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Eloqua Blog: Lead Nurturing Markie – Runner Up

Mar 23, 2020

I am going to switch tack with some more theoretical posts rather than the technical ones.  Before I begin though I feel it is appropriate to establish my credibility though in the field as a marketer. 

It was 2011 and I returned to work at Axios Systems back up in Edinburgh as a campaign manager.  The Global Marketing Manager left literally just before I got there so as the senior marketer I got the opportunity to step up to the role – which of course I loved.

Campaign wise I broke things down into three groups:

  • Events
  • Live
  • Nurture

I will focus on Events and Live another day.  Today I am going to focus on Nurture and I will share with you my exact Markie submission from 2012.

I came runner up in the Eloqua Markie awards.  The winner being Mark Emmett from Sony.  I would also like to add that everything you see here was designed and built by me.  I also want you to remember that a lot of the functionality we enjoy out of the box in Eloqua was not available and I was the first client to transition from Eloqua 9 to Eloqua 10 so I could use the brand new campaign canvas for this.

2012 Markie Submission – Best European Lead Nurturing Program

Do you have a sophisticated lead nurturing program that has measurable results? Do your programs make decisions that matter and result in actions that are compelling? Then tell us about it and you might take home the Markie.

  • Submission deadline is 4 April 2012 (no exceptions please).
  • Submit your completed form to markies@eloqua.com
  • Finalists will be announced on 27 April 2012.
  • Winners will be announced on 16 May 2012 at Eloqua Experience Europe.

Company Name:  Axios Systems

Primary Contact Name:  Greg Staunton

Primary Contact Job Title:  Marketing Campaign Manager

Describe your business:              

Axios Systems is a pioneer of both SaaS and On-Premise IT Service Management software.  Their award winning solution assyst combines deep functionality with easy flexibility It departments to deliver fast results.  Renowned for their customer focus, Axios Systems is committed to supporting their users ITSM journey.

Who was the target of your nurturing campaign? (ex: customers, inquiries, late stage prospects, etc.)

Prospects that were inactive (hadn’t opened an email, submitted a form or visited the website in 6 months) in North America, English speaking European countries and MEA. 

To identify these contacts I created a field in the database called Contacts status.  I then created a program in program builder to identify which contacts belonged to which group and then populate this field with either Active, Inactive or No Marketing.

Eloqua Lead Nurture Lead Status

When they went in to the feeder – they would first get marked as Unsure then the rules that I built kicked in and the contact would get updated accordingly.

The contact filters were all created as normal and then saved as shared filters.

Eloqua Lead Nurture Contact Filters

The filters were created using the following logic:

Contact Status – Active

Contacts that have been sent any email at least 3 times within the last six months

AND

HAD opened at least 1 email in the past six months

OR

HAD visited the website at least 1 time in the past six months

OR

HAD visited any landing page at least 1 time in the last six months

See below

Eloqua Lead Nurture - ACtive

Contact Status Inactive

Contacts that have been sent any email at least 3 times within the last six months

AND

Had NOT opened at least 1 email in the past six months

OR

Had NOT visited the website at least 1 time in the past six months

OR

Had NOT visited any landing page at least 1 time in the last six months

Contact Status – No Marketing

Contacts that have NOT been sent at least 3 emails within the last six months

The next step was to build out the Action in program builder to update the field

Eloqua Lead Nurture - Contact Status

I created the queries on our existing database and I had the following numbers for inactive contacts in the English speaking world:

  • NA – 96055 contacts
  • EU – 29705 contacts
  • MEA – 11751 contacts

The reason I didn’t target active contacts with it is because of the way we had integrated with our CRM.  When we set up the CRM integration it only populated people that had filled out a form on a campaign that had been sent out from Eloqua.  This meant that the contact was already in touch with someone from Sales so either they were being worked on or not by sales would know who we were and why we would be contacting them.

Describe the challenge you were trying to solve.

There were several challenges I wanted to overcome.

