© 1999 – 2008 ALL RIGHTS RESERVED Customer Success Plan Presented by: Chad Horenfeldt March 23rd, 2010

© 1999 – 2008 ALL RIGHTS RESERVED

Customer Success Plan

Presented by: Chad Horenfeldt

March 23rd, 2010

© 1999 – 2008 ALL RIGHTS RESERVED 2HomeHomeRecommended PathRecommended Path

Marketing Today - Build Relationships

2

Measured & Managed Cost-Effectively

Acquisition

$

Retention Development


The Demand Generation Levers

3


Provides a guide to develop

“what’s next” recommendations

Success Plan

4

© 1999 – 2008 ALL RIGHTS RESERVED 5HomeHomeRecommended PathRecommended PathEloqua Best Practices: The Demand Lifecycle(TM)

Demand Lifecycle™ Stages of Maturity

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Success Plan Questionnaire

A) What are your top 2-3 company goals? • Generate Revenue • Understanding how our product is being consumed & how they benefit from it. • Improve Productivity (through automation & programs)

B) What are your top 2-3 marketing goals?• Increase conversion rate from FreeList to Paid Member • Fine tune email frequency, timing and content • Elevate brand perception beyond our current style • Break away from batch & blast with our sales campaigns • Improve/Expand Online Marketing

C) What are your top 2-3 marketing challenges? • Having difficulty breaking away from our traditional marketing initiatives • Making the transition from reporting performance of segments based on Months to

a rolling / automated format. • List segmentation and creation is a difficult process (We don't have enough

information from our audience in the db).


Self Assessment

MARKETING AREA

DESCRIPTION RATING(1-4)

Contact Management

The state of your marketing database. (i.e. Data quality, Integration with CRM )

3Notes: We aren't collecting the right / enough data and this is limiting our segmentation possibilities.

Campaign Management

The type (events, Adwords, social media etc..), frequency, and success of campaigns that you execute

1Notes: Focus is not on getting traffic to the site but converting “free members” to paid members

Lead Management

Notes: We are not currently interested in integrating our b2b lead gen process with Eloqua, and would like to focus on the more time intensive b2c side.

n/a

Marketing Effectiveness

The ability to provide and demonstrate value to sales and to the rest of your company

2Notes: The rolling / automation aspect of reporting our campaign success has yet to be established. Currently we report on the success of individual campaigns but we don't have a 40k foot view of campaign success.

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Your Recommended Path to Success

HomeHome

Time Commitment

for Implementation

Benchmark

Metrics &

Reporting for

trending

Benchmark

Metrics &

Reporting for

trending

Nurture

“rejected”

Leads

Nurture

“rejected”

Leads

New Eloqua

Filters

New Eloqua

Filters

Hig

hLo

w

HighLow

Custom

Dashboards +

Reports

Custom

Dashboards +

Reports

Dynamic

Email Content

Dynamic

Email Content

ONGOINGT

ASKS Campaign

ROI Tracking

Campaign

ROI Tracking

A/B Email

Testing

A/B Email

Testing

List

Segmentation

List

Segmentation

Welcome Program

for Net New Contacts

Welcome Program

for Net New Contacts

Data

Cleansing

Data

Cleansing

Track Lead

Source (query

strings

Track Lead

Source (query

strings

Monitor

email

deliverability

Modify lead

nurturing

content

Track email

frequency

Track

campaign

success

CMO

Dashboards

CMO

Dashboards

Tag web

Content

Tag web

Content

Contact Management

Campaign Management

Lead Management

Marketing Effectiveness

Social Media

Tracking

Social Media

Tracking

Social Media

links in email

Social Media

links in email

Re-Engagement

Campaign

Re-Engagement

Campaign

Progressive

Profiling

Progressive

Profiling

Send emails

based on

Behavior

Send emails

based on

Behavior

Adding RSS

feeds to email

Adding RSS

feeds to email


Recommended PathQ2 Objectives Business Impact StatusSet up Welcome Email in Eloqua and add in additional links to social media sites

This will help Stratfor track the impact of this email. Adding links to social media sites will increase the reach of these types of emails and increase overall response.

Capture additional information over time using progressive profiling

In order to improve segmentation, Progressive Profiling can help Stratfor obtain more information.

Consider building a welcome program

A welcome program can help new subscribers understand the benefits of communication and prevent opt-outs.

