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It's April 2015, and some questions recently from a new client reminded me that if you're a new All Access Education Pass (AAEP) holder or new to any Oracle Marketing Cloud Academy training, the current education portal may not be crystal clear.

 

See the image below to quickly decipher the Course Library terms in the education portal. It's accurate until branding to Oracle Marketing Cloud Academy within the portal is complete and live.

 

eloquauniversitycoursesexplained.jpg

 

Thank you for continuing to take courses as we transition to Oracle Marketing Cloud Academy branding from the former Eloqua University. Currently, the learning portal is still branded as Eloqua University. Announcements and notices will be sent to students once the transition is closer to final implementation.

 

The good news is that all Oracle Marketing Cloud products have courses in development, with new courses for Content Marketing and the DMP already live in addition to the robust Eloqua offerings. Responsys courses will soon be live as well with more scheduled for this year.

 

If you need to learn how to sign in and register with the learning portal (Eloqua University), read this.

 

Happy training,

Clementina

Topliners is an incredible repository of information and medium for collaboration. If you are new to Oracle Content Marketing and looking for ways to navigate through, consider this list as your guide.

 

1. First, join the Oracle Content Marketing Insiders group. This group is a great place to be informed of any new product updates, feature enhancements, release schedules, and idea sharing.

2. After that, make sure you keep your finger on the pulse of all release updates.

3. Next, get yourself edu-macated by checking out (and bookmarking) the available training courses for Oracle Content Marketing. These courses are a great way to increase familiarity with Oracle Content Marketing while ensuring that you and your team are following best practices.

4. Once you're in the loop, and informed, it's a great idea to stay that way! Consider creating a watchlist for any and all Oracle Content Marketing information.

Who doesn't like a good RSS Feed, or curated newsletter? Why not craft your own stream in Topliners so that you can be alerted of any new content or questions from your favorite people and places? Here's how!

 

  1. Head over to your Inbox, by clicking on the INBOX icon in the upper right hand corner.
  2. Create a new Watchlist by clicking on the +New Stream section in the menu and giving it a meaningful name
  3. Add the people and places you're interested in staying in the know about!                                                                                
  4. Celebrate!

 

watchlist.png

nora.mawashi

RSS-to-Newsletter

Posted by nora.mawashi Apr 10, 2015

In this post, I will share how I created an RSS-to-Newsletter campaign. Although the document below is mostly a high level overview of the campaign, I have provided details where I felt it is necessary in order to provide more clarity.

 

My Challenge:

Having written a number of blog posts and (one-off emails & newsletter) email campaigns, I wanted to explore the use of Eloqua RSS-to-Newsletter option.

 

My aim was to augment/enhance:

  • Daily Traffic on the Website
  • User Engagement
  • Percentage of click-through’s
  • Daily/Weekly Client Communication regarding Updates/Service Actions etc.

 

Prior to RSS-to-Email option, I was tasked with creating content for blog posts in addition to actual email campaigns. The primary objective of the email campaigns was to provide a high level summary of the blogs as well as links to the actual blog posts thereby allowing interested users to navigate to the blog pages quite easily. From an implementation standpoint, this entire venture was time-consuming and my main goal was to be able to leverage Eloqua’s RSS-to-Newsletter feature to save time while also being able to enhance and augment the quality and measure of daily traffic on our website.

 

Steps for Implementation:

  1. Create a target audience based on buying cycle and recipient’s job role
  2. Create an RSS Email Template
    • Most efficient way to create a focused, communicative and consistent newsletter that conforms to the industry standards.
  3. Configure the Campaign
  4. Install the RSS App & obtain the RSS Feed URL in your production instance (Click here for step-by-step guide on how you can find an RSS feed)
    *
    You can find the step by step instruction guide on topliners: https://community.oracle.com/docs/DOC-895853
    * Make sure you have permission to install the RSS Cloud Content Configuration
  5. Activate the Campaign!
    *(See my sample RSS-to-Newsletter attached. The RSS contains the city's local news highlighted in red)

 

There were numerous Eloqua Courses that helped me in terms of providing me with the knowledge required to successfully design, configure and implement this campaign. Some of these include Eloqua 10: Fundamentals of Emails, Eloqua 10: Fundamentals of the Campaign Canvas as well as RPM: Targeting & Segmentation. I also leveraged the use of topliners for finding best practices documentation and actual user opinions/discussions concerning similar problems.

 

This campaign has been amongst my most innovative projects to date! From a company standpoint, this campaign has helped us achieve the following goals:

  • Open rate: 38% (Average Open rate: 17%)
  • Click-through rate: 24% (Average Click-through rate: 6%)
  • Subscription rate: 10% (Average Subscription rate: 1%)

 

Note* Each RSS Feed includes hyperlinks back to the actual blog due to which we have witnessed a significant increase in daily/monthly traffic as well as tangible growth in regards to social media engagements with our users.

 

Not only that, but we’ve reduced our working hours. We went from spending at least 1-2 hours on building a one-off template for a particular campaign to now just click and go. We have added extra hours to our life! More importantly, we also increased our user engagement by 26% on average. How awesome is that!?

 

What’s next on my to-do list? Find another innovative way of using Eloqua!


