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Role NameCharacteristics

Campaign or Program Manager

  • Responsible for identifying, designing, planning, delivering, monitoring and modifying cross-channel marketing campaigns.
  • Smaller organizations: May be trained on Eloqua or a marketing platform that helps them implement a campaign.
  • Larger organizations: May rely on a centralized demand center or a Marketing Operations team to help with the actual implementation inside a marketing automation tool. This way the Campaign Manager can concentrate on identifying, planning, and designing, and the support person can focus on the implementation.  This can work well since the support person becomes very efficient using the tool, understands the constraints, naming conventions, rules and processes setup.  The drawback is that the Campaign Manager might not learn new ideas on what a system can provide so they don't grow, think outside the box or develop campaigns using best practices or new features and ideas.  Constant education of the Campaign Managers is critical in this scenario.
  • Responsible for designing all campaign tactics to use the marketing platform, like Eloqua, so that tracking and reporting can be conducted.
  • Responsible for learning how to use the marketing platform; best practices and approaches.

Content Marketing Manager

  • Responsible for enterprise-level content management, creation and rollout.
  • Works closely with Marketing Managers and cross-divisional project teams to create and execute effective marketing communications content and programs.
  • Works with cross-divisional and vertical marketing teams to develop content strategy for assigned industries (based on targeted markets, persona and brand).
  • Collaborates with a network of internal content creators to publish content.
  • Manages a content review process that ensures all content is on-brand, error-free, consistent in style and optimized for both search and user experience for digital channels (including online, social media, and email).
  • Publishes and manages a content calendar.

Digital or Acquisition Marketing Manager

  • Responsible for reviewing company or department objectives to turn them into actionable & measurable digital marketing programs.  This could include using the following digital tactics: SEO, PPC, social, mobile, online media, website strategy and other digital components.
  • Responsible for creating & measuring the digital marketing programs.
  • Develops digital strategies and conduct analysis to make recommendations that will increase program ROI.
  • Plans, executes and monitors digital/social media campaigns across Facebook, Twitter, Foursquare, YouTube, Google+, Pinterest, Tumblr, Wordpress blogs and emerging social networks/technologies.

Email Marketing Manager

  • Specializes in handling electronic correspondence; uses an email service provider like Responsys or a marketing automation platform like Eloqua.
  • NOTE: Email marketing is not dead! 77% of consumers prefer email for permission-based marketing communications; 7 out of 10 used a coupon in an email in the previous week; 82% of consumers open email from companies.
  • Because email and social media marketing campaigns can and should be linked together at times, perhaps the digital marketing manager or director could oversee both - as well as other forms of online marketing.  It's important to at least co-ordinate the two, and combining the two can form a powerful tandem.

Event Manager

  • Plans and organizes all stages of an event; event definition, promotion, registration, communication, onsite management, vendor management, budget responsibilities, post-event follow up.

Field Marketing

  • Organizes, coordinates and executes marketing campaigns and events; responsible for executing sales promotions and programs.
  • Should understand the market, sales and customer challenges faced within the respective regions of coverage and then activate and execute channel and field marketing initiatives, programs, communications and sales tools to address these factors in an effort to attain the desired business objectives for the area.

Marketing Automation Manager

  • Support the execution of integrated inbound and outbound marketing and lead nurture campaigns; Lead scoring and the passing of leads to Sales.
  • Responsible for the Marketing Automation software.
  • Sales Force Automation software user.
  • Database management; segmentation, reporting and contact maintenance.
  • Email Marketing; list acquisition and importing.
  • Develop, implement and document strategy and processes for ongoing data import, validation, augmentation, and enhancement of the marketing database.
  • Data analysis, reporting and business intelligence.
  • Optimization and A/B testing; system and data improvements.

Marketing Communications Manager

  • Manages campaigns and communications through all phases of launch and maintenance, including reporting, analysis and optimization.
  • Supports the company's goals through a wide range of communications and marketing activities; leads communications initiatives.
  • Manages and monitors day-to-day conversations on social channels, making media and social engagement recommendations.
  • Assists with developing and executing communications strategies for specific comScore products and product lines, working closely with product marketing and other teams.
  • Manages the company's social media channels, and ensures that messages shared via social channels align with corporate priorities set forth by marketing management.

Marketing Data Analyst

  • Has a data analytics background; experience with BI tools and manipulating large amounts of data.
  • Responsible for reporting and metrics.
  • Responsible for eSuite Dashboards.

Marketing Operations

  • Objective: To reinforce high performance of the marketing team.
  • Responsible for the marketing infrastructure, processes, integration from marketing systems to other key infrastructure systems (ie, CRM), metrics and best practices.
  • Ownership of the marketing cloud platform.
  • Ownership of integration points (works with Sales Operations and other key IT staff).
  • Ownership of the data flow from Marketing to Sales; lead flow and lead flow optimization.
  • Campaign process, implementation/execution as it relates to the marketing platforms used.
  • Campaign reporting and metrics.
  • Database maintenance and management.
  • System training and enablement; governance and administration.

