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181 posts

Intro:

 

Nitro offers digital document solutions for both desktop and cloud (Nitro Cloud). Our revenue model is split between B2B (Enterprise) direct sales and B2C online sales. The dichotomy between channels is defined by the number of licenses a user purchases. Volume license inquiries of 11+ are handled by Nitro’s Enterprise sales team, while customers interested in less than 11 licenses are encouraged to purchase instantly from our e-commerce solution.

 

The Challenge:

 

Nitro has always had a top-heavy funnel due to the massive volume of free Nitro Pro trials downloaded every month. However, it was difficult to determine whether these inquiries were better suited to purchase Online (<11 licenses for B2C), or if they should speak with our Nitro for Business direct sales team (11+ licenses for B2B)—in other words, it was a challenge to decipher how we should be communicating with each lead. In order to bring more clarity to our communication and revenue strategies, Nitro integrated a predictive lead scoring model into our existing Eloqua framework. This way, new inquiries would be scored based on how closely their implicit behavior resembled the behavior of historic Closed/Won Enterprise opportunities.

 

nitro_demandgen_2_0.jpg

The Results:

By integrating the predictive lead scoring model with Eloqua, we have been able to effectively customize the communications we’re sending to top-of-the-funnel inquiries. With a more personal approach, Nitro is now receiving almost 100 personal replies a day—and they’re slowly increasing. Many responses are questions about the trial and/or product, which present a great opportunity to cut user frustrations off at the pass. Other inquiries are outright sales requests, which are of course directed to a Sales Development Representative for qualification, or to the Online cart for quick and easy purchasing.

 

Our new demand generation funnel, powered by predictive lead scoring and integrated with Eloqua, has increased sales efficiency and overall sales lead volume. Reps can see a new MQL “at-a-glance,” along with the correlating predictive lead score and Eloqua marketing lead score, and better prioritize the leads to follow-up with. MQLs more suited for the Online channel, or those who are still too early in the sales cycle, are flowed into a Recycle Nurture program which consists of a monthly Online or Enterprise Newsletter.

 

The personalization of the nurture programs has been a big win for Nitro, and we would not have been successful in its implementation without the predictive lead scoring integration with Eloqua. We’re now able to identify more sales opportunities than ever, and users are letting us know directly about their product and trial problems and questions, allowing our customer service and technical teams to jump in early on in the sales process. Users have been quite enthusiastic about the prompt and personal Nitro replies, which has translated into direct Online purchases of Nitro Pro and the conveyance of the positive messages on to Management for deployment consideration.

Out of the box Eloqua imports activity into Salesforce as a long stream of information. This wouldn't work for our Account Managers, who don't  have time to sort through the vast amount of information. We tried using the Profiler tool, but that also combined too much data and make it difficult for Account Managers to understand what their client was doing.

 

We decided to customize the marketing activities objective in Salesforce, and relate actions to a particular email, eliminating the stream of information including Opens and Clickthroughs.

 

Below is a screenshot of the first level of custom integration. Rather than listing all activities (such as opens) as a stream, activities are grouped by email, and tallied and reported in separate columns to show the relationship to that email.

 

Also, rather than requiring the copy and paste in the "Activity Detail," we have the URL string automatically pulled out and put in a separate column to hyperlink to the unique email. This makes it easy for Account Managers to click through to the email sent to their client.

 

Also, you'll see that "Website Visit" and "Email Clickthrough" are included the "Marketing Activity Name" column. We've already pivoted and blocked those actions from coming threw, because they're unnecessary. So an Account Manager can see the latest emails to go to his client, without seeing other activities that clog up object. Now when an Account Manager does want to see what happened in an email, they can click on the "Marketing Activity Name" to see all related activity listed (see below for a screenshot).

 

Salesforce Screen Shot 1.PNG.png

 

This screen provided additional information on activities that happened because of that email. 

 

salesforece screenshot 2.PNG.png

Mike Miller

Language Preference

Posted by Mike Miller Sep 30, 2013

How do you determine language preference?  Do you determine language based upon country?  Do you have a process in place to allow the user to determine?  If so, what does that look like

We had a requirement where we wanted to insert Degree symbol in subject of an email. This applies to E9 or E10.

