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I wanted to get on my soap box for just a couple minutes, and share with anyone who will listen about why it has been a very easy transition to Eloqua.  In the last 12 months, I have worked with a couple other platforms, and have been expected to start from scratch each time, while not skipping a beat when it comes to campaign schedules.   Needless to say, that means a lot of quick learning and uncovering caveats and pitfalls in real time.

 

Reasons why I have been albe to hit the ground running in Eloqua and continuing to pick up speed:

 

  1. User Interface -  Wow, a vast improvement compared to other Marketing Automation Tools.  I'm an Icon guy, if you makes things easier to find, it's a huge plus for users.
  2. Sync with our CRM - No more errors when trying to create Dynamic Segments.  Viewing the segment and not having to upload new lists every time when I just want to add a contact or remove one has saved me a lot a time and headache
  3. Campaigns - Before I would have to create individual emails for drip campaigns.  Campaigns allow me to create one email, reducing the amount of work, clutter, and possibility for errors.
  4. Topliners Community - All of you are a part of my early success!  I absolutely love this community and all the great feedback I've been getting.
  5. There will be many more but here are just a few I have recognized in my first week here.

What I see in life (and in marketing in general) is a tendency to Go! Go! Go! We finish one task and must rush to the next 15 things on our To-Do lists. I love seeing all the new ideas and the fresh takes on what all you Topliners are going to accomplish in 2014. So let me ask you, do you schedule time to sit back and ruminate?

 

The reason I ask…There was a great article recently in the New York Times that talked about not only the benefits of mindfulness, but also the complementary benefits of giving yourself time to just let your mind wander. Mindfulness helps train the mind to stay focused, but it is in the mental vacations when the brain can have creative a-ha moments.

creative_brain.jpg

As modern marketers we walk the tight rope of left and right brain. We need to prove our performance with analytics, but we also need to create assets that inspire and appeal to our audience. How do you find this balance?

 

Personally, I’ve tried putting a calendar reminder for an Inspiration Session – time specifically set aside to mentally wander. I look at beautiful photographs. I listen to a TED Talk. I doodle. To be honest, this works for about a month and then I start scheduling over this recurring reminder.

 

What do you all think? How do you make this a priority so that your marketing is both mindful and creative? Any tips on how to make sure your mind wandering time is truly a mental vacation and not a continued fixation on your To Do list?

As a Marketing Advisor for Eloqua, I get the unique opportunity to work with many exceptional marketing organizations that use the tool in a number of really cool and innovative ways.  Our customers consist of the best-of-the-best in the world of marketing and are unmatched in their ability to launch incredibly impressive campaigns, manage data to incredibly precise levels, and generate a lot of quality leads for their organizations.

 

But for many, this is not enough. They spend a lot of time and effort being really successful at their difficult and stressful craft but often feel underappreciated and frustrated.

 

Why? How can some of the best marketing organizations have trouble enjoying their success?

 

As a customer of Eloqua for nearly 8 years, I have “been there” and “done that.” I’ve built a data washing machine, constructed more multi-touch lead nurturing programs that I care to remember, implemented lead scoring, and launched two of the three sales enablement tools Eloqua offers, among many other initiatives.

 

The problem I had that many organizations I now work with have is, no matter how much I did or how cool the program I built, my friends in sales were never as fired up about it as I was.

 

We had spent a ton of time promising qualified leads and more insight into lead and customer activity. Unfortunately, somewhere along the way, intent was left unfulfilled and practical application was ignored or misunderstood. Sales had all the intelligence they could possibly want right at their fingertips, but mostly didn’t use it. And when they did attempt to use the tools we made available to them, the amount of time training them put a strain on our marketing efforts.

 

Eventually, like most of you, we started to figure out our relationship with sales including our ability to effectively generate qualified leads as well as get our sales team to utilize the tools available to them (we had Profiler and Engage). When we started to adjust our approach, we found that, not only did sales respond well to the tools we provided to them, but their interest in following up with the leads we generated increased. In addition, our ability to move leads down the sales cycle significantly improved, helping sales achieve their primary goal of more deals.

