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Lessons Learned: How OracleCreated Content-Heavy TargetMarket Microsites
Ken Pulverman, Senior Director, MarketingStrategy & Performance Management
Oracle Corp.
Monday, October 29, 2007
Most of the Sales Process No LongerInvolves SalesProspects prefer to research on Internet and engage sales much later
Old Process
Search ForSolutions
Short ListVendors
NegotiatePrice
AdmitProblem
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Most of the Sales Process No LongerInvolves SalesProspects prefer to research on Internet and engage sales much later
New Process
Search ForSolutions
Short ListVendors
NegotiatePrice
AdmitProblem
Why did we consider a separate site?
Goal: Convert the UnconvertedMethod: Theme-Based CampaignsMeasure: Leads
ThoughtLeadership
Goal: Grow Existing CustomersMethod: Up-Sell CampaignsMeasure: Attach Rate
AddedFeature/Function
Goal: Maintain Install BaseMethod: Upgrade CampaignsMeasure: Upgrades, Support Renewals
Upgrade Benefit/ ROI
• Three key conversations• Solutions underserved• Wanted to provide “an
experience” NewNew
Up-SellUp-Sell
UpgradeUpgrade
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Fuel the Dialogue
Product Marketing Needed a Direct Voice
Sales
Product Marketing
CorporateMarketing
• DGB locked well before year.• Product Mkting measurement not an input.
Coin operated – leastpath of resistance.
New markets achallenge.
New prioritiesand stories
need outlets.
Is this just about a microsite?
A microsite, also known as aminisite or weblet, is an Internetweb design term referring to anindividual web page or cluster ofpages which are meant to functionas an auxiliary supplement to aprimary website. The microsite'smain landing page most likely hasits own URL. – Wikipedia
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Is this just about a microsite?
A microsite, also known as aminisite or weblet, is an Internetweb design term referring to anindividual web page or cluster ofpages which are meant to functionas an auxiliary supplement to aprimary website. The microsite'smain landing page most likely hasits own URL. – Wikipedia
So what’s the big idea here?
CRM
LeadGeneration
App(s)
ERP
Website
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Solution Factories & How They are Used
• Existing Oracle technologyin place since 2001
• Used for 1-1 sales bySales Consultants
• Typically tailored withcompany’s logo
• Include basic messagingand collateral
• Replicated frequently
What was the political landscape?
• Content posted by productmarketing on O.com
• O.com uses uniformtemplate
• Branding fairly rigid
• SolutionSpaces beinglinked to Campaigns
• SolutionSpaces improvecustomer experience
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Demo
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8
9
10
Additional Features of Solution Factories
• Complete traceabilityby individual
• Simple replication
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Results so Far – Page SummaryCaveats:• B-to-B• Newly
DevelopingSolution
• PromotionJust Started
Results so Far – Most Popular Pages
9,940Total
0.0%1http://isdportal.oracle.com/portal/page9.
0.2%22Solutions Factory:800_Call8.
1.8%176Solutions Factory:Community7.
4.7%467Solutions Factory:Feedback6.
7.7%767Solutions Factory:News5.
8.5%848Solutions Factory:Live_Events4.
18.0%1,792Solutions Factory:Product_Resources3.
18.8%1,871Solutions Factory:Evaluate2.
40.2%3,996Solutions Factory:Home1.
Page ViewsPage
Details
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661Total
0.2%1http://www.oracle.com/customers/snapshots/pulte_04_0505.pdf14.
0.8%5http://www.oracle.com/applications/financials/oracletreasuryds.pdf13.
2.0%13http://media.techtarget.com/audioCast/ORACLE/OracleGRC.mp312.
2.0%13http://www.oracle.com/industries/financial_services/achieving-customer-centric-bank-wp.pdf
11.
3.3%22http://feeds.feedburner.com/̃r/OracleAppcast/̃3/147412010/5790086.mp310.
3.8%25http://www.oracle.com/customers/snapshots/centro-properties-group-case-study.pdf
9.
5.9%39http://www.oracle.com/solutions/corporate_governance/unum_grc_manager.pdf
8.
6.1%40http://feeds.feedburner.com/̃r/OracleAppcast/̃3/134287770/5588787.mp37.
7.9%52http://www.oracle.com/solutions/corporate_governance/fusion-governance-risk-compliance-intelligence-data-sheet.pdf
6.
10.1%67http://www.oracle.com/solutions/corporate_governance/governance-risk-compliance-manager-data-sheet.pdf
5.
12.1%80http://feeds.feedburner.com/̃r/OracleAppcast/̃3/107790762/5551932.mp34.
14.5%96http://www.oracle.com/solutions/corporate_governance/governance-risk-and-compliance-business-brief.pdf
3.
14.5%96http://www.oracle.com/corporate/analyst/reports/ent_apps/erp/oracle-and-sap-parallel-paths-to-grc-supremacy.pdf
2.
16.9%112http://www.oracle.com/solutions/corporate_governance/oracle-solution-for-grc-brochure.pdf
1.
%InstancesFile DownloadDetails
Results so Far – Downloads
Results so Far – User Data
1,667Total
91.2%100.0%1,667Enabled1.
InternetAvg %
%VisitorsStatus
Details
1,669Total
3.4%0.1%1Other5.
6.0%0.2%3Safari4.
0.3%1.6%26Netscape3.
12.2%9.2%154Mozilla2.
77.4%89.0%1,485Microsoft1.
InternetAvg %
%VisitorsBrowser Type
Details
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Lessons Learned
• Simple is hard• Clean is hard• Speaking plainly is hard• Steve Krug’s Don’t Make Me Think is invaluable• Demos & videos take the longest lead time• Yes, marketers can do their own rich media• Communication is the biggest obstacle with overseas teams• Learning a bit of HTML is good for everyone (at least character building)
Biggest Ah Ha• The right labels for things are often the most accurate description of what they are
What’s Next?
• Advanced tracking• Role-based SolutionSpaces• Inter-linked SolutionSpaces• RSS• Blogs• Direct e-mails to sales reps• Integration to Siebel CRM• Call back form• ROI calculator
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Recipe for Your Own SolutionSpace
HomeEvaluateProduct ResourcesCommunityNewsLive Events & ReplaysContact Us
Return to Oracle.com
THE place to evaluate the most comprehensive governance, risk, andcompliance solution and share its benefits with your colleagues.
GRC SolutionSpace
Product Tour Product Demo Product Resources
If you areresponsiblefor FinancialCompliance..
Multimedia 30 secondOverview (plays on start).
If you areresponsible
for ITgovernance…
Multimedia 30 secondOverview (plays on start).
Top Offers area (above the fold)
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29© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
Credits/Thank You
My Contact Details:
650-506-3066
My Blog:
http://www.knownewmarketing.com
Access the SolutionSpace:
http://launch.oracle.com
<then the password GRCTEST>
