At Eloqua University we’re passionate about helping our customers achieve their growth and adoption goals, and love real world examples that prove education is the foundation of success. What better way to kick off the New Year than to shine the spotlight on one of our most successful customers, Nitro, creators of Nitro Pro and Nitro Cloud.

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Nitro is changing the way the world works with documents. From the desktop to the cloud, they make it easy to create, edit, share, sign, and collaborate—online and offline. More than 400,000 businesses run Nitro, including over 50% of the Fortune 500. Nitro is also a 2013 Markie winner for Most Creative Marketing Campaign. Learn more about Nitro at www.nitropdf.com.

 

Kristin Farwell, Marketing Specialist for Eloqua Global Services sat down with Nitro's Senior Marketing Manager, Sean Zinsmeister, for a discussion about his team’s experience with Eloqua University.

 

 

KF: Since Eloqua is easy to use, we find people sometimes attempt to self-educate rather than pursue formal training. What would you say is the biggest advantage our courses have given you and your team?

 

SZ: Nitro was one of the very first customers to update to Eloqua 10 and we dove in headfirst. We made a commitment to learning the software and took new courses as they were released—I feel strongly that this set us in the right direction. My colleague and I became Revenue Lifecycle Masters, Revenue Performance Masters, and Product Masters as quickly as possible. More recently, we hired an Eloqua Admin and Jr. Automation Specialist who had their certifications when they came aboard. These additions have been game changers. We’re a young company and do a lot of coaching and promoting from within, and having these new, certified folks on the team means we’re now able to document our best practices for the rest of the organization to follow as we grow.

 

 

 

KF: Any suggestions for new customers who are just getting started?

 

SZ: Before you break the rules, you have to KNOW the rules. This advice comes from my background in music studies, and has served me well in Marketing. Start with the strictest of disciplines and don’t deviate until you know the rules inside and out. From there you can expand and find your own voice. It’s the same with Eloqua, which is by no means a ‘one size fits all’ application. Learn the foundation first and, once you know how it works, you can better understand how to make it function best for your organization and revenue engine.

 

Also, don’t be afraid of the eLearning! Eloqua University changed my mind about web training. These aren't the old boring online classes that come to mind. They are interactive, well-paced and on-demand.

 

 

 

KF: Which Eloqua University classes have been your favorites, and why?

 

SZ:  I took Eloqua 10: Personalizing Campaigns back when I was responsible for day-to-day Campaign Management. Learning about targeting, nurturing, and all the different Eloqua tools that make campaigns more relevant really hit home for me at the time.

 

Best Practices: Global Demand Center (WBT) is one of the newer web-based courses and I was pleasantly surprised with the depth of content it offers. We’re in the process of building our own Global Demand Center and it was helpful for me to see different models and what others are doing. I’m looking forward to more of this type of training.

 

 

 

KF: As an experienced user, are there any classes or content you’d like us to develop to help accelerate your journey as a modern marketer?

 

SZ: I’ll be selfish here and say I’d like to see a more advanced learning track. Instructor-led and eLearning courses around the kind of complex topics that we can currently only delve into with the power user community on Topliners.

 

The price point is also a challenge. I would love to educate more than my power users but it’s just not feasible to purchase All Access Education Passes for our entire organization. Ideally, I’d like there to be a cost-effective way for everyone to understand the best practices we’re following in Marketing – perhaps through a monthly or quarterly seminar.

 

 

 

A note from Rhonda Keller, Director of Eloqua University:


Thank you for your time speaking with our team. With your dedication to excellence and commitment to education, it’s no surprise that Nitro is a Markie winner.

 

Your request for more advanced content is something we hear often so we focused a lot of attention on this in the latter half of 2013. Some of our most popular, advanced courses from Eloqua Experience are currently being turned into instructor-led courses, for example you’ll soon see classes on Advanced Segmentation and Advanced Editing and Form Processing, to name a few. In addition, the 2014 Eloqua Modern Marketing Luminary Program will be announced soon and is one more step towards recognizing our more advanced users.


Also, I hear your concern on the price point. When it comes to learning, we know that one size does not fit all. All Access Education Passes are ideal if you are ramping a manageable number of everyday users. Many organizations find themselves with the challenge of enabling a large number of employees on a critical skill set – the basics of Eloqua or Revenue Performance Management. We encourage those organizations to consider licensing content from Eloqua University. There is a wide variety of courses to choose from, appropriate for new or experienced users, and the content is hosted on your own web server or LMS without restrictions. Much more cost effective.


I hope this was helpful. Thank you again for your insight and I look forward to seeing more from you and your team.