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Customer Success Plan

Customer Success Plan. Presented by: Chad Horenfeldt March 23rd, 2010. Marketing Today - Build Relationships. $. Acquisition. Retention. Development. Measured & Managed Cost-Effectively. The Demand Generation Levers. Success Plan.

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Customer Success Plan

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  1. Customer Success Plan Presented by: Chad Horenfeldt March 23rd, 2010

  2. Marketing Today - Build Relationships $ Acquisition Retention Development Measured & Managed Cost-Effectively

  3. The Demand Generation Levers

  4. Success Plan • Provides a guide to develop “what’s next” recommendations

  5. Demand Lifecycle™ Stages of Maturity

  6. Success Plan Questionnaire • What are your top 2-3 company goals? • Generate Revenue • Understanding how our product is being consumed & how they benefit from it. • Improve Productivity (through automation & programs) • What are your top 2-3 marketing goals? • Increase conversion rate from FreeList to Paid Member • Fine tune email frequency, timing and content • Elevate brand perception beyond our current style • Break away from batch & blast with our sales campaigns • Improve/Expand Online Marketing • What are your top 2-3 marketing challenges? • Having difficulty breaking away from our traditional marketing initiatives • Making the transition from reporting performance of segments based on Months to a rolling / automated format. • List segmentation and creation is a difficult process (We don't have enough information from our audience in the db).

  7. Self Assessment

  8. Your Recommended Path to Success ONGOINGTASKS Benchmark Metrics & Reporting for trending High Campaign ROI Tracking Monitor email deliverability Modify lead nurturing content Track email frequency Track campaign success Progressive Profiling List Segmentation CMO Dashboards Track Lead Source (query strings Welcome Program for Net New Contacts Priority Custom Dashboards + Reports Re-Engagement Campaign New Eloqua Filters Nurture “rejected” Leads Adding RSS feeds to email Tag web Content Send emails based on Behavior Social Media Tracking Social Media links in email A/B Email Testing Dynamic Email Content Data Cleansing Low Low Time Commitmentfor Implementation High Home

  9. Recommended Path

  10. Get trained to make full use of Eloqua Training Options Eloqua is a powerful tool that is best used by those who have taken training. Free Training • Eloqua’s Training Portal has interactive videos & documentation • Weekly 1 hour sessions with a live trainer via web conference Paid Training • 101 (fundamentals) and other course-style training • Custom remote training via web conference – sold in 4 hours blocks • Custom onsite training – minimum 1 day

  11. Free Subscribers – Obtain More Information • Capture interest up front or via a subsequent follow up email (Progressive Profiling)

  12. Take Advantage of New Filters • Look at segmenting based on interest and behavior

  13. Welcome Program for New Subscribers • Add social media links to this email • Create a 2-3 welcome program for new subscribers

  14. Add Social Media Links to Articles • Get more out of emails by linking to social media • Use Eloqua’s social media tracking

  15. Tools for Your Success

  16. Tools for your Success Back to the Success Plan Eloqua’s Support network: • Customer Success Toolbox provides topics you can subscribe to based on your Success Plan. • Local Success Tours give clients the opportunity to network with other Eloqua users to share ideas, challenges and successes. • Customer Central is a forum for marketers to post comments and questions, related to Eloqua or not. • Annual International User Conference(October) • Unlimited free online trainingwith a live Trainer • 24/5 Product SupportPhone response time averaging ~1 minute • Dedicated Customer Success Manager Helps you plan based on your specific goals and challenges. • Eloqua online resources

  17. Tools for your Success Back to Tools for your Success • Eloqua Success Toolbox: Subscribe to topics based on your Success Plan. Receive 2-4 emails on each topic. • http://knowledge.eloqua.com Allows you to access all information from an email series at one time or you can wait for the emails

  18. Tools for your Success Back to Tools for your Success • Success Tours give clients the opportunity to network with other Eloqua users to share ideas, challenges and successes. • http://user.eloqua.com

  19. Tools for your Success Back to Tools for your Success • Annual International User Conference (October 2010) • http://www.eloquaexperience.com

  20. Tools for your Success: Portal • Customer Central & Training Portal • Knowledge base available on Customer Central • Training accessible via Customer Central • Training modules qualified by product level (i.e. Lite, Express, Team and Enterprise) • Plus more FREE online and weekly training available….

  21. Tools for your Success: Support Back to Tools for your Success • Search within Customer Central • 24/5 Product Support • Call in or Submit Case

  22. Who Should You Call? • Your Customer Success Team is here to help guide your marketing strategy. We can help you understand where you should go next and what you can do to increase the results of your campaigns. • If you’re thinking about building a Lead Nurturing program and you’re not sure where to start or who to target, or if you’d like to hear examples of how other customers have created a lead nurturing program, call your Customer Success Manager. • The Eloqua Support Team is available to answer your day-to-day how-to questions. They can help you understand where to click or what option you should choose while you’re in the application. • If you’re building a lead nurturing program but you’re not sure where to connect an email in program builder or how to add a personalized signature, call the Support Team.

  23. Tools for your success: Find us Online • Finding Eloqua Online: • Each forum where Eloqua users congregate is used in a different way, so browse through a few of them, join a group or two, and start meeting other Eloqua users in your area or around the world. • List of forums - http://eloqua.blogspot.com/2009/03/finding-eloqua-online.html • Some examples: • Anything Goes Marketing– http://anythinggoesmarketing.blogspot.com/ • Cloud Talk - http://www.ebizq.net/blogs/cloudtalk/ • Deliverability - http://blog.deliverability.com/ • Digital Body Language - http://digitalbodylanguage.blogspot.com/ • Eloqua Artisan - http://eloqua.blogspot.com/ • Marketing Insights - http://marketinginsights.eloqua.com/ • Eloqua on Twitter – http://twitter.com/eloqua • Eloqua LinkedIn Group - http://www.linkedin.com/groups?gid=1146807

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