Aligning Sales and Marketing to Drive Revenue Growth

2. Aligning Sales and Marketing to Drive Revenue Growth Dan AllisThomson ReutersMarketing Systems Manager

3. About Me • Dan Allis • Marketing Systems Manager, Thomson Reuters • Eloqua User 3+ years Top 100 @Dan_Allis linkedin.com/in/danallis

4. About Me • Avid Biker • This Saturday:150-mile bike ride

5. About Thomson Reuters • Leading source of intelligent information • 60,000 employees in more than 100 countries • 2012 Revenue: US $12.9 Billion

6. Program Agenda • Automating lead capture • Marketing for sales enablement • Sending the right leads to sales • Automating programs • Reporting on results

7. Automating Lead Capture

8. Why Automate Lead Capture? • Increase lead volume • Improved user experience • Standardize and improve collected data • Reduce form abandonment

9. Automating Lead Capture Four Approaches • Gated forms • Progressive profiling forms • Blind submit forms • Page tagging

10. LONGER FORM REQUESTED CONTENT REQUESTED CONTENT REQUESTED CONTENT VERIFY FORM EMAIL ONLY FORM Gated Forms Workflow Filled out form before? Gated form cookie? Yes Yes No No

11. Gated Forms Examples Short Form: Long Form: 33% increase in leads generated!

12. Blind Submit Forms • Identify a contact by their email address and submits the form on their behalf • Makes email clicks actionable • Increased leads from newsletter by 75%!

13. Progressive Profiling • Progressive Profiling is a method of using forms to capture lead data gradually.Benefits include: • Collect more profile data over time • Improve data accuracy • Reduce form abandonment

14. Progressive Profiling Examples

15. Page Tagging A Way To Make Web Visits Actionable This information can be used to: • Enrich Lead Scores • Enhance Personalization • Indentify product interests

16. Sales & Marketing:Speaking the Same Language

17. Agree on Lead Definitions • What is a: • Prospect An individual who has expressed an interest in us, and/or shows ability and likelihood to do business with us, and for whom we have contact information • Lead Target universe of potential customers who meet product / service segmentation criteria

18. Buyer Personas • Create buyer personas to: • Indentify Targets • Improve Segmentation • Choose Relevant Content

19. Define Lead Funnel Stages Demand Generation Generating Inquiries thru Inbound & Outbound activities Marketing Captured Lead (MCL) Inquiry is validated and determined nurture-ready Marketing Qualified Lead (MQL) Lead score merits Sales assignment Sales Qualified Lead (SQL) Sales qualifies Lead with BANT Opportunity New Sale Opportunity is ‘Closed/Won’

20. Sending the right leads to Sales

21. Sending the Right Leads to Sales Lead Scoring • Agreement with Sales and Marketing on the handoff of leads • Agreement with Sales and Marketing on the readiness of leads • Prioritizes leads with best revenue potential • Flag leads that aren’t a good fit • Enables process alignment with Sales and Marketing

22. Co-Dynamic Lead Scoring Co-Dynamic Lead Scoring: Profile Fit and Engagement • Profile Fit: is this the right person based on our buyer personas? are they likely to buy from us?provided by or about the prospect e.g. Job title, Industry segment. • Engagement: are they showing the right level of interest? how have they engaged with us so fare.g. Web-site visits, whitepaper downloads,e-mail opens and click throughs?

23. Co-Dynamic Lead Scoring - Examples C2PressDownload Trial A2CEODownloaded Sales SheetsB1 • ManagerAttended Tradeshow D4BikerVisited Webpage

24. Lead Scoring Pilot Start small and test • Get feedback from Sales on Scoring criteria • Send Sales all leads with lead ratings • Have pilot team evaluate lead scoring:

25. Lead Scoring Pilot (continued) Analyze the results of pilot, make adjustments

26. Route Leads based on Lead Scores Jake Smith,Brand Manager opened email + browsed website = C3 (low score) John Smith,Patent Attorney clicked on email + visited tradeshow booth + requested a trial= B1 (high score) Marketing qualified:send to Sales Not qualified:nurture by Marketing

27. Automating Programs:Creating Nurture Tracks

28. Benefits of Nurturing Leads No response left behind • Generate more sales ready leads • Maintain the conversation • Move the conversation forward for sales • Accelerate the conversation toward buying decisions • Address buyer concerns / (info buyer?) • Improve lead quality • Shorten sales cycle

29. Example Nurture Track Week 4: Demo offer Week 3: Product video: Week 2: Case study Week 1: White paper

30. Empower Sales with Lead Nurturing Second Chance Program Give sales the option to add leads to second chance programs:

31. Marketing Tools for Sales

32. Nurturing Programs for Sales Renewals • Email customers well before their renewal date • Send notifications to sales reps

33. Nurturing Programs for Customer Satisfaction • Onboarding: Increase user adoption with training emails • Survey customers for their feedback • Manage Trial Programs Our on-boarding program has increased take up of new user accounts from 66% to 80%

34. Eloqua for Sales - Discover Make it easier for sales to identify and track leads

35. Eloqua for Sales - Profiler Focus conversations on the leads interest

36. Eloqua for Sales - Engage Enable Sales to send consistent and branded messages

37. Reporting on Results

38. Define Lead Funnel Stages Conversion Rates Demand Generation Generating Inquiries thru Inbound & Outbound activities Marketing Captured Lead (MCL) Inquiry is validated and determined nurture-ready 15% Marketing Qualified Lead (MQL) Lead score merits Sales assignment New Business conversion rate is 40% above B2B Averages! * 59% Sales Qualified Lead (SQL) Sales qualifies Lead with BANT * Sirius Decisions 21% 26% Opportunity 35% New Sale Opportunity is ‘Closed/Won’

39. Overall Results

40. About the Markie Eloqua’s award to celebrate and recognize excellent marketing

41. Markie Winner

42. Key Take Aways • Automate forms – gated, blind, progressive • Score leads – only send high scored leads to sales • Create programs – nurture, onboarding, renewals • Reporting – single point of truth

43. Thank You @Dan_Allis linkedin.com/in/danallis