The world of marketing has changed and now buyers are often in control. Innovative marketers must change their approach to understanding buyers and their digital body language via new technologies like marketing automation. Hear a panel of marketing innovators share best practices and techniques to increase marketing ROI, align marketing and sales, and accelerate lead generation.

1. Top challenges solved with Marketing AutomationNicolas DracaNovember 2009 Eloqua Experience 09 - Markie Award 2009 – Sales Impact Dreamforce 09 – Appy Award Nominee - Sales Cloud

2. How Marketers view Themselves 2

3. Lead nurturing Sales Accepted Lead (SAL) Sales Qualified Lead (SQL) Implicit Score Click-through (CTR) Closed business Organic Search Eloqua & Salesforce Best Practices How Sales views Marketers 3 3

4. Current Challenge Marketing support to grow the pipeline Marketing contribution to revenue ? ? ? ? ? Sales pipeline ? $ ? $ 10% 30% 50% 70% 100% $ Opportunity cycle Marketing Waterfall $ Inquiries MQL SAL SQL Closed 4

5. Measure everything Prospects Leads Meetings Opportunity Created Opportunity Won Sales Cycle 100 days 110 days Conversion rate 100 leads 20 meetings 10 Opps 2.5 Opps Marketing ROI $30 / lead $150 /meeting $300 /Opp $1,200 /Opp Recognize business cycles ** All data has been altered from actuals **

6. Measure everything, translate and align Prospects (Inquiries) Leads (MQL) Meetings (SAL / SQL) Opportunity Created (SQL) Opportunity Won (Closed) Marketing content Marketing content Marketing content Phase 3: Preference BrandCase Studies Product reviewschannel CustomersEval Phase 1: Awareness Organic searchSocial Mediachanneladvertising freewarepress Phase 2: Consideration eventschannel Webinars demo bloxNews Understand marketing campaign impact

7. How we did it with Eloqua and Salesforce? LEAD SCORING AND LEAD NURTURING Step 1: We set up a lead scoring system coupled to a lead nurturing program; Step 2: We educated our Inside Sales Team and we made it simple to use; Step 3: We measured conversion rate through each step of the sales cycle;

8. Quantifiable Results - Metrics Leads (MQL / SAL) Opportunity Created (SQL) Opportunity Won (Closed) Average conversion 100 leads 10 Opps 2.5 Opps Hot Leads 100 leads 15 Opps 4.1 Opps Cold Leads 100 leads 6 Opps 0.3 Opps Validate proper scoring for Hot Leads ** All data has been altered from actuals **

9. Quantifiable Results - Metrics Extract from CMO Dashboard (metrics are per work day) Tangible marketing results: > 15% pipeline Tangible marketing results: > 15% revenue ** All data has been altered from actuals **

10. How we did it with Eloqua and Salesforce?

11. Quantifiable Results - Metrics Marketing corroboration of sales pipeline

12. Key Take aways Measure marketing investment Make it simple and educate Impact sales cycle and company revenue 12

13. Thank youNicolas DracaMarketing Directorhttp://www.linkedin.com/in/ndraca 13