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Eloqua Cloud Connectors for ReadyTalk: What it Means to a Marketer

Posted by Mike McKinnon on
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“Spreadsheet hell” is what we call it at ReadyTalk.

It happens when your conferencing service data is isolated from your marketing automation service. It delays lead follow-up, lead scoring and the lead nurturing process. It complicates the entire process and can lead to data errors.

As a marketer, I am always looking for ways to accelerate lead conversion, arm my sales team with valuable information, simplify reporting and gain a solid understanding of metrics.  The new Eloqua Cloud Connectors for ReadyTalk allow me to take advantage of Eloqua’s platform without falling into spreadsheet hell

.Let’s look at the old way vs. the new way:

 

  Without Integration With Integration Additional Benefits of the Integration
Pre- Event Action Items

  1. Send out invites with Eloqua (or our conferencing service) with a registration link hosted by ReadyTalk

  2. All registrants would flow into ReadyTalk

  3. All confirmation and reminder emails are handled by ReadyTalk

  4. If you want to take an action on registrants (nurture, score etc), you must log into the ReadyTalk system, download a .csv and upload into Eloqua



  1. Emails and registration match your company branding.

  2. ReadyTalk simply hands the unique meeting URL to Eloqua and Eloqua takes care of the rest:

    • Registration is handled by Eloqua

    • Scoring is instantaneous

    • lead nurturing can be complex and segmented


The registrant information is placed into a pre-call campaign in salesforce.com.
As registration happens, our sales team is able to add the human touch to our webinars.The options are limitless now that Eloqua is handling the registration and confirmation process. 

 

 

Post-Event Action Items

  1. Downloaded the attendee list from ReadyTalk

  2. Map the fields to match Eloqua requirements

  3. Clean  up the data and upload it into Eloqua; at this point you can also segment the list based on title or department so they can be put into the correct nurturing programs or contact groups.

  4. Send appropriate post-event emails


Depending on how large the webinar was, this process could take a day or several.

 

 



  1. Attendee list is already in Eloqua

  2. Attendees are automatically scored and placed in the proper contact groups and nurture programs

  3. Measure attendee  engagement on the webinar and refine their score

  4. Send to sales if needed


 
After refining the lead score again, sales can follow-up immediately and are well prepared with duration of stay and registration data. 

 

No waiting, no .csv file and no tedious field mapping.

 

As illustrated in the steps above, integrating ReadyTalk webinar services with our marketing automation platform, Eloqua is saving us significant time and eliminating manual processes that can lead to errors and other problems.

 

If you’re interested, you can learn more about Eloqua Cloud Connectors for ReadyTalk.

What marketing automation platform do you use? Are there other marketing platforms that you’ve integrated and seeing the benefits? If not, what would you like to integrate?

 

Mike Mckinnon, senior demand generation manager at ReadyTalk

 

As the senior demand generation manager at ReadyTalk, Mike helps manage and execute ReadyTalk’s demand generation programs, which include email, online advertising, telemarketing and tradeshows. He also oversees ReadyTalk’s lead management process and marketing funnel by using Eloqua and Salesforce.com to automate ReadyTalk’s nurturing programs and lead follow-up.

 


Name: Bruce McDuffee
Time: Saturday, June 25, 2011

Hi Mike, Would you have more details about setting up the Eloqua program. Maybe a template to post on Eloqua SmartExchange? Thanks

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