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9 Posts authored by: brianghansford

It's a scary Halloween month for Old School Marketers.  Here are some of the Dead Marketers we found haunting around..Don't make the mistakes they did :-) deadmarketer revenuehorror

 

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These are the sessions at Eloqua Experience 2013 that I MUST ATTEND.  I've have followed or known several of these people for quite some time and I am really excited to see what they will share at EE13.

Most of what I focus on and my interests lie in strategy, process, analytics, content, and data health.  So here it goes! 

 

Engagement: Spin A Story That Stands Above The Noise
Ardath Albee, CEO, Marketing Interactions, Inc.
11:00-12:00 Thursday October 24
I have followed Ardath for several years and I greatly respect and admire her ideas.  She's in an elite class in understanding how to develop and deliver content to engage with a B2B markets.



Analytics: Don't Just Score Leads – Predict Your Next Customer
Brian Kardon, CMO, Lattice Engines, Jascha Kaykas-Wolf, CMO, Mindjet, Abner Germanow, Director of Worldwide Marketing, Juniper Networks
1:30 - 2:30 PM Thursday October 24
I have followed Brian Kardon since he was the CMO of Eloqua and I respect his strategic vision and how he looks at Revenue Marketing.  I know Mindjet is a leading user of Eloqua and I'm very interested to hear their story, along with Juniper Networks, on how they use analytics to predict the next customer.


Marketing Technology: Eloqua In The Fast Lane: Tools To Enhance Your Automation Efficiency
Ryan Schwartz, Director, Marketing Systems & Operations, DocuSign
3:30 - 4:30 PM Thursday October 24
In my book, Ryan Schwartz is the World's Top Eloquan. Period. He knows the system better than anyone I know and he has driven a phenomenal revenue marketing operation at DocuSign. Not only that, Ryan is just a darned nice guy and he loves to listen and share ideas on using Eloqua.  I'm especially excited for Ryan's session because he's presenting new tools he and his team have developed that the entire Eloqua Community will be able to use.



Targeting: The Power of a Data Washing Machine in Lead Creation
Amandah Magnarelli, Director, Database Marketing, Forrester Research, Inc.
9:45 - 10:45 AM Friday October 25
Forrester has been a long-time Eloqua user and Amandah's presentation on the Data Washing Machine fits perfectly with my focus on data hygiene.



Analytics: Optimizing The Demand Waterfall With Predictive Scoring, Analytics, And Eloqua Magic
Wade Tibke, Director, Demand Gen & Operations, Tableau Software
11:00-12:00 Friday October 25
Wade is another amazing Eloquan and he runs the marketing ops for Tableau.  Tableau is a fantastic company with very strong marketing efforts.  I'm very interested to see Wade's presentation on how Tableau grew and tracked SQL's year over year.



Engagement: Customer Marketing: B2B's Best-Kept Growth Secret
Megan Heuer, SiriusDecisions
2:30-3:30 Friday October 25
Megan is another person I have followed for a long time and have yet to see speak in person.  B2B marketers are notorious at forgetting about the customer once the sale is closed.  Customer engagement is a huge opportunity for B2B marketers to grow loyalty and revenue.  I'm sure will have some interesting ideas.

I'm also looking forward to Wednesday before the event to get some updated Eloqua information and training. Here are the Wednesday sessions I'm interested in:



Advanced Salesforce.Com Integration Demonstrations
Nathan Lichte, Oracle | Eloqua
Wednesday 8:30-10:00


Improved Custom Subscription Management
Tracy Traeger, Oracle | Eloqua
Wednesday 10:15 - 11:45


Best Practices: Introducing Eloqua To Your Sales Team
Alison Thomas, Oracle | Eloqua
Wednesday 1:00 - 2:30


What sessions are you most excited about attending at Eloqua Experience 2013?

Hi Folks - Heinz Marketing in Seattle/Redmond, WA is growing and our Marketing Automation Practice is doing incredibly well.  We need two Demand Gen pros to join the team to help our mid-market and enterprise customers drive revenue and engage customers.  Eloqua experience and certs are a HUGE plus. 

Here's a repost of our blog and what it's like to work at Heinz.  If you're interested or know someone who is, shoot me a note! 

 

The short story
We’re hiring, and we’re really picky.

