- My Role: Senior Marketing Project Manager.
- The Project: Software Integration Within an Existing CRM System.
- Project Objective: Lead the successful integration of two software systems (Eloqua and Salesforce.com) so that the Marketing and Sales teams can optimize lead generation and conversion efforts, reduce operational costs, and accelerate delivery of marketing campaigns for greater customer engagement and sales.
- Responsibilities:
- Collaborated with IT, Product Marketing and Sales Operations stakeholders on best practices for outbound and inbound lead generation campaigns using the Eloqua marketing automation system and CRM system (SalesForce).
- Project Lead for the Eloqua software implementation vendor.
- Became the primary Eloqua Administrator and mentor to other marketing managers using the new marketing automation software tools.
- Worked with Sales Operation stakeholders to create lead scoring and routing criteria for MQL (Marketing Qualified Leads) and SQL (Sales Qualified Leads).
- Refined and deployed lead generation campaigns, responsive landing pages, calls to action, progressive profiling.
- Guided our internal corporate marketing services in creating assets for deployment in the Eloqua marketing automation system.
- Deliverables:
- As Project Manager, provide stakeholders with periodic updates on the software integration status with our CRM system.
- Grow Eloqua Marketing Campaign best practices, share with team members.
- Create templates and digital assets with the corporate marketing services team for faster campaign deployment by marketing team members.
- Build shop profiles and segmentation in Eloqua.
- Improve quality of Eloqua data for better targeting and cost savings, improve customer profiling techniques, de-duplication of our contact database.
- Deploy a sophisticated analytics and reporting framework to communicate with cross-functional teams and Senior Management the success of our integrated marketing programs.
COMPLETION:
Drove the strategy, integration and implementation of marketing automation software (Eloqua) into our CRM system (SalesForce) to automate demand generation email campaigns, landing page testing and conversion optimization, progressive profiling, lead scoring, qualification and nurturing processes to deliver a 32% YOY increase in revenue from marketing-driven leads to Inside and Field sales teams.