1. ELOQUA AT THE HEART
OF TALKTALK BUSINESS
By Paul Higgins, Craig Duxbury and Marc Keating
25 June 2013
Eloqua Experience Europe
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3.
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6.
7.
8. MORE EMPOWERED
70% OF THE PURCHASE CYCLE
in B2B is completed before getting in touch with suppliers
9.
10.
11.
12. On-line and off-line channels
Acct
teams
Telesales
CRM and
Customer /
prospect data
Nurturing and sales enablement
iPad apps, presentations, brochures, etc
Tracking of
customer social
engagement
Revenue performance
management
Leads and
opportunities
Social media traffic
You
Tube
Slide-
share
Twitter LinkedIn
Social content pushed to
branded social channels
Social ‘likes’ and shares
Campaign integration and
Employee engagement
Blogs
Branded
social
network
Social media
press room
Social engagement platforms
Social content and feeds pulled into Web page apps
Tweets, discussions, blog posts, etc
Social media
management and
monitoring
Re-
targeting
Implicitprofiling
Track online behaviour
to build a profile of
prospects and
customers
Campaign
Automation
Data capture
Lead scoring
Lead routing
Nurtures
Digital body language
Based on
pages viewed
Page
views
Down-
load
Web
visits
Form
fills
User goal Contact
request
User goal Down-
load
Segmented hubsWeb site homepage
Search
On/off
PR
Offline
events
PPC
ads
Online
ads
Print
ads
User goal
Landing pages (segmented)
E-mail
D-mail
PURL
Segmented by:
Business Size
Business Sector
Job Function
Locations
Affiliate
Sponsor-
ship
Virtual
events
Mobile
SMS
Timeline driven content strategy
Functionality:
• Social feeds
• Product selectors
• ROI calculators
Content types:
• Webinars
• Whitepapers
• E-books
Content formats:
• Video
• Infographics
• Apps
Mobile
Web
Social
RSS
feeds
E-news
Campaign measurement and analytics
Targets: (SME,
Corporate and Partner)
Live chat
Click to call
Sales integration
Marketing, sales and CRM
integration
Channels
On-line and off-line
channel integration
Social business
Integration with
social and Web 2.0
Analytics
Marketing ROI and
measurement
Web platforms
Targeted user
journeys and content
29. EXISTING BRAND PORTFOLIO
RELATIONSHIP BASED
ENDORSER
(Strong)
MASTER
(Strategic, driver)
SEGMENTS
TalkTalk
TalkTalk Business
SME Corporate Partner
Business GradeUMBRELLA
(Co-Driver)
Big Data, Cloud, Connectivity, Mobility, Security, Technology, VirtualisationSOLUTIONS
Hosted, Mobility, Connectivity, VoiceTECHNOLOGY & SERVICES
Ethernet, Broadband, Systems, IPVPN etc
BRANDED DIFFERENTIATOR
(Co-Driver)
30. KEY WORDS AND PHRASES
WHAT WE WON’T TALK ABOUT WHAT WE WILL TALK ABOUT
Business Grade in general terms Business Grade to describe our services and solutions
Unnecessary product details for individual products Tailored solutions to customers challenges, which blend technology
and service and focus on distinct benefits:
Value in terms of lowest price or cheapness Value in terms of reliable, resilient and high quality service delivery
that lowers long term costs
The Next Generation Network in general terms The Next Generation Network as a differentiating factor that enables
us to challenge the norm with our technology capabilities and service
delivery
Only providing support in reaction
to problems or issues
A proactive and personal approach to service, built around
partnerships that are tailored to customer needs
33. TARGET AUDIENCE PROFILE
CORPORATE
Mindset:
I’m faced with some
pretty serious challenges
- big data, cloud
computing, desktop
virtualisation, mobile
computing and
consumerisation.
I spend half my time
looking how to support
business with
transformation and
change and the other half
ensuring the IT business
is cost-efficient (runs like
a business)
I limit the number of
suppliers I talk to because
I’m time poor.
Overall, how do I define success?
Increased efficiency and profitability
Supporting process & infrastructure innovation
Simplified sales process – less complexity
Enhanced collaboration
Enabling internal stakeholders to have the tools they need to excel in their function
of the business
Support customers with the tools they need to engage with our business
Support new product/service introductions
What do I need to achieve my goals?
Tools and systems to demonstrate business value
(run IT like a business – contract/reporting)
Partners who will help guide me on a transformation journey
Partners who we can depend on
Partners who help us/me to manage change
IT/Technology as a business enabler
Help to manage risk
Name: Graham
Age: 42
Role: CIO
Organisation: Corporate
34. MESSAGE MATRIX
Targeted Proposition: “TalkTalk Business empowers you to align your technology with your business goals for maximum
commercial gain”
Empathy – What do we understand about
this audience?
Offer – What will we do for this audience? Action – How do we want this
audience to respond?
Looking to unite their business with a
more profitable communications
package on a none legacy Network.
