Info

Establishment of new features and processes to support marketing automation for Verdantis.

Business Challenge

The company was facing challenges to measure its digital marketing efforts, keep up with Campaign volume and meet the needs of the business with their existing marketing tools. The need of the hour was also a Lead Management capability to support marketing activities.

The decision was made to switch to Oracle’s Eloqua marketing automation solution, but the challenges in doing so included:

  • Accurately integrating with Salesforce CRM system to ensure lead, contact, campaign, campaign members, and custom data sources-maintained alignment.
  • Migrating existing data from multiples sources of data, including existing email subscription preferences.
  • Visitor Tracking to develop a better picture of behavior and visitor interest on their web property.
  • Balancing the demands of serving varying needs across multiple business units.
  • The current existing platform did not provide cross-channel communications.

Solution

Planned and delivered a seamless transition and replacement of current platform while also expanding and improving current capabilities. Captured requirements and priorities; aligned to Eloqua capabilities to replace and improve upon existing capabilities.

Integration: Integrated Eloqua with Salesforce CRM for bi-directional data transfer like user activities, email interactions, forms submitted, web and landing page visits.

Tracking: Deployed Eloqua asynchronous tracking-scripts, in collaboration with client, on most-likely user interaction points on client’s website to track browsing behavior and interactions.

Lead Management: Developed a lead scoring model collaboratively with client marketing teams, for profiles that matched specific industries and job titles using Eloqua’s’ Explicit and Implicit data criteria functions, to determine Profile and Engagement scores respectively, to deliver actionable insights into who a prospect is, where the visitors fits and based on online behavior; visitor Interest.

Data and Segmentation: Utilized data tools and program builder for transition which included existing data attributes and existing email group preferences. Integrated custom objects, and built re-usable filters to improve segmentation management.

Impact

The successful transition to Eloqua and the establishment of new features and processes to support marketing automation, resulted in the following benefits:
  • Timely lead management hand-offs, updated data, and fully aligned data across leads, contacts, and campaigns resulting from Salesforce CRM integration
  • Build a fuller view of browsing behavior and help marketers build a more comprehensive picture of their prospects based on the lead scoring model
  • Improved performance measurement and tracking that allowed for the ongoing optimization of emails and landing pages
  • Improved targeting and segmentation capabilities resulting from integrations that replaced manual list management efforts