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Fair warning here, I'm going to shill a little bit. Partly because I've been doing some work with these guys and partly because they're amazing. If you don't like my perspective, feel free to sneer at me, but I think this is a pretty important idea and I wanted to make sure people are hearing about where segmentation and targeted modern marketing is headed.


Over the last year, I've worked with the guys at to help develop their product further and approach the Eloqua market. I'm working with them as an official adviser, but I actually started out as a customer for the early version of the product. Rosalyn Lemieux is the CEO of this company, and comes from the world of Politics and Strategic Consulting. She's a dynamite person and a good friend. Additionally, I think we all know da*2868530*id and the amazing products that SureShot releases all the time. I've been a fan of his work for years, and I'm really excited by the fact that I get to work with him on this project. The two of them have paired up to bring the product to the Eloqua App Social Behavior SparkPlug takes those silly Social Listening tools you've been using to the next level. Yeah, they do some interesting things and have their uses especially for brand management and monitoring the competition, as well as having a one to one conversation with your customers in the social spaces. That's essentially where they stop and where picks up the ball and runs with it. allows you to do this kind of listening directly for your INDIVIDUAL CONTACTS stored in Eloqua. From there you can pass this information into Eloqua and use their social behavior as part of your entire marketing automation program. Can you imagine building segmented lists based on customers discussion on Twitter or Facebook? What about A/B splits using their specific sports teams as a possible subject line? Or perhaps using this information to add another layer to your lead scoring models based on their level of social activity?


The end result is this, listening to your customers is great but becoming true modern marketers requires us to take things to the next level and find faster and more eloquent (pun intended) ways to engage in one on one conversations with our clients. We all know how difficult this is and how hard we work to come up with interesting and compelling content for our customers to consume. By using you don't have to guess about what your customers might be interested in and can actually send them the content they've already shown interest in receiving. You can cut down on unsubscribe rates by improving the engagement and relevance for your email marketing.


Do yourself a favor and go check out the app on the App Cloud. Social Behavior SparkPlug


Yours in marketing. -- Dave

Hi everyone,


There are typically two primary ways to auto-populate a form in Eloqua.  (1) Using the form population cloud component.  This works great if you want to pre-populate data from the Eloqua record, or from query strings.  (2) Using web-data-lookups, this works for custom-coded pages, and allows you to pre-populate the form from information from the Eloqua record.  It does require, however, a pretty deep understanding of JavaScript to make it function correctly.


However, what if all you really want is to not require a registrant to have to keep providing their information repeatedly across your forms?  Where the forms would simply pre-populate with the information they've entered previously on any of your other forms. That way they don't have to keep re-populating the form and you don't have to go through the more cumbersome approach of using the form population cloud component or web data lookups to pre-populate from the Eloqua record.  For this use case, I highly recommend using the jQuery plugin StickyForms to achieve this.


StickyForms is one of the jQuery plugins I've developed and contributed to the jQuery community specifically designed not to lookup data, but simply remember it.  It'll automatically re-populate any form on your website with data the visitor previously entered on any other form on your website, and it's incredibly simple to add to any landing page hosted in Eloqua (or any other hosting environment).


The full documentation of the StickyForms plugin and information about my other jQuery plugins can be accessed via the link below, but I also have a short-cut summary of the simple 3-step process to add StickyForms to your Eloqua landing page.


Full documentation and access to other plugins: RWSApps | StickyForms - Documentation


3-Step Process to adding jQuery StickyForms to your Eloqua Hosted Landing Page


Step 1:

Copy the elqFormName from your Eloqua form.


Step 2:

Open your landing page, and copy the following code into the JS Editor of the Landing page.  You can find the JS Editor by opening the Tools section of your landing page, clicking the far-right Page Snippet Tools tab, and then clicking the "Open JS Editor..." button at the bottom.


<script src="//" type="text/javascript"></script><script src="" type="text/javascript"></script><script type="text/javascript" language="javascript">

$(function() {

  // Where rs-sticky-forms is the elqFormName






Step 3:


Replace the "elq-form-name" snippet in the code with the elqFormName copied in Step 1.




That's it!

