oracle eloqua ad focus overview
TRANSCRIPT
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Know Your Customer
Eloqua!Contact
Management Profiling &
Segmentation Campaigns & Advertising
Nurturing & Scoring
Sales Intelligence
Reporting & Analytics
WHO
campaigns
events
direct mail
rewards
purchase history
web visits ads
tweets
video
search terms
likes social posts
age
gender country
company
city
device
groups
occupation
role
preference
buying stage
product
loyalty status
downloads
blogs
title
region
education
shares
advocacy level clicks
opens
impressions
mobile web social email direct
you are
you’re interested in
TRUST
WHAT
who you
advertising
target! engage! convert! analyze!
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Target the “Unknown”
Identify Capture Target Engage Convert Develop Mature Retain Reactivate
Unknown Known Responsive Prospect First Time Customer
Repeat Purchaser
Premium Customer
Inactive Customer
PROSPECT LIFECYCLE
ADVERTISING
SOCIAL / BLOG
SEARCH
CUSTOMER LIFECYCLE
?
Where Marketing Automation is Applied
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Eloqua AdFocus
ü Include display ads as part of your multi-channel marketing campaigns in Eloqua.
ü Use a lead or account’s digital body language to intelligently
inform the ad creative and personalize the copy.
ü Save money by only paying for ads that reach your key prospects, and not wasting money on unintended targets
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Lead Nurturing A Typical Example
Email Nurture Sales
Website
!Target!Engage!
Convert!analyze!
! Eloqua!
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Lead Nurturing Effectiveness
Email Nurture Sales
Website
10% website traffic yields an email address
5-30% open rate on email
Only 5% take actions that increase lead score
!Target!Engage!
Convert!analyze!
! Eloqua!
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Challenge: Convert more visitors to prospects
Unknown visits your website and spends time on your office delivery page
Unknown goes to Google and searches for ‘organic coffee suppliers’
Unknown leaves your site
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Solution: Targeted digital advertising using AdFocus
Unknown visits Facebook and clicks your ad to get a free sample of coffee
Unknown leaves your site
Unknown becomes known when they sign up for the offer
Prospect assigned to sales for follow up
Later that day…
Convert more anonymous visitors with targeted digital advertising
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Paid Media is a Growing Channel
“Interactive display
marketing investment will
grow at a compound
annual rate of 17% in the
United States between
2012 and 2017.”
– Forrester Research
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Owned, Earned and now Paid Media All within your marketing automation platform
Owned
Earned
Paid
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Match the Best Offer to the Right Buyer
Early-stage Lead
Education Ad Campaign
Late-stage Lead Existing Customer
Buying Tools Ad Campaign
Up-sell Ad Campaign
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Let Your Competitors Pay for Bad Impressions
“67% of all ads
are served to
unintended targets”
– Demandbase
Non-Qualified Leads
“Advertisers will spend $14.28B on display ads in 2012 and yet engagement rates are at
less than 1%.” -eMarketer
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Add Contacts Based on DBL to Target Groups
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Map Target Groups to Ad Provider Audiences
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How the Magic Happens
Add scripts to track visitors that come to
your site
Create target groups for each ad
Continuously push visitors to ad
platform
Contact Management
Profiling & Segmentation
Campaigns & Advertising
Nurturing & Scoring
Sales Intelligence
Reporting & Analytics
Eloqua!Ad platform!
Serve targeted ad based on tracking ID
Return advertising data
Redirect customer to your website
Update DBL on unknown record
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“So happy together…”
Targeted
Generic Known Unknown
REACH
RE
LEVA
NC
E Marketing
Automation
Digital Advertising
Marketing Automation
Digital Advertising
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Contact Management
Profiling & Segmentation
Campaigns & Advertising
Nurturing & Scoring
Sales Intelligence
Reporting & Analytics
Eloqua
STANDARD! ENTERPRISE!BASIC!
Multi-City Events Add-on ✔ ✔
Advanced Lead Scoring Add-on ✔ ✔
Custom Data Support Add-on ✔ ✔
Custom Security Add-on ✔ ✔
Digital Advertising (AdFocus) Add-on ✔ ✔
Branded Domain & Dedicated IP ✔ ✔
Custom Reports & Dashboards ✔ ✔
Unlimited Usage ✔
Premier Support ✔
Multi Business Unit Database Support ✔
Pricing & Packaging