UPDATE 2012-11-15: Here’s the video recap!

Marketing Automation
Jeffrey Yee, Eloqua

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Marketing automation

Marketing Automation
Jeffrey Yee, Eloqua

leads small
list management
forms
scoring
analytics
events
challenge
-Too expensive
-Not fully used
-Not implemented correctly
-Did not address business needs

1. Focus
one thing! business need!
2. Identify
Look for what your top performers are already doing
3. Start small, then build for mass adoption
-Target the second-tier salespeople!
4. Wait patiently for the lift.
incremental improvement

Best practices from client side
Dun & Bradstreet
credit risk management sales & marketing supply risk management

1. Focus
Example
Retention trigger-based e-mail
one need
40.1% opens
13.4% click through
10% increase in retention rates
2. Identify before you automate
Focus group?
Study top performers
How are we achieving this today?
Can we automate and scale this?

Repurpose

Think linear, it’s easier that way

Get personal and add value
plaint text e-mail from sales, not marketing
3. Mass adoption (but start very small)
advocates get others on board

Look for the people who are close to their quotas:
Tier 2 segmenting your salespeople!

Have reps vet leads before adding to program

3rd party data
4. Wait patiently for the lift. Set expectations.
Ex results
-6 months
pipeline value *19%
# of yes 14%
average upsize 3%
ops won 25%

Budget 12+ months

Like low-hanging fruit
Scaling up what already works
Notes by Sacha Chua, @sachac, LivingAnAwesomeLife.com