  1. To develop a new, uniform template for the emails and landing pages that we used
  2. Utilize existing collateral to cover up breaks in between campaigns
  3. Send over collateral that would allow us to both stimulate and gauge which stage they were at in the buying cycle and allow us to send them relevant content to that stage
  4. Build up the amount of information that we had about prospects
  5. Push sales ready leads over to sales
  6. I wanted to identify what the potential revenue was of our active contacts so I could use this for RPM & updating our lead scoring model

Describe your solution to the challenge and the steps required to implement.

To develop a new, uniform template for the emails and landing pages that we used

Previously there was no automation of campaigns.  A campaign would consist of some form of collateral being produced, for example a whitepaper.  This would then have an email created to push people to a form on our website.  Senior management in different territories would then want to add extra parts or even radically change the base design to the email before it would get sent to their database.

Here is what the original email looked was supposed to look like:

Eloqua Lead Nurture Email - old design

This is a sample of the code underpinning it.

Eloqua Lead Nurture - old email code

As you can see this email uses CSS in the header so whilst it renders in the browser it breaks in an outlook inbox.  Note the missing image, side of the box and the bullet points.

Eloqua Lead Nurture - old email design

As more changes and iterations of the same email were created and sent the code ended up totally unworkable.  Another point to note was that the same address, office sent from and telephone numbers would need to change at the bottom of each email.  This would mean many versions of the same email being sent out separately.

Instead I created a template for each email we would send:

Eloqua Lead Nurture Email Template

Here is an example of the whitepaper email: (I have used this because it was used extensively for the lead nurture program) I built it so it would degrade on different email clients.  One of the best things I have found about Eloqua over Marketo and Silverpop is that when you upload or save your code it won’t re-write it.

Eloqua Lead Nurture - new email design

I created a campaign workbook so people would fill out in a table what content would relate to each email.  This was then used to develop every single email in the lead nurture program.

Eloqua Lead NUrture Email Designer

I then used dynamic content to populate links to the relevant form and populate the correct sales office location, telephone number and email address.  This was so I only needed one email for either a new upcoming campaign or the lead nurture campaign.

Eloqua Lead Nurture - Email Template

The landing pages were done in much the same way.

Landing pages were going to prove problematic in E9 to produce which is why we used to have everything go to our website.  E10 was just as simple as using the email builder, which put the power of landing pages back in the hands of marketers.

Here is an example of a live landing page that was built using E10.

Eloqua Lead Nurture - Landing Page

The landing page is going to remain constant but I wanted to get non-technical people to be able to use it for different campaigns

All they would have to do is change the Eloqua form name once they built it

Eloqua Lead Nurture - Landing Page - Cookie

And edit the header and text area of the template landing page

Eloqua Lead Nurture - Landing Page

The result was being able to create all collateral, not just for the lead nurture program, but for everything really fast.  What used to take days or we were unable to do took minutes.

Utilize existing collateral to cover up breaks in-between campaigns

Actually getting a campaign together and pushed out to prospects is an extremely difficult task at Axios.  Campaigns consist of a whitepaper or a webcast or both.  They are all based around thought leadership and draw on.

Axios internal resource and external suppliers.  Plans would get put in place but would change as soon as a new direction was pushed down from above.  The result was campaigns all bunched together and massive dry spaces in between.

The Lead nurture program consisted of 60 emails that pushed out our existing collateral, whitepapers, recorded webcasts, product factsheets & case studies in a constant nature.  This would provide 6 months “top cover” whilst we got the campaigns for this year up and running in the sporadic nature that we executed campaigns.

Send over collateral that would allow us to gauge which stage they were at in the buying cycle

We split our content into four areas based on marketing buckets in the buying cycle:

  • Thought leadership whitepapers – Problem Recognition
  • Thought leadership recorded webcasts – Early Solution Search
  • Product fact sheets – Later Solution Search
  • Case studies – Evaluation of Alternatives

Thought leadership whitepapers was the first track and this was split down into five areas.