Wanting to futureproof their solutions
with a connectivity solutions that drive
operational efficiency by aligning
technology with their business strategy.
We understand the challenges facing large
businesses and the pressures associated with
running large scale technologies that are
constantly updating. That’s why we design
solutions to be flexible, scalable and secure. For
example our range of connectivity options
enables us to converge and transform your
solution gradually with stepped improvements
to speed, reliability and functionality. Or we can
fast-track transformation onto the very latest
high-capacity Ethernet solutions. We’ll
implement the technology according to your
communication objectives and wider business
strategy.
Download whitepapers
Register for webinar
TCO model
What’s your business grade
app?
F2F consultation
36. BUYER PERSONAS FOR EACH ROLE
Customer persona: Technical Buyer
UNDERSTAND THEIR WORLD
HOW THEY SEARCH FOR PRODUCTS AND SERVICE
WHERE THEY SOURCE INFORMATION
WHEN THEY ENTER THE BUYING PROCESS
ISSUES AND NEEEDS THEY HAVE
37. BUYER JOURNEY
STAGE AWARENESS INTEREST LEARN EVALUATE JUSTIFY PURCHASE
AUDIENCES
Who is involved
BEHAVIOURS
What is the audience doing at this stage?
NEEDS
What is important to the audience?
QUESTIONS
What is the audience asking of the brand?
RESPONSE
How will we answer these questions?
OBJECTIVES
What does the brand want to achieve?
DRIVERS
What will help us achieve our objectives?
BARRIERS
What is standing in the brand’s way?
STAGE AWARENESS INTEREST LEARN EVALUATE JUSTIFY PURCHASE
AUDIENCES
Who is involved
BEHAVIOURS
What is the audience doing at this stage?
NEEDS
What is important to the audience?
QUESTIONS
What is the audience asking of the brand?
RESPONSE
How will we answer these questions?
OBJECTIVES
What does the brand want to achieve?
DRIVERS
What will help us achieve our objectives?
BARRIERS
What is standing in the brand’s way?
45. A MOVE TO MORE ISSUE BASED CAMPAIGNS
Then
Product based campaigns
Now
Issue based campaigns
Future
Brand awareness/consideration
Content promotion Content repurposing
+ +
46. CAMPAIGN TYPES
OUTBOUND AWARENESS
AWARENESS INTEREST LEARN EVALUATE JUSTIFY PURCHASE
AWARENESS
Planned and agreed as part of annual plan
Category and product
nurture tracks
Campaign type: Frequency:
Brand campaigns Annually
Issues based campaigns Quarterly
Newsletter campaign Quarterly
Strategic campaigns H1/H2
Promotions campaign Ad hoc
Customer SOW campaign Ad hoc
Events campaign Ad hoc
Demographic
and behavioural
segments
Targets added
to multiple
campaigns
49. BUYER JOURNEY
CORPORATE/CONNECTIVITY/EFM
BUYER STEPS AWARENESS INTEREST LEARN EVALUATE JUSTIFY PURCHASE
SALES STEPS
TIMELINE
How long at this
step?
TIMELINE STEPS
How long at this
step?
NURTURES
How many
campaigns?
50. BUYER JOURNEY
CORPORATE/CONNECTIVITY/EFM
BUYER STEPS AWARENESS INTEREST LEARN EVALUATE JUSTIFY PURCHASE
SALES STEPS SUSPECT PROSPECT MQL SAL SQO CUSTOMER
TIMELINE
How long at this
step?
TIMELINE STEPS
How long at this
step?
NURTURES
How many
campaigns?
51. BUYER JOURNEY
CORPORATE/CONNECTIVITY/EFM
BUYER STEPS AWARENESS INTEREST LEARN EVALUATE JUSTIFY PURCHASE
SALES STEPS SUSPECT PROSPECT MQL SAL SQO CUSTOMER
TIMELINE
How long at this
step?
6-12 MONTHS
TIMELINE STEPS
How long at this
step?
NURTURES
How many
campaigns?
52. BUYER JOURNEY
CORPORATE/CONNECTIVITY/EFM
BUYER STEPS AWARENESS INTEREST LEARN EVALUATE JUSTIFY PURCHASE
SALES STEPS SUSPECT PROSPECT MQL SAL SQO CUSTOMER
TIMELINE
How long at this
step?
6-12 MONTHS
TIMELINE STEPS
How long at this
step?
4-6 WEEKS 4-6 WEEKS 4-6 WEEKS 10-12 WEEKS 4-5 WEEKS 1-2 WEEKS
NURTURES
How many
campaigns?
53. BUYER JOURNEY
CORPORATE/CONNECTIVITY/EFM
BUYER STEPS AWARENESS INTEREST LEARN EVALUATE JUSTIFY PURCHASE
SALES STEPS SUSPECT PROSPECT MQL SAL SQO CUSTOMER
TIMELINE
How long at this
step?
