Issue link: https://resources.demandgen.com/i/852988
Learn more about DemandGen's services www.demandgen.com | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2015 DemandGen International, Inc. All rights reserved. DemandGen and the DemandGen logo are registered trademarks of DemandGen International. All other product and company names may be trademarks of their respective owners. 1 Customer Q & A: Oracle Taleo Cloud Service. Seeding and cultivating the Taleo Revenue Engine with lead nurturing Taleo's* cloud-based talent management platform unites products and an ecosystem to drive business performance through talent intelligence. Talent Intelligence is an organization's biggest lever for growth, innovation, and customer success. More than 4,500 customers use Taleo's Talent Management solutions to provide up-to-date insights into employees and candidates so that managers can see the talent that is powering their organization and better understand how to recruit, retain, and mobilize their people for better business performance. To meet the needs of prospects at various stages of the buying cycle, Taleo needed a lead nurturing strategy that provided customized communications at every lead stage. We talked to Doug Sechrist, VP of Demand Marketing, to learn how he approached the development of this comprehensive program. Q: Marketers tend to think that setting up lead nurturing programs is a daunting task, particularly the content creation it requires. How did you get started on your nurturing journey? A: It all starts with a clearly defi ned taxonomy for lead stages and alignment with the sales team. You can't nurture until you know how you want to treat different types of leads. We pulled together a task force that included inside sales, fi eld sales, marketing stakeholders, sales management, marketing management—and really went through the process of defi ning a lead, constructing service level agreements at each lead stage, fi guring out who was going to control the conversation at each point in the buyer's journey and getting buy in across all the constituents. We started simple with two basic nurtures and were able to use existing content from another multi-touch campaign. We built a matrix that looks at the buyer's journey and our sales cycle, and based on that, we determined the right content for each touch point. We've learned over time that as you get further We built a matrix that looks at the buyer's journey and our sales cycle, and based on that, we determined the right content for each touch point." − Doug Sechrist, VP of Demand Marketing, Taleo