  • Tooling
  • ITIL
  • Service Catalog
  • CMDB
  • Cloud

 

Eloqua Lead Nurture Campaigns

Each one of these areas had several whitepapers.  Each whitepaper would have an email, a landing page and a form.  Their name was then encoded so we could bunch them all together.  For example tool whitepaper1 became FY12-EN-LN-Tool_WP1 as the name for the whitepaper, the email and the landing page.

We would then use some logic to determine if they had filled out the form.

Eloqua Lead Nurture Campaign

If they had they would get sent to the next email, if not they would get sent that one for that collateral.  Each of these emails would get sent two weeks apart.

If they downloaded the whitepaper we would then send them the associated recorded webcast because they had told us that they were had a problem they were trying to solve, they would also get scored and rated appropriately.

Each of the video emails then had its own campaign built out. 

The entry criteria was “did they fill out the form” if so get sent the associated video email.

For example.  Contact submits form FY12-EN-LN-Tool_WP1, they then get placed into the campaign FY12-EN-LN-TOOL_V1.  One week later, in-between lead nurture email sends they will get sent the email FY12-EN-LN-TOOL_V1.

Eloqua Lead Nurture Flow

I set it so member could only enter the campaign once, multiple form submission would mean that if they hit the back button on a form they would get sent the associated video email multiple times.  I also set the wait step for one week.  That was I could make sure that they wouldn’t be getting hit with too many emails on the same day or clashed with the whitepapers I was sending out.  The other thing I did was not set the day or time the email would get sent to them.

Eloqua Lead Nurture Email Settings

That was they would get the video email exactly one week after they submitted the form for the whitepaper.  I figured this was an easy way of sending out the email at a time of day and indeed day of the week they find time for research away from the normal workload so I would get a higher response rate.

They would then get scored and rated accordingly if they filled out the form for the webcast because they showed me that they were on the early stages of solutions search.

I then created the product and case study campaigns in campaign canvas using the same logic.

The product email contacts would get was dependent on what type of whitepapers or webcasts they were viewing.

I then set up the case study emails to get sent to people that had downloaded a product factsheet.

As with the other parts contacts would get scored and rated for their actions.

Build up the amount of information that we had about prospects

I had a meeting with sales and we had 12 questions that we needed for them to get a 100% profile view of who that contact was and if they were worth speaking to.  These got broken down into 4 stages

Stage 1
Email address, first name, second name, company

Stage 2
Role, Business Phone, Country, State or Province, Industry Sector

Stage 3
Current Solution Provider, Version, Number of PCs, Number of Support Department PCs

Stage 4
SaaS or On-Premise

I build a program in program builder for profile completeness.  They would get marked as:

  • 1% – we don’t have full details for stage 1
  • 33% – we have all stage 1 details but not all stage 2
  • 66% 0 we have all stages 1 & 2 details but not 3
  • 100% – we have stage 1,2 & 3 (the SaaS, On premise question has people changing their minds quite a lot, pricing is very different so I need to keep this open for measuring potential revenue from deal size)

The program would then write in a field I created called profile completeness just how complete the contact was as a profile.

Each landing page was then broken down into 4 forms that accommodate this.

I used dynamic content in emails to populate the right link to the form I wanted to push people to.  This way I had a very rudimentary form of progressive profiling meaning that my campaign stood a much better chance of getting traction.

Push sales ready leads over to sales

I developed a lead scoring model with one of our sales directors, both implicit and explicit. (Please note I don’t agree with certain parts of the explicit model.  It is a little too open towards A leads IMHO)

Implicit

Eloqua Lead Nurture - Implicit Scoring

Explicit

Eloqua Lead NUrturing - Explicit Model

From the details given to me in forms I could tell if we thought they were a good match for our company (A, B, C, D) A best, D worst and how ready they were to buy on a scale of 1 to 5.  1 being close, 5 being no interest shown.  With this rating I could determine if they were a marketing qualified lead or not on using the grid below.

