oraclecloudintegrateanddocusigndeckv0-141111192612-conversion-gate02
- 1. Making Media + Third-Party Data Part of Your Oracle Marketing Cloud Meagen Eisenberg VP Customer Marketing, DocuSign Scott Vaughan CMO, Integrate November 6, 2014 © 2014 Integrate.com
- 2. Today’s Agenda 2 Integrating Media + 3rd Party Data with Oracle Marketing Cloud © 2014 Integrate | www.integrate.com • The standardization + automation of demand gen • DocuSign’s demand gen/acquisition approach • Solving data quality, velocity + integration challenges • Optimization via connecting media and data to systems + processes • Typical Process vs. Integrated Process + who benefits • Simple integration with Oracle Marketing Cloud • Getting started
- 3. Marketing’s Clear Mandate 3 Create Happy Customers, Sales Pipeline + ROI © 2014 Integrate | www.integrate.com CUSTOMERS SALES PIPELINE MARKETING ROI
- 4. The March to Automate Full Funnel 4 Demand Gen is STILL Manual © 2014 Integrate | www.integrate.com
- 5. Focus Shifts from Quantity to Quality 5 But What About Data Accuracy? © 2014 Integrate | www.integrate.com
- 6. The Data Challenge with 3rd Party Media 6 Disconnected Processes, Data & Low Tech © 2014 Integrate | www.integrate.com
- 7. Standardizing + Automating Demand Gen 7 How to Harness the Power of 3rd Party Data © 2014 Integrate | www.integrate.com
- 8. Harness the power of third-party and media data Meagen Eisenberg - VP, Customer Marketing @meisenberg @DocuSign
- 9. The DocuSign Opportunity 9© 2014 Integrate | www.integrate.com
- 10. Challenges with Standard Lead Gen Campaigns 10© 2014 Integrate | www.integrate.com Slow to Get Lists from Media / 3rd Party Providers Bad Data + Wasted Resources No Real-Time Optimization; High Cost Per Opp
- 11. BEFORE: Media Automation + Data Integration DocuSign Marketing + Sales Systems Campaign Management Media Partner Management Optimize on Lead Analytics from Media Investment Manual Data Delivery No Data Validation Slow Program Optimization LEGEND Media Sources Marketing Tasks / Processes Marketing Tech System Primary Roadblock 11© 2014 Integrate | www.integrate.com
- 12. The Opportunity: Focus on Data Quality + Speed 12© 2014 Integrate | www.integrate.com Integrate Platform Ensures Data Quality + Velocity: Accuracy: Verify data is valid + accurate from media partners Speed: Deliver accurate, actionable data for Sales to follow up and into Oracle Eloqua nurture tracks faster
- 13. Data Validation Before Data Sent to Oracle 13© 2014 Integrate | www.integrate.com 20% of Leads Blocked and Replaced, Reducing Effective Cost Per Lead (eCPL) 0.4% 1.0% 5.0% 5.0% 11.0% 21.0% 21.0% 35.0% 0% 5% 10% 15% 20% 25% 30% 35% 40% Country not valid Invalid Phone Invalid Format Duplicate Email Invalid Address Missing Field Invalid Email Invalid Value Reasons for Blocked Leads
- 14. The Opportunity: Optimize Media Investment by Closing the Loop 14© 2014 Integrate | www.integrate.com
- 15. Real-Time Optimization 15© 2014 Integrate | www.integrate.com Improving Campaign Results, Return on Media Spend Vertical Campaigns: Media Partner Conversion Rates Cost per Opportunity 56% Decrease in Cost per Opportunity
- 16. AFTER: Automated, Closed-Loop Integration Oracle Eloqua 16© 2014 Integrate | www.integrate.com • Data is automatically validated, normalized + delivered to Oracle Eloqua • Conversation-to-opportunity rate is easily reported back to optimize program results DocuSign Marketing + Sales Systems Measurement + ROI Analysis Campaign + Media Partner Management Data Validation + Standardization Automated Lead Delivery Program Optimization LEGEND Media Sources Marketing Tasks / Processes Marketing Tech System Integrate Software Solved Roadblock Closed-Loop Operations
- 17. DocuSign Partnership with Integrate 17© 2014 Integrate | www.integrate.com Save Time: Get broader access to multiple media + prospect sources effectively Automate: Automatic importation of prospect data into Oracle Eloqua systems for sales follow-up, qualifying + nurturing Get Clean Data + Speed: Data governance validates prospect data for accuracy + completeness before being sent to Sales + Oracle Eloqua Optimize: Measure media performance to drive cost down, better media partners and access to more channels
- 19. DocuSign is NOT Alone 19© 2014 Integrate | www.integrate.com The March to Standardize + Automate Demand Gen
- 20. Who Benefits from Automated Demand Gen? 20© 2014 Integrate | www.integrate.com Everyone Involved in the Process CMO Campaign StrategistData / Analytics Demand GenMarketing Ops Media Exec Your Customers Sales
- 21. The Typical Process 21© 2014 Integrate | www.integrate.com Manual, Slow + Fragmented
- 22. The Integrated Process 22© 2014 Integrate | www.integrate.com Automated, Connected + Efficient
- 23. Integrating with Oracle Marketing Cloud 23© 2014 Integrate | www.integrate.com It’s Simple to Post In + Close the Loop Post In: Automate lead + data delivery to increase lead velocity. 1. Locate Oracle Eloqua form 2. Retrieve HTML field names from Eloqua form 3. Map HTML field names from Eloqua to Integrate 4. Create a custom Integrate field that maps to an Eloqua HTML field name Post Out: Close the loop via CloudConnector to measure + optimize. 1. Create the Eloqua Cloud Connector Form Submit 2. Confirm Contact Data 3. Test the Connection 4. Confirm LeadID was updated
- 24. Getting Started – Automating Demand Gen 24© 2014 Integrate | www.integrate.com Standardize the way you work with all your third-party media and data sources Automate campaign and media partner management for time and efficiency Increase data quality with governance before it hits your Oracle Marketing Cloud Improve Lead Velocity – time from source to nurture Close the loop to optimize performance + measure ROI
- 25. Q & A Meagen Eisenberg VP Customer Marketing, DocuSign Scott Vaughan CMO, Integrate © 2014 Integrate.com