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Hoovers 1 st Year Welcome Program. An Oracle | Eloqua Power Hour. Powered by. Presentation by. Presenter. Ryan Randal. Sr. Marketing Manager, Marketing Operations, Dun and Bradstreet Eloqua user since 2009 Started with an Eloqua Partner With DNB for 2 years randalr@dnb.com.

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hoovers 1 st year welcome program
Hoovers 1st Year Welcome Program

An Oracle | Eloqua Power Hour

Powered by

Presentation by

presenter
Presenter
  • Ryan Randal
  • Sr. Marketing Manager, Marketing Operations,

Dun and Bradstreet

  • Eloqua user since 2009
  • Started with an Eloqua Partner
  • With DNB for 2 years
  • randalr@dnb.com
power hour agenda
Power Hour Agenda
  • The challenge
  • First Steps
  • How do we improve
  • Lets add more value
  • Q&A
a little background
A little background
  • The Hoover’s sales team was in need of a strategy to help improve customer engagement and retention for new customers.
  • An approach was designed focusing on on:
    • Developing active ongoing relationships between customers and account managers via multiple channels.
    • Promoting training by educating customers regarding training opportunities and benefits, facilitating customer access to training programs and tools, and taking appropriate follow-up actions to ensure training sessions occurred as scheduled.
    • Growing overall customer spend through carefully coordinated up-sell and cross-sell campaigns.
how we started
How we started
  • Identified the need based on declining business results
  • Created a cross functional team to design and deliver the solution
    • Sales: Defined the need
    • Marketing Operations: Eloqua program development
    • Sales Operations: CRM support and Data Management
    • Product Marketing: Messaging for the Specific Products
  • Defined project requirements
    • Sales touch points throughout the year
    • High risk triggers
    • Automated messaging
here is the original plan
Here is the Original Plan

Thank you for Renewing Email

7 Month High Risk

90 Day Renewal Reminder

3 Month Touch Point

5 Month Manager High Value

Welcome Email

“Check In”

2 Month

100 Day Renewal Reminder

45 Day Renewal Reminder

6 Month Touchpoint Call

4 Month High Risk

1 Calendar Year

  • LegendSalesForce tasks
  • High Risk Activities

Automated Emails

how did we build the program
How did we build the program?
  • We needed opportunity data from our CRM
    • Enhanced our integration to pull in the data
    • Built a custom object to store the data
  • We needed to automate tasks for the account rep
    • Built custom external calls to create tasks for the rep
  • To put it all together a program builder flow was created
    • Emails and tasks were sent or created from one program
    • The program keyed off of data from the custom object
what can make this better
What can make this better?

We decided to build on the solid renewal program to improve onboarding and drive growth

  • Enhanced first 30 days of onboarding touchpointsand messaging
  • Added new messaging components:
    • Product Tips Series for Admins
    • Customer Loyalty email
    • Cross sell email series
this is better
This is better…

Welcome Email

First 90 Day Series

3 Month Touch Point

4 Month Touch Point

7 Month Touch Point

90-Day Renewal

Thank you for Renewing

Loyalty Email

17

10

38

45

24

31

“Welcome Task”

6-Month Touch Point

100 Day Renewal Reminder

2 Month Touch Point

45-Day

Renewal

Cross Sell Series

Username and Password

LegendCalls (Salesforce Task)

Automated Emails

what about the users and training
What about the users and training?

We wanted everyone's experience to be enhanced

  • Users need support as well as Admins
  • Admins should understand what their users are doing
  • There was room to improve awareness of training options
    • A couple of the emails mentioned training and how to sign up
    • We should let the training team know when to reach out about training
we didn t stop there
We didn’t stop there
  • We integrated our Hoover’s data warehouse with Eloqua; Data sets included Hoovers Users, Usage, and License info
  • We leveraged this new usage data to notify Admins of how their users were using the product; and to send personalized upsell messages
  • We created a product Tips and Time Savers series for Users
  • Helped the training team by creating Tasks for their specific follow-up
results
Results
  • Productivity Gains
    • Email Sends: ~80-90 Man Hours per quarter
    • Task Creation: ~200 Man Hours per quarter
  • Opportunity Gains
    • 91% renewal rate, 2% increase in first 2mo of program
    • Increased renewal value
    • Increase in New Business opportunities and value
more about hoover s
More about Hoover’s
  • Hoover's tools, widely used by sales and marketing professionals, help you research companies, build marketing lists, and access over 85 million decision makers across 900 industries. Our exclusive editorial coverage and direct link to D&B data provides a depth and accuracy to our company information you won’t find anywhere else.
  • Customized lists of direct emails and phone numbers can also be purchased to match your market and budget with Hoover’s Lead Builder, a convenient, pay-as-you-go source of targeted leads.
  • For more information check out www.Hoovers.com
thank you
Thank You
  • Ryan Randal
  • randalr@dnb.com