Start planning for new lead nurturing programs

Programs that include communication that is more relevant can obtain greater response and drive additional sales

Create custom dashboards Measure campaign effectiveness, better understand state of databaseSocial media tracking Better understand sources of visitorsQ3 Objectives Business Impact StatusRe-engagement program Get more out of the database, increase sales from dead contactsNew lead nurturing programs Create new programs based on new information captured (interests)Dynamic email content More relevant messagingActivity based segmentation Segmentation based on behavior to improve campaign performance and drive

lead generation. Cleanse databaseIntegrate social media and email by adding social media links

Increase list size, brand recognition

Adding RSS feed to emails (best for nurture based emails)

Improves efficiency and increases response

Q4 Objectives Business Impact Status Send emails based on behavior Real time, right time messaging Data clean up Get more out of the databaseWelcome program through Eloqua

Engage new subscribers and maintain a healthy database.


Get trained to make full use of Eloqua

Training OptionsEloqua is a powerful tool that is best used by those who have taken

training.

Free Training• Eloqua’s Training Portal has interactive videos & documentation• Weekly 1 hour sessions with a live trainer via web conference

Paid Training• 101 (fundamentals) and other course-style training• Custom remote training via web conference – sold in 4 hours blocks• Custom onsite training – minimum 1 day


Free Subscribers – Obtain More Information

• Capture interest up front or via a subsequent follow up email (Progressive Profiling)


Take Advantage of New Filters

• Look at segmenting based on interest and behavior


Welcome Program for New Subscribers

• Add social media links to this email• Create a 2-3 welcome program for new subscribers


Add Social Media Links to Articles

• Get more out of emails by linking to social media• Use Eloqua’s social media tracking


Tools for Your Success


Tools for your Success

Eloqua’s Support network:• Customer Success Toolbox provides topics you can subscribe to

based on your Success Plan.• Local Success Tours give clients the opportunity to network with

other Eloqua users to share ideas, challenges and successes.• Customer Central is a forum for marketers to post comments and

questions, related to Eloqua or not.• Annual International User Conference (October)• Unlimited free online training with a live Trainer• 24/5 Product Support Phone response time averaging ~1 minute• Dedicated Customer Success Manager Helps you plan based on

your specific goals and challenges.• Eloqua online resources

Back to the Success PlanBack to the Success Plan



• Eloqua Success Toolbox: Subscribe to topics based on your Success Plan. Receive 2-4 emails on each topic.

• http://knowledge.eloqua.com

Back to Tools for your Success


Allows you to access all

information from an email

series at one time or you

can wait for the emails



• Success Tours give clients the opportunity to network with other Eloqua users to share ideas, challenges and successes.

• http://user.eloqua.com





• Annual International User Conference (October 2010)• http://www.eloquaexperience.com




Tools for your Success: Portal

• Customer Central & Training Portal• Knowledge base available

on Customer Central• Training accessible via

Customer Central• Training modules qualified

by product level (i.e. Lite, Express, Team and Enterprise)

• Plus more FREE online and weekly training available….

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Tools for your Success: Support

• Search within Customer Central• 24/5 Product Support• Call in or Submit Case




Who Should You Call?

• Your Customer Success Team is here to help guide your marketing strategy. We can help you understand where you should go next and what you can do to increase the results of your campaigns.

> If you’re thinking about building a Lead Nurturing program and you’re not sure where to start or who to target, or if you’d like to hear examples of how other customers have created a lead nurturing program, call your Customer Success Manager.

• The Eloqua Support Team is available to answer your day-to-day how-to questions. They can help you understand where to click or what option you should choose while you’re in the application.

> If you’re building a lead nurturing program but you’re not sure where to connect an email in program builder or how to add a personalized signature, call the Support Team.


Tools for your success: Find us Online• Finding Eloqua Online:

• Each forum where Eloqua users congregate is used in a different way, so browse through a few of them, join a group or two, and start meeting other Eloqua users in your area or around the world.

• List of forums - http://eloqua.blogspot.com/2009/03/finding-eloqua-online.html

• Some examples:> Anything Goes Marketing–

http://anythinggoesmarketing.blogspot.com/> Cloud Talk - http://www.ebizq.net/blogs/cloudtalk/> Deliverability - http://blog.deliverability.com/> Digital Body Language - http://digitalbodylanguage.blogspot.com/> Eloqua Artisan - http://eloqua.blogspot.com/> Marketing Insights - http://marketinginsights.eloqua.com/> Eloqua on Twitter – http://twitter.com/eloqua > Eloqua LinkedIn Group - http://www.linkedin.com/groups?

gid=1146807

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© 1999 – 2008 ALL RIGHTS RESERVED Customer Success Plan Presented by: Chad Horenfeldt March 23rd, 2010