 

From this experience we learned a few things. Some of them were a little bit difficult to get used to, some of them were insightful. But, these lessons were every bit as important as any modern marketing tenet and, by passing them on, I hope you get more out of your relationship with sales which, in turn, helps you get more out of your marketing efforts.

 

  1. Empathize with sales
    As much as we’d all like sales to celebrate every quality lead we pass to them, we must realize that we’re just starting a potentially long process for them. They (generally) aren’t paid for converting leads and are likely in the many deals at various stages that take up a lot of their attention. Expecting them to get excited for leads or peripheral tools related to lead gen is asking a lot.  The catch, of course, is that leads are the lifeblood of the sales pipeline and forecast.

    Empathizing with sales’ day-to-day perspective will help you visualize what you can do to better connect with your peers in sales and define processes that help them in a relevant way. It can also be a great catalyst to developing really innovative ways to ensure your leads become revenue faster and with more consistency.
  2. Repeat. Rinse. Repeat again.
    This can be considered Part B of point 1. If you’re empathizing with sales and putting yourself in their shoes, you might start to imagine that the things that fill up your attention span are things like contract negotiations, selling “up” in an organization, or managing internal and external personalities. The new tool marketing is launching sounds cool and you might take a look at it, but an hour later, you’ve likely forgotten how to use the tool if you remember the tool exists at all.

    Although it might be a bit monotonous (at best) or annoying (at worst), you will serve yourself well by assuming you’ll have to be a champion for your ideas, tools, and results, constantly preaching your ideas and promoting your accomplishments. You may sound like a broken record at times (and even get that feedback from sales or leadership) but the more you talk about what you’re doing (or the more willing you are to train), the more it will sink in and the better chance you’ll have of getting buy-in from those of which you need it.
  3. Be prescriptive
    You’re an expert. Let’s begin there. You know marketing and you know the intricacies and fundamentals that go with being a world-class, modern marketer. However, what might seem to be second-nature to you will not seem so easy to your cohorts in sales. And, as we’ve established, they may not have the time to really dig into what you are delivering. So, you have to be willing to explain what you want to see happen in terms that are familiar to sales and help them find instructions at their leisure.

    Whether you’re showing them how to use a new tool or launching a new campaign, be specific in how you would like them to use what you’ve created. It is as important to define use cases and show examples for sales as is it to determine what goes into your campaign. Make it very simple to understand, discover, and execute each part of your plan. Sales will be more willing to engage and you’ll be more likely to succeed. Remember point 2 though. You’ll say and show multiple times.

  4. Start small and grow
    This is a simple concept, but very important. You will naturally notice a portion of your sales team that is all about marketing and do anything and everything you ask of them. These are your go-tos. Your superstars.

    These are great people to rely on to pilot your programs and build your use cases. Whether you are implementing a lead scoring program, rolling out a new sales tool, or launching a new campaign, you’ll have much more success with sales if you can prove value. Working with a small group of sales folks in a pilot, gives you a great opportunity to work out the kinks, identify strengths, and develop advocates prior to the larger launch. Having a group like this to rely on helps ensure your success but, more importantly, gives you a voice when you aren’t there. A trusted voice with more “pull” who can be the difference between success and failure.
  5. Smile!
    Author Jeffrey Hayzlett writes in his book “Running the Gauntlet,” about how you can become a change agent in your organization. It’s a fantastic read, and one of the ideas he promotes throughout really stuck with me, “remember: no one is going to die when running the gauntlet. Not you. Not your employees. No one. Little sick maybe, but not die. Your business might die. But that’s probably because it already was not breathing well.” When I read this, I realized that I may have been taking my relationship with sales too seriously.

