Download pdf - Integrating Third Party Data With Oracle Marketing Cloud

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


CUSTOMERS SALES PIPELINE MARKETING ROI

The March to Automate Full Funnel

4

Demand Gen is STILL Manual


Focus Shifts from Quantity to Quality

5

But What About Data Accuracy?


The Data Challenge with 3rd Party Media

6

Disconnected Processes, Data & Low Tech


Standardizing + Automating Demand Gen

7

How to Harness the Power of 3rd Party Data


Harness the power of third-party and media dataMeagen Eisenberg - VP, Customer Marketing@meisenberg @DocuSign

The DocuSign Opportunity

9© 2014 Integrate | www.integrate.com

Challenges with Standard Lead Gen

Campaigns


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


The Opportunity:

Focus on Data Quality + Speed


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


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


Real-Time Optimization


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


• 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


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


The March to Standardize + Automate Demand Gen

Who Benefits from Automated Demand Gen?


Everyone Involved in the Process

CMO

Campaign StrategistData / Analytics

Demand GenMarketing Ops Media Exec

Your

CustomersSales

The Typical Process


Manual, Slow + Fragmented

The Integrated Process


Automated, Connected + Efficient

Integrating with Oracle Marketing Cloud


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


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