Skip navigation

Whenever we drive by a new "for sale" sign in our neighborhood, the first thing I do is hop on to my RedFin app and check out the listing so I can stay current with home prices in my area. Well apparently RedFin noticed my behavior pattern because I just got the email below from them, which I think is kind of genius.


I think it's a wonderful way to structure an easy, unobtrusive "Keep In Touch" campaign that can help ensure your brand delivers appropriate, timely messages in fresh and unexpected ways. Notice how the email does the following:

  1. It explains why I'm getting it, so I don't assume it's spam
  2. It offers me information that is clearly relevant to me, since I've been looking at similar information recently
  3. It provides me with a clear call to action (view the listing, or schedule a tour)
  4. It offers me additional ways to "keep in touch" via social and phone.

 

What triggers could you use to keep in touch with your customers outside of your regular marketing campaigns?

 

Sample.jpg

I recently attended the Sales Awareness program in Bangalore, India. The program was for 1.5 days and included some valuable information for the Sales team. One of the presentations was on the competitive landscape which was an eye opener for me. Will Griffith made a wonderful pitch on the product comparisons which explained the differentiating factors of Eloqua. I was able to understand where Eloqua stands among the competitor products like Marketo, Exact Target etc.,

 

How Modern Marketing Works? Information from that 60+ page presentation will certainly be part of my Eloqua proposals going forward. Thanks to Neil Wilson for a walk though.

 

Did you know 12 Billion is the # of transaction in Eloqua on a day? None of the competitor products come closer to this !!!

 

Although we were running out of time towards the end of the day, Integration options made us stick on to our seats. The easiness of native integration will certainly make the sales representative to sell Eloqua. If Eloqua can enable the Siebel OP native integration with Siebel, it will be a dream-come-true for me :-)

 

Oracle SRM - Every word on Social media matters !! This is something I understood when I looked at the SRM capabilities. We could not cover the integration with Eloqua as we were out of time :-(

 

My advise to all !! If you get to know about one more Sales Awareness training from Eloqua, Just dont miss it.

 

Thanks to 1189865 User736382-Oracle User9928160-Oracle & wendi durnin-Oracle for organizing this.

I wanted to get on my soap box for just a couple minutes, and share with anyone who will listen about why it has been a very easy transition to Eloqua.  In the last 12 months, I have worked with a couple other platforms, and have been expected to start from scratch each time, while not skipping a beat when it comes to campaign schedules.   Needless to say, that means a lot of quick learning and uncovering caveats and pitfalls in real time.

 

Reasons why I have been albe to hit the ground running in Eloqua and continuing to pick up speed:

 

  1. User Interface -  Wow, a vast improvement compared to other Marketing Automation Tools.  I'm an Icon guy, if you makes things easier to find, it's a huge plus for users.
  2. Sync with our CRM - No more errors when trying to create Dynamic Segments.  Viewing the segment and not having to upload new lists every time when I just want to add a contact or remove one has saved me a lot a time and headache
  3. Campaigns - Before I would have to create individual emails for drip campaigns.  Campaigns allow me to create one email, reducing the amount of work, clutter, and possibility for errors.
  4. Topliners Community - All of you are a part of my early success!  I absolutely love this community and all the great feedback I've been getting.
  5. There will be many more but here are just a few I have recognized in my first week here.

What I see in life (and in marketing in general) is a tendency to Go! Go! Go! We finish one task and must rush to the next 15 things on our To-Do lists. I love seeing all the new ideas and the fresh takes on what all you Topliners are going to accomplish in 2014. So let me ask you, do you schedule time to sit back and ruminate?

 

The reason I ask…There was a great article recently in the New York Times that talked about not only the benefits of mindfulness, but also the complementary benefits of giving yourself time to just let your mind wander. Mindfulness helps train the mind to stay focused, but it is in the mental vacations when the brain can have creative a-ha moments.

creative_brain.jpg

As modern marketers we walk the tight rope of left and right brain. We need to prove our performance with analytics, but we also need to create assets that inspire and appeal to our audience. How do you find this balance?

 

Personally, I’ve tried putting a calendar reminder for an Inspiration Session – time specifically set aside to mentally wander. I look at beautiful photographs. I listen to a TED Talk. I doodle. To be honest, this works for about a month and then I start scheduling over this recurring reminder.

 

What do you all think? How do you make this a priority so that your marketing is both mindful and creative? Any tips on how to make sure your mind wandering time is truly a mental vacation and not a continued fixation on your To Do list?

As a Marketing Advisor for Eloqua, I get the unique opportunity to work with many exceptional marketing organizations that use the tool in a number of really cool and innovative ways.  Our customers consist of the best-of-the-best in the world of marketing and are unmatched in their ability to launch incredibly impressive campaigns, manage data to incredibly precise levels, and generate a lot of quality leads for their organizations.

