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If your company is anything like ours you have a ton of contacts coming in from telemarketing, content syndication, webinars, trade shows and more. The problem is that these lists are never quite using the values that we use, for example they call it Hotel/Vacation we call Hospitality. You could spend hours going though each list and correcting all of these fields (hours of my life gone..) or you could start to record all those values in a separate spreadsheet and begin mapping them to what your values are. For most of us this is too much work to get done in a couple days but if each time you get a new list you take a min to copy and map those values to your other spreadsheet after awhile you will have quite the comprehensive list. Then all you have to do is build a data washing machine (if you don't already have one. if you do just add these new values) and voila your time has been freed up! Now you aren't spending hours cleaning up lists, you just put them right into your data washing machine and it cleans it for you. You can sit back and enjoy all your new found time, or start working towards that Markie Award!

At my company we have a clear separation between the marketing department and the lead generation department. This means that when marketing asks us to build an e-mail or form they don't really understand how we make it all happen. I didn't really think it made much difference but the other day I sat down with one of our field marketers and something interesting happened. She was asking me questions about how she could use Eloqua more effectively so I opened up Eloqua and started to show her. I showed what it looks like when we build and e-mail, the program builder and went through all the different sections. All the things I thought would be really boring to her she thought was really exciting. She went from being ok with sending blast emails to wanting to create nurturing programs. Now when I tell her I need to build and e-mail or form she understands why I sometimes can't make it happen in an hour. Oh and the reports! She saw a small portion of the reports and now she wants to see all the reports for her emails so she can start improving on them.

 

I think sharing what Eloqua looks like and how we are using with marketing somehow makes it more friendly for them to want to use it. It's no longer this big unknown, they know what it takes to get what they need done and it build respect between the teams.
So show off Eloqua to your marketing team, maybe it will build a feeling of teamwork.

We launched our first integrated marketing campaign program for field marketing this quarter. We leveraged industry best practices by ensuring we focused on a specific target audience, created content that spoke directly to their business problem and buying journey, then we added a little personalization, mixed it all together with a little personal touch by calling all the people who opened the email and finally, sprinkled some magic dust. The combination of this campaign has resulted in North American Field Marketing reaching their quarterly targets on November 30. How did we do this?

 

First, it all began with a simple little meeting of the minds. We met, we discussed how a field marketing plan could be automated. Then I drew really, silly pictures on the white board to illustrate how Eloqua works. Their eyes began to light up as they realized how much time would be saved. It was really quite fun.

 

Next, we went to work. Field marketing identified the market, the segment and the list they wanted to pull. We teamed with Marcom to create compelling copy that would drive results based on the buyers' journey. We launched the campaign and briefed the contact center who would be calling in a few days.

 

The result? Higher productivity, less stress, and oh, yeah, a whole bunch more leads converted. Yay. Thanks Eloqua for making our life easier.

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