Topliners Theme
1 2 3 4 5 Previous Next

See It

202 posts

Lately, I have read a lot of great posts that got me thinking. Marilyn Cox produces content faster than I can spit up my ideas but I will try to match her speed light writing for once! As Modern Marketers, we talk a lot about how to use digital marketing tactics and CRM to manage customer life cycles. We are no longer talking in terms of B2B, B2C or B2G, we have moved to the H2H (Human to Human) age.


One area of high cost for any organization continues to reside in the employee pool. This segment seems somehow largely untapped. How do you take care of your best assets and retain them while keeping the cost down when possible? Marilyn wrote a great article about it here already: How to Drive Financial Services Recruitment Results. I totally agree with her, if you are already profiling your customers, why not apply similar concepts to manage your employee pool? I will take a slightly different approach here because my background is in the healthcare industry and I will only add a few additional suggestions. There are plenty of creative ways to motivate individuals and teams alike. Take it beyond the newsletter, the on-boarding campaign and the sales enablement strategies. It is certainly easier said than done but opportunities are huge. So here are just a couple of ideas:


1 - We agree here, you should develop an employee profile. You don't need to know much initially, but build along the way on their preferences through simple questions/polls/games. For example: Do you own a bike, a kayak, a tennis racket, a golf club, none of the above? What sport to you like best? What languages do you speak? What are your favorite foods?


2 - Reward programs targeting results are not limited to sales. If your organization offers health insurance, there is a huge push to reduce healthcare costs through better health management. The higher the risk of your employee population, the higher the premium, absenteeism, and stress on team members to only mention a few. Knowing your employees, what gets them moving and what gets them engaged in their own health can not only improve employee satisfaction and retention but can significantly impact your bottom line. Even if you don't offer health insurance. While large corporations have access to 3rd party vendors to handle their health and wellness reward programs, smaller organizations need to be proactive in health management and find ways to handle it on their own. So you can leverage your MA with a wide variety of campaigns such as business units fitness contests, health tips, healthy recipes based on profile preferences etc.


3 - Tie your health and wellness programs with charities you support if any. Most employees feel good about helping others. Your customers will love you for it too. Make it social with recognition of teams/individuals on their achievements. It puts a face behind the brand, it makes your organization more approachable.


4 - Tie it with your CRM/ERM and you have the opportunity to measure the impact on your the employee cost over time. It may be a slow process initially, but the benefits can be huge. You can not only help your employees stay or get healthy, but you foster a culture of support, healthy habits, and competitiveness in a fun way.


5 - A little birthday wish is always nice. Send your employees an eCard! Why not include a reminder or 2 of some key health and wellness yearly checkups? Only if they are due for them though: no need to tell a non-smoker to quit, or send a mammo reminder to a 50 yo male employee. You can do the same with work anniversaries.


6 - Measure everything of course. Analyze and modify. Work with your Finance department, HR, Benefits folks to measure results and communicate ROI. Don't be afraid to ask your health insurance providers for ideas. A lot of times, they have tools and messages you can use to make it easier on you.


Bottom line, if you treat your employees as well as you treat your customers, you build a power machine.

As you may have read in our blog this week, we have officially opened our Call for Speakers for the Modern Marketing Experience Europe (formerly known as Eloqua Experience Europe), which will take place in London at the end of October. The Modern Marketing Experience conference offers an unprecedented opportunity to gain insights from experts in marketing automation, social marketing, content marketing. It's also a great opportunity for you to strut your stuff and share your expertise with the Modern Marketing community.

Why should you speak at the Modern Marketing Experience Europe? Here's what some of last year's amazing speakers had to say about the experience:

Jennifer Lim and mark.graham, PayPal:

Speaking at Eloqua Experience provided a great opportunity to take stock and acknowledge the progress that we at PayPal had made. This is so easy to forget. We are, all of us, learning.  Everyone’s at a different stage with Eloqua but everyone wants to do better. It’s wonderful to be able to share and return something back to the community.

Daniele, Iron Mountain:

I felt it was a great opportunity to showcase ourselves and present the results we achieved. It was really exciting and a huge challenge for me.

Ceri Jones, Basware:

It was a great opportunity to benchmark our progress, share insights with peers and meet new contacts, all of whom are using Eloqua to enable key business change in their organization.

Mark Plant, Micro Focus:

I got to network with fellow speakers via conference call prior to the event, meet them face to face and also meet up with a wider Eloqua network afterwards. The audience I addressed were genuinely interested in what I’d said – and were very keen to delve into murkier depths afterwards over a coffee.