Eloqua Lead Nurture - Lead Scoring

Now sales could see what we were calling a marketing qualified lead.  Sales didn’t want us to turn off the tap quite so fast so we still allowed everyone to go through that filled out a form, etc.  I just got the CRM admin to change the sales view so at the top were new MQL in an order going from A1 to A5 and so on.

I ended up building a lead rating program that used filters to determine what type of lead they were through both explicit and implicit by jumping from step to step:

Eloqua Lead Nurture - Lead Scoring

The Explicit model filled out a newly created field called Lead Rating – Explicit, The Implicit part of the program then populated a field called Lead Rating – Implicit.  Then at the end of the program I got the two fields to get put together populate another new field called Lead Rating – Combined.

Eloqua Lead Nurture - Lead Rating

I wanted to identify what the potential revenue was of our active contacts so I could use this for RPM

The lead nurture program allowed me to ask several questions at any stage which would allow to us quickly identify what the potential revenue was of all my active contacts.  Once I had this I could work out what my fall out rate was through the sales funnel.  This would then allow me to start bringing about marketing / sales alignment through common metrics – finance.

The two questions I needed answers for were:

  • Number of support department PCs
  • Platform delivery method wanted

I can’t give you what the exact numbers are but I can show you what I did. 

I added both platform and number of IT support department to my landing pages

Eloqua Lead Nurture - Landing Page

I then created a new field called Potential Revenue in the database.  The next step was to build a program called potential revenue in program builder.

Eloqua Lead Nurture - Potential Revenue

I then created the update rule so if the person had ticked SaaS they went to SaaS, if they had ticketed On-Premise they went to On-Premise pricing and if they had ticked both, which ever would cost less.

Eloqua Lead Nurture Campaign - Potential Revenue

The lead nurture program allowed me to get a 100% profile in four touches, which has dramatic effects on the amount of people that I have full rating for.  I could now work out exactly what I had as marketing potential revenue at both inquiry and MQL stage.

Working out the fall out ratio was going to be a little harder.

I decided to a sales funnel that was influenced by the Sirius Decisions model

  • Suspect
  • Inquiry
  • Marketing Qualified Lead (MQL)
  • Sales Accepted Lead (SAL)
  • Sales Rejected  (SRL)
  • Sales Qualified Lead (SQL)
  • Sales Recycled Lead (SRC)
  • Customer
  • Lost

I got our CRM admin to create a hidden field called Funnel Status in the CRM and populate it with the lead status using the following rules

  • New lead getting passed over populate with MQL
  • Lead is rejected as inappropriate populate as SRL
  • Lead becomes contact populate with SAL
  • Contact is marked as no project populate as SRC
  • Contact becomes opportunity populate as SQL

The CRM tool then had a report created as a dashboard to show the following reports:

  • MQL – SAL / SRL
  • SAL – SQL / SRC

Then the win / loss ratio could be calculated automatically as a percentage.

I could also cross check this using a segment in Eloqua to verify this.  First of all I could get a number, secondly I could get export the report and then do a quick function on Eloqua =sum(A1:A999) to give me the overall value of known potential revenue for each stage in the funnel.

To identify problem with the lead scoring model I then built two traps, one for SRC and the other for SRL.

Eloqua Lead Nurture - Trap

Once a week the feeder would trawl through the database looking for people with a Funnel status of in this case SRL (Sales Rejected Lead).  If they are a SRL then they end up stuck in the program in the holder because they would need to go into End Program to leave it.  Once a week / month I could then just go in and download the member stuck in the holder and find common themes for why this might be happening, then update my lead scoring model accordingly.

Eloqua Lead Nurture Reporting

Steps to implement

  1. Design the logic behind the lead nurture program
  2. Develop landing page / email templates
  3. Write content for all emails and landing pages
  4. Create all the forms for the lead nurturing program
  5. Build all the landing pages and forms
  6. Develop a lead scoring model
  7. Implement the lead scoring mode in Eloqua
  8. Integrate the lead scoring system with Salesforce
  9. Create a program to identify Inactive / No marketing prospects
  10. Create the segments for the different campaigns
  11. Build out the campaign in campaign canvas

How long did it take to implement your solution?

