
Online Directories
Telesales
Google Search
Whitepapers
Webinars
Public Relations
Online Newsletters
Executive Breakfasts
Special Events
Tradeshows
Online Visibility
Website
FallOut
FallOut
17. The Solution - Nurture
Online Directories
Telesales
Google Search
Whitepapers
Webinars
Public Relations
Online Newsletters
Executive Breakfasts
Special Events
Tradeshows
Online Visibility
Website
FallOut
FallOut
Nurture
18. What we tried
Sending “emails” from Salesforce.com
Sending “emails” from blasting tools
GotMarketing, Vertical Response, Exact Target
Sending emails on a regular schedule
Creating great offers
The Results
A lot of emails / spam
Little insight into hottest prospects
19. Real Nurturing: Campaign, Score, Call
Online Directories
Telesales
Google Search
Whitepapers
Webinars
Public Relations
Online Newsletters
Executive Breakfasts
Special Events
Tradeshows
Online Visibility
Website
FallOut
FallOut
Nurture
20. Real Nurturing: Campaign, Score, Call
Hottest leads bubble to the top
through lead scoring
2. Score
Leads are automatically assigned to
nurturing campaigns and contacted
1. Campaign
Top 300 leads go into
automated calling system
3. Call
Trade Shows
Whitepapers
Website
Google Search
Webinars
Cast Iron Cloud2™
Cast Iron Cloud2™
21. 1. Campaign
Define campaign goals
Create messaging strategy
Develop campaign flow
Write copy & build microsite
Test Campaign and timelines
Watch for interest indicators
Tune Campaign
Continue to score until qualified
Email 1Email 1
7 days7 days
Email 2Email 2
Direct Mail 3Direct Mail 3
14 days14 days
24. Lead Scoring Drives Calling
Result: we Only Call Buyers
Dashboards show each Sales Rep their
hottest leads each day
• Telesales calls only the hottest leads
25. The Bottom Line
Benefits
We only speak to our hottest prospects
Hot prospects convert to Qualified Opportunities
Sales loves hot prospects and qualified
opportunities
Results
Generate double the number of Qualified Opp’s
Sales cycle has gone from 7 months to 2 months
No increase in Inside Sales staff
26. What we learned
Must agree what “strong interest” looks like
Attending corporate webinars, forwarding emails, repeat web
visits to detailed product description pages
Agree with Sales what defines a “great lead”
Current project, 0-6 months timeframe, budget, champion
Bad leads removed: geography, 1-man-bands etc
Clearly identify your target market
USA/EMEA/APAC, Midmarket, using Software-as-a-Service,
Director of Apps
Inside Sales will tell you whether or not it’s working
Expect a lot of tweaking to your lead scoring system for the first
few months
28. What’s Next? WebEx Integration
?
We need customer order
info to drive cross-/up-sell
campaigns
?
We need to
push hottest
leads to SFA
?
We need to import
lists from my
customer analysis
system
?
We need to
validate and
enhance my
contact
information
Collaboration
SFA
Data Services
Data Stores
ERP
29. WebEx Integration
The Problem
Currently a manual process
Using WebEx for the confirmation and reminder emails
Lose our “branded” look; painful with co-branded partner programs
The Solution
Register within Eloqua
Trigger “branded” confirmation and reminder emails within Eloqua
Eloqua integration for registration info with WebEx in real time
Post webinar, WebEx pass data to Eloqua
Clean the data, post it into the right contact group, etc.
Trigger the post event emails
All appropriate data updated automatically in the CRM system
Now that we have a good view of your company’s current integration needs, I’d like to briefly highlight some relevant facts about Cast Iron as a company. Early on, we identified ourselves as the #1 Cloud integration company. We can make this assertion as we’ve been around for nearly 10 years and have established our presence as thought-leaders in cloud integration– pioneering strategies and technology for SaaS and Cloud integration with specific emphasis and focus on speed and simplicity. We often use the tagline “integration in days” because we have many case studies and proof points where we have done just that. In total, we have thousands of customer integrations, successfully connecting cloud and on-premise applications Our success in solving these integration issues has led to consistent growth as a company, in no small part due to our satisfied customer base– evident in our retention rate of 96% (as well as 92% customer satisfaction). The speed, simplicity and effectiveness of our solution has resonated within the analyst community. And our technology itself is recognized as a best-in-class solution by a number of awards; all of which you can view on our website in detail. So, now that we’ve shown Cast Iron the company as an established, recognized leader in integration, let’s take a look at the solution itself.
