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okay with respect for those of you that actually logged in on time I think we should uh kick off the webinar for today where we will focus on lead nurturing and have a fantastic speaker for you once again Isabelle from Sirus decision is joining us today to uh give their insights onto some of the best practices of uh of Great lead nurturing um a little bit of uh little bit of housekeeping um for this call um you have your webinar app which is uh you know hopefully available for you you are all on mute right now however the uh the the webinar will be recorded which means that uh if you uh for some uh strange reason needs to log off early you can still get the full uh the full webinar and for those who didn't log in or or if you find this very interesting you are then free to send it out to to your colleagues afterwards also you will receive a a recorded version um also you have the option of asking questions naturally in the chat functionality or on the questions pane um and I'll be monitoring that as we go along and uh we'll take questions uh you know as they show up and try to fit them in or else we'll also sum up in the end on uh on the different um on the different questions that might that might arise okay so um with that said let's uh let's kick off the uh webinar just want to make sure that I have my screen on I do this is uh this is good so we're all set set to go so first of all let me just introduce myself my name is lass I am partner and owner and founder of the company called increase um I've spent the last eight 10 years of uh working with midsize and Enterprise customers in the natics aligning sales and marketing optimizing marketing strategies and these sort of great things so I have probably the best job in the world if you were to ask me directly because I get the chance and option to to sit alongside a lot of customers of ours that are in the process of really trying to adapt the new technologies new communication ways and and these sort of different things feel free to to reach out on my LinkedIn profile or or or directly through through email if if any questions arise after this uh this webinar just want to give a very short introduction to uh to increase um I have two slides in total this is one and then the next one is uh is just the standard slide of references we need to have that naturally right um so uh little bit about the increase we are about 32 plus resources um and employees and we do nothing else than specialize in the Oracle marketing Cloud um which is really uh one of the most advanced uh communication platforms to really support the full set of the customer Journey along what we're going to speak about today which is uh is lead nurturing um we cover uh most of the nonic um so we have uh uh people in all different countries and have customers all over the the nordics also uh we have been chosen by Oracle as a strategic partner in the in the natics and uh spend a lot of time on certifying ourselves and what we really recognize is that you know to really be effective on on our Communications today and really trigger also in the sense of what we're talking today uh you know effective lead nurturing it really takes data so for us data is really the starting point a lot in a lot of the the communications however we we uh we were actually once when we started off the company we were a uh standard digital agency with creative resources and all of that so we have a background of marketing and speak the language of of marketeers um and are now very focused and been that for the last five years on the uh on the data elements and integrating sales marketing um as I mentioned before The Telltale slide that we must must have a lot of different companies that we uh that we work with just to show you guys that it's just not myself we also have a lot of colleagues and customers that we that we do business with um enough about us if you really want to learn more about us or if you want to get inspiration in general around marketing automation uh lead nurturing scoring U you know General uh stuff we have our blog which is uh also uh posted in uh the different Nordic languages um feel free to go to our website increas group.com or into the local sites SE and no and increase DK and go to our blog and uh know watch and follow what we are writing uh hopefully we find that that interesting so with that said let's kick off what we're really here for which is uh leite nurturing and best practices around that so I just want to spend a few minutes on really trying to to set the scene and why this is actually um relevant and something that can really affect both the cost of sales and also the effectiveness of of what we're really uh communicating to our customers so if you think about uh the general cost of sales and how that is set up now U there are two angles to to cost of sales naturally there's hopefully going to be a profit once we close a deal with the customer but until we close that deal we're actually adding up cost uh every single day and with every single interaction we have with our customers so a standard sales process would be something like you know marketing executing a campaign or spending resources on executing campaigns in general now that might trigger uh leads uh that sales need to follow up on now our great the sales resources need to spend time on following up the leads and you know it takes one two three calls to reach the customer and hopefully you get to set up a meeting right there's going to be a number of meetings depending on the sales process you have if it's a solution oriented sales process then you might have many meetings uh until the customer actually is ready to to speak to you so number of meetings