4Thought Marketing recently improved its Upload Wizard Cloud App to meet the unique requirements of a long-time customer, a global distributor. As part of their Marketing Technology Stack, they use Oracle Eloqua as its marketing automation platform and Salesforce for customer relationship management (CRM). The enhanced Upload Wizard Cloud App serves as the foundation for their comprehensive lead management strategy.
Business Challenge
Every day, the distributor processes orders from around the world. These leads need to quickly and accurately enter their systems and get assigned to the correct sales team. When they receive orders for new accounts, their first step is to connect with them and determine how to best work together. It’s the first step towards their objective to drive more business through optimized lead processing workflows.
The distributor initially contacted 4Thought Marketing when they needed to optimize their business processes and enable growth. 4Thought Marketing helped connect their CRM and Oracle Eloqua systems through seamless Oracle Eloqua integration. But their requirements could not be met using the out-of-the-box Salesforce integration. After careful review with the distributor, they purchased the Cloud App. They now affectionately refer to the Cloud App as the Lead Engine, and it’s central to keeping the entire sales operation running smoothly with efficient CRM integration.
Solution
The Upload Wizard Cloud App helps Eloqua marketers improve data quality by eliminating bad data at the source. It automatically identifies low-quality data through advanced filtering mechanisms. Another benefit is that non-Eloqua users can easily import data without risking the overall data quality. The Upload Wizard allows more people or processes to perform Eloqua uploads, without compromising data quality standards across the Eloqua integration platform.
The distributor receives leads from marketing efforts, from suppliers, and from the manufacturers whose products they sell. However, the primary lead source is from online orders. They feed the leads into the Engine, where they are then enriched and scored through sophisticated algorithms. When leads score high enough and become a marketing-qualified lead (MQL), they flow into Salesforce through seamless Salesforce integration. From there, teams in North America, Europe, and China contact the accounts using standardized processes.
The 4Thought Marketing App also helps organizations improve data quality and enrich data beyond basic lead capture. As data flows into the Engine, it normalizes the data, compares data against other tables to enhance the details, or adds data used in other systems. The Lead Engine helps the distributor execute a five-contact approach by setting up tasks in Salesforce and kicking off follow-up by sales automatically through integrated Salesforce CRM workflows.
The Engine also enhances demand generation activities through intelligent campaign management. When campaigns run, the Engine flags products related to active campaigns as a high priority. Any orders that include a high priority product are “fast-tracked,” sending it immediately into Eloqua and Salesforce through streamlined integration processes.
Results
The Lead Engine powered by the 4Thought Upload Wizard is an integral part of the sales process at the global distributor. It helps the sales team efficiently process the considerable volume of data entering their systems each day through robust lead management capabilities. The Lead Engine checks the data quality, and enriches leads with the latest product information ingested daily through continuous Oracle Eloqua integration. Leads are scored and routed for further qualification using advanced automation features. Select leads are sent immediately to sales if it contains products that are part of a campaign or promotion, leveraging the power of integrated Salesforce CRM integration.
Future
Since deployed five years ago, 4Thought Marketing has implemented dozens of improvements to the Upload Wizard Cloud App to meet their customer’s unique requirements. The global distributor continues to innovate using the Lead Engine, pushing more and more data into the system through enhanced processing capabilities. A project is currently underway to help provide better reporting and accountability for leads generated by their suppliers by pushing them through the Lead Engine with improved Oracle Eloqua integration features.
When complete, they can automatically identify and report on lead record quality and help them generate better leads for the distributor to close for their suppliers through advanced Salesforce CRM integration analytics. And the Lead Engine, powered by the Eloqua Upload Wizard Cloud App from 4Thought Marketing, is at the heart of the system driving continued business growth.