    The solution? Smile. Sales is under enough stress already. If you go in, like I did, guns blazing, you’ll turn off more folks to your message than you gain. In fact, this recommendation doesn’t just apply to your relationship with sales. I’ve found it is a good life lesson. Who doesn’t feel better around people with a smile on their face?

 

Have you been successful working with sales? What are some ways you’ve found works well in developing a solid working relationship with your peers?

 

 


If you’re unfamiliar with Eloqua’s sales enablement tools, here are some quick descriptions. Your Account Director can help you find out more:

 

Discover

Eloqua Discover for Salesforce.com lets sales professionals know exactly who to call next. They can see a prioritized view of their hottest, most engaged prospects. Armed with the insight into which accounts deserve their immediate attention, sales professionals can quickly zero in on buyer interests and activities.

 

Profiler

Eloqua Profiler gives sales teams fast access to their prospects’ online activities and behaviors, giving them key insight into buyer interests and intent. In seconds, busy sales professionals get real time visibility into their prospects’ online activity—before they pick up the phone.

 

Engage

Eloqua Engage alleviates the need to constantly re-create emails that are frequently used throughout the sales process.  Ensuring sales professionals are using marketing-approved messaging, branding and content, it also allows for personalization and tracking of each email template sent.  Available through the web - standalone and in your CRM, Eloqua Engage makes it easy to send relevant, trackable emails on the go.

      • Create your "sales-emails" in the same place you create your regular marketing campaign emails
      • Control the marketing content your sales team sends out to their prospects
      • When sales adds a new contact on the fly, it is synchronized with Eloqua and your CRM
      • Emails sent through Engage are recorded in Eloqua and within the CRM on the contact record

Chart of the Week: Are Your Prospects "Friending" Other Social Media Networks?

 

As a native speaker of English and a resident of North America, like millions of others I use English-language North-America-based Social Media networks such as Facebook, Twitter, LinkedIn, and Reddit.  Marketers use these networks to promote their companies, services, products and to build and nurture their customer base.  I have always wondered if Social Networks that are geared for languages and cultures other than English speakers might be just as fruitful for a modern marketer in attracting a potentially untapped market.

 

In October 2012, Sorav Jain wrote an interesting article on the 40 most popular social networks around the world.  At that time, Jain suggests that Facebook, MySpace and Twitter are the top three social networks.  Fast forward two years and, according to Statistic Brain, Facebook still reigns as the predominant worldwide network.  But is Facebook the only important social medium in the world to a modern marketer?

 

According to the infographic published by culture-ist, as of May 2013, 37.3% of the world's population (currently approximately 7.2 billion) uses the internet.  Of these 37.3%, English is the most widely used language on the web, however Chinese, Spanish, Japanese and Portuguese are the most popular.  It is also interesting to note that 82.2% of all worldwide internet use is using one of only ten languages.

 

The chart above shows that people are using sites other than Facebook by the millions, and the numbers are growing exponentially as Facebook-like sites appear that people find cater to their cultural and linguistic preferences and environments.

 

Any modern marketer, regardless of the job level or role within an organization should consider using sites other than the 'big three' to expand the reach of the pool of prospects.

 

Conclusions

We (modern marketers) most likely take for granted that the 'big' social networks are the only ones that are valuable in attracting new customers.  However, we must not ignore the fact that many people prefer to use localized avenues for sharing information, and by tapping in to those sites, a marketer could find and nurture a potentially enormous group of users who might otherwise not know about you.  Considering that the Eloqua platform itself is soon going to be available in a number of languages, you may even find it easier to create the content that is so valuable to growing your business.

 

I'd love to hear your thoughts on the discussion above.  I can be found on Twitter at @EloquaAndrew or by clicking on any of the social media buttons on this page.


 

Sign Up now for Chart of the Week to get a sales and marketing performance snapshot in your inbox every week!