  • Email / Landing page copy, developing theoretical campaign workflow – 1 week
  • Email / Landing page / form build – 1 week
  • Using campaign canvas to create these programs & create lead scoring model and other programs in program builder – 1 week

It did take a length of time after the above to move to send as I had to get director approval from 4 directors.

Did you design and execute the solution in-house or did you use the services of a partner or agency? If a partner or agency, please share which one.

In-house

Share the measurable statics and response rates of your campaign.

Each of the reports you are about to see are reports that have been generated since the day we switched on the lead nurture program at the end of February.

Database Health

Lead Rating

30-Jan

06-Feb

13-Feb

05-Mar

12-Mar

19-Mar

02-Apr

A1

76

78

88

97

101

100

101

A2

74

74

74

80

81

87

93

A3

111

115

119

136

138

144

153

A4

483

485

468

694

697

829

896

A5

50242

50251

50388

50425

50439

50386

50350

               

B1

7

7

9

10

10

12

13

B2

11

12

12

15

14

14

13

B3

8

8

9

15

15

16

17

B4

74

72

72

105

106

117

129

B5

11494

11493

11498

11505

11505

11500

11500

               

C1

6

6

6

8

9

9

10

C2

2

2

2

2

2

2

2

C3

4

4

5

7

7

7

8

C4

66

66

66

94

95

111

113

C5

5370

5370

5376

5376

5378

5378

5376

               

D1

88

91

96

108

111

115

123

D2

52

53

55

59

62

64

68

D3

66

67

67

83

89

92

102

D4

205

206

207

270

270

318

389

D5

135320

135353

135737

135831

135898

135880

136017

Total

203759

203813

204354

204920

205027

205181

205473

               

Profile Complete

             

1%

29091

29116

29141

32426

32435

32514

32565

33%

160119

160133

160150

155851

155888

155833

155986

66%

10838

10867

10912

17018

17060

17117

17161

100%

252

254

256

469

475

549

586

               

Status

             

Active

3899

3917

3853

23653

23798

25750

26856

Inactive

109673

109692

109918

90745

90658

88713

87631

No Marketing

76459

76962

77479

78079

78119

78222

78471

               

Passed

             

MQL

 

12

5

282

13

150

93

SAL

             

SQL

             
               

Total MQL:

1328

1340

1345

1627

1640

1790

1883

 

There are quite a few interesting stats to get from this report.

Highlights include

  • Increased active marketing contracts by 600%
  • MQLs passed over to sales per week has risen by nearly 200%.
  • The number of inactive contacts has dropped by 10%
  • Increase in profile completeness 66% of 70%
  • Increase in profile completeness 100% of 100%

Campaign results

Eloqua Lead Nurturing Results

Results show

  • Thought leadership whitepapers – Problem Recognition – 5% open rate
  • Thought leadership recorded webcasts – Early Solution Search – 28% open rate
  • Product fact sheets – Later Solution Search – 27% open rate
  • Case studies – Evaluation of Alternatives – 34.38% open rate

These stats tell us that the content getting sent over to people is opened more because it is more relevant to the stage they are at in the buying cycle.

  • Thought leadership whitepapers – Problem Recognition – 1% CTR
  • Thought leadership recorded webcasts – Early Solution Search – 5% CTR
  • Product fact sheets – Later Solution Search – 0.5% CTR
  • Case studies – Evaluation of Alternatives – 1.3% CTR

Since we are using lead scoring we can almost see how many lead are getting passed over to the sales team.  As a result of the lead nurture program alone we would have so far sent over 1600 “leads” to sales.  As it is we have only sent over 500 which are also as a result of ongoing campaigns as well.

The lead nurture program has really filled in some massive holes that would have arisen because campaigns have once again been sporadic.  See the attached worksheet Email Analysis for an in-depth look at it all.

