Oracle相關(guān)文檔-Eloqua說(shuō)明書(shū)

MARKETINGAUTOMATION

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CreatingIdealCustomers:HowModernMarketingWorks

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ELOQUAMARKETINGAUTOMATION

Overview

Eloqua’splatformprovidesmarketerswithawaytotargetandsegmenttherightaudience,nurtureandscoreleadstoimproveleadgeneration,executeglobalmarketingcampaigns,andtrackandmanagecampaignperformance,includingrevenuegrowth.

Eloqua'sinnovativesolutionspowerthesuccessofaward-winningmarketingteamsworldwide.Theytargetprospects,easilyexecutecampaigns,sendleadstosalesinrealtime,convertmoredeals,anddemonstratemeasurableROI.Transformthewayyoumarketinthedigitalagewhiledeliveringanintegratedandhighlypersonalizedcustomerexperience.

Modern-LeadingModernMarketingplatformandbestpracticeexperts

Connected-Salesandmarketingprocessalignmentandsystemintegration

Proven-Provenperformanceandresultsforthecomplexenterprise

LaunchCampaignsinDays-Eloqualetsyouautomateemailandcontentmarketingprograms,streamlinetheprocesswithblueprinttemplatesandtriggercampaignsalignedtopurchasepatterns

AlignMarketingandSales–Eloqualetsyouprovidesaleswithprofilesofprospectbehaviorsandenablessaleswithaccesstoprebuiltcampaigns.Youcanemployleadscoringtoincreaseleadquality.

DriveRevenuePerformance–WithEloqua,youwillconvertmoreleads,boostsalespipelineandincreasecloserates

TargetingMoreEffectively–knowyourprospectsDigitalBodyLanguage—Getamorecompletepictureofprospects.Youcanaligncontentbycapturingdataateachinteractionfromonlinebehaviorsuchaswebsitevisits,downloads,socialnetworks,andsearches.LeverageEloquaProfilertoprovidesaleswithacommontoolthatalignsmarketingandCRMinformationtogeneratereal-timesalesactions.

Engagement

OracleEloquaCampaignCanvas—Createcampaignsindaysnotweeksusinganeasy-to-usedrag-and-dropinterfacewithoutwritinganycodeorHTML

OracleEloquaAdFocus—Mapaprospect'sonlinebehaviortodisplayadversionstoindividuallytargetandpersonalizetotherecipient

OracleEloquaSocialSuite—Curatecontentfromyourprospect'strusted

networksandtiesocialactivitiestoleads,pipeline,andevenrevenue

Conversion

SalesAlignment—Alignmarketingandsalesprocessestoboostrevenueperformanceusingprofiles,content,andengagement

OracleEloquaEngage—Enablesalesusingpre-populatedtemplateswithconsistentbrandedcontenttheycanusetonurtureandclosedeals

OracleEloquaDiscover—Givesalesaneasytounderstand,prioritizedviewofthemostengagedprospectsandaccountstoincreaseleadgenerationquality

Analytics

MarketingROI—Measuremarketingreturnoninvestmentandreportonperformancefrommajorinitiativestoindividualcampaigns

Benchmarking—MeasureyourselfagainstotherleadingModernMarketersusingcomprehensiveindustrybenchmarking

OracleEloquaInsight—Measureeverythingfromemailcampaignperformance

towebtrafficwithdashboardsandclosed-loopreportingtools

TakealookaswellonOracleMarketingCloud’swebforEloqua

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SuggestedVideo:IntegratedEloqua,OracleSalesCloud,andOracleSocialCloud

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TargetingandSegmentation

TargettheRightBuyer-ModernMarketersusetargetingandsegmentationsoftwarethatautomaticallycreatesandmanagesindividualprofilesbycapturingwebsitevisits,emailresponses,andforminformation.Viewsummariesofbehavioraldata—yourprospect’sDigitalBodyLanguage?—inmultiplewaysdependingontheaudience.

Relevance+Conversion=RevenueIt’sasimpleequation-Themoretargetedandrelevantyourmarketingcampaigns,themorepeoplewillengageandrespondandthemorerevenueyouwilldrive.Effectivetargetingstartswithcleandataandtheabilitytosegmentbasedonbothwhoyourprospectsareand

whattheydo.Maximizingmessagerelevancyimprovesleadgenerationanddecreasesnastyunsubscribes.

Buildingtheperfectlistusingdetailedcriteria

Who:Prospectjobtitleandorganizationalrole.

What:Responsestomarketingcampaignsandbehaviors.

When:Logsofwebsitevisitsandpagesviewed.

Precisemarketingsegmentationpaysoff-Targetprospectsbasedonwebsiteuserclick-streamdata.Generateconversionratesthatoutperformuntargetedbroadcastcampaignsbynearly400%.

CampaignManagement

ProvenCampaignDesignandManagementTools-CampaignmanagementsoftwaregivesModernMarketerstheblueprintstheyneedtobuildandlaunchsuccessfulcampaigns.Award-winningmarketersautomatetheprocessfromthemostbasicemailmarketingcampaignstosophisticatedevent-triggeredcontentmarketingprograms.

Easytouseandpowerful.Withintuitivemarketingautomationsoftware,thepowertonurtureprospectsandstreamlinecustomercommunicationsisatyourfingertips.Transformthewaymarketingalignstothebusinesswithstructuredintegratedprograms.

Campaigntemplatestailoredtomarketingobjectives:

FreeTrialOffers:Watchyourconversionratesgrow.

Events:Streamlinetheprocessfrominvitationtofollowup.

Customers:Triggercampaignsalignedtopurchasepatterns.

Renewals:Launchcampaignsbasedonaccountrenewaldates.

Create,measure,andrepeatsuccess.Automatemarketingcampaignstoscaleyourmarketingoperations,createbestpracticeprocesses,andoptimizeprogramsuccess.

ExampleofintuitiveUItomanagecampaigns

LeadManagement

TheSmartestLeadTechnologyintheIndustry-ModernMarketingreliesonleadmanagementsoftwaretoautomateleadscoring,assignment,andnurturing.Co-DynamicLeadScoring?fromEloquaistheindustry’smostadvancedleadqualificationtechnology.Nowyoucanrankqualifiedsalesleadsaccordingtobuyinginterest,enhanceleadquality,routehotprospectstosales,andimproveconversionrates.

Allqualifiedleadsarenotcreatedequal.It'suptomarketingtoensurethatonlythebestmarketingleadsgetpassedtosales.Automaticallyrankyourleadsaccordingtoprospectfitandengagementsosalescanfocusonthosewiththehighestprobabilitytoclose.

Leadscoringisamust-haveforwell-performingmarketingteams.

Improvecampaignconversionrates.

Closemoredealsbyboostingsalesefficiency.

Buildahealthypipelinetorevenue.

Leadqualitydrivesrevenue.

Captureandassignqualifiedleadssothatyoursalesteamgetstherightinformationtoconvertmoreopportunities.Alignsalesandmarketingwiththesamecriticalinsighttocloseupto30%moredeals.

InastudyoftenB2Borganizationsusingleadscoringsystems,Eloquafoundthatonaverage,closeratesincreasedby30%,companyrevenueincreasedby18%,andrevenueperdealincreased17%.

[EloquaLeadScoringSolutionGuide]

CustomerLifecycleMarketing

CreatingSuperiorCustomerExperiences.BothB2CandB2Bmarketersalikearefindingthattheabilitytocommunicatewithcustomersinaconsistent,highlyrelevantwayacrossmultiplechannelsistheessentialingredientinbuildingaprofitablelifecyclemarketingstrategy.

Customerlifecyclemarketingnurturesloyalty.ModernMarketersarereapingthebenefitsofenterprise-levelcustomerloyaltymanagementwithaone-stopshopsolutionthatofferssignificantadvantages.

Learntolovethesystem.

Customerpersonalization

Consistentcommunication

Datasegmentation

Powerfulintegration

Keeployaltytopofmindforabetterbottomline.

Whenaskedaboutmarketingpriorities,68percentofthoserespondingtoasurveyconductedbytheDemandGenReportsaidthatidentifyingtheirmostloyal/valuablecustomerswasatthetopoftheiragenda.

MarketingMeasurement

PowerfulRevenueAnalyticsandCampaignReporting.ModernMarketersneedtomeasureeverythinganddemonstratetheimpactmarketinginitiativeshaveongeneratingqualifiedsalesleadsandrevenue.

Emailmarketinganalyticsgiveyouaccesstoreportsanddashboardssoyoucanquicklyassessthesalesandmarketingfunnelonasinglemarketingplatform.

Immediatevisibilityintoperformanceandpipeline.Usethemostflexibleandpowerfulreportingpackageformarketersthatareseriousaboutmeasuringtheirbusinessimpact.Thesemarketingdashboardsandreportscanhelpguidedecisionsacrossthewholeorganization.

Seerevenue,leads,andcampaignresults.

Emailcampaignandmarketinganalysis.

SalesQualifiedLeads(SQLs).

Salesopportunitiesbyregionorproduct.

Websitetraffic,socialmedia,andblogs.

Campaignrevenueattribution.

Sharingmarketingintelligenceinsights.Marketingintelligencegiveseveryoneinsightsintocampaignperformanceimpactsonqualifiedsalesleads,pipeline,andROI.

SalesEnablement

AcceleratingtheContacttoContractProcess-ModernMarketingpoweredbymarketingautomationsoftwaregivessalesteamsanunfaircompetitiveadvantagethroughoutthesalesprocess.Marketingcanprovidetheinformationonprospect

behaviortheyneedtoclosethebusinessandtheleadgenerationtoolstoboostefficiencyand

improveresults.

Helpingsalesclosemorerevenuefaster.Marketingautomationthat’sintegratedwithCRMandconnectedtoasetofprospectintelligenceandproductivitytoolscanmakeadramaticdifferenceinsalesresults.

Armyoursalesteamwithvisibilityandinsight.

Whoarethemostengagedbuyers?

Whatwebpagesdidtheprospect

visit?

Whichsearchtermsbroughtthemtoyoursite?

Howdidtheyrespondtoyouremailcampaign?

Aretheyexploringthewebsiterightnow?

Enablesaleswithpowerfulnewcapabilities.Helpthemquicklyidentifyopportunities,engageprospectsinrelevantcommunications,andtrackwebactivitiesthroughoutthesalesandrevenuecycle.

EloquaDiscover(forS)

EloquaDiscovermaximizessalesefficiencybyprovidingaprioritizedviewofthehottest,mostengagedbuyersandhelpssalescloselymonitorandtrackkeybuyingsignals

Overview

Knowingexactlywhotocallandwhatbuyersareinterestedinisaluxurythatnotmanysalesprofessionalshave.EloquaDiscoverradicallychangesthewaysalesviewsbuyers.

Withinafewshortmoments,asalesprofessionalcanseeaprioritizedviewofthehottest,mostengagedprospectsandaccountswithintheirterritoryandeasilymonitorkeybuyingsignals.Armedwiththeinsightintowhichaccountsdeservetheirimmediateattentionbasedontheironlinebehavior,asalesprofessionalcanquicklyzeroinonanindividualprospect’sactivityandbeautomaticallyalertedwhentheyexhibitakeybuyingsignalagain.

Benefits

Prioritizethehottest,mostengagedbuyers

Acceleratethesalescycle

Increasesalesproductivityandaccesstokeybuyerbehavior

Strivingtomaximizesalesproductivity,Eloquaensuresthateverysalesprofessionalcaneasilyspottheirhottestprospectsbylookingattotalinboundactivities,accountrollupsofactivities,recentactivityandsignificantsignsofengagementcalled,“BuySignals”andthendrilldowntoexposegraphicalsummariesofbehaviorofindividualprospects;allwithinthefamiliarSinterface.

KeyFeatures

Easytounderstand,prioritizedviewofyourhottest,mostengagedprospectsandaccounts.

Customizablealertsandbuyingsignalsallowsalestokeeptabsontheirmostimportantprospects.

Intuitive,graphicalsummaryofprospectonlineactivityandbehavior.

EloquaProfiler

TheEloquaProspectProfiler?isanEloquaadd-onproductthatprovidessalesrepsandmarketersaneasywaytopreviewaprospectorcontact’srecentactivity(website,email,search,etc.)andthenquicklyevaluateboththedirectionandsignificanceoftheirinterests.AccessiblebysimplyopeningupaContactorLeadrecordintheirCRMsystem(itloadsupautomatically!),Eloquasummarizesthiswealthofbehavioraldata–yourprospects’digitalbodylanguage-inmultipleways,dependingontheaudience:

EloquaProfilerContactviewforSalesRep

FullActivityOverview–emails,formsubmissions,webpageviewsandsearch

Activity-Over-TimeDisplay–adjustdatesonallpagestoviewactivityovercustomizabletimeperiods

Hover-Over’sandDrill-Downsforeverything–keepithigh-levelordrillintodetailandassetpreviews

FocusontheMostRelevantActivityTypes–viewpagesdedicatedtometricsthatareimportanttoyou

Web-VisitorNotifications–getanemailwhenaprospectoranyonefromtheircompanyvisitsyoursite

OfflineActivitySnapshots–emailyourselfascreenshotofanyviewintheprofilerforofflinerecord

EloquaProfilergivessalesteamsfastaccesstotheirprospects’onlineactivitiesandbehaviors,givingthemkeyinsightintobuyerinterestsandintent.Inseconds,busysalesprofessionalsgetrealtimevisibilityintotheirprospects’onlineactivity—beforetheypickupthephone.Prospectprofileralsogivesthereptheabilitytoseetheemailmarketingsentoutorthelandingpagetheprospectvisited.Gonearethedaysofsalesaskingmarketingtoforwardoverthemostrecentmarketingemail.Becauseofprospectprofiler,repsaremorelikelytocallourleadscoreMQLsbecausenowtheycanseewhatactivitieswereaggregatedforaparticularleadscore.Theycanalsotellwhetheraprospecthasopenedanemailornotbeforetheycall.Nomoreofthedreaded"Didyoureceivemyemail?"questions.

EloquaEngage

Giveyoursalesteamaneasywaytosendrelevant,personalizedemailsfromanywhere-andknowexactlywho’srespondingtothem.EloquaEngageisafastandeffectiveemailtoolthatletssalesprofessionalscustomize,sendandtrackpre-builtemailtemplatesfromtheWeb,iPadandCRMsystemssuchasOracleandSalesforce.

Overview

EloquaEngagealleviatestheneedtoconstantlyre-createemailsthatarefrequentlyusedthroughoutthesalesprocessandensuresthatthesalesprofessionalisusingmarketing-approvedmessaging,brandingandcontent,allthewhilebeingabletopersonalizeandtrackeachemailtemplatesent.Availablethroughtheweb,theCRMoronaniPad,EloquaEngagemakesiteasytosendrelevant,trackableemailsonthego.

EloquaEngageforeMailmanagementwithmarketingcontenttracking

Benefits

Increasesalesproductivity–eliminatehoursspentcreatingorsearchingforemailcontent

Maintainbrandconsistencywithemailtemplates

Trackprospectresponsetoimprovesaleseffectiveness

KeyFeatures

EasilycustomizeandsendHTMLemailsfromatemplate

Personalizeandsavetemplatesforfrequentuse

Visualcuesshowyouifacontacthasunsubscribedbeforeyouevenhitsend

QuicklyreviewemailopensandclickthroughswithoutleavingEloquaEngage

EmailssentthroughEloquaEngagearecapturedinEloquaandtheCRMonthecontactrecord

EloquaEventManagement

OracleEloquaEventManagementCloudServicecanhelpsimplifyandautomateeventmarketing.Withautomatedleadgenerationandleadnurturingsoftware,OracleEloquaEventManagementCloudServicemakesexecutingalltypesofeventcommunicationsastreamlined,repeatableprocess.

Targetandinvite.Createhighlypersonalized,targetedinvitationsandremindersquicklyandeasily.

Register.Easilycaptureregistrationsandautomaticallymaintainawait-listforyourevent.

Nurtureandconvert.Increaseattendanceratesandengagementthroughautomation.

EloquaSecurityAdministrationCloudService:user,roleandassetsmanagement

Anenterprise-grademarketingplatform,OracleEloquaMarketingCloudServiceprovidescomprehensivetoolsformanagingusersecurity.Forexample,salesusersshouldhavemore-limitedaccesstotheplatformanditsassetsthanadvancedmarketingusers.Althoughthestandardsecuritygroupsaresufficientformanyorganizations,somemayneedadditionalcustomsecuritygroupstomoreeffectivelymapsystemaccesstoorganizationalroles.Andsomemayrequiremore-granularcontroloverindividualmarketingassetstoensurethatthewrongpersondoesn’taccidentallyaccessorchangeacampaignorasetting.OracleEloquaSecurityAdministrationCloudServiceprovidesnearlylimitlessflexibilityandcontrolforusersecurity.

CustomSecurityRoles

OracleEloquaMarketingCloudServicecomesstandardwithseveralcommonsecuritygroupstohelpassignapplicationpermissionstolargesetsofuserssimultaneously.Anyuserwhoisamemberofagroupinheritsitspermissions,makingsystemadministrationfastandeasy.Althoughthesestandardgroupsaretypicallysufficient,somecompaniesmayhavemore-complexorglobalorganizationalstructuresthatrequiretheutmostinflexibilityforassigninguserpermissionswithintheapplication.Inadditiontothestandardsecurityfeatures,OracleEloquaSecurityAdministrationCloudServiceenablesusersto

Createorcopycustomsecuritygroupsandrolesthatspecifywhichfeaturesandfunctionsuserscanaccess

Buildandmaintainanunlimitednumberofsecuritygroups

Assignusersasmembersofmorethanonesecuritygroupandallowtheirpermissionstobecompoundedoraddedupacrossgroups—forexample,grantingauseraccesstoexecutecampaignsbutdonothingelseintheapplicationorgrantingauseraccesstocreateandeditacontactbutnotaccessthecampaign

AccessRightsforMarketingAssets

Whereascustomsecurityrolesdictateaccesstofeaturesorfunctionswithintheapplication,accesscontrolsassignpermissionstoindividualmarketingassets.Forinstance,youmaywanttorestricttheEuropeanmarketingteamfrommakingchangestothelandingpagestheNorthAmericanteamisbuilding,andviceversa.Assetpermissionsgivemarketerstheabilitytoassignassetpermissionstospecificusersorusergroups,providingtheupmostflexibilityforaccessrights.BytakingadvantageofthesefeaturesinOracleEloquaSecurityAdministrationCloudService,youcan

Restrictaccesstoaparticularassetbyuserorusergroup(includingcustomgroups)

Assignpermissionstoanytypeofmarketingasset,includingcampaigns,segments,e-mails,forms,landingpages,headers,andfooters

Grantusersorgroupsoneofthreedifferenttypesofaccess:

View.Userscanseetheassetanduseitaspartofacampaignbutcannotmakeanychangestotheasset.

Edit.Usershavefulleditrightstomodifyanyaspectoftheasset.

Fullcontrol.Usershavefulleditpermissionsandcanalsocontrolotherusers’accesstotheasset.

OracleEloquaSecurityAdministrationCloudServiceenablesyoutoassignoneofthreeaccesstypestousersorgroups.

EloquaDataTools:customizationanddataquality

Ifyourmarketingdataisinaccurateoroutofdate,yourcampaignswillsuffer.Inaccuratelists,irrelevantoffers,andmissedopportunitiesaretheresultofpoordatahygieneanddisconnecteddatasilos.OracleEloquaDataToolsCloudServicecanhelpyouenhanceyourbuyerprofileandmaximizeyourmarketingefforts.

CustomDataObjects

Usingcustomdataobjects,marketerscanseparatelystorehighlyspecificinformationthatdoesnotneedtobeincludedincontactfieldsbecauseitisnotneededonaday-to-daybasis.

AllOracleEloquaMarketingCloudServicesubscriptionsincludetheabilitytosynchronizethisdatafromyourCRMsystemintocustomdataobjectslinkedtoyourcontactsandcompanieswithinyourOracleEloquamarketingautomationplatform.Thisprocesshelpsimproveyoursegmentationofdatasuchasproductpurchasehistoryandopportunitystatus.

WiththeenhancedfunctionalityavailableinOracleEloquaDataToolsCloudService,youalsohavetheabilitytoimportanyexternaldatatobeusedforadvancedsegmentationofcontactsandpersonalizationofcontent.Thesetoolsaredesignedtostoredatainaone-to-manyrelationshipwithcontactsorcompanieswheresuchdataisrelevantformarketingefforts.Thisprocesshelpsyouimproveyoursegmentationstrategyandsupportthedeliveryoftherightcontenttotherightpeopleattherighttime

AdvancedDataTools

Oracle’sadvancedinlinedatacleansingandvalidationtoolshelpyouaugment,standardize,andnormalizedatatoensuresegmentationandpersonalizationaccuracyanddramaticallyimproveleadscoringresults.Youcanusedatatoolstovalidate,match,deduplicate,andupdatethevaluesinyourdatarecords.OracleEloquaDataToolsCloudServiceincludesthefollowingtoolsforcleansingandnormalizingyourdata:

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