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2 Posts authored by: crowds2crowds

Rolling out Eloqua to a Global Enterprise



You’ve labored for months, maybe even years, working at a large enterprise company in finally securing budget to purchase Eloqua.


Despite all the internal challenges, approval hoops, endless committee meetings and ROI calculators, it is finally, finally a reality. Not only is it approved but the shiny new tool is now installed! It’s been a long, long road but it’s time to celebrate!


But wait.  Even before the champagne stops bubbling it starts. Word gets out. Suddenly C-Level wants it, sales divisions all want it, every marketing division and business unit wants it, APAC wants it, Latin America wants it, EMEA wants it, partners, distributors and resellers all want it…in short, now everyone wants it. And they all want it NOW. In fact everyone is suddenly desperate to start using it.




You start by kindly saying NO. You explain that you need time to formulate new processes, provide training, manage the change. But no one takes NO for an answer.


“These are desperate times and we NEED it NOW!”, is the mantra from above and below. So after constant bombardment and pressure, you finally give in and (gulp) release it to the world. You are everyone’s best friend.


Fast forward 1 year later…


The data apocalypse is in full swing, leaving a huge mess. Bad data is overwriting good data. Data is deleted. CRM integration is full of errors and unresolved failures.   Divisions upload bad lead lists because they can no longer nurture and grow their own. Hard bounce rates go through the roof. Deliverability is down the drain. Files are all over the place, with new folder structures appearing daily.  What’s left of the good database is being bombarded with multiple emails from multiple divisions offering multiple deals. Subscription management is nonexistent as no one could ever agree on the right process. Unsubscribes are rampant. No one knows where to allocate budget. Sales and marketing no longer have confidence in the tools they used to use. Sales must revert back to the old days of mostly cold calling, prospecting for leads. A global Eloqua “Do-Over” is eminent. You have moved on.





You somehow manage to hold your ground. No means NO. You launch the tool systematically one division at a time. You work out the kinks. You fully vet the scoring and nurturing programs. You evaluate the CRM integration for effectiveness. You wait until sales enablement tools are up and providing value. Only 1 division is best friends with you.


Fast Forward 1 year later…


Data is standardized globally. Checklists and processes are consistent. Dynamic content is maximized. Training is routine. The global marketing calendar is monitored, measured and analyzed to constantly improve message relevance and value. Sales and Marketing adore each other. Revenue goals are exceeded. Budget allocations are a no-brainer. You are everyone’s best friend (and hero). Three other companies want to hire you.




Trust your instincts. Don’t give in and don’t give up. Ask anyone who has lived through Scenario 1. They will usually start the conversation by saying…”if there was one thing I should have done differently…”

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Steve Kellogg

Eloqua Certified Marketing Automation Best Practices Consultant, Astadia

Right now, as successful adopters of Eloqua we have a leg-up in that our messages are presumably more relevant than those from competitors who haven't yet adopted marketing automation. We have the advantage of right time, right message, right person workflows.



But as marketing automation adoption continues to skyrocket, what happens when everyone’s messages are relevant? Now what? Competition for those 2-seconds of attention becomes even more challenging. Even now, my inbox is already full of relevant messages. For example, I am a member of at least 20 LinkedIn Marketing Automation groups and continue to receive extremely relevant discussion topics all day long.



So how can you get your relevant marketing email to move to the front of the line, in a sea of relevant messages? Try incorporating:


  • Urgency

  • Importance (Scarcity)

  • Convenience


All other things being relevant (excuse the pun), we tend to take action on those messages that are (1) Urgent, then (2) Important and finally (3) Convenient.


  • An email from my bank suspecting fraud on my account is both urgent and important. I would definitely stop everything and take action.
  • An email reminding me I have only 30 minutes left to register for a popular workshop is urgent and worthy of my immediate attention as well (assuming it is relevant and important).
  • An email inviting me to an insightful webinar 4 weeks from now may be important but it is not urgent.





Many studies indicate that people wait until the last minute before taking action. To prove this, I recently helped a client with a webinar registration test in which over 43% waited until within 24 hours of the event to register, despite the initial invitation and reminder emails being sent 2 weeks prior. Leveraging the last minute is a sure-fire method of getting your message to the top of the list and “forcing” action.



Don’t Fake Urgency



You can’t always create urgency when there really isn’t any. Don’t fake it whatever you do. We all hear the radio commercial that makes an offer to the next 20 callers only, that runs every 2 hours.



Making it Important



If you can't make it urgent, try and make it important. I know everything we marketers send out is extremely important (at least in our eyes) but it may not be perceived that way by the recipient (shocking I know). One way to help sell importance is to make it scarce.



You’ve developed an eBook that contains information rarely seen before. Your offer is a complete paradigm shift, a game changer. You’ve figured out a way to put a square peg in a round hole. You're giving away an iPad2. Make your message important by including scarcity when possible.



If there is no urgency, and your message is not particularly earth-shattering, at least make it convenient. This is one reason video is so successful. It’s easy and requires very little effort. If I’m confronted with 20 relevant messages, none of which are particularly urgent or important, I’m definitely responding to the one that requires the least effort first.



P.S. So what happens down the road, when everything becomes relevant, urgent, important and convenient? Yikes. I’m not sure what we do then. Maybe we put down our devices and pay some attention to the person next to us?




Steve Kellogg


-Demand Generation/Marketing Automation Consultant, Astadia

-Eloqua Certified Marketing Automation Best Practices Consultant

-Subscribe to my blog

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