Once the need for integrating two key systems, such as their CRM and ERP applications, they realize there are a number of other applications in their enterprise which may have dependencies and effects on their data, such as billing, inventory or even a database containing all master data. While these applications may not be accessible to the front-office user community, they may be an integral part of some key business processes and responsible for a high load of back-office processing.
Let me take a moment to highlight this specific example with Siemens, as it is relevant to the current challenges you are facing. Simens Power Transmission and Distribution is a division of their global manufacturing organization. SAP was their ERP system in place, but the sales team was using SFDC, which meant key business information was being isolated in two disparate systems. In other words, the sales team did not have access to invoices, orders and other line-items as the information was not being updated into SFDC on a daily basis. As a result, in their own words, the business processes involving their CRM and ERP were not harmonized. So, they needed their sales team to have access and visibility into key information to aid them in their sales cycle. The challenge was identified, and next they needed to evaluate a solution. They looked at custom coding a connection between SFDC and SAP. But it was quickly assessed that any solution involving custom code would need to involve an unreasonable amount of maintenance and resources given the complexity of their organization. Their IT decided they would much rather designate their resources to more strategic projects than simple maintenance and support of a home-grown solution.
Let me take a moment to highlight this specific example with Siemens, as it is relevant to the current challenges you are facing. Simens Power Transmission and Distribution is a division of their global manufacturing organization. SAP was their ERP system in place, but the sales team was using SFDC, which meant key business information was being isolated in two disparate systems. In other words, the sales team did not have access to invoices, orders and other line-items as the information was not being updated into SFDC on a daily basis. As a result, in their own words, the business processes involving their CRM and ERP were not harmonized. So, they needed their sales team to have access and visibility into key information to aid them in their sales cycle. The challenge was identified, and next they needed to evaluate a solution. They looked at custom coding a connection between SFDC and SAP. But it was quickly assessed that any solution involving custom code would need to involve an unreasonable amount of maintenance and resources given the complexity of their organization. Their IT decided they would much rather designate their resources to more strategic projects than simple maintenance and support of a home-grown solution.
Let me take a moment to highlight this specific example with Siemens, as it is relevant to the current challenges you are facing. Simens Power Transmission and Distribution is a division of their global manufacturing organization. SAP was their ERP system in place, but the sales team was using SFDC, which meant key business information was being isolated in two disparate systems. In other words, the sales team did not have access to invoices, orders and other line-items as the information was not being updated into SFDC on a daily basis. As a result, in their own words, the business processes involving their CRM and ERP were not harmonized. So, they needed their sales team to have access and visibility into key information to aid them in their sales cycle. The challenge was identified, and next they needed to evaluate a solution. They looked at custom coding a connection between SFDC and SAP. But it was quickly assessed that any solution involving custom code would need to involve an unreasonable amount of maintenance and resources given the complexity of their organization. Their IT decided they would much rather designate their resources to more strategic projects than simple maintenance and support of a home-grown solution.
Let me take a moment to highlight this specific example with Siemens, as it is relevant to the current challenges you are facing. Simens Power Transmission and Distribution is a division of their global manufacturing organization. SAP was their ERP system in place, but the sales team was using SFDC, which meant key business information was being isolated in two disparate systems. In other words, the sales team did not have access to invoices, orders and other line-items as the information was not being updated into SFDC on a daily basis. As a result, in their own words, the business processes involving their CRM and ERP were not harmonized. So, they needed their sales team to have access and visibility into key information to aid them in their sales cycle. The challenge was identified, and next they needed to evaluate a solution. They looked at custom coding a connection between SFDC and SAP. But it was quickly assessed that any solution involving custom code would need to involve an unreasonable amount of maintenance and resources given the complexity of their organization. Their IT decided they would much rather designate their resources to more strategic projects than simple maintenance and support of a home-grown solution.
Telesales is IN HOUSE. We tried 3 times over 2 years to oursource and ended up with lots of meetings but no deals. Now have 5 In-House Telesales people : 3 Direct, 2 Partner. Would be 10 people (too expensive) without this Nurturing/scoring/calling system. That's how we justified the cost. Close Ratio’s used to be 220 leads per closed deal, now about 100:1 with 2-3 in the pipe that will close in the future
Create strategies Develop pre-planned campaigns What When How often For best quality leads, build microsites to create a more intimate conversation Pay attention and listen Watch for interest indicators Continue to score until qualified
Simon==> We also have website alerting switched on so we call prospects who are above a certain lead score who hit our website. We don't use microsites currently.
It now takes 100 leads to close a deal versus 220 before the system was in place.
There's strong agreement around qualified leads, but also non-qualified ie anyone in geographies we don’t cover like India (tons of leads/noise, no business). Very small companies 9 mom and pop shops are also not qualified.