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2 Posts authored by: Dale Wolf

One thing we have learned (the hard way) is that business evolves. That means both Eloqua and your CRM System (ours is Microsoft Dynamics CRM) must stay aligned. Account and Contact profiles are one quick example. The drop down menus for our registration forms slipped out of alignment with business strategy. That meant two things: we were not capturing the correct Job Role and Department and the data in both systems was out of date. We recently revised these fields and now can do a much better job at segmenting our target lists to the prospects we want to reach. Same thing goes for Industries and Sub-Industries. We are in process of aligning these fields with NAICS categories since it has been over a decade since the American SIC system has been updated by the Federal Government. Data is precious. Treat it like gold. Our database has directly contributed to 180 lead handoffs to AEs for just one business unit in our company. That is a big payoff.

Content marketing is the art of understanding exactly what our customers need to know and delivering it to them in a relevant and compelling way. But the body of our content marketing strategy will take on its own unique form based on a number of factors: our specific goals, what our audience needs, the expertise we can share, learning-style preferences, available resources of time and money, and other factors. As we become more proficient in using Eloqua, it will demand more content for lead generation, lead nurturing and awareness building. We already have a wealth of content but need a process for accessing it to be used in new, re-purposed projects.

 

  • Get more value from every kind of Cincom content – thoughtful content takes time to create. A whitepaper or eBook can be broken down into smaller chunks and used in blogs, social media and campaigns. Likewise shorter content can be mashed with other short content to create a video, whitepaper, publicity, and social media. This saves Cincom the expense of writing totally new content for every project.



  • Repeat messages to generate greater awareness and message retention – experience validates that in most situations, content must be repeated as often as 8-10 times before a target audience finally sees how the message can help them and cause them to take action.



  • Consistent messaging at all touch points – too many different messages from one brand will confuse prospects about what the brand stands for. When the same message is repeated no matter what medium the prospect uses, then the needed focus and retention will occur faster. Increased exposure to a relevant message will pull more prospects to pipeline. A year ago we created a position for our Acquire product: Transform your company into a selling machine. We have driven this message consistently. Last week, I was encouraged when our Acquire Sales Manager walked up to a prospect at a trade show. The prospect recognized him and blurted, "I know who you are. I know what you do. I am sorry that I have not taken your calls. Let's set a meeting date."



  • Ability to personalize content to increase relevance – repurposing content for personalized messaging will increase likelihood that the targeted prospect will see or hear how we can help the prospect solve business problems. This can increase response rates and win rates.



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