Save the landing page and load the form.  Once you've submitted any form that uses StickyForms on the same sub-domain, the values will be automatically populated on any other form on the same sub-domain that uses StickyForms.  For a full demo of the plugin in an Eloqua landing page, check out the example below.


Functioning demo: Eloqua StickyForms Example




Last week, I joined 1000+ fellow B2B marketers from all over the world at BMA14, the Business Marketing Association’s (BMA) annual conference in Chicago, to explore “where B2B’s going.” Seventy nine speakers and three days of great (non-stop!) content later, here's my 5 top takeaways:

#1. B2B needs to be human to human [tweet this]

The call to “humanize” B2B marketing—to go to market in ways that create more emotional, human connections with buyers—was a strong theme throughout the conference. So how can B2B brands create emotional connections? “Tell great stories” (urged Jonah Sachs, author of Winning the Story Wars) that “inform, inspire and entertain” (added Google’s Mike Miller). And remember, your brand or product is not the hero. Your customer is. Intuit’s Small Business, Big Game campaign, Grainger’s Everyday Heroes campaign and this Go Google video were cited as examples of this advice in action.


Here’s a few memorable moments on this topic:

  • “Remember, you’re not the hero. Your audience is.” @jonahsachs
  • “You can’t sell anything, if you can’t tell anything.” @bethcomstock
  • “Forget Unique Selling Proposition. B2B brands need to understand and articulate their Unique Buying Proposition.” @RHsays
  • “Connecting via emotion is 2x more impactful than connecting via business values.” @Google’s Mike Miller
  • “Emotional connections are key to great customer relationships. Human to Human.” @HeatherT_HBC

#2. B2B needs more insight (not more data)
[tweet this]

Big data has been a hot theme for several years. So, not surprisingly, there was tons of talk about it (so much, in fact, that one attendee proposed a drinking game!) Clearly, there are sound arguments and good reasons for marketers to leverage data, embrace accountability, show measured results and elevate the profession’s reputation so it achieves equal credibility to finance and sales among CEOs. Yet, we couldn’t escape the feeling that amidst the dozens of references to big data—and particularly the new term ‘data lake’—marketers are actually drowning in too much data.

Marketers don’t need more data. What they need is more insight—specifically, actionable insights so they can engage customers in relevant and emotionally resonant ways. Data (especially quantitative data) is not insight. On its own, data doesn’t tell you what you need to know. Savvy marketers collect both qualitative and quantitative data. They talk to their customers in order to develop insights into what really motivates them, use quantitative data to assess relative importance and distribution of those insights, and then build marketing messages, content, experiences and stories based on a deep understanding of which insights are truly transformative.

Some of our favorite quotes from the stage and floor:

  • “Get up from behind your desk and meet your customer. If you don’t, you’ll never get beyond data to insight.” @jaybaer
  • “Effective marketing insights lead to choosing you over the competition. Ask: what is ownable for your brand?” @brentadamson
  • “Thinking “big data” needs to be re-branded…it’s about insight & decisions, not data.” @Bill_Morrison
  • “You need to have actionable insights to be able to effectively differentiate. Onsite = Insight.” @tonymohr

#3. B2B is about employee engagement too
[tweet this]

At first glance, it might seem surprising to see not just one, but at least three, presentations explicitly focused on the importance of engaging employees, but with one factoid in-hand, the rationale for this amount of emphasis becomes immediately obvious. Betsy Henning, CEO and Founder of AHA!, shared research proving companies can improve their business results by as much as 240% by engaging their employees. That same research showed engaged employees are 14x more likely to consider their jobs significant and meaningful. And, when they do, they’re much more effective in creating exceptional experiences for customers.

That’s why B2B is about employee engagement too. Your organization’s ability to deliver on its brand promises—to deliver exceptional, brand-building customer experiences—depends on the effectiveness of your marketing, operations, IT, HR, sales, finance and executive teams. Great companies engage their employees and their customers.

To get to engagement—as we wrote in a recent article, What’s the #1 Factor in Delivering Exceptional Customer Experiences?—marketers need to develop empathy. How do you achieve empathy? See #2 above (insight!).