 

But for many, this is not enough. They spend a lot of time and effort being really successful at their difficult and stressful craft but often feel underappreciated and frustrated.

 

Why? How can some of the best marketing organizations have trouble enjoying their success?

 

As a customer of Eloqua for nearly 8 years, I have “been there” and “done that.” I’ve built a data washing machine, constructed more multi-touch lead nurturing programs that I care to remember, implemented lead scoring, and launched two of the three sales enablement tools Eloqua offers, among many other initiatives.

 

The problem I had that many organizations I now work with have is, no matter how much I did or how cool the program I built, my friends in sales were never as fired up about it as I was.

 

We had spent a ton of time promising qualified leads and more insight into lead and customer activity. Unfortunately, somewhere along the way, intent was left unfulfilled and practical application was ignored or misunderstood. Sales had all the intelligence they could possibly want right at their fingertips, but mostly didn’t use it. And when they did attempt to use the tools we made available to them, the amount of time training them put a strain on our marketing efforts.

 

Eventually, like most of you, we started to figure out our relationship with sales including our ability to effectively generate qualified leads as well as get our sales team to utilize the tools available to them (we had Profiler and Engage). When we started to adjust our approach, we found that, not only did sales respond well to the tools we provided to them, but their interest in following up with the leads we generated increased. In addition, our ability to move leads down the sales cycle significantly improved, helping sales achieve their primary goal of more deals.

 

From this experience we learned a few things. Some of them were a little bit difficult to get used to, some of them were insightful. But, these lessons were every bit as important as any modern marketing tenet and, by passing them on, I hope you get more out of your relationship with sales which, in turn, helps you get more out of your marketing efforts.

 

  1. Empathize with sales
    As much as we’d all like sales to celebrate every quality lead we pass to them, we must realize that we’re just starting a potentially long process for them. They (generally) aren’t paid for converting leads and are likely in the many deals at various stages that take up a lot of their attention. Expecting them to get excited for leads or peripheral tools related to lead gen is asking a lot.  The catch, of course, is that leads are the lifeblood of the sales pipeline and forecast.

    Empathizing with sales’ day-to-day perspective will help you visualize what you can do to better connect with your peers in sales and define processes that help them in a relevant way. It can also be a great catalyst to developing really innovative ways to ensure your leads become revenue faster and with more consistency.
  2. Repeat. Rinse. Repeat again.
    This can be considered Part B of point 1. If you’re empathizing with sales and putting yourself in their shoes, you might start to imagine that the things that fill up your attention span are things like contract negotiations, selling “up” in an organization, or managing internal and external personalities. The new tool marketing is launching sounds cool and you might take a look at it, but an hour later, you’ve likely forgotten how to use the tool if you remember the tool exists at all.

    Although it might be a bit monotonous (at best) or annoying (at worst), you will serve yourself well by assuming you’ll have to be a champion for your ideas, tools, and results, constantly preaching your ideas and promoting your accomplishments. You may sound like a broken record at times (and even get that feedback from sales or leadership) but the more you talk about what you’re doing (or the more willing you are to train), the more it will sink in and the better chance you’ll have of getting buy-in from those of which you need it.
  3. Be prescriptive
    You’re an expert. Let’s begin there. You know marketing and you know the intricacies and fundamentals that go with being a world-class, modern marketer. However, what might seem to be second-nature to you will not seem so easy to your cohorts in sales. And, as we’ve established, they may not have the time to really dig into what you are delivering. So, you have to be willing to explain what you want to see happen in terms that are familiar to sales and help them find instructions at their leisure.

    Whether you’re showing them how to use a new tool or launching a new campaign, be specific in how you would like them to use what you’ve created. It is as important to define use cases and show examples for sales as is it to determine what goes into your campaign. Make it very simple to understand, discover, and execute each part of your plan. Sales will be more willing to engage and you’ll be more likely to succeed. Remember point 2 though. You’ll say and show multiple times.

  4. Start small and grow
    This is a simple concept, but very important. You will naturally notice a portion of your sales team that is all about marketing and do anything and everything you ask of them. These are your go-tos. Your superstars.

    These are great people to rely on to pilot your programs and build your use cases. Whether you are implementing a lead scoring program, rolling out a new sales tool, or launching a new campaign, you’ll have much more success with sales if you can prove value. Working with a small group of sales folks in a pilot, gives you a great opportunity to work out the kinks, identify strengths, and develop advocates prior to the larger launch. Having a group like this to rely on helps ensure your success but, more importantly, gives you a voice when you aren’t there. A trusted voice with more “pull” who can be the difference between success and failure.
  5. Smile!
    Author Jeffrey Hayzlett writes in his book “Running the Gauntlet,” about how you can become a change agent in your organization. It’s a fantastic read, and one of the ideas he promotes throughout really stuck with me, “remember: no one is going to die when running the gauntlet. Not you. Not your employees. No one. Little sick maybe, but not die. Your business might die. But that’s probably because it already was not breathing well.” When I read this, I realized that I may have been taking my relationship with sales too seriously.