The medium story
We’re looking to fill at least two demand generation positions immediately as we continue to grow, but we’re looking for far more than experience and capabilities. Just as important are cultural fit, a match with ourvalues, “fire in the eyes” and strong communication/writing skills.

The long story
We think a lot about values and service at Heinz Marketing. As a services business, our people are the product, so it’s really important that we hire, support, train and retain amazing people who can delight our customers and exceed their expectations.

We’ve been blessed with a strong year so far in 2013, so are looking to hire at least two new people into our team focused on demand generation and lead management services. Yes, we have job descriptions for these roles that specify desired years of experience, B2B and demand generation expertise, familiarity with certain sales & marketing systems, etc.

But I’ve met a lot of people who can adequately “do the work” that I would never hire. Just as important as competency is someone who matches the values we talk about and prioritize regularly. We need people who are results-oriented, client-focused, creative, curious, honest and responsible.

Interviews (let alone resumes) can be a tough way to gauge this, so referrals & references are really important. That said, it can become very clear in an interview (with the right questions) whether someone has fire in their eyes, passion for the work they’re doing, and can make the decisions necessary on their own to fit with our high standards of service and results for clients.

Finally, I can’t imagine anyone succeeding in a service business these days without excellent communication skills. Maybe it’s the old print journalist in me, but I think this starts with writing in its various forms – emails, status reports, blog posts, proposals, etc. But those communication skills also include verbal and in-person abilities, as well as how to work through the occasional difficult conversations with clients, vendors, technology partners, etc.

If you’re like to hear more, or are interested in joining our team, please check out the job description and email us with a link to your LinkedIn profile (and ideally a line or two about why the above criteria resonated with you).

Data management and data hygiene are probably the most overlooked components to a successful marketing automation initiative, right after content.

 

I recently learned of a large enterprise with marketing automation that was blacklisted by ISPs.  The blacklist status effectively shuts down all outbound marketing efforts right as they are heading into Q4.  This happened because of poor data management and data hygiene.  It can happen to any organization with marketing automation.  When it happens, heads roll because it impacts customer engagement and revenue.  The audit process for getting off ISP blacklists isn’t easy. Can you imagine being responsible and for this with your organization?

 

Building a plan with a budget can prevent these nightmare situations.

 

Here are eye-opening stats on B2B data quality:

 

According to Sirius Decisions

  • 25% of the average B2B database is inaccurate
  • 60% of companies surveyed had an overall data health scale of “unreliable”
  • 80% of companies have “risky” phone contact records

 

NetProspex reports in their 2013 State of Marketing Data

  • 64% of companies surveyed have “unreliable” data and 34% have “questionable” data
  • 61% of companies surveyed said 35% of their records were “incomplete”

 

How do CMO’s and Demand Generation Directors avoid getting their companies blacklisted? How do Modern Marketers ensure over 90% email deliverability month after month? How do companies maintain CAN-SPAM Act compliance? What sources of data are used to build, maintain, and append the database?  How do marketing automation teams keep out the spam traps and keep the good contact records up to date?  These are mission-critical questions that need a plan.  Operating without a plan puts marketing operations, reputation, and revenue at risk!

 

 

Here are steps I recommend as the starting point for effective management.

 

Establish a data management strategy

Do you have a data strategy?  Chances are you don’t.  Build the strategy and business case that a budget will support.  A marketing automation platform needs regular health checks and ongoing maintenance.  Define the standards for complete records and manage how the database grows and where records come from.  Define the minimum standards for deliverability rates.  Establish requirements for data providers.

 

Marketing Automation and CRM platforms need regular updates, health checks, de-dupes, and data appends. A database will have a natural decay of contact data because people change jobs, companies go out of business, and mergers happen.  All of these events directly impact the effectiveness of a database.  Keeping the database healthy is strategic to maintaining a strong revenue pipeline.

 

 

Check your database for a baseline of health.

Get a database health scan before implementing the strategy or randomly buying tools or hiring consultants.  A good health check should identify spam traps and determine record completeness at a minimum.  Don’t forget to check phone records as well.  Find a reputable organization like Unlock The InboxReachforce or NetProspex to conduct a health scan for a baseline assessment.

