How to Conquer the World with Marketing Automation

Conquering The World and BeyondRising Star Track

Stuart WheldonStuart WheldonSr. Director Customer Success & Strategy | EMEA & APAC | Eloqua

Key Takeaways To Expect

1. High level understanding of global deliverability and compliance

2. At least 3 Campaign and Data Management Best Practices you can implement in your instance of Eloqua

3. Insight into the opportunities and challenges of marketing in two important international economies – China & Germany

Agenda

1. Overview of Eloqua Internationally 2. Deliverability & Compliance3. Data Management Best Practices4. Campaign Management Best Practices5. China – the land of opportunity?6. Germany – reaching your target audience7. Q&A

About Me

JAN 02 JAN 06

APR 04 SEP 07

EMEA Overview

APAC Overview

EMEA/APAC Customers

2010 International Partner Ecosystem

V

DELIVERABILITY & COMPLIANCEPart 1

Global Deliverability Rate (2H09)

Source - The Global Email Deliverability Benchmark Report, 2H 2009 by ReturnPath

Deliverability by US/EU Countries


The Deliverability Issue

>13% of your emails will not reach will not reach your recipients inbox in EMEA and APAC


FACT: Email that gets blocked or junkeddoesn’t get a click. No click, no revenue.

Spam takes many forms so it’s hard to tell who’s who!

How can you help ISPs know you’re one of the good guys?

Reputation is the keyis the key

Benefits of High Deliverability

Inquiries 2,0004%

Emails Delivered 1% to Inquiry

Emails Sent 73 Sender Score

200,000

220,000

Inquiries 1,8004%

Emails Delivered 1% to Inquiry

Emails Sent 73 Sender Score

180,000

220,000

COMPETITION

Model = $200K Average Deal Size

MQL

SAL

SQL

Wins

54%

53%

26%

80

43

23

6

1.2 Million1.2 Million

Con

vers

ion

Rat

es MQL

SAL

SQL

Wins

54%

53%

26%

72

39

21

5

1.0 Million1.0 Million

Con

vers

ion

Rat

es

So how can Eloqua

HELP!?

Digital Body Language

Drives cleaner leads to website

Drives cleaner leads to websiteWho opened? Who clicked? Where?Who’s active in email? Who’s not?What’s most important to them?Segmentation and relevancyNurtureIntegrationDeliverability PLUS+

Sender Score

Sender Score is a credit score “Reputation”

What is Sender Score based on?– Complaints– Bounce Rate (Hard, Block, – Bounce Rate (Hard, Block,

Blacklisting)– Volumes– Spamtraps

“90% of delivery issues are related to senders behaviors and NOT content”– George Bilbrey, Return Path

Test - Make sure content is legible

ReturnPath Certification

Bypass content filtersImages turned on by defaultNo hourly throttling limits

Increased inbox placement = more revenue!

To Opt-in or Not to Opt-in?

National privacy or data protection law in place

Other significant privacy laws in place

*Courtesy of the IAPP

Emerging privacy or data protection laws

Additional data protection laws in place

Summary - Getting to the Inbox

DATA MANAGEMENT BEST PRACTICES

Part 2

Data Management Best Practices

Your campaign is only as good as your data

Names don’t always mean the same thing

country code

Opt-in

Opt-out

Don’t forget country code

job titlepostal code

Opt-in

Build your forms with multiple countries in mind


International Form Examples – SmartExchange Template


Utilise Program Builder to automate building of preferred language contact groups

Keeps segments up-to-

Automate Language SegmentationComing soon as a SmartExchange Template

Keeps segments up-to-date automatically

Preference ManagementLet users tell you what they want



Data Washing Machine + InternationalAvailable in Customer Central and soon in SmartExchange

CAMPAIGN MANAGEMENT BEST PRACTICES

Part 3

Campaign Management Best Practices

Central Europe uses a formal greeting structure

In Japan, remember to add “–san” after the name

Always address by last name not first in China

Salutation – Use Eloqua ADC rules to automate


HTML versus Plain TextIn Japan text emails work better than HTMLFocus on offer to maximise clicksTest test test!

Promote global aspects of your offering

Promote global aspects of your offering where possible!

Understand special delivery requirements in certain countries<ADV> in Singapore & <AD> in China


In Asia it can be easier to build a mobile list than email listTypical SMS open rates are around 70%Best Practice: SMS works great for events, alerts and time sensitive promotions

84% UK businesses agree both DM & email has a purpose>50% prefer to be contacted by both DM and onlineBest Practice: Use DM for high value segments

Non-email campaigns can be more effective in some markets

*SMS source Dialogue Marketing | DM source Royal Mail

When Should I Localise?

CHINATHE LAND OF OPPORTUNITY?

Part 3

China – The Land of Opportunity?

900 Million TV viewers- Only 10% have enough disposable income to buy form the ads

900 Million TV viewers- Only 10% have enough disposable income to buy form the ads

form the adsform the ads

Source CNNIC


805 MM Mobile users -60.5% of the population –lower fees and 3G coverage driving adoption

805 MM Mobile users -60.5% of the population –lower fees and 3G coverage driving adoption

driving adoptiondriving adoption

Source CNNIC


420 Million Internet Users - 364 Million have 420 Million Internet Users - 364 Million have

Users - 364 Million have access to Broadband - 30%primarily use for social networking only - 19% use email –4% of users are business managers

Users - 364 Million have access to Broadband - 30%primarily use for social networking only - 19% use email –4% of users are business managers

Source CNNIC


155 Million access the 155 Million access the

internet via mobile devices – fastest growing access channel – desktop and laptop access decreasing -

internet via mobile devices – fastest growing access channel – desktop and laptop access decreasing -

Source CNNIC


Target certain segments with SMS campaignsGo social - Advertise in social networks to access the massive online populationIn certain situations, advertise in social games to reach target audience

Experiment with different channels to learn what works


What about email…. can email still work? – YES! But…

B2B email can still be successful in major Chinese markets (Hong Kong, Shanghai, Beijing, Guangzhou)– Many businesses don’t let employees use the internet at work– Shared email addresses are common in the workplace– Shared email addresses are common in the workplace– Tier 4 & 5 cities can be difficult to reach via email – use SMS– Some businesses still rely on fax to reach prospects

Remember the Great China Firewall!


When used in a targeted manner email can be an effective channel to help drive revenue

• 7000 net new contacts• 350 event attendees• 41 opportunities generated• $4,761,200 USD in new pipeline• $904,950 USD in closed business • 1293% ROMI

GERMANYREACHING DECISION MAKERS

Part 3

Germany – Reaching Decision Makers

Xing is much more effective in GermanyEmail works but ensure you have opt-inDM is a great way to reach decision makersMust ask for opt-in when connecting visitor data with contact information

• > 10 Million Members• > 4 Million in DACH• 33% companies >1000

employees• 34% in managerial rolesvisitor data with contact information

Consult your legal team to see if you must complyEVERY BUSINESS IS DIFFERENT

• 34% in managerial roles• Newsletter Stats

– 45k DACH subscribers– 34% open rate– 24% click through rate

Key Takeaways

1. High level understanding of global deliverability and compliance

2. At least 3 Campaign and Data Management Best Practices you can implement in your instance of Eloqua

3. Insight into the opportunities and challenges of marketing in two important international economies – China & Germany

Thank youmerci - - - danke - - dzikuj

Business

How to Conquer the World with Marketing Automation