    The solution? Smile. Sales is under enough stress already. If you go in, like I did, guns blazing, you’ll turn off more folks to your message than you gain. In fact, this recommendation doesn’t just apply to your relationship with sales. I’ve found it is a good life lesson. Who doesn’t feel better around people with a smile on their face?

 

Have you been successful working with sales? What are some ways you’ve found works well in developing a solid working relationship with your peers?

 

 


If you’re unfamiliar with Eloqua’s sales enablement tools, here are some quick descriptions. Your Account Director can help you find out more:

 

Discover

Eloqua Discover for Salesforce.com lets sales professionals know exactly who to call next. They can see a prioritized view of their hottest, most engaged prospects. Armed with the insight into which accounts deserve their immediate attention, sales professionals can quickly zero in on buyer interests and activities.

 

Profiler

Eloqua Profiler gives sales teams fast access to their prospects’ online activities and behaviors, giving them key insight into buyer interests and intent. In seconds, busy sales professionals get real time visibility into their prospects’ online activity—before they pick up the phone.

 

Engage

Eloqua Engage alleviates the need to constantly re-create emails that are frequently used throughout the sales process.  Ensuring sales professionals are using marketing-approved messaging, branding and content, it also allows for personalization and tracking of each email template sent.  Available through the web - standalone and in your CRM, Eloqua Engage makes it easy to send relevant, trackable emails on the go.

      • Create your "sales-emails" in the same place you create your regular marketing campaign emails
      • Control the marketing content your sales team sends out to their prospects
      • When sales adds a new contact on the fly, it is synchronized with Eloqua and your CRM
      • Emails sent through Engage are recorded in Eloqua and within the CRM on the contact record

Chart of the Week: Are Your Prospects "Friending" Other Social Media Networks?

http://images.marketing.eloqua.com/EloquaImages/clients/Eloqua/%7Bc595a1cf-810e-47b3-8f34-79af0070df28%7D_COW_Vol_136_2014-01-17.png

 

As a native speaker of English and a resident of North America, like millions of others I use English-language North-America-based Social Media networks such as Facebook, Twitter, LinkedIn, and Reddit.  Marketers use these networks to promote their companies, services, products and to build and nurture their customer base.  I have always wondered if Social Networks that are geared for languages and cultures other than English speakers might be just as fruitful for a modern marketer in attracting a potentially untapped market.

 

In October 2012, Sorav Jain wrote an interesting article on the 40 most popular social networks around the world.  At that time, Jain suggests that Facebook, MySpace and Twitter are the top three social networks.  Fast forward two years and, according to Statistic Brain, Facebook still reigns as the predominant worldwide network.  But is Facebook the only important social medium in the world to a modern marketer?

 

According to the infographic published by culture-ist, as of May 2013, 37.3% of the world's population (currently approximately 7.2 billion) uses the internet.  Of these 37.3%, English is the most widely used language on the web, however Chinese, Spanish, Japanese and Portuguese are the most popular.  It is also interesting to note that 82.2% of all worldwide internet use is using one of only ten languages.

 

The chart above shows that people are using sites other than Facebook by the millions, and the numbers are growing exponentially as Facebook-like sites appear that people find cater to their cultural and linguistic preferences and environments.

 

Any modern marketer, regardless of the job level or role within an organization should consider using sites other than the 'big three' to expand the reach of the pool of prospects.

 

Conclusions

We (modern marketers) most likely take for granted that the 'big' social networks are the only ones that are valuable in attracting new customers.  However, we must not ignore the fact that many people prefer to use localized avenues for sharing information, and by tapping in to those sites, a marketer could find and nurture a potentially enormous group of users who might otherwise not know about you.  Considering that the Eloqua platform itself is soon going to be available in a number of languages, you may even find it easier to create the content that is so valuable to growing your business.

 

I'd love to hear your thoughts on the discussion above.  I can be found on Twitter at @EloquaAndrew or by clicking on any of the social media buttons on this page.


 

Sign Up now for Chart of the Week to get a sales and marketing performance snapshot in your inbox every week!

Eytan Abrahams

DemandCon

Posted by Eytan Abrahams Jan 9, 2014

Has anyone here been to DemandCon in the past? Can you give me some (unfiltered) feedback? I'm thinking of going this year, but heard from a colleague who went one of the first years, that it wasn't that great. But I've heard it's changed a lot.  Also, any suggestions on which location (Boston of SF) is better?

Filter Blog

By date: By tag: