Building Customer-Centric Systems: Lead Lifecycle Management in Oracle Eloqua

Building Customer-Centric Systems: Lead Lifecycle Management in Oracle Eloqua presented by Meg Goetsch, Director, Marketing Automation and Operations, MongoDB at the Modern Marketing Experience in Las Vegas on Thursday, April 28, 2016 in Room 318 at 9:00 a.m. – 9:45 a.m.

Is your team struggling to take the buying stages you dreamed out in PowerPoint and translate them into your systems and marketing campaigns? MongoDB can track the buying stage for every lead in its database because the company built a lead lifecycle management system directly into Oracle Eloqua and its CRM system.
Join us for an overview of the technical aspects of implementing such a system and the organizational changes involved in rolling it out. You’ll learn about:
• The innovative marketing practices—such as tailored upsell email campaigns and comprehensive nurture programs for every stage of the buying cycle—that MongoDB has implemented with the system.
• How to set up funnel reporting and velocity metrics to keep your marketing team moving in the right direction.
• How aligning your marketing efforts towards the customer buying stage allows for a better relationship to the sales organization and more won opportunities.

Transcript

1. Building Customer-Centric Systems Lead Lifecycle Management in Oracle Eloqua
2. Meg Goetsch Director of Marketing Operations @meggoetsch
3. MongoDB, the company behind the database for giant ideas
4. Housekeeping Lead Lifecycle Technical Implementation Results
5. MongoDB’s Goal • Targeted messaging • Alignment to sales process • Accurate reporting
6. What is a Lead Lifecycle?
7. SirusDecisions Demand Waterfall
8. How to Define your Lead Lifecycle
9. Marketing Sales $$ Sales Generated Inbound/Outbound Leads Have a basic idea of your funnel Marketing Qualified Threshold Nurtured
10. PROCESS AUDIT Get a sense of your sales landscape • What is the sales process in your CRM? Are the stages easy to identify and define?
11. PROCESS AUDIT Get a sense of your marketing landscape • Does marketing align with those stages or are they using their own definitions? How are they using those stages?
12. Historically at MongoDB Pre-Believer Pre-Buyer Buyer
13. Remarket Anonymous Inquiry Marketing Qualified Lead Sales Accepted Lead Sales Qualified Lead Sales Qualified Opportunity Closed-Won MongoDB’s Waterfall Lost Rejected No Longer at Company A raw response or hand-raiser to an outbound marketing program; relatively little is known about the prospect at this point. A lead – by way of definition and service- level agreement – that is deemed “ready” for sales to work. A lead that has been formally accepted by sales; when this occurs, the SDR is compelled to work the lead in a given time frame. SQL = Early Stage Opportunity created by SDR for sales rep to advance in pipeline. SQO = Opportunity; A lead that has evolved into an opportunity, one that is deemed “pipeline quality” by the organization. An opportunity that has come to fruition = A customer. A lead that has been contacted by sales and is not ready to have a sales conversation. Sent back to marketing for further nurturing. Lost is an opportunity that has not come to fruition. Sent back to marketing for further nurturing. A lead that has been contacted by sales and rejected as an unsellable prospect (competitor, student, junk lead, etc...). A lead that sales attempted to contact and realized that they are no longer at the company. Lead is unknown to the system.
14. Never Forget the End User is Sales
15. Technical Implementation in Eloqua
16. Buyer’s Journey in Systems Active buying journey Not actively w/ sales Inquiry Marketing Qualified Lead Sales Accepted Lead Sales Qualified Lead Sales Qualified Opportunity Remarket Rejected Lost Customer
17. Lifecycle Assignment Workflow New contact engagement Lifecycle Stage Assignment Program CRM Integration Program Lead Scoring / Normalization
18. Build a Lifecycle Stage Assignment Program
19. 19 Example Stage Assignment Configuration
20. Sales - Marketing Handoffs Sales Set Statuses: Sales Accepted Lead Sales Qualified Lead Sales Qualified Opportunity Remarket Rejected No longer with company MAP Set Statuses Inquiry Marketing Qualified Lead CRM Set Statuses Sales Qualified Opportunity Closed – Won Lost
21. Innovative Marketing Practices
22. 1. Easy Segmentation
23. 2. Tiered Nurture System I. Customer II. Active with Sales III.Pre-Buyer IV.Pre-Believer
24. 3. Targeted Upsell Campaigns
25. Funnel Reporting
26. Inquiry MQL SAL SQL SQO Closed Anonymous “Remarket” • Velocity • Conversion Rates (%) • Volume MongoDB’s Waterfall
27. Funnel Reporting Inquiry = Net New to System and no activity MQL = Marketing qualified lead (reach score threshold or triggered) SAL = Sales Accepted Lead = Sales has picked up the lead SQL = Sales Qualified Lead = Opportunity created in “Discovery” stage omitted SQO = Sales Qualified Opportunity - Opportunity is past omitted stage Customer = Opportunity is Closed Won
28. 28 Campaign Reporting
29. Sales & Marketing Relationship
30. Better Communication • Easy feedback • Quickly iterate • Support sales
31. Key Takeaways • Timely and targeted messaging to prospects • Dynamic lead management system • Marketing and Sales alignment • Simplified analytics
32. Questions? @meggoetsch, meg@mongodb.com