  • We have sent nearly 440% more email than the same period last year
  • We have increased our unique opens rate by 403%
  • Our total open rate has dropped by 1% however this is because our campaigns are more proactive
  • Our CTR has dropped by 44%, however the CTs that we have received have resulted in 300% more form conversions
  • Our email forward rate has been increased by 246% and we have increased our email forwarders by 150%
  • We have reduced our unsubscribe rate by 100%

Landing page conversion also rate is at roughly 50% (please note that this data is two weeks older than the data above)

Eloqua Lead Nurture Results

The most interesting part about these stats which I didn’t predict was the email forwarding.  I added share to social via linked in and Twitter to the email template and we have been getting an unexpected amount of people signing up from these emails.  On closer investigation none of the new contacts – close to a thousand – had come from social media at all as was first suspected.  It has all been from email forwarding.  The other thing that it has been doing is help us build out who makes up the decision making unit in a prospect company, again, another unexpected bonus.

The other thing I am interested in is the reach.  The number 440% seems very high and should be ringing some alarm bells.  The thing to remember is that I am working off a database that is no larger today than it was back then.  If I have only sent out 500k emails in the last three months to a database of around 150k contacts then it shows that in the same amount of time last year marketing only reached out with one touch point.  The frequency of these campaigns is getting Axios back into the front of the mind of the prospect and the unsubscribe rate being extremely low shows that I am not just spam blasting.

The real time results so far in terms of revenue and opportunity.

To date the lead nurture campaign is solely responsible for:

  • 1165 MQLs passed to sales in 3 months
  • 88% less volume than last year
  • 60% currently move to opportunity
  • 2760 (predicted) converted
  • 70% more opportunities than last year

This should turn into 10% for revenue directly attributed to both the lead nurture campaign and the lead scoring system underpinning it.

Describe the soft (non-numeric) benefits and outcomes of your solution.

There are several soft benefits that the lead nurture program has enabled:

  • Email frequency has been dramatically increased and has not been rejected through unsubscribe or spam complaint so it is good for branding, especially in territories we aren’t well known
  • It has provided a “top cover” for marketing internally.  Campaigns don’t go to plan so whilst we fire fight to get new ones out this at least means that something is happening.
  • It allowed me to set in stone email and landing page templates.  This used to get changed on a campaign to campaign basis.
  • The results mentioned above have made senior management pay a lot more attention to what marketing could do in the future
  • It has brought sales and marketing a little closer together
  • Lead Nurturing is money for old rope and a serious quick win for any marketer.  All you are doing is pulling together existing collateral, building the emails and landing pages and then sewing it altogether in campaign canvas before switching it on.

Do you foresee any additional benefits in the future?

The main benefits for the future will be:

  • A platform to test out ideas for template updates to both emails and landing pages – I have another couple of thousand new contacts to push onto the lead nurture program but I want to get some data before I start changing template emails and landing pages.
  • It will keep a steady stream of MQLs getting passed over to sales from existing contacts in the database
  • The overseas territories which are predominantly sales will want this up and running as soon as possible in their languages.

What did you learn from this program that you might change or do differently in the future?

I must admit that although I may have made it look quick and easy there are some problems which arose:

