integrating third party data with oracle marketing cloud
DESCRIPTION
Marketers are investing heavily in technology in part to automate many marketing and data processes. However, the processes required to get prospect data from third-party media and offline sources into marketing automation systems are still highly manual. This wastes many marketing resources, negatively impacts data quality, and lead velocity, and makes it difficult to track return on marketing investment. Discover a simple four step process that allows you to integrate third party and offline data directly with your Oracle Eloqua in order to eliminate manual data processing, improve data quality, increase lead velocity and effectively measure ROI of campaigns, content, data source and more.TRANSCRIPT
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
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
Marketing’s Clear Mandate
3
Create Happy Customers, Sales Pipeline + ROI
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CUSTOMERS SALES PIPELINE MARKETING ROI
The March to Automate Full Funnel
4
Demand Gen is STILL Manual
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Focus Shifts from Quantity to Quality
5
But What About Data Accuracy?
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The Data Challenge with 3rd Party Media
6
Disconnected Processes, Data & Low Tech
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Standardizing + Automating Demand Gen
7
How to Harness the Power of 3rd Party Data
© 2014 Integrate | www.integrate.com
Harness the power of third-party and media dataMeagen Eisenberg - VP, Customer Marketing@meisenberg @DocuSign
The DocuSign Opportunity
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Challenges with Standard Lead Gen
Campaigns
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Slow to Get Lists
from Media / 3rd
Party Providers
Bad Data +
Wasted
Resources
No Real-Time
Optimization; High
Cost Per Opp
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
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The Opportunity:
Focus on Data Quality + Speed
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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
Data Validation Before Data Sent to Oracle
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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
The Opportunity: Optimize Media
Investment by Closing the Loop
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Real-Time Optimization
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Improving Campaign Results, Return on Media Spend
Vertical Campaigns:
Media Partner Conversion Rates
Cost per Opportunity
56% Decrease in
Cost per Opportunity
AFTER: Automated, Closed-Loop
Integration Oracle Eloqua
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• 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
ProgramOptimization
LEGEND
Media Sources
Marketing Tasks / Processes
Marketing Tech System
Integrate Software
Solved Roadblock
Closed-Loop Operations
DocuSign Partnership with Integrate
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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
DocuSign is NOT Alone
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The March to Standardize + Automate Demand Gen
Who Benefits from Automated Demand Gen?
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Everyone Involved in the Process
CMO
Campaign StrategistData / Analytics
Demand GenMarketing Ops Media Exec
Your
CustomersSales
The Typical Process
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Manual, Slow + Fragmented
The Integrated Process
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Automated, Connected + Efficient
Integrating with Oracle Marketing Cloud
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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
Getting Started – Automating Demand Gen
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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
Q & A
Meagen Eisenberg
VP Customer Marketing, DocuSign
Scott Vaughan
CMO, Integrate
© 2014 Integrate.com