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Taleo

Business Challenge


Teleo found that customers moving through the buying process needed different content at different stages. Only a nurturing program that delivered the right content at the right time would meet their marketing goals.

Solution


Taleo worked with Eloqua and partner DemandGen to create two basic nurturing campaigns using existing content from another multi-touch campaign. They built a matrix that looks at the buyer’s journey and the sales cycle, and based on that, determines the right content for each touch point.They learned over time that as prospects get further down in the buying cycle, the content should be much more personalized, much shorter and to the point.

A lead scoring program is at the heart of the system. It determines the lead rating which ultimately defines ownership, action and nurture. Criteria such as contact function, role, company size, industry, a determine the qualification score (A, B, C). Taleo combines the qualification score with a score based on their behavior.

The lead scoring program sorts prospects into very specific buckets and pushes them down a pre-determined nurturing:

  • Suspects: B and C leads that are cold or warm – marketing owns these and cultivates them through nurturing until they are hot (or
    sales ready);
  • Marketing Qualified Leads (MQL): A and B leads that are warm or hot, plus all hot C leads – these go to the inside sales team for follow up, in conjunction with targeted nurturing designed to software the prospecting call. At this point, we understand the buyer’s
    interest, industry, company size, so we are able to tailor the message and call to action to them personally;
  • Sales Qualified Leads (SQL): A leads that are hot –these have been further qualified by inside sales and are passed to the field sales team for follow up. These leads also get nurtured but now rather than trying to qualify and discover, we are building preference to
    support the field’s efforts in converting these leads into opportunities.

____

Taleo


We built a matrix that looks at the buyer’s journey and our sales cycle, and based on that, we determined the right content for each touch point.


Doug Sechrist
VP of Demand Marketing
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