 

At first I wasn't sure how to get this setup in Eloqua, exploring all options.

 

  • Directly inserting a code in Subject line (Example 360 #186).
  • Field merge.
  • Static content
  • Dynamic content

 

 

So for E10 (Fortunately)

 

Option 1:  Here are few steps:

 

  1. Use Firefox to get started and login into Eloqua, Chrome will not work properly.
  2. Create a dynamic content, name it according to your character.
  3. Choose the default content, click Full and click Full, and click Src.
  4. Insert the special character code, in our case &#186;
  5. Save and close.
  6. Drag and drop the Dynamic content in subject line
  7. Send a test email for complete test.

 

It will work like a magic.

 

So what about folks on E9, we cannot drag and drop dynamic content in Subject line.

 

Well here's Option 2:

 

(This even works for E10 as well, make sure you test this at least few times)

 

  1. Click on the subject line.
  2. Press and hold "Alt" key on your computer (Yes for Windows only for Mac Use Option)
  3. Press #186 on Numeric keyboard not on the numbers on top of keyboard.
  4. Release "Alt" Key , and wallah, like magic, the symbol will appear.
  5. Send a test email for complete test.

 

For additional list and symbols and their HTML codes visit HTML Symbol Entities Reference , and for keyboard symbols please visit http://symbolcodes.tlt.psu.edu/accents/codealt.html

 

Hope this gets your creative juices flowing.

 

Thank You

Amit Pandya

With the help of sophisticated marketing automation tools, marketers are using the habits & behaviors of their customers, and turning them into robust segmentation. Marketing automation engines like Eloqua, Marketo, Pardot, and ExactTarget (to name a few), can now send a targeted email based on a lead’s digital persona, location, company, CRM data, or buying patterns. When leveraged properly, this is an incredibly powerful asset to a business—assuring the right message gets to the right person, at the right time. However, despite all this large machinery working for us in the cloud, we may be missing one of the simplest ways of targeting customers; asking them what they want they want to hear.

By implementing a subscription center for preference management, you allow your customers to ‘raise their hand’ and choose how they want to be contacted, the frequency of your messages, and what type of content they want to receive from your business. If this is not a part of your current functionality, a subscription center should be in your immediate roadmap.

 

Read On-->

Congratulations to the innovative Modern Marketers and Eloqua customers recognized this year by BtoB as the Top 25 Digital Marketers!

http://www.btobonline.com/article/20130610/PEOPLE0302/130609995/top-digital-marketers

 

Toni Adams, VP-Global Partner and Alliances Marketing, VMware

Gina Ballenger, VP-Digital Marketing Manager, Enterprise Social Media, Wells Fargo

Rishi Dave, Executive Director of Online Marketing, Dell

Belinda Hudmon, Senior director-digital strategy and operations, Motorola Solutions

Nick Panayi, Director, Global Brand & Digital Marketing, CSC

Adrian Parker, Social, Mobile and Emerging Media, Intuit

Venetta Linas Paris, Global Marketing Manager, Aon

May Petry, VP, Digital Marketing, HP Software

Kevin Sellers, VP-Sales and Marketing Group and Director-Creative Services and Digital Marketing, Intel Corp.

 

 

Earlier this year Eloqua partnered with BtoB online for the Defining the Modern Marketer survey where hundreds of respondents helped establish the 5 Tenets of Modern Marketing. To learn more, you can download the report from the Marketing Essentials Library: http://www.eloqua.com/resources/essentials-library.html

Our annual conference, Eloqua Experience 2013, is taking place October 23-25 in San Francisco.  Perhaps you are one of the die-hard Eloquans who wouldn’t dream of missing it - you’re getting your Eloqua flair ready, you already know what you’re going to wear to the Markies and you’re psyched about seeing keynote speaker, Vince Gilligan, creator of the hit television series Breaking Bad. Or maybe you haven’t registered yet and are wondering why you should attend #EE13 and whether it would be a good use of your time. If you are in the second camp, hear what some of your peers have to say and learn what they have gained from attending Eloqua Experience.