you might bring in pre-sales you might end up in you know proof of Concepts and uh all these different uh different elements so again cost being added up so customer ends up in a situation where he says yeah well this this looks interesting let's negotiate the contracts again more more resources added up and then hopefully we end up with a purchase and if we do well we take all of our Consolidated cost and add it into a profit now naturally if we do not end up with this purchase we have spent a lot of money and you should actually think about this as a know going out with your credit card and and starting to spend money right because it's cost of sales adding up from the start of this process until the end of this U this process so if we don't realize uh the purchase if you don't close the deal we will have added up a lot of a lot of cost now the option here for us is naturally to uh to to uh to carve out when is it that sales should be uh Implement should be engaging in this or when should we actually kick out customers maybe not kick out but you know what I mean uh you know device them from from from going into to sales so if we think about what the standard sales process and the The Divide between sales and marketing how that often is uh is set up you know marketing covers typically the very high end of the funnel you know running the websites doing the marketing collateral the standard campaigning generating leads to sales which then uh does more of the uh the prospecting the cold calls the nurtures the followup the first meetings like we discussed before and then actually enters the sales process but if you to speak to sales guys and you know ask them how how much do you find how how do you how much motivation do you have for the prospecting part know cold calling and following up on leads and all of those different elements and statistics tells us that a very high percentage of sales resources time is spent on prospecting um and this is actually where all of the nurturing comes in which uh Isabelle will speak to you about in just a second so what we can do with technology today and and the automated functionalities of autom nurtures and setting up the nurtures correctly is really to switch this uh process around so the prospecting element becomes an automated nurture an automated lead nurture and sales should only spend time on the really qualified uh qualified leads that um that should go to to them um so with that said if you think about this from a cost of sales perspective and if you think about the slide I showed you before imagine the amount of cost that we can actually save and only sending sales to the to the customer that has been nurtured and has been uh qualified as ready really to speak to U speak to uh to sales so with with that as a as a starting point um we see many of the projects that we're running today um in B2B segments naturally um where the funding for the project actually comes out of the sales organization so you know sales director could look at this and say you know what if you can deliver qualified leads I can carve out all of the resources I spent on prospecting and only be using my expensive sales resources highly qualified sales resources on the customers that are actually in the market right now well I could save a lot of resources why not give that money into marketing so they have uh funding for their automation project the technology that is needed to drive automated nurtures and personalized campaigning and those sort of different elements and this is really what we will be uh be discussing today how can we optimize the nurturing flows in this uh in this starting point now it naturally takes technology it takes processes it takes communication and once we've done with the the theoretical part of this from from Isabel I will show you um what technology can actually do to support you in this uh in this process also so sorry about that um if if any of you were on our webinar the last time um we have had two webinars now where a serious decision has been a part of it and had really talked about the demand water and how we can align sales and marketing and identify the different processes that that customers go through and today we'll really speak about how can we uh do best practice nurturing um and for that uh once again we have a fantastic speaker Isabelle great to have you uh you back again uh loved your presentation the last time we've gotten some really good feedback from uh from a lot of the U the people that participated so uh pressure on you to deliver the same high quality like you uh like you always do so um I think if uh you could unmute yourself then uh you could probably uh say hello to everybody and while you do that I will change you to the presenter that's great thank you so much good morning Lassa and good morning uh to everyone else uh that is on the call today it is a pleasure as always uh to be back speaking with you and uh hopefully uh you ah Isabelle I lost your uh I lost your audio I think the webinar will be much more interesting if you can hear what you're saying Isabelle can you um could you see if you have um unmuted yourself um bear with us for just a second uh guys um not sure what happened but uh we should be able to hear our good friend um not right now at least uh Isabelle are you able to um to say anything here you know that's one of the things uh usually you don't want to happen you know build up everything and then right when the keynote speaker is to launch then uh we have a a little bit of an audio issue so uh hang hang on a second guys uh we'll probably get this sorted out within a in a minute or so uh just write to you here just write this to um really sorry about this guys um not sure what happened with the uh with the audio hopefully uh everybody else can uh can hear me well my my friends outside my office here actually tells me they can hear me but uh I think it's just Isabelle that we can't hear well I could do a little bit of uh of singing maybe if that would H keep everybody busy until we reach out the and we get the Isabelle online oh I hear you now Isabelle hello can you hear me yes yes yes we have you now great excellent to have you back I do apologize I apologize national anthem but take it away actually perhaps I should have stayed quiet that would have been interesting to hear um but my my apologies uh for the issues I'm I'm not really sure uh Christian and I could hear you very clearly um so my apologies for the delay in getting started uh but uh I think the first thing I said was just thank you very much and good morning Lassa and good morning to all of the other attendees on the phone um I'm am as always uh happy to be here talking to you uh about demand creation and today specifically about lead nurturing which is actually one of my favorite topics um so I let's let's kick off with uh just sort of looking at from a high level um as Lassa uh showed in his last slide um around the waterfall just to ground everybody in terms of what do we mean when we talk about it's going to be one of those days Isabella I think for some reason we lost you again now you're really putting pressure on me to start singing and I really don't want to do that I think uh I can I can monitor when people drop off and we will see a decline in people being on this webinar when uh when I start to sing I promise you that Lassa can you hear me now yes I hear you again thank you very much go ahead okay I have switched from my phone to my computer uh so I apologize if the uh if the quality is is not as strong but hopefully this will be more consistent it's perfect it's no problem excellent um so as I was saying let's let's start by just recapping the slide on the waterfall that Lassa showed us uh just a moment ago because the waterfall is really fundamental in terms of uh the discussion that we will have with regards to nurture and so as we look at the waterfall in the center of the screen just as a quick reminder there are four stages if you like in the waterfall uh the first one is the top of the funnel uh where you know uh people raising their hands um either because we've reached out to them through outbound mechanisms or they've found us uh through search or um other websites um that comes in and we call that an inquiry uh second uh as we as we bring that into the house and start uh trying to add more data to it trying to qualify it sometimes that happens uh with the use of automated systems um and uh if it does then we would call that an automated qualified lead an AQL uh and then you know often that gets handed off to a a teleprospecting team which adds yet some more information um and hopefully that results in a t qualified lead the third stage is sales qualification uh and that really is where T prospecting hands over to sales and hopefully um as with the diagram that Lassa had sales is Happy uh to receive this lead um and is in agreement that is a very strong lead uh and then you know as they qualify it and agree that it is time uh for it to enter an active sales cycle we achieve what we call an SQL or a sales qualified lead and then we go on to a lot of the other components in terms of demos uh negotiations and hopefully that close one business in the fourth box at the bottom and so really we can see the job families uh that that are going on here as we go through this particular waterfall uh the first one being seed at the top seeding awareness and demand uh then the second one within marketing qualification really creating that pipeline uh that we all need uh then bottom on the left uh really once it hands over to sales trying to help sales continue to accelerate that pipeline as it goes through as well as on the bottom right helping enable them to continue that conversation in a very positive way now the nurture box the last one on the right hand side as you can see it's a little unique it has three lines um so what that means is there are multiple places within this demand waterfall that nurturing can occur in the description that Lassa gave us um at the start of this presentation U we were really talking about that first line which is an automated type of nurture for an inquiry that comes in through the top of the funnel and it's just not yet ready to be passed over to uh sales it perhaps is not the right time perhaps we're missing some key information to help us understand that this is the right Prospect um it can be a number of things and so really that's the first type of nurture but there are two other types that we'll talk about as well that happen in the middle of the actual waterfall and then towards the end of the waterfall so without further Ado let's get into what we call them um so first and foremost the one that happens at the top we called premarketing qualified lead um and here as I said typically the inquiry is coming in it's being scored by a marketing automation platform and then perhaps it's not quite ready um and that score is not quite at the at the level that you've set it so if the score was 100 perhaps it's coming in at 50 and so there's a number of things and programs that can be put into the marketing automation platform to help it continue to drive interaction uh and gather information about that Prospect hopefully so that the score can be raised and we can get to a point where the AQL score is met and it's ready to be handed over to Tele prospecting the next one uh is happens in the middle of the funnel and we call this recycled leads and there are actually two subsections of recycled leads the first one being active and the second one being passive so for active recycling what we're talking about here is a situation where teleprospecting has received a lead they've qualified it and they've sent it on to sales sales has accepted it and then for one reason or another has sent it back disqualified typically this happens because either there is insufficient budget the timelines aren't quite right we not talking to the right person uh with the level of authority to uh to purchase um or you know perhaps they did have that but there has been some change in circumstance um and so that is the opportunity that sales has to say this was a very good lead but something was missing and so I'm going to send that back to TA and to marketing and ask them to continue to work on it so that I can focus my time and attention on these other leads that are actually hot and and in that way as last was saying we can save a lot of time and energy within that sales team the second type of recycled lead is passive and this one is a little bit more uh contentious if you like uh because as you know perhaps you've seen leads actually handed over to sales sales has accepted them and then they sit there for whatever reason it could be that sales was trying to connect with the actual lead uh and the lead has gone quiet or gone dark or it could be that the salesp person 's attention was pulled onto a bigger or a more important project and as a result uh for this early lead they just don't have the time to engage with them um as actively as you would like um and in that situation if a lead sits there for a particular length of time passive recycled looks to set a timer to say if that lead is older than a certain number of days typically we suggest that be about half of the average sales cycle then marketing should be raising a red flag and going to sales and saying it's time for sales to pass that lead back to marketing and allow marketing to continue to engage with them and nurture them until such time as either the actual Prospect re-engages or sales is able to focus on it once more so those are the two types of recycled lead nurturing the third and final type of nurturing is called reconstitution Ed and this is where an actual lead has actually made it to SQL as you can see there but it has been closed not one post SQL now again a number of reasons that this could happen perhaps it was an active sales cycle and things were going well but then the budget was lost or perhaps management changed or the priorities within the business changed again very strong lead but just didn't come to fruition at this point in time so typically what we see is sales actually closing that off um and it's sort of lying in a heap if you like of Forgotten leads now what reconstituted lead nurture aims to do is it aims to have marketing focus on a set of those leads that have been closed not one try and find some common themes in there and then re-engage those prospects to see if they are ready to re-enter an active sales discussion so those are the four types of nurturing there there is uh you know some different characteristics that each one of them have so for example in terms of marketing being able to uh create and run a nurture program predominantly on their own then you're typically looking at the premarketing qualified lead nurture and the reconstituted nurture by and large these are leads that either have not meet have not been sent to sales yet or have been disqualified by sales and therefore marketing can you know is at Liberty to go and try and tap into those to find and rekindle interest and anything they find sales will be happy to take that back because they know that it was a strong lead at one point in time if we look at the two Center in the light blue the Recycled types of lead nurture they're a little different they require very uh close collaboration between marketing and sales in order to really understand why sales would be actively uh disqualifying something at that sales accepted process or to really clearly agree between marketing and sales when would be an okay time for marketing to pull a lead back and start to nurture it once again another distinguishing characteristic between these types of nurtures is the length of time that you can expect these nurtures to take so from a marketing uh pre-qualified lead nurture that's probably one of your longest lead nurtures um and for that I mean because you're not entirely sure how long it's going to be taking you to actually get some of the additional information from a passive recycle for example that's probably going to be one of your shorter nurtures there if you've lost contact with the lead really you want a short sharp type of activity to drive that re-engagement and once you've established that re-engagement you can um confirm that the individual is still engaged Sal cycle and pass them back to sales so that's probably your shortest one all right let's move on to to uh to four pillars of lead nurturing and so I mean as we talk about those lead nurtures it's great to say I want to nurture at these various stages of the funnel but really it's important for us to have a a framework a process by which we are going to Define each one of those nurtures because quite often when we speak with customers uh they they're so excited about creating their very you know interesting uh and intricate nurture plans that they actually forget that the most important objective of any nurture program is to transfer people into and successfully out of nurture you don't want them to stay there forever as great as your nurture may be so we've defined four pillars of lead nurturing to really help our customers think through their nurture programs and it starts with entry entry is everything about the triggers and the pathways that are going to signal to you that it's time to send a prospect into one of those four specific nurture flows so for example at the pql nurture the trigger there is typically that the AQL score has not been met and so more interaction or information is needed in that passive recycle that we spoke about there the trigger could be the timer signaling that that lead has laid um inactive uh within the sales funnel for more than half the average sales cycle the second pillar is treatment and this is everything about understanding how you want to interact with that Prospect while they are in your nurture stream and so it is a combination of the content that you want to share with them the way that you want to deliver that to them and then the offers and messages that you are going to be using to drive that incremental conversation with you remember your objective here is to engage and to continue to move forward with that discussion so that you can hand this lead back to sales and re-enter that active sales cycle the third pillar is transition um and this is very very important because this are the signals the red flags that you're going to look for that tell you it is time to move this Prospect back to sales so this is this is absolutely what you're aiming for so you need to know upfront what type of activity or what type of uh metric are you going to be looking at um and and how is that automatically going to trigger that hand over back to sales in the disposition case the fourth pillar this is all about who you will be sending that lead to it would be a crime if you like if we had spent all this time and energy uh nurturing a particular lead and uh and really getting them ready to re-engage with sales and then we send them back to sales only for them to fall on the floor so this disposition this fourth pillar is is important as the other three so it's important to Define ahead of time who will you be sending that lead back to and what information will you be providing along with that lead perhaps it's also what content in terms of sales enablement tools will you be providing to sales along with that lead so that they are able to continue the conversation that you have started through nurturing rather than just starting from scratch so those are the four pillars of lead nurture now let's let's pick two examples we're going to talk about the first in the last examples the pql and the reconstituted simply an interest of time as we as we don't have uh time to go through all four but hopefully with these two examples you will actually see how you can apply these four pillars uh in your business so again as a reminder pql nurturing before that Prospect has been handed off to Tele prospecting or to the channel and as we look at these four pillars let's start with entry so in a pql nurture process really here one of the most important things is the target market agreement and the company entry points so who are you going to be targeting um do you understand where they're going to be coming from uh and you know do you have a complete or clean list um of uh of the own either owned or purchased of that data so that you can as LZ said at the beginning so that you can effectively nurture them and then also from an inbound marketing strategy again do you understand the multiple different inbound roots that they can be taking um and which one of those you are going to be using as a trigger to enter into nurture second with treatment here you're going to need a needs-based campaign structure so you're going to need to have thought through the target markets that you have that you want to be nurturing and understand what their primary needs are and then create a a treatment program that is really based on pinpointing the need speaking to that need and then continuing to educate them about how your offering can resolve that need you would like it to be a decision-based demand program inviting them interact with you and really help themselves assess and identify that you are indeed the solution that can solve their problems and you want to think through that content and really map it to that early stage pql to make sure you're not offering some content that perhaps is more appropriate to later in the stage last but not least information collection remember that as you go through the treatment for pql not only do you want to be informing that process ECT and hopefully having them progress with you through the buyer cycle but you actually want to be collecting some more information from them again to help you increase that AQL score third transition here the typical way that we see people identify when it's time to move the prospect across is through a lead scoring schematic and so really understanding from your lead definition what's the pieces of information that marketing has agreed with sales are required and what's the level of activity that signifies a hot lead and when those uh have actually taken place uh the score will reach uh the AQL score and then it's ready to be handed over from fourth from a disposition perspective where do we typically see these disposed well tends these tend to go to either TAA or straight to sales depending on some of the rootar around rules um for example if it is a a a strategic account uh and the company is focused on you know account-based marketing then perhaps that lead would go straight to sales if it is more of a uh SMB type of play then perhaps there it would go straight to TAA and TAA would be adding some additional information onto it before then setting it to te qualified and handing it across to sales so that's your Prem mql nurture process typically we see this as uh an email campaign as Lassie was saying very automated it tends to have between three and four different uh emails um but it also has a um an alternative so if somebody does not respond to the first or second email then it backs out into another stream perhaps that is a more high level broad type of nurture to see if perhaps a different topic or a different method of communication would elicit a better response from the prospect if we go on to that uh Second example that we were going to discuss reconstituted so again as a Remer here the reconstituted uh nurturing program is where we have a once engaged opportunity uh and uh and really it has been closed not one and it hasn't been touched for months or even quarters and so marketing feels can feel safe in going to try and resurface those and rekindle an interest with that Prospect so again let's see how those four pillars actually apply starting with the entry pillar how do you identify leads uh that are ready to be sent to a reconstituted nurture well here typically we suggest that people look at aging opportunities and so if a reconstituted uh if a lead has been excuse me sitting uh forgotten if you like uh for a period of typically more than a month uh potentially less than three months then really you can uh rest assured that they're probably still thinking about this particular uh solution or this particular business this issue um something less than a month might be a little too soon uh especially if uh it was closed not one because they decided uh to select a competitor uh but something between one month and three months uh is usually a good window even if they've uh selected a competitor to uh to run with by about one month they might be having second thoughts they might have found some uh characteristics of that competitor that aren't a perfect fit so that's the window we tend to recommend um from a treatment perspective uh what do you want to do there here you really want to have this multi-touch idea that is going to quickly rekindle their interest and so perhaps one could be um a specific offer that says it was great to speak with you um some months ago uh you know if you um are still interested or still in the market uh then here is a great new offer that we have for you uh and it could be an event it could be a white paper or it could even be some type of promotional offer that could be followed up uh by again either an event um or even a face-to-face meeting something that is very quick and Rapid Fire uh that is going to hopefully reage and rekindle them from a transition perspective again what is the thing that is going to tell us it is time to move them across and here we do tend to see the lead scoring schematic used once again but typically they have been reset in some way so the original lead score will have been either degraded um over time because uh this has been sitting dormant or it will simply have been taken back to a lower number or to zero uh such that um when it builds up back up to the lead scoring then we understand that that's the time that it's ready to transition back into that active sales cycle and then from a disposition perspective in terms of when is it ready to hand over who is it ready to hand over to these leads typically get handed straight back to sales um there there can be in some instances a qualifier pass from tea to field but more often because these have been engaged with a salesperson already we see them handed back to the same salesperson that originally handled that lead so that there a bond that was established the beginning can be continued Okay so that's that's of a high level of the four different types of nurtures um as well as the four pillars that we think are are really quite fundamental to helping you think through logically each of those nurture programs certainly I'm sure lasso will will concur that as you start to program uh things in your marketing automation platform they can get very complex um and so something like the four pillars really helps you think through that complexity before you start programming in terms of actions of that I would suggest to you there's a couple one is from a marketing perspective I would suggest that you you really understand those fundamental categories of lead nurturing and which one would apply most to you in your business and second I would suggest that you really work to align your nurture efforts with teleprospecting and sales so that they understand the value and the benefit that they're getting from you investing in nurturing and then from a sales perspective um I would encourage you to to have a conversation with sales uh so that they buy into the idea of having reps and partners be able to identify leads that are perhaps stalled or perhaps uh you know being disqualified and rather than just leave them in a heap uh on the floor actually be able to pinpoint and flag the ones that they would like to send back to marketing for future nurture thank you very much Lassa back over to you all right thank you so much Isabelle I appreciate you taking your time glad we got you got your audio uh working makes it a lot more interesting and fun to to to view your uh your presentation here so let me just uh grab back uh presenter rights for me H this should be you should be able to see my screen uh oh here we go like that okay so uh as mentioned thank you very much Isabelle um as always uh love your your theory love the direction of of of uh the insights that you guys bring to our webinars here so what we want to do is is try to take this from from slides uh and Theory into real life uh work in in the natics and the main reason for that is that we often experience customers that you know kind of get the idea and and what this is all about both from a sales and marketing alignment perspective scoring