6-12 MONTHS
TIMELINE STEPS
How long at this
step?
4-6 WEEKS 4-6 WEEKS 4-6 WEEKS 10-12 WEEKS 4-5 WEEKS 1-2 WEEKS
NURTURES
How many
campaigns?
Issue based outbound
Touches: 4
Duration: 4-5 weeks
Build awareness of
issues
Welcome nurture
Touches: 2
Duration: 2-3 weeks
Introduce people to TTB
Webinar nurture
Touches: 4
Duration: 4-5 weeks
Promotion of Webinar
exploring issues
Product education
Touches: 4
Duration: 4-5weeks
Product category
overview
Business case nurture
Touches: 2
Duration: 2-3 weeks
More detailed
information provision
Track record nurture
Touches: 2
Duration: 2-3 weeks
Demonstrate that TTB
has sector experience
Product detail nurture
Touches: 4
Duration: 4-5 weeks
Deeper product analysis
Why TTB nurture
Touches: 4
Duration: 2-3 weeks
Ensure TTB is on the
shortlist
Welcome campaign
Touches: 4
Duration: 2-3 weeks
On-boarding and next
steps
54. LEAD DISPOSITION
SALES REJECTION
LOST THE DEAL
DON’T HAVE BUDGET RIGHT NOW
TOO SMALL TO BUY
TOO DISTRACTED RIGHT NOW
NOT THE RIGHT FIT AT THE MOMENT
GOOD FIT BUT NOT INTERESTED
55. ONBOARDING
YEAR ONE IN LIFE
CUSTOMER WELCOME CAMPAIGN
SURVEY CAMPAIGN
BEST PRACTICE WEBINARS CAMPAIGN
RENEWAL PROGRAM CAMPAIGN
59. AWARENESS (BRAND CONTACT) INTEREST (BRAND CONTACT) LEARN (BRAND CONTACT)
SUSPECT PROSPECT MQL (SALESFORCE)
Issue nurture X4
Campaign designed to build
awareness of issues and related
Light Read e-books
Begin mapping product category to
issue to demonstrate that TTB have
relevant solutions.
Issue Webinars
Webinar nurture X4
Director videos, Category brochures, Offers
Product education X4
Issue e-books
Demonstrate features and benefits of
product category enabling user to
learn more about solution options
Data capture: First name, Last name, Company name,
E-mail, Number of Employees
Data capture : Sector, Job title and
Department
Progressive profiling
Dynamic content
Persona and
sector driven Web site
60. Product detail nurture X4
Product whitepapers, Slidekits
Business case nurture X2
Case studies
Track record nurture X2
Datasheets, Product demo videos,
Product infographics
EVALUATE (SALES CONTACT)
SAL
To provide the user with enough
information to evaluate a specific
product in detail
Provide resources to help the user
build their business case, get buy in
and keep TTB on the shortlist
Demonstrate that TTB have experience
with the product set and working with
organisations in the same sector
Web siteWeb siteWeb site
61. Ensure TTB is on the shortlist
until the final stage of
negotiation
Why TTB nurture X4
Videos, Customer packs, Account set-up
information
Customer welcome X4
Team profiles, Team videos,
On-demand videos, Network tours
JUSTIFY (SALES CONTACT) PURCHASE (SALES CONTACT)
SQO CUSTOMER
Welcome customer to TTB
and explain the onboarding
journey, etc.
Web site On-demand
customer portal
62. THE CUSTOMER EXPERIENCE (WEB SITE)
CORPORATE (CONNECTIVITY)
CLIENT WORKSHOP
IA WEB SITE PLANNING
63. Awareness and Interest
Issue/Goal/Segment Category pages
Learn and Evaluate
Product detail pages
Justify and Purchase
Company pages
Buyer journey based Web structure
User enters journey based on where they are on the purchase timeline
Traffic driven from E-mails, Landing pages and Campaigns
64. EM 1 EM 2 EM 3 EM 4
OUTBOUND E-MAILS CAMPAIGN LANDING PAGE
User Goal:
By issue
User Goal :
View all issues
TTB Homepage
Direct
URL
Organic
search
Web site
referrals
Issue hub Issue page
Main user Goal:
Download e-book
EDUCATION EM 1 EM 2 EM 3 EM 4
Trigger Lead
Nurture
Campaign
User Goal: Register for F2F (WebEx, Event etc.)
LEAD NURTURING CAMPAIGNS
OUTBOUND CAMPAIGNS
DISPLAY
RETARGETING
PPC
MEDIA CHANNELS
SOCIAL MEDIA CHANNELSBLOG
Content pushed
through blog
INBOUND CAMPAIGNS
65. Attention grabbing
content - short, concise
opening copy
Persona viewpoints –
how our solutions help
the challenges faced by
different decision
makers
Asset download to
drive data capture
Body copy is issues-
based and presents TTB
as a technology /
communications expert
Segmentation by sector
High
value
High
value
Landing page
Awareness
E-mail
Interest