Eytan Abrahams

DemandCon

Posted by Eytan Abrahams Jan 9, 2014

Has anyone here been to DemandCon in the past? Can you give me some (unfiltered) feedback? I'm thinking of going this year, but heard from a colleague who went one of the first years, that it wasn't that great. But I've heard it's changed a lot.  Also, any suggestions on which location (Boston of SF) is better?

murali

Inactive Re-Engagement Campaign

Posted by murali Dec 23, 2013

Wow...the feeling of success. When I was handed Eloqua few years back with close to 200k contacts I was happy.I thought what could go wrong, I have all these people to sell too, but my open and click through rate was always around 10-15%. Not realizing the truth behind the database, i kept on going.

 

Then I spend 3 days with brilliant marketing minds in world (@EE13) and when I got back to my desk the first thing I did was run a re-engagement campaign. What to know what I learned?

 

More the 70% of database were inactive contacts who have not done any activity for the last 5 years. Now that I have cleaned my DB and seeing more then 60% open/click through rate, I feel as if I have lost the last 10 lbs of my own weight.

 

Time to ask for pay-raise ;-)

Financial advisors are tasked with bringing in a steady stream of new, preferably high-net-worth, clients but are expected to do the majority of prospecting themselves.  At the same time, they still need to service the needs of their existing client base – who expect a high level of personal service from the individual with whom they have entrusted their wealth.  Email can be a life-saver but can get mired in compliance reviews.

 

 

How can Marketers come to the rescue?

  1. Provide pre-approved email templates across a wide variety of topics. 
    If a prospect mentions interest in setting up a college fund, have an email pre-designed about the various ways to save for college so the advisor doesn’t have to write (or copy and paste) one. Better yet, have a series of emails about the topic that can be sent as a nurture campaign. 

  2. Help advisors manage marketing events.
    Many advisors use live events for prospecting opportunities but struggle to follow up with leads.  By automating follow up communications with supplemental information pertinent to the topic covered at the event, you help the advisor maintain awareness in the prospect’s mind until an in-person connection can be made.

  3. Use dynamic content in client communications to personalize emails.
    One of the benefits of the “Know Your Customer” regulations is that you (gasp!) “know” your customer – their age, profession, investment goals etc.  Use that data to make your client communications more relevant to each client. A young couple just getting started on their investment accounts probably won’t be as intrigued with the standard picture of an affluent older couple playing golf in their retirement or an article about retirement account withdrawals. 

  4. Make emails more actionable than “Call me for more information.”

Regulations prohibit the use of email for placing or executing trade orders.  Even more education-based campaigns are typically stuck with weak “Call your advisor for more information” calls-to-action.  However, sending an email saying “call me” is ineffective. Imagine instead a prospect can express interest by clicking a button or link on an email that says “Have your advisor call you.”  This button can trigger a blind-submit form that sends a sales-notification email to the advisor whose top priority is to connect with an interested prospect.

 

Every financial services company will have different levels of advisor control over what the client receives from the firm.  The key is to take high-level look at how your company’s communication plan is structured and plan from there. By providing the right tools, marketers can help advisors generate revenue while easily navigating the compliance maze.

Sebastian Zentgraf

Eloqua Sales Awards

Posted by Sebastian Zentgraf Nov 27, 2013

We recently launched Eloqua sales tools Prospect Profiler and Engage within our company. We started out small, giving licenses only to our salespeople, who were part of our Lead Scoring pilot group. Slowly but surely the interest in Engage and Prospect Profiler grew within sales community. While we started at the beginning with just 20 licenses, we now allocated over 200 licenses to our sales and marketing users (about 50% of our sales force). We trained our regional marketing managers on the tools, so that they could train their sales teams in the regions. And then we created the Eloqua Sales Awards.

 

The Eloqua Sales Awards celebrate and recognize excellent adoption and usage of the Eloqua sales tools Prospect Profiler and Engage.The goal is to encourage adoption and application of Eloqua sales tools post training, share success and promote best practice across the Sales teams. How does it work? At the beginning of each month I will be sending out an internal message on our intranet to the Eloqua Sales User group with the request to share their Eloqua success stories. They have to respond to the message with a comment and share with everyone how Eloqua sales tools helped them to ​communicate more efficiently with customers, track responses and activities in real time and/or identify the hottest and most engaged prospects. We run the Eloqua Sales Awards ones a month for six month. The Eloqua Sales Award winner will receive a cash bonus with their next paycheck.


And here is one of our first success stories:

Despite having moved into Getty Images’ Japanese sales team very recently as an Inbound Telesales Representative, Yosuke has already closed a large Video Pack deal. Part of his responsibility includes looking after many different companies, a lot of which are located outside of Tokyo, so personal customer visits are not an option for Yosuke. Instead, he has relied on Eloqua’s sales tools to keep in contact with customers and is truly an example of how best to utilize Eloqua for remote sales.

 

Yosuke uses Eloqua Engage to send out weekly personalised emails to around 200 contacts at a time, informing them about various business news, such as new stock collections. His emails are read by over 50 per cent of the recipients. Yosuke has also set up web visit alerts using Eloqua’s Prospect Profiler, to ensure he receives an email notification once a customer has read his email and clicked through to visit the Getty Images website. Every web visit by a customer is then followed up with a call, and with every call comes a follow-up Engage email!


Eloqua’s sales tool help me to communicate more efficiently with my customers, track their activities in real time and identify the hottest, most engaged prospects” explained Yosuke.


With his weekly emails Yosuke was able to change the perception his regional customers’ have of Getty Images. For example, his client, an advertisement production company for regional TV channels with small budgets, previously perceived Getty Images as an expensive imagery company. Due to his emails and follow-up calls, when they visited the website, they realised that Getty Images offers a wealth of media, including affordable video content. He was then able to sell them Footage pack for their local TV commercials, as well as a Web Pack.

 

I would be very interested to find out how other companies rolled out Eloqua's sales tools Prospect Profiler and Engage. So please share your ideas and experiences with me.

I recently moved from one Eloqua customer to another and I am in the process of getting everything set up properly.  In the new company, almost all our sales team are working on the phone selling direct in acquisition mode.  We just launched a new sales process using SFDC and now I am in the process of introducing Eloqua sales tools, team by team.  Last week we went live with Discover and Profiler in the US and the feedback from the team has been phenomenal:-

 

The Chief Commercial Officer sent me a note saying "Listen to it....."

 

”I am hot on Eloqua now”

“It’s unbelievable”

“It’s a game changer”

“I am sending all my e-mails on Eloqua now”

WELL DONE MARK!!!!!

 

 

Then today I had several thank you's from the sales reps.  One read:-

 

"Hope you're settling back in after your time out of the office.  Just wanted to drop a line to thank you again for helping us switch over to Eloqua for our emails.  I'm sending my cold emails SO much faster in the morning and it's been a huge help for me, personally.

 

I've also overheard many a conversation wherein reps are checking into the email opens and click throughs.

 

Thanks again and have a great rest of your week!"

 

 

So far we have provided a suite of emails to help them start the conversation with new prospects and we are about to launch another set of emails to help them to progress their opportunities more quickly and with higher conversion.  It's great getting this sort of feedback from the sales team so if you are thinking about using Eloqua sales tools then I hope you find it encouraging or inspiring!

 

Mark.

 

YOU'RE INVITED:


Modern Marketing for Higher Education Webcast


Attract and convert constituents into lifelong brand ambassadors using dynamic, responsive and personalized communications.


Join us for a 30-minute information packed webcast:
One Audience, Many Interests:
Personalizing your constituent and alumni experience.


DATE


Wednesday December 4th

TIME

11am PST | 2pm EST

From Oracle Eloqua and Apex IT


%7B51670e04-b423-4648-a48d-333f1cbc4602%7D__7B81d1df59-ee73-4f3d-86dc-0d86e6c4defb_7D_register-now-button%5B2%5D.png


%7B455301aa-ec6d-4a80-8ceb-9b8148adc083%7D_Bryan_Headshot.jpg

Guest Presenter:
Bryan Hinz,
Vice President, Apex IT

Apex IT is a leader in helping higher education, public sector, and corporate clients use technology to streamline their processes and increase productivity and profitability.


You can have more influence over the opinions and loyalties formed.
It takes implementing the strategies of Modern Marketing;  tactics to help you better captivate your audience based on their interests and concerns moment to moment.

You can make them feel more important, even online.

You have to have a way to anticipate what your audience is interested in and how they are looking for answers. Real time.  We call that reading and reacting to their “Digital Body Language™” and we’d like to show you how.


Why you should give us an hour of your time.
You’ll see how institutions like Harvard, NIU and Devry are tapping the latest automated social and marketing tools, to:

  • Build a loyal student and alumni base
  • Leverage social media to get to the students, alumni, recruits that are relevant to their institutions and take appropriate action.
  • Get accurate measurement and reports regarding engagement programs, events, tours etc.
  • Gauge what is being said about their “brand.”


We look forward to you joining us.


Your Friends at Eloqua

Copyright © 2013 Oracle and/or its affiliates. All rights reserved.

Marilyn Cox John Katsoulis Chris Mapili Jody Mooney

 

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YOU'RE INVITED


Webcast:


Modern Marketing for Manufacturing


Featuring Markie Winner Karen Primm of Eaton

Join us for a 30-minute information-packed webcast:
Translating campaigns into revenue, multi-channel engagement, single master control.


DATE

Thursday November 21st

TIME

11am PST | 2pm EST

%7B42d05f74-d224-48a7-b235-e515e3c27928%7D_karenprimm.png

Karen Primm,

Manager - Marcom Operations

 


Join Karen Primm, Manager - Marcom Operations at EATON to learn:

 

  • How multi-channel, digital marketing works – and the advantages it delivers

 

  • The benefits of actively monitoring online behaviors to truly know customers and prospects by reading Digital Body Language™

 

  • How to best leverage the enhanced insights gained through powerful reporting and analytics for continuous improvement and ROI

 

  • The steps needed to make Modern Marketing part of your organization's DNA

 

 

%7B51670e04-b423-4648-a48d-333f1cbc4602%7D__7B81d1df59-ee73-4f3d-86dc-0d86e6c4defb_7D_register-now-button%5B2%5D.png

 

A RECENT RESEARCH STUDY SHOWS...

...that more than 60 percent of companies admit that the quality of what they do is held back because they don't have the resources to effectively interpret enterprise data.

Read more

GET BEYOND THE PRODUCT LAUNCH

44 percent of the respondents agreed that their campaigns were mostly promotions around their product launches or upgrades.

Read more

 

 

Copyright © 2013 Oracle and/or its affiliates. All rights reserved.@

Marilyn Cox @Eaton @KarenPrimm Jody Mooney  Chris MapiliAlicia Coffeen

To see the more beautifully formatted blog post go here.

 

5 Highlights From The Eloqua Fall Release

 

When you log in to Eloqua today, you should notice some differences immediately. Eloqua is a bit fancier, it has new icons and an updated foldering structure. After poking around, you’ll discover that these updates extend way beyond the user interface.

Yesterday, Eloqua released the Fall ‘13 updates to their platform. The update has targeted a better UI experience, deeper reporting, and more flexibility in customizing the platform. Below are the five features I’m most excited about.

  1. Visual click through report
    With nearly 300 votes for this feature on Eloqua’s Support Portal, it’s no wonder this made it to #1. With the visual click through report, you’ll be able to analyze what links in your email led to click throughs. You’ll see a snapshot of your email, overlaid with performance metrics. Those on E9 are already privy to this report, as it was a feature removed when E10 was introduced.