Kim Yeatman, Thomson Reuters:

Presenting your work to an industry audience forces you to shape your work into a coherent story. We have driven more change in our organisation by re-using the same story.


We would love to have you join us in London to share your thought leadership and showcase the innovative work going on at your company. Submit your proposal to speak at the Modern Marketing Experience Europe here

Picture this:

Somewhere in corporate America, a marketing team within a large company in the life sciences research space had finally brought marketing automation on board.

And their brilliant Admin (scheuchan) had configured Closed Loop Reporting, so that the team's fearless leader could easily track and compare campaign efficacy across type, business unit and buyer journey stage to optimize and target campaign efforts.


But wait!

All was not well with the Campaign Revenue Analysis report... the Influenced and Attributed ROI columns were plagued by out-of-whack percentages that stole some of the shine away from the Total Influenced and Attributed Revenue results.


The culprit: campaigns with an Actual Cost of $1 or $0.

What to do?


The solution was clear to all: standardize and assign values to campaign elements, ensuring cost parity no matter what the campaign type or business unit might be.


Some values were easy to calculate: webinars always cost a certain amount; events always have a defined budget.

Less easy: the decision around whether to include campaign elements developed internally, and what values to assign.


Verdict: The marketing team sometimes outsources production of campaign elements (emails, landing pages) to sub-contracted vendors. The team also sometimes outsources production of campaign content (flyers, PPTs, brochures). Because vendor-produced campaign elements would be included in campaign cost, internally-produced campaign elements should also be included. Cost for internal elements was calculated based on a combination of typical time needed to produce each element, using a per-hour rate based on comparable vendor charges.



Closed Loop Reporting the way it was meant to be, with nary a 1,000,000% Attributed ROI value in sight.

WebEx + Televerde Cloud Connectors = Success at Sage!

In December we launched the Be the Driver Endorsed Partner Webcast Series to promote either of our endorsed solutions. The webcast series included over 30 webcasts spanning December through May. The campaign includes a contest where customers can win a trip to Las Vegas and a seat behind the wheel of up to three exotic cars. Each webcasts they attend for greater than 20 minutes is an entry into the contest. Through the use of the WebEx Cloud connector and the outbound call agency Televerde this campaign is already exceeding our expectations.


WebEx Set Up & Benefits

Registration forms were created in Eloqua to handle all of the webcast registrations. The registration data is stored in a Custom Data Object. In addition to managing the registration process the WebEx cloud connector allows us to automate the follow up emails and the push into CRM. Because the WebEx Query cloud connector detects not only whether or not they attended but also how long they stayed we are able to easily identify who receives an entry into the contest and who doesn’t and can send separate follow up messages.  This saves time and removes the chance of human error. Below is a screenshot of the program built to manage this process:



Televerde Benefits

Televerde is an outbound call agency that offers an Eloqua integration. The cloud connector is able to push data to the Televerde representatives, capture the response, and action on it once pushed back into Eloqua. Because we communicate via email with our customer base so frequently we decided to drive registrations for these webcasts through direct mail and outbound call only. As of today, we are nine weeks into the twenty-four week campaign and have achieved 114% of our registration goal and 55% of our lead goal.

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?



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.


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:



Eloqua Discover for 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.



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.



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?


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.



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


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?

Wow...the feeling of success. When I was handed Eloqua few years back with close to 200k contacts I was happy.I thought what could go wrong, I have all these people to sell too, but my open and click through rate was always around 10-15%. Not realizing the truth behind the database, i kept on going.


Then I spend 3 days with brilliant marketing minds in world (@EE13) and when I got back to my desk the first thing I did was run a re-engagement campaign. What to know what I learned?


More the 70% of database were inactive contacts who have not done any activity for the last 5 years. Now that I have cleaned my DB and seeing more then 60% open/click through rate, I feel as if I have lost the last 10 lbs of my own weight.


Time to ask for pay-raise ;-)

Financial advisors are tasked with bringing in a steady stream of new, preferably high-net-worth, clients but are expected to do the majority of prospecting themselves.  At the same time, they still need to service the needs of their existing client base – who expect a high level of personal service from the individual with whom they have entrusted their wealth.  Email can be a life-saver but can get mired in compliance reviews.



How can Marketers come to the rescue?