Marketing Specialist

  • Responsible for designing, creating, and delivering marketing programs to support the growth and expansion of company products and services.
  • Develops sales presentations and provides reports such as marketing trends, competition, new products.
  • The Marketing Specialist role can vary based on what is needed on the marketing team. Some companies have their specialist learn the marketing automation tool and become part of the implementation team or marketing operations support team.

Marketing Technologist

  • Becoming a general role name for a person that is responsible for managing transformational change inside marketing organizations.
  • Can have similar responsibilities as the Marketing Operations role, but has more leadership skills and is considered an educator and can influence change.
  • Not just an IT and technology expert, but has marketing experience as well.
  • Can report to the CMO or the CIO (depends on size of the company, structure and culture).

Product Marketing Manager

  • Orchestrates the marketing of new and existing products.
  • Partners closely with other marketing teams like Demand Generation and Marketing Communications to drive messaging and positioning for their product. They conceive and support new and innovative marketing programs and enable Sales and Customer Experience teams with tools and messaging to articulate the value of the product.
  • Works closely with the product development team so that sales strategies can be developed for marketing new products before those products are officially released.
  • Must have a broad knowledge of the product's features and benefits, because clients and members of the marketing team will primarily rely on the manager for information pertaining to the product prior to its release.
  • Formulate, direct and coordinate marketing activities and policies to promote products and services, working with advertising and promotion managers.

Social Media Marketing Manager

  • Oversees the execution of social media initiatives.
  • Uses 'listening' and other social relationship management tools to take the pulse of the customer and prospect base and to respond to social engagement.
  • Monitors all company-related social mentions via monitoring tools, working with the Digital Marketing team to manage the response strategy, identify and monitor influencers and build relationships with brand advocates.
  • Key responsibilities include creating engaging and effective content for social media channels, reporting results and overseeing social media profiles.
  • Create viral digital campaigns and content for use across social media channels.
Brand Manager
  • Lead and executes on brand strategy for assigned brand, including oversight for all marketing communications, advertising and adherence to brand standards.
  • Own and manage all advertising and media campaigns, plans, and media calendar.
  • Create key marketing messages for brands in alignment with brand strategy and ensure consistent brand strategy through partnerships with cross-functional team (Promotions, Digital etc.).
  • Identify wants and needs of target consumer and communicate the company’s brand image and product and services value.
  • Drive brand strategy and differentiation, creating a unique and compelling customer experience.
  • Serve as the brand champion ensuring all customer touch-points are aligned with the brand promise.
Loyalty/CRM Manager
  • Developing an integrated “one face to the customer” strategy across all channels and touch points.
  • Create and manage the customer contact strategy, executing timely and accurate deliveries of marketing strategies to achieve business goals.
  • Articulate the vision for the customer experience, communicate the vision and required changes to achieve set goals and results.
  • Work to define the Customer Experience Strategy, including mapping the customer path, identifying key touch points, highlighting break points, and identifying behaviors required to deliver a superior customer experience.
  • Help create, manage and maintain Customer Loyalty projects and roadmap.
  • Develop and implement strategies to retain the customer base.
  • Utilize strong analytical ability to evaluate end-to-end customer experiences across multiple channels and customer touch points.
Affiliate Marketing Manager
  • Developing and monitoring affiliate promotions, while maintaining strong relationships with the current affiliates
  • Coordinate with creative personnel to develop and implement new and revised offers, messaging and creative to meet strategic objectives within acceptable costs.
  • Ensure compliance with contract terms for Affiliate programs and continually motivate affiliates to perform.
  • Reporting for affiliate marketing promotions and activity.
  • Identifying and implementing other opportunities to enhance the affiliate program.
  • Monitoring and reporting on competitors’ affiliate campaigns and promotions.
  • Manage any external affiliate vendors.

When building a marketing team, it is important to think about the skills and competencies that are required in today’s highly personalized, highly automated marketing landscape. While not every organization will have a need (or ability to hire or outsource) for every single role or competency, it is a good practice to take stock of where your team has strengths and where you might have opportunities to improve.

 

Below are some suggestions of potential skills and competencies a marketing team may want to consider. Remember – one individual on the team may exhibit many of these competencies!


Writing Aptitude

The natural ability to write with purpose. Think of this not as the ability to write an email to peers, but the ability to write a piece of content that can be used in a marketing campaign – e-mails, infographics,  press releases, new product datasheets,  promotional pieces, web content.  In addition, a good command of grammar is important.


Orientation to Data-Driven Decision Making
The desire and ability to utilize data as a critical tool in decision-making in every project, every time. Those that have this competency start projects by analyzing data that helps them understand their options, evaluate progress over the course of projects by continually looking at the results data, and analyze performance at the conclusion of a project, drawing clear conclusions and making decisions about next steps based on what the data has told them.