    There are improvements in the release in E10. For example, if you use the same link throughout the email, you’ll be able to see aggregated statistics for that link.
  2. Lead score history
    If you’re using Eloqua’s Lead Scoring capabilities in E10, you will now be able to track a lead’s historical scores. You can see the associated activities that have pushed the lead to a new score.

    A pain point for users around lead score history has been the overwhelming amount of data points that are given in the summary. Every time the lead scoring program runs, the history is there. For many leads, this can mean the same score shown on the screen. Now you no longer see the history every time the scoring runs, but instead when they change.

    The productized lead scoring is being used more and more by clients, as with each release it becomes more powerful. Specifically, the speed of the engine is activity driven, instead of pulling data (like the program builder). It is also much simpler and easy to create and modify. For some clients, the program builder will still be the best option, as it is more robust. It has the capability to be more granular.
  3. The Unique Identifier is not just for emails
    For Eloqua, the Unique Identifier for contacts is email address. This makes sense for most customers as it is how they reach out. For those that are sharing contacts through business units, product lines, or have contacts sharing an email address, such as a couple. This, again, is a feature only release on E10.

    Multiple Identities is a huge change to the data model. Store the same individual by different ID, for example SFDC Lead ID, SFDC Contact ID. This is great for anyone that has an inquiry based model, where an inquiry creates a lead.
  4. First-party cookie support option
    Eloqua has always used third-party cookies. Benefit being that they can track across domains and different properties, giving marketers a holistic view of of their buyers.

    The support for first-party cookies is being driven by growth of third-party cookie rejection. This change is coming from both users blocking or deleting third-party cookies and browsers not supporting them. Apple’s Safari has been defaulting to blocking third-party cookies for some time, and Chrome, Firefox & IE have stated that they will as well.

    With first-party cookies, marketers can continue to track a lead’s digital body language and should see an increase in mobile traffic visibility.
  5. Sandbox to production
    Although a “sandbox” has been available for Eloqua, it was in essence a separate instance with no link to its production counterpart. This was limiting, as keeping the two in synch was a manual effort. With this release, admins and IT users have on-demand replication of production to sandbox for a true testing environment.

    Keep in mind that unlike Salesforce, there are no change sets to push changes from sandbox to production. Meaning that changes to the sandbox have to be recreated in production manually. Hopefully that will be a feature in future releases.

For more details, visit Eloqua Topliners.

See how you can take advantage of Eloqua updates and drive innovation in your Marketing department with the guide, The Three Pillars of Modern Digital Marketing.

Learning from SMBs: How Small and Medium Sized Business are Embracing Modern Marketing

October 29, 2013

2:00pm ET / 11:00am PT

Register Here

 

BtoB: The Magazine for Marketing Strategists is hosting a webinar on October 29, featuring 2 members of the Eloqua community.

 

This webinar will look at research conducted by BtoB in partnership with Oracle | Eloqua that defines the characteristics of an ideal modern marketer and how SMB marketers are embodying that ideal and making use of the technologies that enable them to craft powerful marketing campaigns. See Eloqua customers Jessica Davis, Marketing Operations Manager for Avalara and Kate Burns, Vice President, Marketing and Creative Services for Leading Authorities, Inc., present their experiences, tips and tricks for being successful Modern Marketers in the SMB environment.

 

Please register at the link above to join us!

Leigh Burke

G2Crowd Review

Posted by Leigh Burke Oct 15, 2013

Looking for another way to earn a Topliners badge and more points??

Go to http://www.g2crowd.com/products/eloqua/reviews and provide a review of Eloqua and you can earn the following G2Crowd Topliners badge.

 

Gold-Seal_75x75.png

 

The badge is worth 175 points, but if you provide a review between now & October 20, 2013 you'll get bonus points for a total of 400 points!!  What are you waiting for, go provide a review today.

 

Note: the badges are manually assigned, once we receive notification from G2Crowd that a review has been posted and we are able to match the G2Crowd user with their Topliners profile.  If you  have any questions, please let me know.

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.

 

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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.

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