In 2013, Eaton drove over 26,000 marketing leads. Awesome, right? But how many of those leads became qualified sales opportunities? Only 5%... not so awesome. Eaton threw its old nurture program out the window and asked: What does the audience really care about and how can the brand deliver it to them on their terms?. Learn how to enhance your lead nurture programs to drive customers down the funnel to conversion, as well as: • Understanding persona and demand type • Creating and aligning content to business challenge and the buyers journey • Tracking user behavior and digital consumption • Leveraging information to create an implicit and explicit lead score • Qualifying leads that show interest and surfacing hot leads to sales Eaton leveraged the power of Eloqua to transform the way it nurtures leads, qualifies them and truly understands its buyers’ behavior. You will walk away excited to drive change your organization’s management of leads for the better.

1. OVER QUANTITY
MIND YOUR Q’S
QUALITY

2. Three steps to higher quality leads
1 Optimizing content
2 Intelligent lead scoring
3 Mature qualification process

3. { }1Using content to drive leads
Persona, demand type, business challenge

4. Persona

5. Demand Type
New Concept
New Paradigm
Established Market
Product
View
Audience
Message
Budget
Competition

6. Business Challenge
IT is Everything
Business Continuity
Modern Infrastructure
Make sure you pick the
challenges that your content
can actually support. You
don’t want to be in constant
content creation

7. Mapped to the Buyers Journey
Education Solution
Vendor
Selection
IT is everything Business continuity
Modern
infrastructure

8. { }2 Lead scoring
Implicit/Explicit & progressive
profiling

9. Explicit (A-D)
Who is engaging with
you
Implicit (1-4)
Digital body language
& timing
Title
Business Challenge
Relationship to company
Tagged paged visits
Email clicks/opens
High, medium, low value form
submissions
Event attendance
Explicit & Implicit

10. A1 A2 A3 A4
B1 B2 B3 B4
C1 C2 C3 C4
D1 D2 D3 D4
ELEVATE
Advanced lead scoring

11. { }3 Qualifying leads
Telemarketing and digital intelligence

12. Hot leads go
to sales
Back to
nurture
Qualification process

13. { }4 Results
Did it work?

14. 32% Open Rate
25% CTR
Solutions
track 53%
engagement
rate
24% IT is Everything
32% Business Continuity
44% Modern Infrastructure
13,453 contacts in the program

15. $150K quoted
342
779
12,078

16. 33,951
10% delivered
to sales
Additional
deliverable
leads 3%-5%
from nurture
program
2014

17. CRM
Google
Analytics
Eloqua
Optimized content
Intelligent lead scoring
Mature qualification

18. Without continual growth and
progress, such words as
improvement, achievement and
success have no meaning.
“ “
Benjamin Franklin

19. THANK YOU