1. © 1999 – 2008 ALL RIGHTS RESERVED Customer Success Plan Presented by: Chad Horenfeldt March 23rd, 2010

2. © 1999 – 2008 ALL RIGHTS RESERVED 2 Home Recommended Path Marketing Today - Build Relationships 2 Measured & Managed Cost-Effectively Acquisition $ Retention Development

3. © 1999 – 2008 ALL RIGHTS RESERVED 3 Home Recommended Path The Demand Generation Levers 3

4. © 1999 – 2008 ALL RIGHTS RESERVED 4 Home Recommended Path Provides a guide to develop “what’s next” recommendations Success Plan 4

5. © 1999 – 2008 ALL RIGHTS RESERVED 5 Home Recommended Path Eloqua Best Practices: The Demand Lifecycle(TM) Demand Lifecycle™ Stages of Maturity 5

6. © 1999 – 2008 ALL RIGHTS RESERVED 6 Home Recommended Path Success Plan Questionnaire A)What are your top 2-3 company goals? Generate Revenue Understanding how our product is being consumed & how they benefit from it. Improve Productivity (through automation & programs) B)What are your top 2-3 marketing goals? Increase conversion rate from FreeList to Paid Member Fine tune email frequency, timing and content Elevate brand perception beyond our current style Break away from batch & blast with our sales campaigns Improve/Expand Online Marketing C)What are your top 2-3 marketing challenges? Having difficulty breaking away from our traditional marketing initiatives Making the transition from reporting performance of segments based on Months to a rolling / automated format. List segmentation and creation is a difficult process (We don't have enough information from our audience in the db).

7. © 1999 – 2008 ALL RIGHTS RESERVED 7 Home Recommended Path Self Assessment MARKETING AREA DESCRIPTIONRATING(1-4) Contact Management The state of your marketing database. (i.e. Data quality, Integration with CRM ) 3 Notes: We aren't collecting the right / enough data and this is limiting our segmentation possibilities. Campaign Management The type (events, Adwords, social media etc..), frequency, and success of campaigns that you execute 1 Notes: Focus is not on getting traffic to the site but converting “free members” to paid members Lead Management Notes: We are not currently interested in integrating our b2b lead gen process with Eloqua, and would like to focus on the more time intensive b2c side. n/a Marketing Effectiveness The ability to provide and demonstrate value to sales and to the rest of your company 2 Notes: The rolling / automation aspect of reporting our campaign success has yet to be established. Currently we report on the success of individual campaigns but we don't have a 40k foot view of campaign success. 7

8. © 1999 – 2008 ALL RIGHTS RESERVED 8 Home Recommended Path Your Recommended Path to Success Home Priority Time Commitment for Implementation Benchmark Metrics & Reporting for trending Benchmark Metrics & Reporting for trending Nurture “rejected” Leads Nurture “rejected” Leads New Eloqua Filters New Eloqua Filters High Low HighLow Custom Dashboards + Reports Custom Dashboards + Reports Dynamic Email Content Dynamic Email Content ONGOING TASKS Campaign ROI Tracking Campaign ROI Tracking A/B Email Testing A/B Email Testing List Segmentation List Segmentation Welcome Program for Net New Contacts Welcome Program for Net New Contacts Data Cleansing Track Lead Source (query strings Track Lead Source (query strings Monitor email deliverability Modify lead nurturing content Track email frequency Track campaign success CMO Dashboards CMO Dashboards Tag web Content Tag web Content Contact Management Campaign Management Lead Management Marketing Effectiveness Social Media Tracking Social Media Tracking Social Media links in email Social Media links in email Re- Engagement Campaign Re- Engagement Campaign Progressive Profiling Progressive Profiling Send emails based on Behavior Send emails based on Behavior Adding RSS feeds to email Adding RSS feeds to email

9. © 1999 – 2008 ALL RIGHTS RESERVED 9 Home Recommended Path Q2 ObjectivesBusiness ImpactStatus Set up Welcome Email in Eloqua and add in additional links to social media sites This will help Stratfor track the impact of this email. Adding links to social media sites will increase the reach of these types of emails and increase overall response. Capture additional information over time using progressive profiling In order to improve segmentation, Progressive Profiling can help Stratfor obtain more information. Consider building a welcome program A welcome program can help new subscribers understand the benefits of communication and prevent opt-outs. Start planning for new lead nurturing programs Programs that include communication that is more relevant can obtain greater response and drive additional sales Create custom dashboards Measure campaign effectiveness, better understand state of database Social media trackingBetter understand sources of visitors Q3 ObjectivesBusiness ImpactStatus Re-engagement programGet more out of the database, increase sales from dead contacts New lead nurturing programsCreate new programs based on new information captured (interests) Dynamic email contentMore relevant messaging Activity based segmentationSegmentation based on behavior to improve campaign performance and drive lead generation. Cleanse database Integrate social media and email by adding social media links Increase list size, brand recognition Adding RSS feed to emails (best for nurture based emails) Improves efficiency and increases response Q4 ObjectivesBusiness ImpactStatus Send emails based on behaviorReal time, right time messaging Data clean upGet more out of the database Welcome program through Eloqua Engage new subscribers and maintain a healthy database.