Powerful quotes from the conference:

  • “Marketers need to be great listeners to both employees AND customers.” @betsy_henning
  • “Brand is no longer just what you tell and message to customers. It’s also the experience & values you provide/reinforce with employees.” @tonymohr
  • “A 1% increase in employee engagement drives a 0.6% increase in sales on average.” @PhilClement84

#4. B2B shouldn’t be boring
[tweet this]

In fact, boring is dangerous. Why? Because business customers are consumers too. And they’ve upgraded their expectations of B2B brands based on their experiences with consumer brands. They want to be inspired and entertained (see takeaway #1), just like B2C marketing. Tim Washer (a seasoned comedian, social media expert and all round nice guy) argued there’s room for comedy in any B2B brand. To prove it, check out “The Perfect Gift for Valentine’s Day,” a video Tim and his team created to launch a product that’s far from funny: the Cisco ASR 9000 router.


Here’s what others had to say:

  • “Business marketing does not mean boring-to-boring.” @bethcomstock
  • “73% of people who read corporate blogs are people!” @timwasher
  • Content that’s only about your products and services isn’t Youtility, it’s a brochure.” @jaybaer

#5. B2B should market like it’s 2014
[tweet this]

“Most business are not doing business as if it’s 2014,” said keynote speaker Gary Vaynerchuk. It’s true. Most B2B marketers still over-rely on traditional techniques and tactics. Approaches that may have worked in the past do not today. The way buyers buy has fundamentally changed, and with information at their fingertips, they’re now in control. In fact, B2B buyers now complete 57% of the buying process on their own before first connecting with sales. The bottom line is, the role of marketing—the jobs that organizations now require marketing to do—has changed, but many marketers have not. It’s time to embrace change. This means social. This means mobile. This means marketing automation. This means jumping in.

Here’s a few of our favorite tweetable moments on this topic:

  • “Change or feel the wrath of innovation. It doesn’t care about you.” @GaryVee
  • “Your buyers have access to all the information in the world… in their pants!” @JayBaer
  • “Technology is changing the way customers interact and make decisions. As marketers we must adapt, or risk becoming irrelevant.” LinkedIn’s @NickBesbeas
  • “Salespeople are being replaced by search engines and social networks. Buyers are having learning parties without you!” @jill_rowley
  • “Social media is a contact sport, and you won’t learn how to play the game if you’re sitting on the sidelines.” @MargaretMolloy
  • “Only 20% of CEOs feel B2B marketers are stepping up when it comes to marketing automation.” @Tom_Stein


BMA14 was an exciting event to be a part of. It affirmed what an exciting time it is to be in B2B marketing. A time when the clock-speed of change requires us to be more nimble than ever before. A time when product differentiation alone is not enough. A time when deep customer insight can be a transformative brand advantage. If you recognize that status quo is no longer an option for your B2B brand, we’re ready to help.


So, where do you think B2B marketing is going?

Does Eloqua script supported in Safari Browser?

If you’ve ever attended one of our events, you know that in addition to our team sharing their knowledge and product expertise, we LOVE to have our customers share their awesome success stories and marketing best practices.  We just wrapped up our third stop on the 2014 Modern Marketing Tour and are excited to be able to share a fresh batch of success stories with you. Visit the Modern Marketing Tour group here on Topliners to see all of the presentations from our first three tour stops including these inspiring customer stories:


Transformation Journey to Modern Marketing at ACGO Corporation - Peter Garza, AGCO Corporation

The Growing Power of Customer Advocacy: Building mutually beneficial customer relationships - Liz Richardson, Bomgar

Blind Forms, Conditions and Custom Data Objects…Oh My! - Cullen Ruffner, good2grow and bubba brands

Hero or Helper: Which role is your org playing? - keithjennings, Jackson Healthcare

Optimizing ROI in B2B Lead Generation - Paul Price, Reed Construction Data



The MYTH of Lead Scoring…Who is marketing to define a qualified lead? - Alex Ballering, NXP Semiconductors

Zamir Telecom Case Study - Abdul Hamid Ebrahim, Zamir Telecom Ltd.

