This presentation describes how leads are being nurtured using, scores, and, ratings, based on marketing, automation, with, Eloqua,

1. Lead Scoring and Lead Rating
The ASERVO Approach based on Eloqua Conversion Suite
March 29, 2009

2. Definitions –
ASERVO Demand Generation Process
Term Data base Description
Visitor Eloqua Visitor on website (unknown with Eloqua Cokie)´; will be flagged with
“Target ID” based on product/solution related web pages visited (Targetting)
Lead Eloqua/CRM Known Visitor with email- open/qualified/converted
Marketing Qualified Lead that has been qualified by Marketing to be handed over to Sales.
Lead (MQL)
Sales Accepted Lead Leads from Marketing that has been accepted by Sales und has been
(SAL/SQL) handed over (B/A/N/T)
Contact Eloqua/CRM Qualified Contact assigned to Sales
Scoring Eloqua/CRM Lead/Contact has visited relevant product pages
(quantitative reflection); cumulative Scoring # represents activity on relevant
web pages, form submits and other online touch points (e.g. SEM criteria)
Rating Eloqua/CRM Reflects highest ranked marketing touch point over a certain period of time
turned into product/solution-rated A/B/C/D Rating – “A”-rated leads should
be qualified by phone before handed over to sales
Derived from nomenclature in Eloqua and salesforce.com
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© ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.

3. ASERVO Demand Generation Process
Google
Banner
Events
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© ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.

4. ASERVO Targeting
Group your web pages
into business-driven
approach (using page tagging)
Mark interest of every
contact based on web
and email behavior
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© ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.

5. ASERVO Lead Scoring
Based on number of
visits on website
• Page visit 10P
• Pdf Download 15P
• Form Submit 30P
• Event registration 50P
• Evaluation 100P
Cumulative,
Quantitative Approach
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© ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.

6. ASERVO Lead Rating
Based on number of
visits on website
LP = D-Rating
Pdf = C-Rating
Submit = B-Rating
Eval = A-Rating
Qualitative Approach
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© ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.

7. Driven by CRM Dashboards
Eloqua KPI‘s
New leads generated
by Eloqua
no of web activities
in target groups
email marketing results
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© ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.

8. Driven by CRM Dashboards
Rating by
Business
A/B/C/D-Leads
by product
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© ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.

9. Driven by CRM Dashboards
Target Groups
Subscribed/
Unsubsribed
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© ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.

10. CRM Sales Reports
Eloqua Activities
by contacts/lead
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© ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.

11. Eloqua Sales Reports
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© ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.

12. Outlook Emails (*)
Sales Emails
including Tracking
Contact import into Eloqua
by outlook
Daily Reports on
opens, clicks and forwards
Sales Signatures
in all Emails
(*) Requires Eloqua for Outlook
© ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.

13. Outlook Email Reporting
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© ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.

14. Our Approach
1. Workshop „Lead Scoring and Lead Rating“
 Define Target groups
 Define Lead Scoring
 Define Lead Rating
2. Implementation Phase
• Building Segments, Programs and Reports
• Setting up Eloqua Sales Reports
• Setting up SFDC dashboards and reporting
3. Sales Enablement
• Workshop or Webinar to educate Sales Team and explain benefits
• Option: Implement Eloqua for Outlook incl. Reporting
4. Review and Refinement
• 4 weeks and three months after implementation
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© ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.

15. Benefits of Lead Management
Better qualified leads
Faster closure
Higher revenues
by
innovative tools
ongoing processes
focussed resources
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© ASERVO Interactive GmbH, 2008 All rights reserved. ASERVO Interactive is Certified Partner for Training Services and SmartStart.

16. Thank you.
ASERVO Interactive GmbH
Raiffeisenallee 5
82041 Oberhaching
Tel.: +49 89 143673 21
rjanning@aservo.com
leadmanagement.aservo.com