10. © 1999 – 2008 ALL RIGHTS RESERVED 10 Home Recommended Path Get trained to make full use of Eloqua Training Options Eloqua is a powerful tool that is best used by those who have taken training. Free Training Eloqua’s Training Portal has interactive videos & documentation Weekly 1 hour sessions with a live trainer via web conference Paid Training 101 (fundamentals) and other course-style training Custom remote training via web conference – sold in 4 hours blocks Custom onsite training – minimum 1 day

11. © 1999 – 2008 ALL RIGHTS RESERVED 11 Home Recommended Path Free Subscribers – Obtain More Information Capture interest up front or via a subsequent follow up email (Progressive Profiling)

12. © 1999 – 2008 ALL RIGHTS RESERVED 12 Home Recommended Path Take Advantage of New Filters Look at segmenting based on interest and behavior

13. © 1999 – 2008 ALL RIGHTS RESERVED 13 Home Recommended Path Welcome Program for New Subscribers Add social media links to this email Create a 2-3 welcome program for new subscribers

14. © 1999 – 2008 ALL RIGHTS RESERVED 14 Home Recommended Path Add Social Media Links to Articles Get more out of emails by linking to social media Use Eloqua’s social media tracking

15. © 1999 – 2008 ALL RIGHTS RESERVED 15 Home Recommended Path Tools for Your Success

16. © 1999 – 2008 ALL RIGHTS RESERVED 16 Home Recommended Path Tools for your Success Eloqua’s Support network: Customer Success Toolbox provides topics you can subscribe to based on your Success Plan.Customer Success Toolbox Local Success Tours give clients the opportunity to network with other Eloqua users to share ideas, challenges and successes.Local Success Tours Customer Central is a forum for marketers to post comments and questions, related to Eloqua or not. Annual International User Conference (October)International User Conference Unlimited free online training with a live Trainerfree online training 24/5 Product Support Phone response time averaging ~1 minute24/5 Product Support Dedicated Customer Success Manager Helps you plan based on your specific goals and challenges.Dedicated Customer Success Manager Eloqua online resources Back to the Success Plan

17. © 1999 – 2008 ALL RIGHTS RESERVED 17 Home Recommended Path Tools for your Success Eloqua Success Toolbox: Subscribe to topics based on your Success Plan. Receive 2-4 emails on each topic. http://knowledge.eloqua.com Back to Tools for your Success Back to Tools for your Success Allows you to access all information from an email series at one time or you can wait for the emails

18. © 1999 – 2008 ALL RIGHTS RESERVED 18 Home Recommended Path Tools for your Success Success Tours give clients the opportunity to network with other Eloqua users to share ideas, challenges and successes. http://user.eloqua.com Back to Tools for your Success Back to Tools for your Success

19. © 1999 – 2008 ALL RIGHTS RESERVED 19 Home Recommended Path Tools for your Success Annual International User Conference (October 2010) http://www.eloquaexperience.com Back to Tools for your Success Back to Tools for your Success

20. © 1999 – 2008 ALL RIGHTS RESERVED 20 Home Recommended Path Tools for your Success: Portal Customer Central & Training Portal Knowledge base available on Customer Central Training accessible via Customer Central Training modules qualified by product level (i.e. Lite, Express, Team and Enterprise) Plus more FREE online and weekly training available…. 20

21. © 1999 – 2008 ALL RIGHTS RESERVED 21 Home Recommended Path Tools for your Success: Support Search within Customer Central 24/5 Product Support Call in or Submit Case Back to Tools for your Success Back to Tools for your Success

22. © 1999 – 2008 ALL RIGHTS RESERVED 22 Home Recommended Path Who Should You Call? Your Customer Success Team is here to help guide your marketing strategy. We can help you understand where you should go next and what you can do to increase the results of your campaigns. >If you’re thinking about building a Lead Nurturing program and you’re not sure where to start or who to target, or if you’d like to hear examples of how other customers have created a lead nurturing program, call your Customer Success Manager. The Eloqua Support Team is available to answer your day-to-day how-to questions. They can help you understand where to click or what option you should choose while you’re in the application. >If you’re building a lead nurturing program but you’re not sure where to connect an email in program builder or how to add a personalized signature, call the Support Team.

23. © 1999 – 2008 ALL RIGHTS RESERVED 23 Home Recommended Path Tools for your success: Find us Online Finding Eloqua Online: Each forum where Eloqua users congregate is used in a different way, so browse through a few of them, join a group or two, and start meeting other Eloqua users in your area or around the world. List of forums - http://eloqua.blogspot.com/2009/03/finding- eloqua-online.html http://eloqua.blogspot.com/2009/03/finding- eloqua-online.html Some examples: >Anything Goes Marketing– http://anythinggoesmarketing.blogspot.com/ http://anythinggoesmarketing.blogspot.com/ >Cloud Talk - http://www.ebizq.net/blogs/cloudtalk/http://www.ebizq.net/blogs/cloudtalk/ >Deliverability - http://blog.deliverability.com/http://blog.deliverability.com/ >Digital Body Language - http://digitalbodylanguage.blogspot.com/http://digitalbodylanguage.blogspot.com/ >Eloqua Artisan - http://eloqua.blogspot.com/http://eloqua.blogspot.com/ >Marketing Insights - http://marketinginsights.eloqua.com/http://marketinginsights.eloqua.com/ >Eloqua on Twitter – http://twitter.com/eloquahttp://twitter.com/eloqua >Eloqua LinkedIn Group - http://www.linkedin.com/groups?gid=1146807 http://www.linkedin.com/groups?gid=1146807 23