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
Global Deliverability Rate (2H09)
Source - The Global Email Deliverability Benchmark Report, 2H 2009 by ReturnPath
Deliverability by US/EU Countries
Source - The Global Email Deliverability Benchmark Report, 2H 2009 by ReturnPath
The Deliverability Issue
>13% of your emails will not reach will not reach your recipients inbox in EMEA and APAC
Source - The Global Email Deliverability Benchmark Report, 2H 2009 by ReturnPath
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
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
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
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
Data Management Best Practices
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
Data Management Best Practices
Data Washing Machine + InternationalAvailable in Customer Central and soon in SmartExchange
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
Campaign Management Best Practices
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
Campaign Management Best Practices
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
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
China – The Land of Opportunity?
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
China – The Land of Opportunity?
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
China – The Land of Opportunity?
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
China – The Land of Opportunity?
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
China – The Land of Opportunity?
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!
China – The Land of Opportunity?
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
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