Customer Lifecycle Nurturing and Eloqua: Like Peanut Butter and Jelly

Geo Catano & Zee JeremicSr Demand Gen Mgr & Principal Consultant

Ariba & Accelent

#EE12

About Me

• Geo Catano• Senior Demand Gen Manager: Ariba Network &

Discovery• gcatano@ariba.com• Managed Eloqua projects for 2 years• Once held a grenade while detained by the

military police of Colombia

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What you are going to learn: Two simple ideas, and one detailed one

1. Go beyond lead nurture and into Customer Nurture. • It’s not as hard as you might think…you may be 80%

of the way there

2. You need data, but how do you get it?3. The details

• How to pull data from other non-CRM systems• How to use datacards to drive

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About Ariba, an SAP Company

• Ariba…just joined the SAP family of companies

• Leader in cloud-based commerce solutions featuring the world’s largest business commerce network.

• Annual revenues: $530 million*• 5 million paying subscribers from 60,000

companies

• Two-sided business model targeting:• Global 2000 buyers • Global 10 million sellers• $319 B in annual transaction

*FY12 guidance

SellersBuyers

$319B

We’ve Been Building to This for Over a Decade

Ariba Network Growth (2000 – 2012YTD)

Note: (1) Registered Members Includes Discovery.

2,665 15,91844,081 77,246

121,017179,872

200,305289,482

351,394

427,868

700,000+

Number ofRegistered Members (1)

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2012 YTD

Transaction Volume$$$

$0.6Bn $2Bn$21Bn

$43Bn

$74Bn$59Bn$101Bn

$99Bn$108Bn

$112Bn

$135Bn

$202Bn

$319Bn

730,000+

2011

Simple idea #1: Customer Nurture

• Welcome• Quick start guides• Welcome from rep

• Engage• Best Practice guides• Tips from piers

• Key milestone messages• Success Notes

Cross sell• You looked at this, you might be

interested in that

Upgrade• Usage thresholds• Promotions, discount offers, etc• Welcome tracks (once upgraded)

Renewals• Success metrics

Pre-Sales Repeat Customers Evangelists

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Simple idea # 2: Data, Data Every where

• Leverage your existing investment and expertise

• Customers are giving you data • Look for internal sources of data

• Find who owns that data and work with them to export it• Simple CSV file will do

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Our Challenge – Overview

• Supports key Cloud subscription business through marketing notifications.

• Three nurture plus six upgrade touches for customers who have crossed the freemium threshold

• Eleven languages• All done MANUALLY

11 languagesData generated by Cloud Product

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Our Challenge – Costs

Four primary costs1. Third party vendor campaign set up costs2. Third party email distribution costs3. Customer support calls to answer questions about

incorrect notifications4. Team’s time managing lists and coordinating with third

party vendor

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About Me – Zee

• Zee Jeremic• Principal Systems Consultant• @jeremicz• zee@accelentconsulting.com• 5+ years experience with Eloqua• Visited 46 US states by car (missing just the N-

NW corner of Montana, Idaho, and Dakotas)

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Our Solution – Customer Lifecycle Nurture

- Customer Data- Usage Data- Behaviour Data

Data Cards

- Language Routing- 11 Email Send- Admin Program

- 3 Welcome Emails- 67 Upgrade Emails

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Our Solution – Fully Automated

Data

Programs

Emails

Data CardsData Cards

Store in Data Cards to enable multiple notifications for different invoices, save Contact fields

Data populated into Excel, posted on SFTP server

Series of programs build to route data and support notifications

67 emails automatically deploy supporting 11 languages and time zones

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Here’s How We Used Eloqua

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Create Emails (6 emails across 11 languages)

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Get the Data (CSV or Excel will do)

• Create an automated Excel file ~30 fields for routing, send trigger and field merges

• Automatically posted on SFTP server daily with updates and new data

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Automate Excel Import through SFTP

• Eloqua automatically imports the file

• Fields mapped• Automation triggered

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Define Data Card Set and Fields

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Programs Drive Automation (Routing)

• Routing for language and time zone communication

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Programs Drive Automation (Send)

• Check eligibility and deploy in language and time zone

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Programs Drive Automation (Admin)

• Assign business unit, control other communication

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Automated Customer Lifecycle Nurture

• Drive high engagement – timing, personalization

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Our Results

• $60K in costs, poof, gone! • Cost associated with vendor and email distribution costs

• Five day list lags, poof gone! • Reduced list lag (data pull to mail send) from as much as 5

days to minutes.

• Two days of team’s time wasted monthly, poof gone!• Time it took for team to manage vendors, get and transfer

lists, respond to manual errors

• Better customer experience…Lo and behold!• Notifications delivered in customers time zone, less errors

higher deliverability (not yet measured)

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Do This Next

• What are your milestones• What data houses that information?

• CRM• Support systems• ERP, backend systems• Product

• Is nurturing being done manually?• How much does that cost

• Leverage YOUR expertise and your company’s investment

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Thank You

• Geo Catanogcatano@ariba.com

• Zee Jeremiczee@accelentconsulting.com