  • Getting approval – sending 60 emails and the associated landing pages to your directors for their approval doesn’t work.  I sent each email as a test, then put them in a folder on the network, then attached them to the case in salesforce, then attached the zip folder to the case in salesforce, all at their request.  The best way to get approval is to send your emails to an internal seed list consisting of everyone in sales and marketing that wasn’t involved in the project.  Your emails will be scrutinized and ripped apart.  Be prepared to take some flak and have a thick skin because they will go for the jugular.  Don’t be defensive and thank them for their comments, just remember that all the things they send through will ultimately make your campaign better.
  • Campaign Canvas – Don’t try to make it too complicated.  I built out my first campaign with the 42 different emails on it in one place.  It didn’t work and would have been an absolute nightmare for anyone taking the campaign over from me to understand, debug or change.  Instead keep it simple and neat.  You can push people into other campaigns after decision points; you can also use queries to send people other emails which would form other steps in the campaign that are trigger based.
  • Shared Content – the shared content feature in E10 allows you to build “database driven” landing pages.  Ultimately this will save you so much time.  Build your templates from the start using this feature.  That way when it comes to the inevitable changes and down the line updates to templates you can do it very quickly.
  • Team Management – Get all the people involved in this project from the start to work at this as a sprint with one clear objective, to get this up and running in a few weeks.  Have a project manager co-ordinate each of the resources you are using to get this done internally, from writing content to final approval.  Each member must be allowed to devote all their attention to this project alone during the allotted time by the project manager.
  • Review all collateral for the lead nurture program – All collateral will need to be reviewed from the start to see if there are any changes that may need to take place.  Screenshots with old dates, dates on copyrights, old logos, etc.  Collateral will have been created in the past so it will all have to be brought up to date.
  • Communication – Every time that there is a main send on the whitepaper emails in the first step of the campaign we get the sales fallout.  The next day salespeople have a spike on the amount of contacts in their sales queue.  Even if you have Eloqua synched with a crm and they can see whatever the form was that the contact has filled out sales will still want to know what got sent… If you send over a schedule of everything that will be sent out and on what days then for the most part that should suffice.  Remember that there will be some people getting slightly different emails, especially if you are feeding your lead nurture campaigns with net new contacts.
  • It would be a good idea to create a welcome email for net new contacts.  That way you can tell them that your will be sending them emails and get them to add your sending email address to the safe list so your content shows up in the inbox with images.
  • Multiple Form Submissions – I learned the hard way that if you simply put the thank you page in your processing step as a pdf, people will click the back button.  This will end up with people getting multiple score / multiple triggered email sends.  Make sure that you account for this in your rules.

Please summarise this submission in five sentences or less. (If you are a finalist, this information may be used in the Topliners community.)

 Between two people and in just three weeks, Axios Systems managed to design, create and launch a 60 touch lead nurturing program, reaching out to 150,000 inactive contacts from absolutely nothing.  Not only did they build a complex program that would increase reach by 500% in three months but they underpinned it all with brand new email templates, landing pages, a complex lead scoring model and tied it all together with RPM metrics for sales pipeline conversion.  The backbone for this all was Eloqua 10.  It’s slick simple to use campaign canvas, combined with the robust power of program builder meant that what was previously thought of as impossible for Axios had finally been achieved.

Feel free to include any additional details that may be helpful to the judging committee, such as charts, graphs, quotes from your sales team or executive team, etc.

Please see the attached spreadsheet.  All sorts of charts can be created from this.

If you have creative samples to share, please insert screenshots or links into this section, or submit an additional document.

The actual lead nurture campaign in campaign canvas

The lead nurture campaign is broken down into four stages:

  • Problem Recognition – 19 emails, etc for existing whitepapers
  • Early solution search – 23 emails, etc for existing recorded webcasts
  • Later Solution Search – 5 emails with product bundles
  • Evaluation of Alternatives – 10 emails with case studies

Problem Recognition – 19 emails, etc for existing whitepapers

Eloqua Lead Nurture Campaign Workflow

Here is an example of one of the whitepaper emails

Eloqua Lead Nurture - Emails

Early solution search – 23 emails, etc for existing recorded webcasts

Eloqua Lead Nurture Campaign Workflow

Here is an example of one of the emails

Eloqua Lead Nurture Emails

Later Solution Search – 5 emails with product bundles

I haven’t included a screenshot – it is the same as the video emails with the segment based form submitted.

Here is an example of one of the emails

Eloqua Lead Nurture Emails
Eloqua Lead Nurture Emails

Evaluation of Alternatives – 10 emails with case studies

Eloqua Lead Nurture Campaign

Here is an example of one of the emails

Eloqua Lead Nurture Emails
Eloqua Training: 101 Contact upload

Eloqua Training: 101 Contact upload

1.1 Eloqua Contact Upload Overview There are two parts to a contact upload in Eloqua that that need to be considered: Contact upload Interest list association It is essential that you follow through with each of the procedures listed when importing contacts to the...

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