  1. Provide pre-approved email templates across a wide variety of topics. 
    If a prospect mentions interest in setting up a college fund, have an email pre-designed about the various ways to save for college so the advisor doesn’t have to write (or copy and paste) one. Better yet, have a series of emails about the topic that can be sent as a nurture campaign. 

  2. Help advisors manage marketing events.
    Many advisors use live events for prospecting opportunities but struggle to follow up with leads.  By automating follow up communications with supplemental information pertinent to the topic covered at the event, you help the advisor maintain awareness in the prospect’s mind until an in-person connection can be made.

  3. Use dynamic content in client communications to personalize emails.
    One of the benefits of the “Know Your Customer” regulations is that you (gasp!) “know” your customer – their age, profession, investment goals etc.  Use that data to make your client communications more relevant to each client. A young couple just getting started on their investment accounts probably won’t be as intrigued with the standard picture of an affluent older couple playing golf in their retirement or an article about retirement account withdrawals. 

  4. Make emails more actionable than “Call me for more information.”

Regulations prohibit the use of email for placing or executing trade orders.  Even more education-based campaigns are typically stuck with weak “Call your advisor for more information” calls-to-action.  However, sending an email saying “call me” is ineffective. Imagine instead a prospect can express interest by clicking a button or link on an email that says “Have your advisor call you.”  This button can trigger a blind-submit form that sends a sales-notification email to the advisor whose top priority is to connect with an interested prospect.


Every financial services company will have different levels of advisor control over what the client receives from the firm.  The key is to take high-level look at how your company’s communication plan is structured and plan from there. By providing the right tools, marketers can help advisors generate revenue while easily navigating the compliance maze.

We recently launched Eloqua sales tools Prospect Profiler and Engage within our company. We started out small, giving licenses only to our salespeople, who were part of our Lead Scoring pilot group. Slowly but surely the interest in Engage and Prospect Profiler grew within sales community. While we started at the beginning with just 20 licenses, we now allocated over 200 licenses to our sales and marketing users (about 50% of our sales force). We trained our regional marketing managers on the tools, so that they could train their sales teams in the regions. And then we created the Eloqua Sales Awards.


The Eloqua Sales Awards celebrate and recognize excellent adoption and usage of the Eloqua sales tools Prospect Profiler and Engage.The goal is to encourage adoption and application of Eloqua sales tools post training, share success and promote best practice across the Sales teams. How does it work? At the beginning of each month I will be sending out an internal message on our intranet to the Eloqua Sales User group with the request to share their Eloqua success stories. They have to respond to the message with a comment and share with everyone how Eloqua sales tools helped them to communicate more efficiently with customers, track responses and activities in real time and/or identify the hottest and most engaged prospects. We run the Eloqua Sales Awards ones a month for six month. The Eloqua Sales Award winner will receive a cash bonus with their next paycheck.

And here is one of our first success stories:

Despite having moved into Getty Images’ Japanese sales team very recently as an Inbound Telesales Representative, Yosuke has already closed a large Video Pack deal. Part of his responsibility includes looking after many different companies, a lot of which are located outside of Tokyo, so personal customer visits are not an option for Yosuke. Instead, he has relied on Eloqua’s sales tools to keep in contact with customers and is truly an example of how best to utilize Eloqua for remote sales.


Yosuke uses Eloqua Engage to send out weekly personalised emails to around 200 contacts at a time, informing them about various business news, such as new stock collections. His emails are read by over 50 per cent of the recipients. Yosuke has also set up web visit alerts using Eloqua’s Prospect Profiler, to ensure he receives an email notification once a customer has read his email and clicked through to visit the Getty Images website. Every web visit by a customer is then followed up with a call, and with every call comes a follow-up Engage email!

Eloqua’s sales tool help me to communicate more efficiently with my customers, track their activities in real time and identify the hottest, most engaged prospects” explained Yosuke.

With his weekly emails Yosuke was able to change the perception his regional customers’ have of Getty Images. For example, his client, an advertisement production company for regional TV channels with small budgets, previously perceived Getty Images as an expensive imagery company. Due to his emails and follow-up calls, when they visited the website, they realised that Getty Images offers a wealth of media, including affordable video content. He was then able to sell them Footage pack for their local TV commercials, as well as a Web Pack.


I would be very interested to find out how other companies rolled out Eloqua's sales tools Prospect Profiler and Engage. So please share your ideas and experiences with me.

Filter Blog

By date:
By tag: