Monday, November 30, 2009

Alerting Sales via a Marketing Automation Program

We've talked a lot about getting real time information to your sales team, and the value of the insight that provides. There are a number of easy ways to do it within Eloqua, each of which fits a specific situation.

The easiest is to set up a real-time web visitor alert for when key buyers visit your website. This triggers automatically off of web behaviour and known data.

Another way is to send lead alerts based on web form submits by looking at the data in the web form and alerting the appropriate salesperson.

A third way is to set up daily or weekly lead reports to be emailed to each salesperson based on all the configuration options available.

In this post, I wanted to introduce another way - based on the configuration of a marketing automation program in program builder. This technique is useful if you want to define specific, and deeper, rules to define when a sales person is alerted - such as only alerting when a certain lead score is reached, or based on more detailed territory assignments.

To do this, set up a step in your marketing automation program to Send Process Member Report to Owner. This will send an email to the "owner" of the contact as they pass through that step. We'll get to how "owner" is defined in a second.

In the configuration options, you have a few different Report options you can choose from, each of which sends a slightly different type of Report. If you just want the details of the contact (your most likely option), just select "Contact Details". Other options send information on the contact's membership in programs and groups, their known colleagues, or other history information on them. A topic for another post (or exploration if you're interested).

To define the "ownership" of the contact, you can build an ownership rule based on any data you have available. In a decision rule prior to the alert step, edit the ownership rules for whichever path leads to the alert step. In this case, it would be the "Yes" path.

You'll then want to either build a new ownership rule or use an existing one. Ownership rules take data that you have available, such as territory, field sales owner, industry, or revenue range, and map it to individual users. The user it is mapped to will be the one receiving the alert.
With this set up, you are all ready to go. When a contact reaches that step, an alert will be sent to them with the information in the default contact view. Very useful for knowing when a lead passed a certain threshold, or a person made it to the end of a lead nurturing routine.