Target Groups

The target groups are marketing teams who are responsible for the generation of new leads and prospects, including:

  • Marketing Manager
  • Online Marketing Manager
  • Product Marketing Manager

If you are looking for the chance to successfully use Whitepapers, eBooks or other valuable information for the generation of leads, then you should study the following decription in detail.

Your Benefit

"Whitepaper Marketing with Eloqua" places you in the position to implement complete edu-marketing or software trial campaigns quickly and effectively.

As a result, you will become a complete marketing program with which you can consecutively approach new leads with your service offer.

  • Use "Best Practice" experiences tailored to your needs.
  • Learn how to successfully use Eloqua HyperSites and to easily adapt them to meet future requirements.
  • Expland your team with our marketing specialists.
  • Automate your lead generation process.
 

Whitepaper Marketing

The discovery of new prospective buyers and the establishment of contact with these prospects are some of the most important, basic tasks in B2B marketing.

Within these tasks, goal-oriented marketing of valuable content and documents plays an increasingly important role. The more valuable the information that you offer is, the more likely it becomes for you to win new prospects. This is a proven concept and is referred to within technical literature under several different names, such as Content, Edu or Whitepaper marketing. Regardless of what it is called, the basic principles of this marketing approach remain the same:

  • Provide free, valuable information in the form of studies, guidebooks or Whitepaper to target groups.
  • Present the information offer with suitable marketing strategies to induce the prospective customers to visit a designated landingpage.
  • Provide access to the information in return for the prospective customer’s registration and consent.
  • Gradually supplement initial offer with additional, in-depth documents.
  • Evaluate the prospective customer’s readiness to buy using a lead scoring system and introduce them into a lead nurturing program.

A successful Whitepaper campaign uses elements from various marketing disciplines. The most important factors involved are:

  • Reaching customers through search engine marketing.
  • Creation of a personalized landingpage.
  • Timely email communication and lead scoring.

The Eloqua Conversion Suite offers a platform specialized in automating the standard communication steps of a Whitepaper campaign, allowing you to automate your campaign under one roof. Before you start the marketing machine, you have to organize the content of the campaign, define the time frame of the action, prepare the means of communication, produce templates, and configure the system.

Eloqua Field Editor

The ASERVO Offer

An experienced marketing consultant will work with you to collect direct contact information, create workflows and steer the project. The ASERVO Interactive Marketing Team specialists will translate the project specifications, produce the necessary assets and set up your Eloqua Instance. At the end of the project, the results will be verified with your team and the daily work will be documented in a personalized form.

Collect

  • A 3h workshop with the most important information carriers
  • Goal: Collection of all relevant information; definition of workflow

Transform

  • Prepare the means of communication (emails, landingpages) 
  • Configuration of automated workflows 
  • Integration of a Google AdWords campaign 
  • Building of standard reports

Empower

  • 3h presentation of the results
  • Briefing in workflows and use
  • Transfer of training and reference materials

You can find further information in our Info Center.