 

Scott Logan Marketing Campaign Manager at inContact:

“Eloqua Experience is a gold mine of experts willing to share. Every conversation has the potential of sparking the idea for your next most successful campaign. My team needed a new video content tool that not only hosted our videos, but allowed us to easily incorporate them into our Eloqua campaigns. Being at EE12 allowed me find and meet VidYard to discuss my team's need. Our conversations lead to ending our search for the right tool and we have even submitted Markie application based on what they have allowed us to do.”

 

“Four years of using a different marketing automation platform and not going to anything like Eloqua Experience made me feel like I was working in a bubble. Once I switched to Eloqua and went to Eloqua Experience, I honestly became a part of an amazing community of experts willing to share all their knowledge for the betterment of everyone. The networking I have done and knowledge I have picked up in the last two years has made me more successful than if I was working outside of Eloqua's community for another four or possibly more.”

 

“Eloqua has boosted my personal career along with those on my team. Because of Eloqua, EE and winning a Markie, I have had the pleasure of speaking alongside the country's marketing experts using the knowledge that Eloqua's community helped provide in the first place. I have been more successful by taking advantage of the expertise EE provides.”

 

Kathrine Hogrefe Marketing Manager at Verint:

I think the biggest thing I learned last year was the idea to implement a Marketing Dashboard. I got this from InContact’s presentation. We’ve implemented this year and it’s a great resource for people to go to see what Marketing is doing as well as a good place for us to go to quickly summarize what we are working on.”

 

Mike Bernard Digital Marketing Manager at GovDelivery:

“I love hearing from other marketing professionals about what they're doing that's working. I get so many great ideas from Eloqua Experience and can't wait to get home to start implementing what I've learned. EE is a great time to network with peers, catch up with old friends and get face-to-face time with Eloqua staff.”

 

Jessica Davis Marketing Operations Manager at Avalara:

Attending Eloqua Experience provided efficiency tools and best practices that we could apply within our organization. We immediately joined the Chatter inside Eloqua Beta group and were so pleased with the functionality. Our campaign approval processes was instantly streamlined.”

 

“I started getting more involved in the Eloqua user community through Topliners for best practices and troubleshooting, making the experience and capabilities of Eloqua smoother and more effective.”

 

Pretty impressive, huh? Ready to join us at EE13? Get the full details and register for the Modern Marketing conference of the year here!

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Left to Right:
Michelle Middleton - Dex One
Michelle Burrows - inContact
Andrea Ward
- Oracle | Eloqua

Meagen Eisenberg - DocuSign
Steven Barnard - Lenovo
Saad Hameed - LinkedIn

Learn more about the Frost & Sullivan awards

The combination of Sitecore CMS with the Oracle | Eloqua marketing automation platform enable marketers to move prospects through the buying cycle quickly and convert leads to sales faster.

 

The On-Demand video http://goo.gl/R7WQXQ

 

Shows how to deliver more unified communication and drive better engagement by integrating Sitecore and Eloqua.

 

Eloqua Sitecore CMS Web Connector turns Sitecore and Eloqua into a unified engagement platform, guiding people through consideration to commitment, effectively nurturing online shoppers throughout the buying cycle for more conversions.

dyan DN

Best time to Send Email

Posted by dyan DN Aug 31, 2013

BestTimetoSendEmail.png

Hi,

   By Looking this we come to know that how Email activity increasing year by year, so interesting.

EmailActivity.png

This is the third installment in ReadyTalk series of  pre, during and post webinar inforgraphics. The first one can be found here and the second one can be found here. The 3rd infographic allows you to benchmark your webinars vs. your peers in areas of qualified leads, marketing automation use and content re-purposing. Please feel free to share it with your colleagues!


{b889b4a3-71c1-4c37-b436-ac63efea5c1e}_ReadyTalk_Infographic_Webinar_Best_Practices-PostEvent.jpg

Here is the 2nd in a series of infographics we made at ReadyTalk. This one focuses on the event itself. What is a good registrant to attendee conversion rate? What are the best days to hold a webinar and how many attendees are other organizations averaging?

 

{7a96ab8a-a034-4f7b-828e-6d80326c7680}_ReadyTalk_Infographic_Webinar_Best_Practices_During.png

This should provide some inspiration. LookBookHQ interviewed some of today's top marketers to find out what they listen to when they're marketing. Enjoy!

 

Get Some B2B Marketing Inspiration With Our Marketing Mixtape

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