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Hi everyone - Justina here.  I just interviewed Janet Hart, Senior Manager of Marketing Operations at Blackbaud out of Charleston, SC. Let's hear and see (check out the video) what drives Janet.

 

Janet Hart

Sr. Manager of Marketing Operations, Blackbaud

@regalhart

 

 

What’s your favorite part about being a marketer or about the discipline of marketing?

 

Designing something and seeing it work. Looking at all the stats and seeing the hard work payoff. I also like it when the marketing sponsor of a campaign is logging in all night /early morning to see how well the campaign is going and being excited about it.

 

What steps led you to your role today?

 

I started out with a Marketing Degree, but ended up working in a chemistry lab with lasers. I do like science and precision, so that role was great, but then I worked in channel sales (what a transition). I guess the science and precision of details were always there and that lead me to marketing operations.

 

I guess that’s why her LinkedIn profile summary says, “Focus on business forensics- finding the action in data that shapes what's next.”


 

Where do you go for inspiration and new ideas?

Lots of tweets and blogs. I like the Marketing Sherpa blog and data they put out. Also, the marketing team at Blackbaud has a summer book club. We’ve read “I Love You More Than My Dog”, which is all about customer loyalty. I have 9 books on my desk right now!

 

Have you seen a great marketing campaign recently that really blew you away?

I love the Apple branding campaigns. They’re always so clean and compelling. Of course I like our own new Summer School campaign that we just launched - 3 weeks after our SmartStart. It consists of 20 unique emails, 2 forms and 6 programs.

 

Justina: I would say this is automation at its best. Take a look (featuring Shannon Williams of the Blackbaud Marketing Operations Team)

http://proclaim.netbriefings.com/flv/blackbaud/ou567/blackbaudou567100920/

 

What’s your favorite thing about Eloqua (either the product or the company)?

There are so many things. First, the Customer Success Manager role is great. The training and process have been wonderful. We started taking classes the day after we signed our agreement! We loved our trainer Mindy. She was so good!  The Eloqua company and the community they have built is so active and so supportive. I feel like we will be very successful.

 

Can you share one thing on your ‘bucket list’?

To go to the Galapagos Islands. Maybe on my 40th.

Justina: Great idea Janet, can I go with you!

For many years we've heard from our customers that there must be a better way then manually passing data back and forth from a webinar provider to Eloqua in order to track the results and have new leads be sent to sales. Marketers have enough to do during the day then to be spending their time in Excel transferring data back and forth from system to system. Enter Eloqua's Cloud Connectors. Eloqua Cloud Connectors allow for systems to more easily integrate with Eloqua via simple interfaces. All of the tricky technical gook (aka - the API) is hidden.

 

One of our first customers to experiment with the WebEx Cloud Connector is Vertafore and they've had some great initial results. Vertafore is a leading provider of software for insurance with solutions designed to boost productivity, lower costs, and help you grow your business. Nichole Marsano, Vertafore's Marketing Automation Manager, presented an examaple of a campaign that she executed at a recent Seattle Eloqua Success Tour and I've summarized this presentation below.

 

Vertafore's Challenges:

 

Vertafore found online event management to be very time intensive and a manual process before implementing the WebEx Cloud Connector. Vertafore was using WebEx to create its landing pages and then manually exporting the registration information and importing it into Eloqua to send post-event follow up emails and to have the possible leads sent to sales via Eloqua's integration with Salesforce.com. While WebEx has some powerful landing page tools, there are a few limitations:

  • Landing page customization is very limited. The landing pages built through WebEx look very different then the rest of the Vertafore website. This can cause confusion for possible registrants and reduce conversions
  • An easy way to increase form conversion is to pre-populate the fields on the landing page when someone clicks on the registration link from an email. This type of pre-population is not possible with a WebEx landing page when someone clicks on a link from an invite email sent from Eloqua.
  • Having WebEx collect the registration information means that you're siloing the activity data that your database is generating that can be used for lead scoring. All of this data which makes up your customer's digital body language, should be collected in a central database in order to have a complete picture of your database.
  • People that registered via an Eloqua form may actually use a different email address when signing on for the webinar. This resulted in sending a post-webinar email with incorrect messaging as it seemed that the the registrant didn't actually attend the event.

 

The Solution

 

Vertafore built out a webinar campaign that uses the following process:

 

  • Use Eloqua to send the invitation emails
  • The emails contain a call to action that links to a landing page with an Eloqua integrated form to meet branding requirements. Form details are pre-populated to increase conversions
  • Once the form is submitted, Eloqua passes registrations to WebEx via the Cloud Connector
  • WebEx receives the registrants and sends the confirmation and reminder emails with the unique WebEx ID
  • Once the event starts, attendees who click on the link to attend the webinar have a short WebEx form that is pre-populated with their contact information (to mitigate the risk of attendees entering a different email)
  • Once the event is over, Eloqua receives the event attendee information from WebEx via the Cloud Connector and sends a "Thanks for attending" email for those that spent over 5 minutes in the webinar and a "Sorry we missed you" email to those that spent under 5 minutes at the webinar.

 

The key to the streamlined process was the creation of a program in Eloqua's Program Builder that uses the WebEx Cloud Connector. See the screenshot below of this program.

 

 

The Results

 

Vertafore has already demonstrated some fantastic results based on this new streamlined process:

  • Becuase leads were passed back to Eloqua from WebEx seamlessly, they were sent to Eloqua on the same day as the webinar. This drastically reduced the time that it took for Lead Generation Reps to follow up with all qualified leads
  • The entire process built confidence with sales becuase the leads were passed on in a timely manner
  • Vertafore has generated sales opportunities based on these campaigns

 

 

Here are some examples from the campaign:

 

The webinar landing page that is integrated with Eloqua:

6-23-2011 7-03-03 PM.png

 

This is the confirmation email sent from WebEx:

6-24-2011 3-19-07 PM.png

 

The following program automates the entire process:

6-24-2011 3-21-44 PM.png

 

For more information on configuring this Cloud Connector, download it from Eloqua's AppCloud and check out:

WebEx and Eloqua Integration - Webinars as source of Digital Body Language

I was creating a marketing plan and realized that watching Oceans Thirteen taught me a ton about marketing. It started when I was asked by a friend to write a marketing plan to open up a new business opportunity for a growing software company. The company is currently focused on chasing big deals and large companies. Focus on the companies that have big IT budget and typically buy just about every technology. Keep poking and sooner or later, you’re bound to make a sale. I see the wisdom by keeping your sales force focused on making this sort of sale – this sort of strategy can keep the lights on. Yet, is there a larger opportunity that is being overlooked?

 

My friend detailed to me a focused approach that would open up a larger opportunity. Without going into details, there were other companies that had been identified based on a set of criterion where the technology really fit. After considering the criterion and sample set of customers, I agreed that with these customers the barriers for entry would be less. I helped him sketch out some reasonable scenarios to quantify the opportunity. How did Danny Ocean help?

 

I was clicking through the channels this weekend and stopped on Oceans Thirteen (2007), I totally got sucked in. And after watching, I found everything I needed to know to be a successful marketer. In the Ocean’s movie franchise, Danny Ocean is the mastermind behind the action. If crime didn’t pay so well, Danny would make a heck of an executive. As he crafts the heist, he does a brilliant job to ensure his success.

  • Build a plan: do you really “storyboard” out the bigger picture and how each tactic fits into the objective. Do you have a quantifiable objective in or are you just driving activity?
  • Consider every scenario: easy in Hollywood but harder in real life. As you market, what do you want the customer to do? How do you want them to respond? Why would they consider taking up your offer?
  • Know who you are up against: Danny not only knows the competition but how they will react. By knowing the competition you’ll understand how to position your marketing for success. Know their weaknesses AND their strengths. Don’t play to FUD – play to truth.
  • Cover every detail: he thinks through the plan to the second, nothing is unexpected. Consider your customer’s response, positive and negative. Do you make it easy for them to respond? Do you offer something of value? Are you really differentiated?
  • Go big: just because you don’t have the swagger of George Clooney doesn’t mean you can’t win big. Do the above and you’ll win big.

 

Thanks Danny Ocean for the tips. If this goes someplace, I’ll be sure to post an update.

There is a great video presentation that David Lewis from DemandGen did at DemandCon on a number of topics:

  • Sales Manrketing Alignment
  • Lead Scoring
  • Establishing a demand funnel
  • Lead nurturing

 

It centers around the projects that DemandGen worked on for Concur Technologies.

 

6-1-2011 6-15-07 PM.png

 

Happy viewing!

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