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Tired of running yourself ragged creating emails for your events? The AB SCIEX team was! They were running several hundred events each year using fairly manual processes inside the Eloqua platform. They knew they needed to streamline this so they could save their own sanity, but they also had a feeling that a better communication cadence would result in higher registrations -- and thus higher conversions and revenues. They purchased the Eloqua Events add-on to meet these goals and have been thrilled with their success!

 

Take a look at some of their metrics:

 

  • Registration rates increased 16%
  • Unique email open rates increased 49%
  • Unique email click through rates increased 216%
  • Possible email forwards increased 363%

 

Those are some amazing numbers that reflect some true event nirvana! And how did they do with their goal of saving their sanity? The amount of time needed to create the assets and campaigns was reduced by nearly 50% after the implementation of the Eloqua Events add-on. Sanity restored! Now they have more time to pursue other creative campaigns.

 

In addition, they plan to enhance their segmentation in the near future because the Eloqua Events allows AB SCIEX to identify individuals that have registered for past events that are similar to future events. This provides them with the ability to send event invitation to a more targeted group of individuals that have expressed interests in past events. Perfect!

 

Want more information about this optional add-on? Download the datasheet below to get started or request for your Eloqua Account Manager to contact you.

Corporate Visions conducted a recent survey of more than 440 marketing and sales professionals. The survey results indicated Marketers’ #1 problem was generating more sales-ready leads. Only 20% of Marketers were confident in their B2B demand gen program’s effectiveness. The other 80% said that the main problem was that the content wasn’t engaging/provocative.


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So I decided to find out if polls make demand generation programs more engaging and effective. I talked to Mani Iyer, the CEO of Kwanzoo, who explained to me how adding an in-email rich media poll for a B2B customer typically increased email engagement by over 30% as more prospects clicked from the email to the landing page. As each prospect responds and views the rich media poll results, the prospect’s responses can be captured in Eloqua for future segmentation and use in a nurturing campaign. As a result, leads are accelerated through the sales funnel with more effective nurturing campaigns.


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For example, 30,000 B2B emails were sent with a rich media poll. As prospects respond (5% or 1,500 poll clicks), they are added to different nurturing streams which accelerates the process of prospect qualification resulting in a value as much as $37,500 for the Rich Media Poll Nurture Touches.

 

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Are you still using static content such as Whitepapers on your website for prospects to download? Start using some dynamic content by creating an interactive poll that focuses on your customer’s pain point. Work together with Sales in your demand generation planning to provide more engaging content that they can re-use and together you will not only drive more engagement but also more revenue.

 

Learn more about Kwanzoo’s products and other apps such as SurveyGizmo and Cvent at Eloqua’s AppCloud.





It feels good to be back home in Toronto after an extensive Road to Revenue Tour this year! It was great to bump into old and new Eloqua users all across the west coast over the last few months and hear their reporting successes, desires, interests and pains. I was tasked with presenting the Metrics that Matter session and I want to thank those who had an opportunity to attend and participate in the great discussions. For those that attended my session may recall my anecdote of the custom security guard who drilled me on why I was travelling to the US to present on Marketing metrics as he could not believe that marketing could be measured! Well we have several client examples that prove he was definitely wrong and why this area of marketing is so interesting. I wanted to share some basic 'school yard' tips when you are thinking about marketing metrics and what's important to demonstrate to the rest of your organization. I use these tips when I talk to my clients about their reporting needs and what they hope to derive.

 

  • Start Small and Keep Focused
    The saying Rome was not built in a day holds true for various aspects of our life, why not for reporting? There is always going to be pressure to demonstrate ROI as quickly as possible, but ensuring that your campaigns are performing adequately, email response is positive and leads are being generated would be examples of where to start and apply focus. To support these initial reporting insights, I recommend using the following reports

 

     Campaign Analysis:
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       Campaign Performance Dashboard:

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     At the bottom of this report you'll notice Campaign Filters. As a marketer, you can slice your data off of these static campaign fields. They work as select lists that you can setup to reflect your business requirements. Being able to run a report to off of the dashboard that views how your eBook campaigns in EMEA for all products have performed is pretty cool! Again, this data HAS TO BE POPULATED PRIOR TO THE ACTIVATION OF A CAMPAIGN TO BE ACTIONABLE.

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  • Don't Report for the Sake of Reporting
    We all get caught in this trap of trying to provide a report such that we have one. I will always challenge reporters to ask the question, 'what action am I trying to take with the data from this report?' If this is not readily answered, there is really no point in spending time creating the report. Rather focus on metrics that will demonstrate you are hitting your objectives, provide context to make better decisions and hopefully the report/metric is multi-dimensional, servicing  and aligning to multiple departments and purposes.

  • Benchmark Your Progress
    Eloqua has provided benchmarks that assess your performance against 12 different verticals which is a great starting place, but understanding how your organization is doing on a month to month or quarter by quarter basis is still the best measurement of success. Incremental increases across various metrics are above all, rewarding to your marketing team! Eloqua also provides a  great benchmark workbook for you to start off with! I highly recommend going through this internally and with your respective success coach or marketing advisor.

  • Closed Loop Reporting Goes Beyond Technology
    Having a CRM system and Eloqua is a critical part of closed loop reporting but to make this work, you need to ensure that there is an agreed upon process in place. Closed Loop Reporting requires both marketing and sales to 'beat the same drum' and ensure that all parties are clear on what is expected from one another. Marketers must be consistent with using CRM campaigns and campaign codes. Sales must help close the loop by correctly associating campaign to opportunity. Once this happens, you are that much closer to marketing nirvana!

 

The message I tried to echo at the Tours was that marketers are not alone in this quest - I'd love to hear on any other tips or  your GO TO reports to support your marketing efforts. I'll look to continue to share some of my favourite reports as well!

When do you do it?  How do you do it? What benefits have been received?

 

Thanks!

Tradeshows, traffic and the battle of objectives.


Marketers are continually looking for new ways to attract attention and generate engagement in their campaigns. This past year, integrating QR codes into marketing assets has been a growing trend, as is the case with all innovative tools. However, to be effective, you need to know when and how to use them.  In my last post (Campaigns….2D Code, or Not 2D Code, That Is the QR Question…) I offered some guidance that could be helpful if you are considering a QR code in your next campaign. Today, I want to share a situation where employing a QR code was the right choice – and not for the reasons you might expect.

 

The Background

Syngenta Canada is a world-leading crop protection product manufacturer, one that saw a problem with their event campaigns. Specifically Syngenta had trouble with the user experience and back-end processes of their onsite event data collection. Their customers are busy farmers, which makes it difficult to find time to collect data for segmentation, especially in a frantic tradeshow environment.

 

The question was: How do you drive traffic to your booth AND eliminate clerical duties (enabling your staff to engage in meaningful conversations) AND get the farmer to provide relevant information all at the same time? The high traffic and excitement of a live event simply do not always afford the accomplishment of all these goals.

 

The Solution

To resolve this battle of objectives, our team at Quarry took a two-pronged approach. Rather than try to accomplish everything on the day of the event, the objectives were split so as to not overwhelm attendees when their time and attention is most scarce. This was done by striving to complete the traffic generation and data collection activities BEFORE the tradeshow date, and focusing onsite activities on streamlining tracking and encouraging conversations with sales.

 

Here’s how this was accomplished using a blend of email, web form and QR code strategies.

 

QRflow.JPGTraffic Generation – Using Syngenta’s existing marketing automation platform, an email was sent to the farmers who were likely to attend the event. This email informed farmers that Syngenta would have a presence at the event, and offered visitors a free gift just for stopping by.

 

Data Collection – To receive this special gift, however, farmers would need to fill out an online form linked from the email. Attendees provided the information normally collected onsite in paper form. This ensured Syngenta got the information they needed, and in return, the farmer received a QR code to be presented at the booth to collect their gift.

 

Enable Conversations – The QR code that farmers received had to be presented at the event, and once scanned, the visitor was tracked as attending the booth. With tracking out of the way, representatives from Syngenta were free to engage the attendee, with no break in conversation and with no follow-up expense on data entry.


The Result

By implementing this process, a much smoother event experience for both vendor and attendee was achieved. The normal struggle of trying to entice booth visitors while simultaneously collecting marketing and sales information was eliminated, resulting in conversations rather than clerical work. By front loading their traffic generation and data collection Syngenta had a steady flow of visitors come looking for them on event day – instead of having to visitors to stop. With one scan, all the normal booth interactions were completed, allowing employees to get down to the business of consulting.

 

It’s an experience that was enabled by the use of a QR code that in the past would have been much more time consuming and labor intensive. When considering implementing a QR code in your campaigns, just remember the golden rule: “A QR code should make your life, your prospect’s life or both, easier.”

 

Do you have any success stories involving the unconventional use of QR codes, or have a campaign you think could be enhanced by using one? If so, I would love to discuss your experience. Feel free to share below, or contact me at mgriebenow@quarry.com

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