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The Challenge

Our client is a leading international software and hardware solutions provider wanting to have marketing attributed revenue, and utilize omni-channel partner marketing, including paid search, email marketing, and trade shows for the first time.

The client wanted a bigger picture of their marketing efforts, and go beyond emails and static assets. They pursued a virtual interaction by using Ion to power an assessment that gave the audience an opportunity to provide the client feedback indicating the types of solutions and services they were seeking, and inform the client where in the buying cycle they were.

 

Useful Courses

  • B2B: Targeting
  • B2B: Engagement
  • RPM: Targeting & Segmentation
  • Fundamentals of Emails
  • B2B: System Integration

 

Goals

 

The client had modest goals for this campaign. They wanted to be able to attribute their marketing efforts to won opportunities, and ultimately, revenue. Also, the client wanted to attribute opportunities to lead sources in order to justify their ad spend for paid-partner marketing. Identifying which tactics, and sources were the most effective would allow the client to become more efficient with their ad spend, and allow them to focus on what works rather than applying their budget towards tactics that may not be as effective. These goals would allow the client's marketing department to gain the trust and confidence of the sales department, and result in stronger marketing-sales alignment.

  • See one opportunity that can be attributed to marketing efforts.
  • Validate the value of using specific paid-partner marketing tactics.

 

Benchmark

Prior to this initiative the client had a very basic approach to digital marketing. They did not  track the lead source of opportunities resulting in the inability to attribute revenue to their marketing efforts. The client's primary strategy was  batch and blast, sending a generic message to as many as people as possible. They did not incorporate segmenting or targeting to deliver the right message to the right audience at the right time. Their KPIs were built around email metrics versus opportunities and revenue contribution obtained from their marketing efforts. They had not created any true nurture programs to guide their leads and contacts along the buyer's journey to ultimately deliver Marketing Qualified Leads to their Sales teams.

 

Campaign

The campaign was an omni-channel effort that directed gathered net-new leads from trade shows/events, and existing leads from sales into nurture campaigns with the goal of the contacts filling out an ION assessment in order for the client to gain insight on what products, or services each lead indicates interest in. The result of the assessment generates a buyer readiness score that indicates where in the buyer's journey the lead currently resides. The Lead's interest and Buying Readiness information is then passed on to their SFDC.

 

Tools Used:

  • Campaign Canvas
  • Program Canvas
  • Form Report
  • Form Submit Cloud App
  • Forms
  • Email
  • Landing Pages
  • Segments
  • Shared Lists
  • Custom Data Objects
  • SFDC integration
  • ION Integration

 

Approach

 

Below is the approach utilized to achieve the client's goals:

 

Dell GSD IT Lifecycle Overview(-2.jpg

Using this omni-channel approach, our team was able to begin the process of refining their digital marketing strategy. By encompassing multiple channels, and tracking the lead source through Eloqua the client is able to differentiate and attribute revenue from each source. The contact's interest, and buyer readiness score advised the client on which nurture campaigns they should be added to, or if they should be passed directly to sales.  This also helped sales to tailor their conversation with leads based on their interests and buying readiness allowing them to create relationships and therefore convert to opportunities. Based on backtracking the opportunity's lead source and campaign membership, the client was able to justify their ad spends. With this effort, the client was able to identify sources that would produce the most marketing qualified leads, and adjust their resources accordingly for future marketing efforts.

 

Results

 

The goal of the campaign was to achieve one marketing attributed active opportunity, the results were three. The client now has a better insight to which original sources drive the best quality leads. They also are able to have better educated conversations about budgeting and marketing spend that will result in business won opportunities. To capitalize on this knowledge, the client has begun to host targeted webinars for each of their "awareness tracks," to further educate their leads on the available offerings, and encourage them to move through the pipeline. By aligning sales and marketing, there is a joint effort between both teams, and sales is now comfortable and eager to provide leads for this initiative.

 

 

The campaign process is now enhanced by this push. Marketing is able to provide training on what the leads are, when and how to follow up on them based on the assessment results obtained from the Ion assessment. Marketing now knows what messages to send, and sales knows which conversations to have based upon where the opportunities are in the buying cycle. With the Ion set up we were able to originate traffic sources for each referring page, allowing the client to better understand which banner ads drove the most qualified leads.

 

 

Is there anything you would have done differently? Or elements you would change as you go forward?

 

To further increase the value of the campaign, we would have set up a hidden field to capture the Eloqua lead source, as well as the Ion source within Eloqua for a more holistic reporting view. This would have allowed for less manual data manipulation. Currently the results within the Eloqua campaign, and the Ion campaign must be combined and formatted within a spreadsheet.

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