Lead

Nurturing
Workshop
Engage with people
on their terms.

© 2020 Marketing Cube Pty Ltd.

20200303
Overview Prerequisite
• Marketing staff should have
Customer Experience (CX) & a login to Oracle Eloqua.
Nurturing Campaigns • Sales staff should be
prospect facing.
The concept of nurturing is both a pre-sale and post-sale
strategy. From a pre-sales point of view, Oracle Eloqua enables Learning Outcomes
you to personalise each engagement for prospects and deliver
an improved Customer Experience. • Understand how to
As buyer behaviour has changed it’s now more critical than ever execute a problem based
marketing lead nurturing
before for Modern Marketers to engage with prospects and
campaign.
customers on their own terms.
• Understand the flow of the
Utilising Oracle Eloqua functionality like trigger based marketing campaign best suited to
and lead scoring, marketers are able to deliver a range of assets your target segment.
to interested parties through a campaign designed to engage
people and then score their digital behaviour. Business
Outcomes
Email Marketing v’s • Fully deployed* lead
Marketing Automation nurturing campaign for one
target audience built in
• Email marketing is the constant repetition of sending emails Eloqua 10.
• *1 day workshop only and
to your contacts. There’s no evaluation of behaviour and little
insight beyond open rates, click through and form assumes a degree of pre-
work has been completed
completion.
i.e. artwork and content.
• Marketing Automation is the ability to engage with prospects
and customers on their own terms through trigger based Attendees
marketing campaigns. People progress through the top of
funnel based on their engagement and digital behaviour. • This workshop is capped at
10 attendees
• Attendees must have
access to Eloqua for the
duration of the workshop.

Duration
• Half Day or
• 1 day

© 2020 Marketing Cube Pty Ltd.

Module breakdown
The workshop follows a logical flow and builds knowledge, expertise and finally content to execute an
Oracle Eloqua Lead Nurturing Campaign. All attendees will be included in the process and are expected
to be in a position to have the authority to make decisions which can be executed following the workshop.
1 Problem Based Marketing
Attendees will understand the fundamental
premise that buyers will not invest in your
product or service until they acknowledge they
have a business problem that requires a solution.
2 An Ideal Client
Based on the profile of your installed base,
attendees will build an ideal client profile or ‘ICP’.
The ICP creates a framework and reference tool
to help shape messaging and content delivery
throughout this and future campaigns.
3 Nurturing Who?
Nurturing is not just a top of funnel prospect
strategy. Partners, staff and customers can all
benefit from nurturing campaigns. Attendees
will determine who is the target of this
nurturing campaign.
4 Segmentation
Oracle Eloqua provides rich segmentation
capability ensuring your message is executed
with quality in mind verses quantity.
© 2020 Marketing Cube Pty Ltd.
5 The Offer
Attendees must come to the workshop armed
with a range of available offers. These could
include white papers, video, webinars, seminars
and other low or no cost offers. Additional offers
may be developed during the workshop.
6 Personalisation
Largely dependent on your existing profile data,
Oracle Eloqua provides the ability to personalise
your messages with contacts. We’ll review best
practice personalisation and determine its most
appropriate use within your lead nurturing
campaign.
7 The Message
Finally, utilising each of the previous 6 modules
activities, your team will develop a range of
messages to engage your target audience.
Summary
Constant measurement and review of reporting
available within Oracle Eloqua will help the team
determine the success of their campaign.
Nurturing campaigns should be allowed to run
for at least 90 days to determine the impact and
effectiveness of decision made during this
workshop.
The Eloqua Campaign Canvas

An easy to follow visual campaign flow

For the seasoned Oracle Eloqua user, the above image form the Campaign Canvas will be easy to follow.
For the novice, it may appear a little daunting.
At the completion of this Lead Nurturing workshop, attendees will understand the power of the Campaign
Canvas as both a brain storming tool and a way to understand the flow of people through the nurturing
campaign.

© 2020 Marketing Cube Pty Ltd.

Book your Lead Nurturing Duration
Workshop today The workshop has two
delivery options:
• 4 hours
Drive better quality leads to the sales This workshop assumes a
team through lead nurturing & good level of Oracle
marketing automation. Marketing Cloud Eloqua
expertise and is not an end
Lead Nurturing is a fundamental feature of the Oracle Marketing
user training workshop.
Cloud Eloqua. At the conclusion of this workshop attendees will
understand the power of nurturing not only for lead nurturing but • 8 hours
also for on-boarding campaigns for new customers, staff or This workshop includes basic
partners. Oracle Marketing Cloud
Eloqua end user training as
Investment part of the workshop.

• 1 Day Workshop AU$3,500 +GST*

• 4 Hour Workshop AU$2,500 +GST* Who should attend

• Travel & Living expenses, if required. • CMO
• CSO
Travel & Expenses
• Marketing Manager
Expenses will be kept to a minimum and charged back at cost. If
it’s easier for your operations team to book and pay for travel on • Digital Manager
behalf of Marketing Cube, this is easily accommodated. • Sales Manager
• Marketing Analyst
Post Workshop Follow-up
• Sales Analyst
The success of any workshop learning is largely driven by what
happens after the workshop. Marketing Cube will work with your
executive sponsor following the workshop to provide additional
How to book your
coaching as needed for 30 days. These sessions are capped at 4
hours in total across the 30 days. workshop:
• Contact your Marketing
Cube Account Manager or
Click Here to email us
today.

* GST is charged to Australian & New Zealand business entities as required.

© 2020 Marketing Cube Pty Ltd.

 About us
An agency & more…
Marketing Cube is a connected capability agency. We help brands and businesses create
marketing campaigns that are more responsive and sensitive to what consumers want at a
person by person level.

We are an accredited Oracle Marketing Cloud Gold Partner and have been creating unique
customer experiences, connecting strategies to actions for our clients across Asia Pacific, since
2007. In 2019, we were awarded the Oracle APAC Partner of the Year Award: CX for Marketing.

In a world of increasing disconnection, brands need to be more inspiring and relevant with how
they engage with their customers.

We combine strategic services and marketing automation technology expertise to help brands
deliver more compelling and relevant customer experiences that deliver on business and brand
objectives.

Australia
Marketing Cube Pty Ltd
Lilyvale Cottage
176 Cumberland Street
The Rocks, Sydney NSW 2000
Australia

Phone: +61 2 8244 0007 New Zealand

www.marketingcube.com.au Phone: +64 21 228 7775
www.marketingcube.co.nz
ABN: 64 162 615 269

© 2020 Marketing Cube Pty Ltd.