Generating Real Demand

Looking for new ways to improve the efficiency of their demand generation and inside sales programs, Oracle partnered with TechnologyAdvice to deliver highly targeted lead gen programs with advanced audience qualification. Beyond just hitting their MQL target, Oracle was able to drive a huge increase in pipeline and revenue for their Sales Cloud solution while improving the efficiency of their go-to-market team.

Company Details

HQ

Austin, TX

135k+

Employees

7 years

with TechnologyAdvice

The Challenge

Oracle’s Inside Sales Team is responsible for following up with program leads across the Customer Experience Suite, and they have their share of roadblocks – some programs are fed by expired or low-quality leads, which means good leads can fall through the cracks. In addition, tenuous sales intelligence and lack of cohesion between departments often leaves sales reps unsure how to best follow up with a lead.

Oracle partnered with TechnologyAdvice to create a program that would drive the Sales Cloud pipeline through the generation of high-quality marketing leads.

Julie Ann Castro, director of North America Marketing for the Customer Experience Applications Campaigns, helped define their prospect targeting requirements:

All industries except public sector
U.S. organizations of 250 or more employees
Sales managers or higher
Agreed to be contacted by Oracle rep

Julie Ann Castro

Sr. Campaign Manager, Oracle

The Solution

TechnologyAdvice built a custom content syndication and teledemand program using a piece of top-of-funnel content from Oracle — a whitepaper entitled “How to Drive Revenue With A Modern Sales Cloud.”

Our outbound representatives contacted prospects who downloaded the content and followed up with a custom qualification question: 

In regards to your current CRM solution which of the following would you say is the biggest need for improvement?

Ease of deployment
Updating sales numbers across mobile devices
Insight into sales forecasting and analytics
Collaboration across all teams
Building prospect pipeline

Additional Coaching

After delivering the leads, TechnologyAdvice sent a client development advisor to train Oracle reps on best practices for following up. The advisor communicated how leads were scored and worked with department leaders to optimize the lead flow process within Oracle’s CRM system. Key points of the training session included:

Ease of deployment
Updating sales numbers across mobile devices
Insight into sales forecasting and analytics
Collaboration across all teams

Throughout the follow-up process, TechnologyAdvice performed regular check-ins (every 10 days) with the Inside Sales Team to ensure program effectiveness and lead quality/accuracy.