Propensity to Adopt Technology
Marketers with this competency enjoy learning and working with technology.  They find learning new applications easy and are curious about technology and what it provides. You will often see them diving in to see how a system can help power a process. They will often bring new technologies to the table because they are constantly researching the latest and greatest. And they are typically the ones who help teach others on the team how to use and do things within systems, because they naturally just “get it.”


Campaign Management Skills

The ability to identify, design and plan a campaign. The campaign might include different channels like email, social and offline. Those will this skill have the ability to design the campaign tactics, and understand what their marketing platform and technologies can do so they can advise stakeholders on what can and should be done in a campaign.


Creativity

For the purpose of this article, we will refer to creativity as the propensity to always be thinking outside the status quo. When a problem or challenge is placed on the table, those with strong creativity are able to come up with solutions that have never before been dreamed up. Creativity is a competency that can exist in many different roles within a marketing team – but when you see it, you will know that someone has this strength.


Project Management Skills

Those with project management backgrounds can think holistically about overall project strategy but also are great at drilling deeper to manage the details that keep projects moving to completion. These people are more likely to be detailed oriented, like “to do” lists, and enjoy using project management software. This competency is important because it helps pull all the various components of your marketing tactics together and makes sure the vision turns into a reality.


Graphic Design

A person with experience doing graphic design and understanding key elements such as contrast, scale, color, pacing and typography. Those with this skill set are able to support the marketing team with design services that will help accomplish the objectives of a marketing campaign or campaigns. Those with this skill have the ability to listen to stakeholder needs and campaign objectives, and articulate the visual elements clearly and in a way that aligns with the campaign messaging.  They are able to deliver graphic resources such as headers, product images, promotional images, banner ads, email/Web/landing page graphics, online ads, etc. They are also able to layout and format new datasheets, brochures, e-books, or custom company-branded content.


Web Design

This competency requires someone to have had some experience designing and coding websites. They must understand graphic design elements but primarily have a keen feel for user experience and how to ensure that the website is lending itself to achievement of marketing objectives. This requires a competency in HTML and CSS, an understanding of how website design and information architecture relates to SEO. Having some writing and editorial experience is a plus.


Process Orientation

Those with this competency are excited by process and are extremely process driven. They like to set up processes to follow and document how things should flow. They enjoy showing others how to use a process and are excited by the efficiencies that processes bring to the marketing organization. They are always looking for ways to streamline and make current processes more effective, efficient, and repeatable.


Content Marketing Aptitude

Understands what content marketing is all about and how a content marketing strategy is important to driving awareness and conversion. Those with this competency understand the critical foundations to content marketing, such as aligning content to personas and the buyer’s journey. They are continually looking for new ways to reach the buyer through content and channels and realize that many marketing automation initiatives cannot even get off the ground without a solid content marketing plan.


Digital Marketing Aptitude

Those with this competency understand that there are many digital channels that can be used in marketing campaigns and that a digital marketing strategy is more than just email. He or she understands the various types of digital assets and digital channels that can be used collectively within a campaign to reach the customer where they are. They understand the appropriate times to use various digital channels, the cost implications, and how to cross-pollinate digital channels between campaigns.


Social Marketing Aptitude

Those with social marketing aptitude understand the social landscape and how social marketing can enhance awareness and marketing lead generation campaigns. They understand various social channels available and how they can be used to feed the front end of the sales funnel. Socially competent individuals are aware that they must work hand in hand with content and digital teams to feed assets into the social streams. They understand various social relationship tools that can be used to track and engage potential and current customers.

 

Cross Functional Teamwork Aptitude

Those with this competency understand that there are many digital channels that can be used in marketing campaigns and that a digital marketing strategy is more than just email. He or she understands the various types of digital assets and digital channels that can be used collectively within a campaign to reach the customer where they are. They understand the appropriate times to use various digital channels, the cost implications, and how to cross-pollinate digital channels between campaigns.

We've compiled a listing of frequently asked questions to help you optimize email performance.

 

Q. Why are my emails deploying slowly?

A. During the sending of email, the email engine needs to look at each merge field to merge in the applicable content and update each tracked link with the per-recipient tracking code. This processing time affects the speed with which emails are deployed.

 

Q. How can I improve the sending speed of my emails?

A. Because added complexity increases sending time, reducing the number of  field merges and tracked links can improve email performance. If you have a transactional email that is critical to deliver, reducing the email complexity will help in sending the email out quickly. Large, complex emails that contain a lot of HTML will take longer to send. If you are uploading custom HTML emails, review the HTML to make sure it is clean, well-formed, and does not include any extraneous HTML that increases the size of the email. Small emails will send faster.


Tip: To determine the size of an email, send a test HTML email to your account and view the file size provided by your email client. Any email above 100 KB in size is considered to be large.