Taking Advantage of the Hidden Sales Cycle with Sales & Marketing Alignment - mark.emmett, Trustpilot



Finding and Retaining Eloqua Talent - Eytan Abrahams, Return Path

Redefining Marketing Automation at Intel Security - Sterling Bailey-Oracle, Intel Security

Use of Progressive Forms at CSC - Jenifer Metz, CSC

An Integrated, Long Term Approach to Lead Nurturing - Byron O'Dell, IHS

Journey into the Art and Science of Healthcare Marketing - Vincent Rainsford, Covidien (note: cannot be shared for privacy reasons)


What’s next? You can catch success stories from these Modern Marketers at our next few stops on #MMT14:


Austin: Sal Abramo, Thomson Reuters; Hayden Mugford, Dell; chris pearson, Hibu; Kurt Stoll, HP; Rachel Truair, PetRelocation

Boston: Domenic Armano &, Avid; David Kruh, Analog Devices; Steve Rotter, Brightcove; Anthony Slavinsky, Nuance Communications

Berlin: Tobias Ackermann, Erni GmbH; Rene Rink, Telefonica Germany; Jochen Schafberger, Evidanza AG

Join us on the Modern Marketing Tour! See a list of our upcoming events and register now.


Interested in sharing YOUR success story? Here's how you can toot your own horn:

There's so much focus on using Eloqua externally I was curious to see if anyone has had any experience using it internally, if so what type of campaigns, segments etc ...?

This week I attended the Alliance14 Conference. The conference was held in Las Vegas. I’m not a gambler, but I do enjoy watching high stakes gambling.  As I walked through the MGM Grand I stopped by to watch a game of roulette. The man playing placed a $1,000 bet. And he lost.

Amazing isn’t it?  The idea of betting a $1,000 on the spin of a wheel?  It did get me thinking about the number of higher ed institutions who are willing to make a similar gamble with their student, alumni, and donor communications.  Communications have changed dramatically, yet many organizations are hesitant about adjusting their communication strategies.

Here’s how I selected a college in 1998. I looked at a big book of schools. I browsed pamphlets touting their diversity, and I sorted through hundreds of pieces of mail.  I weighed the pros and cons of each school.  I filled out paper applications, printed off my essays, gathered my transcripts and mailed in everything along with a check.

Then I received it! My acceptance letter!  I then received a series of letters about orientation, a note regarding my dorm assignment, and a phone call from my resident advisor.   And that was sufficient, back then.  But let’s take a look at how university engagement has evolved over time.

College discovery included resources like books, letters, and brochures.  Now prospective students consult websites and social media as well.  Campus tours were always in person, as opposed to the virtual tour options that exist today.  Selection was influenced by immediate family and close friends.  Today the sphere of influence now includes a vast extended social network. College applications have shifted from paper to electronic. Student engagement is no longer limited to chalking on the sidewalk and bulletin boards.  Students now rely on blogs, Twitter, Facebook, and Instagram.

And universities aren’t just facing a change in communication channels. The pressure to demonstrate results is on the rise.  You need to capture and analyze metrics that matter.  You need to better understand engagement programs, events, and tour data.  And need you need to make smarter business decisions based on this information. With tools like marketing automation you can capture this information.  You can capture the digital body language and the in-person engagement. You can demonstrate results, identify areas of opportunity, and better engage your audience.  An audience that is growing in complexity.

They’re also facing an evolution in audience segmentation.  It’s not just “Students and Prospective Students”.   Segmentation now looks something like this:  Current students (both individually and student groups), alumni, faculty and staff, donors with a connection, donors without a connection, sports fans, people interested in research, prospective undergraduate students, prospective graduate students, prospective faculty members and news media to name a few.  Marketing automation can capture this segmentation and reduce the complexity of communications.

Universities must develop loyalty.  It’s what drives new student interest, current student engagement which drives increased academic performance and graduation rates, and increased contributions from alumni. This loyalty can be driven by a 1:1 relationship to effectively engage with these segments.  And beyond that, communications need to deepen segmentation and focus on the individual.

By using marketing automation you can deliver that personalized content to that individual, understand and manage their preferences, and define metrics that will guide your institution’s discussion around loyalty.

Student recruitment and alumni fundraising campaigns need to reach the individual.  They need to contain sentiment and that’s challenging to do with a batch and blast mentality.  Campaigns, and content creation, need be relevant, promote the university brand, and be automated.


Let’s look at 2 case studies.

Indiana University engages its students in content creation.  Everyday students upload proposed blogs to the University content management system, Compendium.  The content director simply logs into the system, reviews and edits blogs for branding, grammar, etc and then publishes the blogs.  IU generates hundreds of posts, in the voice of the student, every year, and with little work.

When I spoke with a student at St. Joe's she explained that their content is driven both by students and faculty.

“At St Joe's I would say it goes 60% faculty, 40% students, but the student generated content is by far more effective.”

College recruitment is gradually going paperless; In the 4 year leading up to college selection, a student receives hundreds (maybe thousands) of college emails. This presents a challenge to recruiting universities because they only have a subject line to grab a student’s attention. Some schools still rely on obscure subject lines ("ABC college is the best"), and some are downright creepy ("Marilyn, ABC College needs you") but somewhere in between those lies a creative opportunity for an attention-getting subject line.  The goal of these recruitment emails should also shift from the hard sell “Apply Now” to a more nurture-centric message. It should encourage prospective students to visit the website, or engage with a social account.  And the digital body language of an individual should determine which communications they receive.  Marketing automation can capture this digital body language, and automate nurturing, recruiting, and fundraising communications.  

Colleges now encourage prospective and current students to follow their twitter pages.  St Joseph's asked recently accepted students (class of 2018) to tweet a picture of them with their acceptance letters, and they retweeted all of the pictures to associate an extremely positive affect with getting accepted.

Twitter also has easily accessible "insider" resources when looking at schools.

“@SJUProbs, @SJUBetch. These twitter accounts give you the inside scoop on what you can really expect when you go to a particular school, so I knew exactly how bad the cafeteria food would be before I even tried it. Finding resources like these were probably my most valuable digital tool when I was making my ultimate decision. Also, every semester for one day, the SJU twitter account is "taken over" by current students who answer any questions prospective undergrads would have regarding the school.”

At some schools, if you tweet the dining hall about wanting a certain dish or certain ice cream they'll have it the next day!

Social media tools can capture social engagement and enter a student, parent, alumni, or donor into an appropriate communication channel delivering relevant content and information.

Many universities posts pictures of pretty spots on campus, exciting school events, and admissions open houses.

“SJU benefited HUGELY because as a part of their summer freshman orientation program, there is a surprisingly "cool" black light dance with glow paint and an amazing DJ. A lot of the incoming freshmen took these insane photos and videos during the black light dance and so all of their high school friends saw the posts and even went so far as to comment that St. Joes looks like a lot of fun. This is great advertising for SJU because they aren't even the ones posting these videos; the students do it all themselves.”

Video is huge and continues to grow.  Video is a great way to demonstrate student life, and thanks to marketing automation, now more than ever it’s easier to track engagement with video and deliver relevant communications based on this engagement.

A lot of universities use social media as a platform to facilitate community development and engagement.  This is a great medium for people to ask questions about moving in, getting class schedules, etc, and some people even meet their roommates through the group.

“Our University of Maryland Baltimore County freshman class had a Facebook group so during summer we communicated with each other, we talked about books, what classes people were taking, professors, we even had older students give us advice about UMBC.”

But as with all digital channels, they’re only as good as the content delivered. 

When I spoke with a student at McGill University he said “They mostly post about research being conducted at the university and sometimes classroom changes. I don't really engage them with social media.  If they mentioned who was coming to speak every so often I'd be more interested in engaging. For example, the Queen's Canadian emissary came and spoke but no one knew she was coming until after she had spoken, and we all wished we had known”

Institutions like Harvard, DeVry, NIU, Kaplan, Ashworth, and Herzing are using these tactics, combined with marketing automation, to grow enrollment, increase retention and graduation rates, expand fundraising, and promote greater engagement.

It’s important to take a multi-channel marketing approach to your communications strategy.  You need to incorporate all channels (web, social, video, email, and personal communications) into the student journey. Remember to segment and target your communications, crowdsource relevant content, capture digital engagement, and automate the process.

Finally, bring all of those takeaways together to match communications with interests and preferences. This will ultimately enhance the student experience, increase loyalty, drive contributions, and drive enrollment.


Hi Everyone,


I was hoping my Topliner peers could share advice on what kind of templates you use for mobile friendly weekly newsletters. Your input on what you have found works well or recommendations for agencies that have designed your newsletter templates would be greatly appreciated.


Thanks for your help!

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.

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