 

 

Budget for data hygiene in 2014

Imagine the situation where in July 2014 your email deliverability tanks to 80% and pipeline opportunities decline. Not fun, right?  Data hygiene is an investment that builds marketing automation effectiveness and drives revenue!  Investments are typically needed to for tools and services regularly clean out spam traps, update and append data records, and perform detailed de-duplication.

 

CRM and marketing automation platforms have some basic tools for de-duplication and there are often free utilities or connectors that can serve as temporary solutions.  Finding service providers and platforms that can enhance the free tools are a prudent step, especially when starting a clean-up process.

 

 

Maintain Regular Maintenance and Updates

A database is like a car. Regular maintenance keeps the machine running smoothly and efficiently with the best performance.  Here are just some of the items to monitor and manage:

  • Deliverability – anything below 90% is a red flag.  Why are messages not delivered?
  • Opportunity pipeline growth – Are conversions and opportunities decreasing?  Many factors go into this but even the best content and campaigns will fall flat without a healthy database.
  • Reputable Data Sources and Partners – We all get the spam emails from the offshore list brokers that offer segmented B2B contacts for pennies on the dollar.  Don’t. Do. It.  Chances are cheap lists are loaded with questionable contacts scraped from websites by offshore sweatshops.
  • Monitor the soft email bounces – are they increasing over time? Why are soft bounces happening?
  • Monitor sender scores using services like ReturnPath. This is especially critical for marketing organizations using dedicated IP addresses for outbound marketing.  The higher a sender score, the better the reputation which helps ISP’s monitor and allow emails from trusted sources.
  • Prevent Duplicate Records – Use de-duplication platforms like RingLead whenever importing new data, or when performing regular updates.  This keeps records clean and can merge duplicate records in the CRM or marketing automation platform.
  • Append and Update Records – Keep records up to date with a data provider to ensure the proper taxonomy, addresses, phone numbers, email addresses, and syntax are correct.
  • Segment Old Records – Don’t delete old or outdated records completely.  I recommend placing old records in a quarantine or sandbox that is kept away from marketing and sales operations.  Even after de-duplication and data append, old records may be needed for an audit or opportunity research.
  • Contact cadence and governance – Who can send outbound communications, when, how often, and who receives the messages?  Set a clear policy that the entire organization understands.
  • CAN SPAM – Does your marketing operations team understand CAN SPAM requirements for the US?  What about Canadian and EU requirements? Ignorance is not the same as innocence when trouble arises.  The US Federal Trade Commission offers these guidelines for compliance.

 

Plan Wisely!!

Data management and hygiene is strategic and helps keep marketing automation and demand generation running strong.  Putting off the health checks and maintenance will directly impact revenue opportunities, customer engagements, reputations, and even whether or not someone keeps a job.

 

 

What is YOUR plan for 2014?

Successful marketing automation initiatives map workflows that support a buyer through their journey. The so-called Buyer’s Journey is a process in itself that begins with research and awareness and moves all the way through the point of purchase, and post-sale with ongoing relationship marketing. Marketing automation enables small and large processes. These processes can include any of the following such as segmentation, lead scoring, nurturing, content delivery, and alignment with sales. Ultimately they ALL roll-up to supporting the Buyer’s Journey.

 

Build a lead management process in Eloqua in a phased approach that evolves into more sophisticated utilization as knowledge and skills grow. 

 

You can't build a process without agreement on the definitions!

 

 

Here are nine great questions to ask and answer when designing a process:

 

1. Where do leads come from?

2. What contact information should be collected and how?

3. How do we segment and triage leads?

4. What is a ‘qualified’ lead?

5. Who do we send marketing qualified leads to for follow up?

6. What content should we send to leads, when, and how often?

7. How will our marketing automation platform integrate with our CRM system?

8. If leads are disqualified, how will they be managed?

9. What are the KPIs we need to measure to determine effectiveness and efficiency?

 

 

Once you ask these questions your team may ask even more questions on building the lead management process that supports your business. And the more questions answered before going into production, the better the odds for succeeding with a marketing automation initiative.

We just complete our first big field marketing event of 2013, the B2B Modern Marketing Roundup.  We ran this program in partnership with Eloqua.  (Many many many thanks to Amy Bills, Anthony Best, and Tony Galindo for their tremendous support!)  I wanted to share how we designed the event and key takeaways that can help you deliver a successful program.

 

 

Seattle is a fantastic entrepreneurial community with tons of energy and fantastic business talent. However, high quality events for B2B Marketers are rare in the Emerald City.  Sure, there are plenty of social media events and standard business networking programs and lots of great parties. But high-value B2B marketing content is very limited.

 

 

For the 2013 B2B Modern Marketing Roundup we wanted to provide ideas that modern marketers could immediately put into action.  Most importantly – NO VENDOR PITCHES.  We wanted to share great ideas and encourage action and implementation!

 

 

The Mission We Requested and Accepted

Every event needs an objective and desired outcomes.  Our number one mission was curating and delivering content that Seattle’s Modern Marketers could use that would immediately help them build customer engagement and drive revenue. To support the mission we wanted special companies that could deliver the desired content. The kicker? We wanted sessions that were only 15 minutes each.  And we were going to deliver this great content in less than two hours and not the 4, 5 or even 8 boring hours many of us are used to. Honestly, do people really enjoy 60 minute slide deck presos? NO.

 

 

Here’s the Takeaway – Break the mold. Or at least change the shape of the mold. Just because everyone else does an event a certain way doesn’t mean it’s the right way.  One simple tweak on the length of presentations was a critical success factor for our event.

 

 

The Right Team

We are incredibly fortunate to have a great team at Heinz Marketing and we are heavily focused on a core set of values.  We all bring fantastic talent to any program with unique experience, strengths, passions, brainpower, and energy. No single person can build and execute a program like this alone.  The entire team at Heinz Marketing rallied around this event from the beginning.

 

 

Here’s the takeaway – Get the team behind your effort. The program leader should set the right example.  Give opportunities for ownership. Test ideas.  Make it fun. Provide constructive feedback. Celebrate success.

 

 

Content and Partners

Between Heinz Marketing and Eloqua we develop some of the most respected B2B sales and marketing content anywhere.  But I wanted to build a deep bench talent beyond Heinz and Eloqua.  I recruited NetProspex and Full Circle CRM to share their ideas and guidance on using quality data in B2B marketing, and how to effectively measure the results in Salesforce.com.  With four vendors on board, I could have rested.  But we wanted more!  I recruited Ryan Schwartz from DocuSign to share some of his incredible ideas how he and his team use Eloqua every day.  To top it off we were very fortunate to have Jessica Davis and Alexandra Evans from Avalara share their case study on using thought leadership to drive demand.

 

 

Here’s the Takeaway – Find the right partners and customers who can deliver high value content to support your event theme and audience.  Set the parameters and the objectives so everyone is on the same page.  Set deadlines for draft presentations. Provide a deck template that all presenters should follow. (Even though some won’t.) Make the content available on SlideShare after the event.

 

 

Event Format – Just Say NO to 60 Minute Sessions

Our presentations were going to be short and intense – only 15 minutes each.  No exceptions. We designed content tracks for Modern Marketers, Marketing Leadership, and Sales Leadership.  Attendees could mix and choose the sessions across the tracks as they wanted.  The 15 minute format was incredibly popular! Every single attendee and speaker I spoke with afterwards said the 15 minutes was perfect because the messages were focused. I had one attendee in particular tell me she would not have attended if the sessions were the typical 45-60 minutes each.

 

 

Here’s the takeaway – You can deliver high value content in a short session.  If you can’t, you are doing it wrong.

 

 

Promotion

We made the event “invitation only” by design.  Of course we still had people register or just show up who weren’t on our invitation list and that wasn’t a problem.  Eloqua, Full Circle CRM and NetProspex all helped promote the event in partnership with Heinz Marketing.  Most importantly, we had clients and colleagues encourage their network to attend.  We focused on selective email, blog, Eloqua Topliners, and a few social media channels for promotion.

 

 

Takeaways – Find the right channels to promote attendance. Don’t rely on any single channel or partner to drive attendance. Target the right segment with the right message.   Make events ‘exclusive’ to build interest.

 

 

Technology

We developed the segmentation and targeting strategy and targeted our outbound communications accordingly using Eloqua. We certainly weren’t perfect with the segmentation and execution.  But we learned a lot and developed some fantastic ideas for the next event.  We event tested some new Eloqua ideas that were invisible to the invitees but incredibly important to promotion and follow up.  Also, we made all event content available on SlideShare following the event.

 

 

Takeaways – Find the right audience for your event and reach out using the right mix of technology.  Technology is an event enabler.

 

 

Venue

We wanted a unique venue for this event.  The content was ready, the format was in place. What we needed was the perfect venue.  We chose the best venue for this program and that was the Columbia Tower Club.  The one challenge we had was getting more people to attend than we expected and that made two rooms cozy.  But the 15 minute format saved the day!  The views, service, and catering made the event perfect for the 2013 B2B Modern Marketing Roundup.

 

 

Logistics

There is ALWAYS something that can be done better, or details that fall through the cracks.  AV equipment like microphones, projectors, and slide clickers are sneaky details.  For the sessions we had Heinz team members assigned to sessions to help the presenters and to watch the 15 minute clock.  We also had a team at the front desk for check-in.

 

 

Key Takeaways – No detail is too small. Don’t assume anything. Use a white board to map every detail when designing the attendee experience. Make sure everyone has an assignment and they are empowered to solve problems.

 

 

Reflection and Follow Up

Events like these take a lot of planning and preparation.  There are tons of moving parts and people involved. Get creative with new ideas for your field marketing event.  With the right team, compelling content, unique format and logistics, you can build a meaningful connection with your intended audience.

 

How do YOU build and execute a successful event?

 

 

(Image: The Heinz Marketing team after the 2013 B2B Modern Marketing Roundup with Eloqua, Full Circle CRM, and NetProspex

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Webinars are the vanilla ice cream of B2B marketing tactics and that’s OK. But think about how much more interesting a scoop of vanilla is when it’s in a sundae! Webinars are a starting point that marketers can build multiple assets from for a rich content marketing program. Here is a great way to look at using webinars to build multiple content assets.

 

 

Chocolate Syrup – Transcribe It

We almost always recommend having a webinar transcribed. The raw transcription is the basis for creating multiple assets that support the presentation. If you have limited resources look at using a freelancer from eLance to transcribe the event.

 

 

Carmel Syrup – Blog Series

With some basic editing, the transcription can be turned in a blog, or better yet, an entire blog series. We recently worked with a company using this simple approach where we transcribed and edited the webinar into a 7 part blog series that can be published over a period of time. That is hugely valuable.

 

 

Sprinkles – Downloadable PDF Asset

Webinars are organized into logical sections of content that share ideas the audience can relate to. Listening to a webinar isn’t always possible, or desired. Take the transcribed content and turn that into a webinar content summary, checklist, or report, formatted as a PDF.

 

 

Cherry on Top – Inside Sales Assets

Get the inside sales team involved and provide them with the assets they can use in webinar-related conversations with prospects and customers. Webinar attendee and no-show follow up emails can include links to the on-demand webinar recording or blog series. Voicemail talking points can include brief details on the webinar.

 

 

Put it Together

A webinar is just the beginning, not the destination. Using the ideas I’ve listed let’s arrange the components into an ice cream sundae of content marketing. If your organization delivers multiple webinars every quarter, you can rapidly build a library of highly valuable content assets. Make sure to record the webinar for on-demand playback. Once a webinar is delivered, find a resource to transcribe the presentation and edit the notes. This may be something you or someone on your team or a freelancer.

 

 

Post the pre-recorded webinar to your website or host as a gated asset with your Eloqua platform. In parallel, edit the content for a blog or blog series. At the end of each blog, promote the link to the full recorded webinar, or even a complementary webinar. Think about sharing quotes or facts from the blog and webinar on Twitter and LinkedIn. The webinar transcription can be crafted into a subsequent document asset that summarizes the overall topic. You can also cross the webinar from this asset and encourage visitors to view the webinar.

 

 

A webinar can turn from a single scoop of lonely vanilla ice cream to a richly decadent content marketing sundae. Your audience will be grateful for the choices.

Lead scoring strategies that succeed involve Marketing and Sales alignment.  The alignment doesn’t have to be perfect and it usually isn't.  But unilaterally developed lead scoring programs are doomed to fail without Sales adoption. 

 

When done poorly, lead scoring is just another data point in a field in Salesforce that doesn’t drive action.  Done well, lead scoring builds a bridge of collaboration between Sales and Marketing and leads to pipeline acceleration.   Marketing still needs to execute an effective campaign and nurture strategy to fill the funnel.  Lead scores are the exclamation point that leads to effective lead follow up action.

 

Lead scoring isn’t just about using a marketing automation platform to capture and calculate A1’s or C3’s or B2’s.  Lead scoring only succeeds with follow up action. These steps are the best ways to build a solid lead scoring program that Sales will support!


1. Agreed Upon Personas: Love them or loathe them, different personas usually require different scoring models are ranks.  Decision makers should be scored differently than an influencer or an end-user.  Some companies have multiple personas and scoring models uniquely suited for business units and product lines.  Understanding WHO leads to building a better scoring strategy and follow up action.

 

2. What the Heck is a Qualified Lead? Marketing and Sales need to agree on the stages of lead qualification.  What is a Marketing Qualified Lead? Define the lead score parameters and thresholds BEFORE pulling levers and pushing buttons in your marketing automation platform.

 

3. Profile Weighting:  Profile information is important building a lead score profile.  But it doesn’t tell the whole story. The traditional method of scoring on Budget, Authority, Need, and Timeframe (BANT) is difficult to capture in a reliable manner using marketing automation.  Not everyone openly and honestly provides budget information in an online form. Job titles can be inflated and difficult to score.  Need and Timeframe are easier to capture and score.  Work with Sales to identify the right profile information to capture and score.  Sales must validate and qualify the BANT criteria when initially working with a lead.  Marketing can only start building the profile.

 

4. Engagement Weighting – Identify the patterns of interest: How someone interacts with your company and content is powerful information which fills the score profile.  Where, how long and how often did they spend time with your content? What content did they consume? These scores are the secret sauce for a lead scoring program because they show levels of interest. 

 

5. Score What Matters. Ignore What Doesn't: Job seekers and competitors can spend a ton of time on sites and consuming content.  This behavior can lead to a high engagement scores and pull Sales away from leads they should focus on.  Use lead scoring programs to depreciate or suppress these scores altogether.  Sales will appreciate it!


6. Define Follow-Up Actions and a Service Level Agreement:  Follow up action is critical! Lead scoring will fail without Sales doing their part. Build follow up actions for each level of lead score. The follow up action can include the maximum time required for follow up and the recommended conversation. For example, a perfect lead with an A1 score may require follow up within 4 hours of reaching the CRM follow up queue.  The A1 conversation can steer toward activating a product demo.  On the other hand a C3 lead may require follow up within 48 hours and a personal email with links to an informational webinar. Sales must agree to the follow up action on each lead and enforce this with a service level agreement with Marketing. 


7. Review Lead Scoring with Sales: Success begins with reviewing the lead scoring model before it’s rolled out.  Sales managers can provide critical input to fine tuning a lead score model. This input leads to buy-in and enforcement on follow up actions.

 

8. Rollout, Test, Refine: When the lead scoring program is turned on, send leads to Sales with a bigger range of scores.  During the initial stage, some organizations may prefer a pilot rollout with a select Sales team to test scoring accuracy.  Sales should provide feedback and disposition tracking in the CRM system that shows lead scoring effectiveness. Fine tuning the filter can helps Marketing send better leads to Sales. The more consistent the follow up action, the better the lead scoring program!

 

Lead scoring takes work to build, refine and measure.  Marketing can drive the process but it only works with a strong partnership with Sales.

The NetProspex Data Enrichment Cloud Connector for Eloqua is a fantastic app that brings data enrichment and append power to your Eloqua normalization efforts. 

 

At Heinz Marketing I am constantly on the lookout for new (practical) technology tools that our clients can consider with Eloqua and Salesforce.  I recently tested the NetProspex Data Enrichment Cloud Connector for Eloqua 10 with impressive results and I can confidently recommend this as a standard tool for Eloqua normalization efforts.

 

B2B Databases Need Clean Data – NetProspex Can Help Append Data

Data health is one of the biggest obstacles to a high-performing B2B marketing automation implementation.  NetProspex developed the Data Enrichment Cloud Connector (DECC) Appendto help Eloqua administrators with this challenge.  The DECC is ideal for organizations with a large percentage of incomplete records or those who have never performed any kind of normalization.  NetProspex approaches data enrichment in four steps, starting with normalizing data such as checking for misspelled names or the use of ALL CAPS and inconsistent use of job titles.  Finally the data enrichment process populates data on job functions and contact details, and finally industry segmentation and sizing.  (Their model is diagrammed below)

NetProspex and Heinz Marketing 4 steps.png

 

NetProspex offers the DECC as a subscription service based on credits.  Credits determine the number of contact records that can be appended.  (I recommended to NetProspex that they consider making credit purchase capability available from the Connector. That would be very cool.)

 

Once the DECC is configured, administrators can run the Connector against designated segments in Eloqua.  Administrators can configure how to append the records with updated NetProspex data and whether to work against older or new contact records in Eloqua.  The easy configuration, wickedly fast performance and accuracy are all incredibly valuable for Eloqua 10 users.  Depending on the size of the database, running the DECC against unique Eloqua segments may be a good strategy as opposed to the entire database at once.  When incorporated into an overall normalization strategy, Eloqua administrators should test email deliverability against a segment that was appended against one that was not.

 

Getting Started

To get started users will need to signup for the NetProspex Data Enrichment Cloud Connector.  Once the account is established, users can buy credits for the amount of contacts to run the DECC service. The User Guide is excellent and provides detailed and easy to follow steps for configuring the DECC. I was able to walk through the set up and operation of the DECC with only a few minor details that seemed missing. Many users, including me, rarely read user guides in detail.  However in this case I did follow the details and I was very pleased with the details and progression.


Configuration

The DECC provides an intuitive interface to configure the input fields from NetProspex and the corresponding Eloqua values.  (See diagram below)  Once the input values are created, the data overwrite rules can be set based on the record.  This is important because some field values in Eloqua may already be normalized against a standard and I find this flexibility important.

NetProspex and Heinz Marketing Screenshot-mapping.png

 

Eloqua administrators can run the DECC against the entire database, or any portion using segments. In Eloqua’s Program Builder, segments can simply be sent to a Cloud Connector. (See diagram below) After the data is appended, a test email (or other action or treatment) can be sequenced to determine performance.  The DECC is configured from the Setup menu and Cloud Connectors and follows the same process we are familiar with.  All of these steps are very well documented in the NetProspex DECC User Guide.  (Note: The NetProspex Data Enrichment Connector does not need an email to score a match in order to complete an append.  However, email is a required field for Eloqua. )

NetProspex and Heinz Marketing Screenshot Eloqua.png



Operation

After configuration in Eloqua and the NetProspex admin portal, the DECC starts working when the campaign is activated from both the NetProspex portal and then Eloqua’s Program Builder.  I was very impressed with the incredibly fast performance of the DECC against our database.  We did not experience any lag or latency and the results were reported almost instantly.  The reporting function showed details on all the appended records.  When we ran the operation in Eloqua, we used Bulk Mode and not Priority Mode when running the program in Eloqua. (See below)  This is one item that wasn’t included in the User Guide at the time of our test. The DECC will run as long as there are enough credits to support a data append.

 

NetProspex and Heinz Marketing E10 Priority Mode.jpg

 

Performance and Accuracy

I sampled our Eloqua segment with incomplete contact records before and after running the Data Enrichment Connector and 100% of the records in our segment were appended.  Because NetProspex is a trusted partner and our clients regularly use their data, I am confident in the accuracy of the data they provide for the append service.  I found the Data Enrichment Cloud Connector a powerful tool to dramatically reduce incomplete fields with appended data in Eloqua.  (Our own instance of Eloqua has nearly 20,000 contact records and we aggressively practice normalization. I love this tool and plan to use it on a regular basis in our own operations.)

 

Reporting

Reporting shows how often programs were run and whether they were successful or had errors.  Detailed reports are also available that show every record that was appended and they data that was appended.  

 

Thumbs Up 

NetProspex has some fantastic opportunities to support the Eloqua community with the Data Enrichment Cloud Connector.  Eloqua adminstrators should engage in rigorous data cleansing and normalization efforts in 2013 and beyond - No more excuses!  The NetProspex Data Enrichment Cloud Connector is one of the best tools and services to add to the arsenal. I found NetProspex very supportive when I had questions and the User Guide was excellent. If you are looking at new services and tools to enrich your database, I highly recommend the Data Enrichment Cloud Connector.

 

I'm interested to hear your feedback using this connector.  Send me your comments or feedback.  You can also ping me on Twitter at @RemarkMarketing

 

Cheers,

Brian Hansford

Heinz Marketing

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