 

Q. Are there any other reasons for slow email deployment?

A. Yes, there are two other considerations.

  • On Tuesdays, Wednesdays and Thursdays we have a very high volume of email sends being deployed by Eloqua customers. Due to this, there can occasionally be delays ranging from 5 to 45 minutes. We are continually improving platform capacity and the hardware used to run the Eloqua service to ensure that the delays experienced are minimized for all customers.
  • If you are in a large marketing team with large volumes of emails being sent from the same Eloqua instance, emails sent earlier will take priority. For example, if you have a very large batch starting at 9 am and a smaller urgent batch being sent at 10 am, the 10 am batch may be delayed because of the 9 am batches. This problem is exacerbated if you send multiple large batches before the urgent batch. Coordinate sending of large batches for times after urgent batches are scheduled. Eloqua recommends sending very large batches (>500,000 emails) during off-peak periods (before 7 am and after 5 pm, or from Friday through Monday).

As a marketer, you may have identified that webinars can be a lower cost, higher touch and more effective means to drive business. In fact, webinars typically offer an effective means to generate new prospects or move prospects further along the Sales & Marketing funnel.


Additional Benefits of Automating Your Webinar Campaign

 

  • Streamlines the campaign creation process
  • Speeds up the time it takes to pass leads to sales (sales become your new BFFs)
  • Collect webinar data (participation, attendance and feedback)
  • Incorporate registration, attendance and feedback into lead scoring
  • Attract new prospects
  • Move prospects further down the funnel
  • Enable registrants and attendees to Go Social (i.e. Blog, Linkedin, Tweeter) to help you promote your Webinar
  • Enable attendees and non-attendees with the ability to syndicate your content through attendees' social networks
  • No delay in follow-up to those that have attended and not attended
  • Use participation data to personalize follow-up to attendees
  • Saves you time as you can avoid  a spreadsheet nightmare


Best Practices: Automated Webinar Campaigns


Let's Get Started. Take a moment to review our set of recommended best practices to help you plan and deploy your next automated webinar campaign.


1. Standardize your process for planning and predicting the outcome of your Automated Webinar Campaigns.


  • You can use the Campaign Planning Brief to standardize your planning process and the Automated Webinar Campaign Planning Tool predict the possible outcome (i.e. number of attendees, number of leads for sales, number of views of videos on demand etc. )


2. Standardize your execution steps for the before, during and after steps of your Automated Webinar campaigns.


  • You can use the User Configuration Guide associated with the E10 BP Automated Webinar  Campaign Template (coming soon) to determine the set of assets you will need to create the campaign within Eloqua.


3. Determine the number of invites you will need to send to reach your desired number of leads.


  • First, determine the number of new of leads sales would like you to generate. Second, work back from the desired number of leads. If you have defined a sales accepted lead as an attendee to a webinar, you will need to your estimate both the registrants and attendance rates using the historical data from past webinars targeting the same audience to determine the number of invitees to invite.


Let's Apply - Your sales teams would like to receive at least 20 new sales leads each month. You are ready to launch a series of monthly webinars. Historically, you have reported a 65 percent registration rate (invitees to registrants) and a 35 percent attendance rate (registrants to attendees) for webinars targeting a similar target audience.  


TIP: B2B Industry Standards: Predict 2-5% of those invitees  will register; 75% of those registered for a fee based Webinar are predicted to attend; 40-50% of those reigstrated  for free based Webinar are predicted to attend.

 

Calculations:


Out of 101 invites you should get 66 registrars for the Automated Webinar Campaign.

Number of Invites (Percent Registration Rate) = Potential Number of Registrants

Out of 66 registrants you should receive 23 attendees.

Number of Registrants (Percent Attendance Rate) = Potential Number of Attendees

Attendees (Percent SAL) = Sales Leads 


*If you define an attendee as a MQL and sales accepts a 100% because of the webinar was a high level event targeting contacts with a certain Lead Score criteria.


3. Determine the appropriate frequency and cadence to send reminder emails to registrants.


We recommend that you send Send two reminders emails to registrants - one the day before the event and the second the morning of the webinar.


TaskMath Date
Event Event Date Jan 26
Day-before event reminder email Event Date minus one day Jan 25
Still-time invitation reminder email Event Date minus one week Jan 19
Invitation email Event Date minus two weeks Jan 12

 

4. Determine the timing of the follow-up email to attendees and non-attendees.


  • Send follow-up emails to attendees and non-attendees (no-shows) within 24 hours after the live event. You will want to create two separate follow-up emails with the appropriate message for each group.


5. Establish a standard set of metrics to indicate the performance of your Automated Webinar Campaign.


  • Make sure you have identified the proper Eloqua Insight reports and additional reports to gather from other platforms to give you a set of standard metrics.


Before the Webinar

    • Number of invites sent
    • Number of registrants
    • Conversion rate (registration): invitees > registrants

During the Webinar

    • Number of attendees
    • Conversion rate (attendance): registrants > attendees
    • Number of relevant questions
    • Drop-off rate during the event
    • Number of mentions and re-tweets on Twitter

After the Webinar

    • Number of comments/likes/shares on LinkedIn, Slideshare and maybe Facebook
    • Average ratings from the post-event feedback survey
    • Number of new leads for sales - attendees
    • Conversion rate (SALs): attendees > SALs
    • Number of new inquiries for Marketing to Nurture - Non-Attendees
    • Cost per Lead
    • Number of new leads for Sales
    • Number of View of On-Demand Video


6. Establish your ROI



Learn It:


Do It:

 

Client Success Stories

 

  • The specified item was not found.

Marketers can use Eloqua Insight Top Visitors and Companies Reports to provide their Sales Representatives with a high level set of reports of the top companies visiting your website.


Let's get started.

 

1 | Select Time Span or Data Range

Go to Insights > Reports & Dashboards > Website > Website Visitors


Tip! Search "Website Visitors" and it will instantly find the report.

 

Screen Shot 2012-11-03 at 15.50.22.png Screen Shot 2012-11-03 at 15.50.50.png Screen Shot 2012-11-03 at 15.51.15.png

 

2 | Select Time Span or Data Range

Choose the time span you want.  if you want to use a start and end date instead, use time range.  You can only use one of the prompts at one time in this report.

Span of Time  Screen Shot 2012-11-03 at 15.53.30.png or Range range.png

 

3 | Include or Exclude ISPs

This will automatically exclude ISPs. Screen Shot 2012-11-03 at 15.56.10.png

 

4 | Field Selection

Select Contact Fields, Account/Company Fields, or for unknown visitors, Visitor Fields from IP.  Only select Visitor Fields if you want Unknown visitors only.

 

Screen Shot 2012-11-03 at 15.59.53.png

 

5 | Specific Webpages / Managed Domains

If you want only visitors inbound to a specific website/report/blog, select here.  Leave blank if you want all web traffic from any page to show.

 

Screen Shot 2012-11-03 at 15.59.32.pngInsi

Marketers that tightly align with Sales have an opportunity to further their nurture strategy and reach individuals that have progressed into the later stages of the Sales & Marketing funnel. An Urgency Campaign targets individuals that are typically within the Justify phase of the buying cycle. Marketers need to partner with sales to address the sense of urgency that there is in the later stages of the individual's path to purchase.


To help Sales close deals faster, you should consider adding an Urgency campaign to your Nurture Strategy. Let’s get started with creating Urgency campaigns.



       



Homework

 

  • Plan your program flow for individuals that in the late stages (i.e. negotiation stages of the sales cycle).
  • Develop creative for emails and landing pages
  • Gather and tailor content that will help individuals make a final decision. (i.e. ROI calculator, Live Demo, Customer References, Product Awards, Press Releases and Seminar Press)
  • Determine what content will work for their interest areas and which channels would be best to communicate and engage with these individuals
  • Use a plan to incrementally correct data values to your customer contact records.
    Quick Tip: Leverage Eloqua's Progressive Profiling and Form Population capabilities to increase conversions and improve the user experience
  • Create a simple 3-4 touch Urgency campaign:

       Quick Tip: Use the "Eloqua10 Best Practices Template: Simple Nurture Campaign" for a quick way to create a simple lead nurturing program based on Eloqua best practices.

    • Define the objective of the campaign
    • Define the number of touches and time frame (we suggest every 3-4 days)
    • Define the message and tone of the email campaign
    • Define the content to be offered
    • Define what you want to do with the contacts that become inactive (put them into a re-engagement campaign)
    • Create your list segment
    • Develop the creative images, emails, landing pages and forms needed (or leverage assets you have for other campaigns)
    • Create the program flow in the canvas
  • Build, test and enable
  • Monitor and benchmark engagement with the individual assets and the overall campaign to improve response rates


1 | Read It

White Paper: 5 Lead Nurturing Tips for B2B Demand Generation Success

Blog: Secrets to Successful Marketing Automation (Best Practices Guide)

Presentation: Phoenix Suns-Building Fan Loyalty.pdf

Blog: How to Treat Your Customers Like Prospects

Document: Funnel Stage Definitions


2 | Learn It

Eloqua University: RPM: Effective Lead Nurturing

Eloqua University: Best Practices: Advanced Lead Nurturing

Eloqua University: Targeting & Segmentation

Eloqua University: Personalizing Campaigns

Eloqua University: Progressive Profiling


3 | Do It

Template: Best Practice Templates: Templates in the Campaign Canvas

Template: Eloqua's Content Marketing Inventory Spreadsheet

Template: Funnel Stage Definition Template.xls

Workbook: Lead Process Flow Workbook


Sign Up for a Facilitated Discussion

If you are just getting started with Lead Nurturing or defining your Sales & Marketing Funnel Stages, and want to develop it further, request to have the Nurturing Strategy or Funnel Stage Definition Facilitated Discussions with a Marketing Advisor today!  Also, see our full menu of Facilitated Discussions that are available at no cost to Oracle Marketing Cloud customers.


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Once you have customers you should consider adding a customer loyalty and retention campaign to your Nurture Strategy to build customer loyalty.  Let’s get started. The types of programs include reward, referral, customer community online and onsite activities.


       



Homework

 

  • Plan your program flow for new customers
  • Develop creative for emails and landing pages
  • Gather information on your customer’s interest, preferences, etc. this will help you better to tailor content that is right for them.
  • Determine what content will work for their interest areas and what would be the most optimal method to communicate to them.
  • Use a plan to incrementally correct data values to your customer contact records. Quick Tip: Why not - leverage Eloqua's Progressive profiling and Form Population capabilities to increase conversion and user experience
  • Create a simple 3-4 touch email for your Loyalty and Retention campaign:

(Use the Eloqua10 Best Practices Template: Simple Nurture Campaign to details a list of creative assets, stepwise configuration of the BP Simple Nurture template etc.)

    • Define the objective of the campaign
    • Define the number of touches and time frame (every 3-4 days)
    • Define the message and tone of the email campaign
    • Define the content to be offered
    • Define what you want to do with the ones that become inactive (put them into a Re-engagement campaign)
    • Create your list segment
    • Develop the creative images, emails, landing pages and forms needed (or leverage other emails you have for other campaigns)
    • Create the program flow in the canvas
  • Build, test and enable
  • Monitor benchmark asset engagement and overall campaign engagement for opportunity to improve response rates


1 | Read It

Blog: Secrets to Successful Marketing Automation (Best Practices Guide)

Presentation: Phoenix Suns-Building Fan Loyalty.pdf

Blog: How to Treat Your Customers Like Prospects

Presentation: Welcoming Customers with Automated Nurturing: Hoovers First Year Welcome Program


2 | Learn It

Eloqua University: RPM: Effective Lead Nurturing

Eloqua University: Targeting & Segmentation

Eloqua University: Personalizing Campaigns

Eloqua University: Progressive Profiling

Eloqua University: Advanced Lead Nurturing


3 | Do It

Template: Best Practice Templates: Templates in the Campaign Canvas

Template: Eloqua's Content Marketing Inventory Spreadsheet

 


If you are just getting started with Lead Nurturing, or want to develop it further, request to have the Nurturing Strategy Facilitated Discussion with a marketing advisor today! Also, see our full menu of Facilitated Discussions that are available at no cost to Oracle Cloud Marketing customers.


FDRequestbutton.png

@bethlambert

Eloqua 10 Page Tagging

Posted by @bethlambert Mar 7, 2013

As a marketer, you need to list and categorize the content you have available to use for your complete Nurture Strategy. We recommend you organize your content by persona journey (buying cycle) stage.  You can use the Content Inventory to categorize the content and identify gaps. This is a great step to further your efforts to create nurture campaigns based on a strategic communication using your organization's content strategy.


Next step is to deploy nurture campaigns direct individuals to high value content. Eloqua landing pages will allow you to associate content items to appropriate categories using  Page Tags and Page Tag Values and flag the “high value” items – add those exhibiting behavior to shared lists. Quick Tag: You can use Page Tags in Segments and your Lead Scoring Program.


To give a few examples, you could categorize the High-Value pages, as mentioned above:

  • Contact Us Pages
  • Pricing Pages
  • Product Whitepapers


Or you could categorize pages by the type of information that can be accessed/downloaded by your customers:

  • Case Studies
  • Catalog
  • Datasheets
  • Installation Guides
  • QuikStart Guides
  • Podcasts
  • User Guides
  • Webinars
  • Training Manuals

Or you can categorize pages by areas of interest within your Web site structure:

  • About
  • Contact
  • Downloads
  • Home

 

Key Definitions:


Page Tags allow you to mark/categorize a page or groups of pages on your website to get more valuable tracking, contact/visitor segmentation and reporting.

Once you put a lead scoring program in place, how do you know if it’s delivering the results that you’re looking for? Things change – your market, your personas, your organization’s objectives – and as such, your lead scoring model will need to reflect those changes. The point of scoring is to help prioritize the best leads for sales follow up, and nurture the rest. But what constitutes “best” can change over time. Lead scoring is not an initiative with a set start and finish. It is an ongoing effort that requires continual monitoring and optimization. 


Let's get started auditing your existing lead scoring models and programs so you can continually improve align with your organization’s changing needs.

 


Homework

  • Create reports and segments to help you continually analyze the effectiveness of your scoring model(s)
  • Update your lead scoring matrix and adjust your model every 3-6 months based on the data

 

1 | Read It

Chart: Chart of the Week:  Is Your Lead Scoring Model Healthy?

Blog: 4 Signs Your Lead Scoring Program is Working

Presentation: Keep Lead Scoring Fed and Happy

 

2 | Learn It

Eloqua University: Eloqua 10 - Lead Scoring

 

3 | Do It

Resources:Lead Scoring Resource Center

Tool: Lead Scoring Matrix Template

Resources: Lead Scoring Dashboard Details

Let's get started on how to improve benchmark metrics and increase overall effectiveness.

Homework

  • Establish baseline rates for metrics that matter including contact management (database health), campaign management (including nurturing, automation and reponse metrics), lead management (buying cycle stages and funnel management) and measurement (ROI and cost metrics).
  • Set improvement goals based on these baseline metrics.
  • Put plan into place to improve on these goals.
  • Create A/B testing best practices to increase overall campaign effectiveness

 

1 | Read It

    Blog: Establish Baseline for Metrics
    Blog: Which Measures do Marketers Most Rely On?
    Chart: How Dynamic Content Drives More Visits
    Chart: How Personalization Increases Open Rates
    Blog: A/B Testing Best Practices


2 | Learn It

    Eloqua University: Insight
    Eloqua University: Insight for Analyzers (requires Analyzers license) 


3 | Do It

 

    Tool: Demand Generation Planning 
    Workbook: Benchmark Metrics
    Tool: Personalization Audit

With so many people accessing the internet via mobile devices, it's easy to see why mobile marketing should be part of your marketing plan. Let's get started learning about mobile marketing as part of your overall communication strategy.


 

Homework

  • Get inside the mind of your customer
  • Plan your content strategy (design for speed & reduce the number of design elements)
  • Define your mobile communication strategy (MMS, SMS, etc.)
  • Test your mobile emails and landing pages on the different mobile OS's.

 

1 | Read It

Blog: Best Practices for Mobile Friendly Templates

Blog: Highlights on Mobile Compatibility

Blog: SMS for Eloqua now available through a cloud connector

Chart: Eloqua's Chart of the Week: Why You Only Have 5 Seconds for Your Emails to Work on Mobile


2 | Do It

Blog: Mobile Friendly Templates in Eloqua

Template: Testing plan including mobile

Test It: http://litmus.com/email-testing


Let’s get started on evaluating the profile completeness of your contacts within your prospect database (Eloqua).


Profile completeness will allow marketers to be more effective at targeting, and segmenting and personalizing communications among their intended audience. As a marketer, your first step to evaluate your profile completeness should be to build your ideal customer profile based on the your defined personas.  In addition, It’s best to also consider the fields that are important to your business such as industry or the explicit fields they are scoring on and look at the profile completeness for those fields. You should use these fields to define your ideal customer profile.


For those marketers new to the term, profile completeness requires you to probe further into the existing contacts within your prospect database (Eloqua). Assessment of your profile completeness can help you answer "Is there enough data on a large number of my contacts that will allow you to score, segment and route leads." It’s tied very close to standardized data sets and values. 


 

Eloqua Insight > Search: Database Health > Profile Completeness

(*overview of the Profile Completeness of your contacts)



Homework

  • Using your personas & segmentation model, ask “Do I have the correct information on my contact record to target, segment or personalize communication or route leads to sales.”
  • Make sure you are collecting the proper data values on contacts coming into Eloqua through Eloqua forms, manual Import (list upload spreadsheet) and/or CRM
    • Quick Tip: Create a list upload spreadsheet template.  Do this by creating a spreadsheet listing all required fields to create a complete contact profile along with Lead Source and Campaign
  • Identify contact fields that need to be normalized or appended

 

1 | Read It

Playbook: The specified item was not found.

Blog: Understanding “Contact Profile Completeness”

Video: Power Hour: The 4 C's of Data Quality: Part 1

Video: Power Hour: Data Quality Part 2

Video: EloquaU Power Hour: Six Keys to Effective Data Management

Know It: Eloqua Insight Database Health Dashboard: FAQ and Glossary

 

2 | Learn It

Eloqua University: Data Cleansing

Eloqua University: Progressive Profiling

Eloqua University: Fundamentals of Segmentation

Eloqua University: RPM: Targeting & Segmentation

 

3 | Do It

Progressive Profiling (Eloqua AppCloud)

Data Management Cloud Connectors

Normalizing Country/State: The Contact Washing Machine

Normalizing Titles: The Contact Washing Machine

Let's get started establishing a baseline for your metrics.


Homework

  • Review the benchmarks workbook.
  • Pull metrics from Eloqua and CRM to complete the benchmarks workbook.
  • Continue to pull metrics on a consistent basis to understand what is working, what needs to be improved.

1 | Read It

  Blog: Understanding How to Measure Campaign Engagement
  Blog: Understanding How to Measure Asset Engagement
  Blog: Understanding How to Measure Database Health


2 | Learn It

  Eloqua University: Eloqua Insight

 


3 | Do It

  Template: Benchmarks Workbook

Do you have a Perpetual Demand Generation Model? If your answer is NO, it maybe time to establish a Simple Nurture Campaign to help you capture and communicate to recycled leads and/or stalled opportunities. The objective of a Recycled Lead or Opportunity program is to ensure that no Rejected Lead and/or Stalled or Lost Opportunity will be left behind. Most importantly, potential revenue (Leads and Opportunities) won't fall out of your pipeline. 



Let's get started, by identifying rejected Leads, stalled Opportunities and lost Opportunities within the Funnel.


Homework

 

  • Complete your Funnel Stage Definition
  • Complete your Lead Flow Process Template
  • Define your Lead Stages and Status.
    Ask yourself, "Does Sales have a way to indicate whether they have accepted, rejected or prompted a Lead?" "Does Sales use Reason Codes to help you further determine - What type of Nurture Program each contact will enter?"
  • Define Stalled Opportunities.
    A
    sk yourself, "What is an Stalled Opportunity in Sales' CRM?" 
    For example, contacts that have progressed from one opportunity stage to the next in the last three weeks.
    Discuss Opportunity Stages with Sales Operations. Discuss the length of a sales cycle. Ask Yourself, "What is a the length of time a contact should remain within each stage of the sales cycle?". For example, contact that has not moved from a Discovery & Need Analysis stage to a Solution Demo stage within the last two weeks should be sent into a Re-engagement program.
  • Quick Tip: Establish Reason Codes. Incorporate Reason Codes to help Sales convey information to you.
  • Work with Sales to create policies and service-level agreements (SLAs) to ensure smooth hand-offs at each stage of the funnel. 
  • Create a standard methodology for lead acceptance and encourage Sales to recycle leads that they aren’t prompting to Opportunities for further nurturing.
  • Create a set of weekly and monthly Leads & Opportunities Reports to help communicate the status of Leads & Opportunities within the Sales & Marketing Funnel.
  • Create a simple 3-4 touch email Simple Nurture campaign:

(Use the Eloqua 10 Best Practices Template: Simple Nurture Campaignto detail a list of creative assets, stepwise configuration of the BP Simple Nurture template etc.)

    • Define the objective of the campaign
    • Define the number of touches and time frame (every 3-4 days)
    • Define the message and tone of the email campaign
    • Define the content to be offered
    • Define what you want to do with the ones that become inactive (put them into a Re-engagement campaign)
    • Develop the creative images, emails, landing pages and forms needed (or leverage other emails you have for other campaigns)
    • Create the program flow in the canvas
    • Build, test and enable
    • Monitor To Infinity and Beyond | Improve Asset & Content Engagement and overall To Infinity and Beyond | Campaign ROI Reporting for opportunity to improve response rates
    • Include an automated Campaign feeder using your “Inactive Contacts” Filter

 

1 | Read It

Sage: Perpetual Lead Generation Program

Forrester Dealing with the People Part of your Lead to Revenue Initiatives

Funnel Stage Definitions

Lead Lifecycle Management


2 | Learn It

     Eloqua University: RPM: Lead Quality


3 | Do It

     Workbook: LeadRouting_FollowUp_Workbook 2012.docx    

     Workbook: Lead Flow Process

      Template: Funnel Stage Definitions

Template: Best Practice Template: Simple Nurture Program

Discussion: Experiences with re-activation programs



Sign Up for a Facilitated Discussion

If you are just getting started with Lead Nurturing or defining your Sales & Marketing Funnel Stages, and want to develop it further, request to have the Nurturing Strategy or Funnel Stage Definition Facilitated Discussions with a Marketing Advisor today!  Also, see our full menu of Facilitated Discussions that are available at no cost to Oracle Marketing Cloud customers.

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Once your customers are on-board...what do you do with them? Start your customers off right. Let's get started learning about nurturing for new customer on-Boarding.

 

Homework

    • Complete a content inventory
    • Develop a content map for nurturing customers
    • Create campaign to effectively on-board (nurture) customers (leverage Eloqua 10 Best Practice Templates)


1 | Read It

       Blog: Secrets to Successful Marketing Automation (Best Practices Guide)

       Blog: Grande Guide to Lead Nurturing

     Blog: Customer Story: Customer On-boarding Forrester

     Blog: 5 Things You Need for Successful Lead Nurturing

     Presentation: Welcoming Customers with Automated Nurturing

     Presentation: From Content to Customer

 

2 | Learn It

        Eloqua University: RPM:Effective Lead Nurturing

Eloqua University: Targeting & Segmentation

Eloqua University: Advanced Lead Nurturing

 

3 | Do It

Template: Best Practice Templates

       Template: Eloqua's Content Inventory Spreadsheet



If you are just getting started with Lead Nurturing, or want to develop it further, request to have the Nurturing Strategy Facilitated Discussion with a marketing advisor today! Also, see our full menu of Facilitated Discussions that are available at no cost to Oracle Cloud Marketing customers.


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