and also in regards to nurturing but how do I how do I really get started with this you know it makes sense it makes brings value to my business business but how do I get started with this so I spend the next five minutes I'm trying to give you guys a direction into how could you really enable this and I think one of the key elements here is uh is if you think about the funnel that you guys need to go through to be able to to Really Implement U effective nurturing processes and you can also hear that from a lot of of the stuff that Isabelle was talking about it's really also a lot about data so we need to understand where are our customers in the different phases of their bias Journey or this is what we call building digital profiles and to give you an example of what digital profiles really is all about then with the automation technology of of oracles marketing Cloud um we actually get out of the box ability to track uh the online behavior of individuals I'm not going to cover too much of this but just to give you an example of what we can actually see inside the platform from a digital Behavior perspective so we will be able to understand um every single website visit that each individual actually have linking that into specific profiles so all of you that are on this webinar uh sorry to tell you that from now on we are actually tracking your behavior across all of the Medias that we are owning so in this case I've taken out my own digital profile and you can see that I've visited our website 799 times submitted 28 forms Etc and it also gives me insights into each of the different URLs if I want to see the the visits or the emails that I've received and also integrating with social elements now naturally to be able to drive this sort of leap nurturing we need to digital Behavior but we also need the data from CM platforms we integrate with all of the standard uh CM platforms ofm and allal C on demand and and all of these different platforms Salesforce Etc so with data available tours we can now start to to Target and segment our customers and if you remember from Isabel slides in the beginning um you know she talked about the entry phase of of of nurtures of nurtur flows well that's really about targeting and segmentation we need to have data we need to have technology that can look at the data combination of digital Behavior and the actual data from uh from from the shm platform for instance if you take the um you know the obsolete dorant opportunities well we need that data to be pulled in from CRM systems and use the Target and segmentation engine and the Target and segmentation engine of uh of eloqua and the Oracle Market marketing Glide really gives you a powerful tool to segment with over 5050 different digital body languages so if you have visited this part of our website X number of times within the last X period and also have a title of whatever then we want to create a a segment that's called potential customers and it will tell us that there are X number of customers in this so we really have a a powerful tool to identify and understand which of these customers are actually in the market now which should be in and out of different nurturing flows so with the digital profiles in place ability to Tar marketing segment now we can really start to build our nurturing flows out but to really identify the different processes um in a in a a segmentation U sorry in a communication process right inside the platform you're able to in a drag and drop goey kind of like working with Visio if any of you have worked with that before by dragging and dropping and mapping out the customers uh Journey um with different links between different touch points and segmenting on different parts of uh of the data so the way end up with this is really to start to map out the customer life cycle and we conduct a lot of workshops with our customers starting out with different phases so it could be in the create awareness phase or the harvesting data phase or the introduction phase or whatever phase it might be in your customer life cycle and then nice and easy taking it from a high level perspective of different phases bringing that into a specific description so for instance if we take the harvesting of data phase well we the the description of this phase is we want to understand who your potential buyers is so relevant communication can be sent the goal of this phase is have to to to data to set a specific profile maybe you are in category a b c customer whatever it might be um how do we identify you and put you into the Harvest of date and well 24 hours after created a date we want to put you into this specific page um and there will be a set of different Communications that needs to be uh triggered it could be data Harvest communication you know the the standard uh you're not just an email in my uh inbox or in my in my database I want to be able to communicate relevant information to you so we map out the customer Journey bring that into marketing tactics and below this uh and the bottom of this spreadsheet we also map out what data is needed to actually trigger those things so that's brought into a highlevel uh funnel so different phases different key marketing tactics and each of these different tactics like the awareness phase is put in to a communication flow and this is actually what is being implemented inside eloqua as a communication process so it hopes it gives you an indication of how do we bring these PowerPoints into Revenue uh and actual results so mapping out the customer Journey gives us an insight into what is it that we want to say at different stages and what data is actually needed and the communication process that is actually needed is what we use to as a blueprint for actually implementing in in the technology now this doesn't have to be a a you know 400,000 project um it is fairly simple most of what is is needed inside the platform is drag and drop so you don't need know hardcoded uh elements you need data and you need a tool that marketing can work with and that's actually what the ELO and the platform is all about so it's about building digital profiles know have technology so we can Target and segment where in the funnel people are actually placed and then the ability to really automate and personalize the communication based on the customer life cycle bringing that into data and actually executing that from a communication perspective now we have a lot of other functionalities in the technology that we that we use as a platform for for for really setting up U um strong nurture flows and and effective nural flows qualifying leads we spoke actually about that on our last webinar so with all of this communication going on how can we really identify the customers based on scoring uh requirements that these are the ones that should actually be sent back to uh to sent to like Isabel also spoke about before so we have qualification functionalities lead scoring functionalities right out of the platform now I'm not going to spend too much time more on on these different elements um but I hope it gives you um a sense of there's a way from PowerPoint presentations and into actual revenue and results by uh following a a pretty short process um and usually uh we see this as starting out by conducting what we call a business opportunity Workshop because uh we we tend to see a lot of customers thinking about customer experience and customer life uh uh customer life cycles and it ends up becoming a massive project that will launch you know 18 months from now and nobody in today's uh know business can wait 18 months by getting until we get the rri on our investments so what we do is that we we set the full vision for an omni Channel you know this is how we would like to drive our communication in 24 months from now or 12 months from now whenever that might be but it's really about getting the basics right what we do is we conduct a business opportunity Workshop where we look at the different nurtures that could be relevant for you to execute in your business model and evaluate those from a business value perspective edca and a and b a as being the most valuable and at the same time monitor those or evaluate those based on a um Al little bit of Danish here sorry about that guys but a use of resources so how complex is this actually to Implement now naturally if we have a very strong opportunity which would be an A1 for instance so it doesn't take much time to implement but it is really high value it could be the standard data Harvest it could be the standard welcome introduction flow could be a lot of different uh communication uh purposes communication angles well those are the ones we start out by executing so by using this business opportunity Workshop you also get the input into building your business case because each of these business opportunities will have a value Associated to it so we can now show that okay we will invest in the ones that are all a or the ones that are all a b c one and two those are the ones we will kick off in the first phase of this project and at the same time building the business case based on those and then from there on WE involve into some of the more complex uh elements that might have high value but takes a lot more resources to get uh to get going and as you can probably imagine uh and funny enough that is exactly what uh what the core of our our business is really taking the marketing strategy the customer strategies that you guys have bring that from PowerPoint perspectives into Data into technology and making sure that we deliver revenue and results as we U as we go along and not just by uh by uh by PowerPoint presentations so with that said um that's actually concluding our presentation from today so I want to take this Unity to thank you Isabelle once again for uh for joining our our webinar always a pleasure to have you guys uh on on these calls um and we have our next webinar where we will actually dive into the details of mapping out our customers buyers Journey so the very very short element of the presentation that I gave you guys uh earlier um you know bringing phases into marketing tactics bringing it into data and bringing that down to uh to actual execution show you a process of how to realize buyer's journey and the value of of working with that but from a level where it isn't you know strategic high level uh stuff that uh creative creative agencies U earn a lot of money on um but really bring this into to reality um so I hope you uh enjoyed the webinar if there is any questions or anything like that feel free to reach out both myself and Isabelle is still on the call and we'll be happy to to take any questions and if not um I hope we have uh supplied you with a little bit of information and uh an apology for our uh you know short audio issue earlier on you were almost as lucky as you could hear me sing which would not have been fun at all but uh with that said I just want to wish you guys a a great day and fire away if you have any questions or else just thank you for for today all right it doesn't seem like we have any uh questions today must have been because the uh the information we supplied was spot on right so with that said guys have a fantastic day um hope you all joining us on the 15th of December for a uh Christmas intro to the buyers journey and I'll uh speak to you all on the 15th feel free to reach out to us if you uh would be interested in in more details of what we've covered today have a great day guys bye-bye