My team’s challenge was to support the launch of a new product and its associated free 30-day trial, the marketing team developed an email nurturing program. The challenge of this program was to:

  • provide hands-on product knowledge to engaged trial users - increasing product familiarity and likelihood to purchase
  • nudge and entice non-engaged trial users - increasing trial engagement and adoption

(Additional challenges were identified during 3-, 6-, and 12-month reviews of the nurture program.)

 

To validate success, we focused on short-term goals of achieving email metrics above company average, positively impacting the flow of trial users from a ‘non-engaged’ to ‘engaged’ status, and driving continued alignment with sales regarding the influence of the nurture program and trial experience on lead acceptance and readiness. Looking longer-term, we expected the tandem trial experience and nurture program to increase the lead-to-opportunity conversion rate, reduce the time to conversion, and be influential factors in the closing of a deal.

 

As this was for a new product and the first time using a free trial concept, a current state to document didn’t exist. We expected to significantly learn from this campaign, and optimize the trial and nurture program over time. That said, we still looked to measure short-term results against benchmarks.

 

Through our regular email analysis, we validated that following best practices of sending personalized, contextual emails far outperformed our company averages and delivered best-in-class results. We expected the same or better from these nurture emails, and used our company averages to benchmark performance, with an eye on the Eloqua Benchmark Index rates where higher.

 

The campaign was setup with a series of emails at certain milestone days during the 30-day free trial period. But to enable a more contextual approach based on the engagement level of each trial user, we relied on trial activity stored in Custom Objects to determine messaging.

 

The product itself tracked dates and frequencies of multiple metrics such as logins and other usage. The software product sent this information to Salesforce, storing it in a Custom Object as Trial Data, linked to the Lead record. We setup Eloqua to pull new and refreshed lead and Custom Object data every hour, storing the trial data itself in Eloqua Custom Objects.

 

A screenshot of the campaign is attached, where you can see different paths emerge at certain milestones based on different usage criteria and timelines. For instance, if a trial user had multiple logins, send an email with next steps to setup and work with priority feature; if a trial user had zero logins, send a message focused on troubleshooting and offering connection with product support. We also setup filters before each email send to check a set of exclusionary criteria from the program (ex. if the lead had already moved ahead with sales, quit the trial program early, etc.).

 

Much of the knowledge necessary to brainstorm, conceptualize, construct, and refine this program came from the wealth of classes taken with Eloqua University, including the sessions offered at multiple Eloqua Experience events. In particular for this specific campaign, I relied upon these three classes: Eloqua 10: System Integration, Eloqua 10: Effective Marketing with Custom Objects, and RPM: Effective Nurturing.

 

We enjoyed initial success in this program, with Sales validating that leads who have participated with the trial —and the nurture program— were of higher quality and engagement.

 

At the one-year milestone of the campaign:

  • Nurture Program Bounceback Rate = 4.0% (vs. company average of 8.8%; a 55% improvement!)
  • Nurture Program Open Rate = 21.5% (vs. company average of 16.5%; a 30% improvement!)
  • Nurture Program Click Rate = 2.4% (vs. company average of 0.55%; a 336% improvement!)
  • Nurture Program Click-to-Open Rate = 11.0% (vs. company average of 3.4%; a 224% improvement!)
  • Nurture Program Unsubscribe Rate = 0.53% (vs. company average of 0.35%; a frustrating 51% increase)

 

At the six-month milestone, we did make some minor copy changes to the emails based on initial results. We also noticed that email performance spiked during the first few days of the trial, then declined throughout the rest of the 30 days. We rearranged some messaging to deliver priority information sooner in the trial, and also increase the number of emails sent during the first five days - when email engagement was the highest.

 

At the one-year milestone, we have identified other opportunities to engage, including separate messaging those who did not activate their trials. These trial users were typically included in messaging paths for not engaged, but they really deserved to be treated separately as they had yet to even activate/start their trial. We also built in an additional email prompting trial users that their ends in 5 days. (This is in addition to the existing 'one day left’ email where we discovered there wasn’t always enough time for the user to react and contact sales for extension/purchase/etc.)

I’ve had the pleasure of attending many conferences and large events in my career as a sales leader. They are always a great opportunity to network with your peers and meet clients face-to-face. I joined the Oracle Marketing Cloud Academy team earlier this year and last week was my first Modern Marketing Experience. Let me say… wow. Hands down, MME provided me with some of the best peer and client interactions I’ve seen in all my time in technology. The conversations, the keynotes, the Continuing Education sessions have given me an enormous amount of inspiration. Looking back on the week, I find myself reflecting on these four points the most:


Energy:

The first thing that I noticed when I walked  through the halls was the energy. The place was buzzing! Attendees were openly sharing their experience using the tools and best practice tips with one another.  I got the sense that everyone was excited to be at MME and were truly here to learn and grow. Why did you attend MME15? What did you find most compelling about the conference?


Passion:

Everyone I had the chance to speak with, regardless of their role or what company they were with, exuded a level of passion and pride about the work that they are doing (and what they planned to do post-MME). I know passion is non-tangible emotion, but this week it was about as close to tangible as it could ever be! I am interested in know what fuels your passion for our space?

 

Effort:

The amount of visible effort that went into MME is second to none. Not only the team that produced the event, but the effort that every single attendee showed in their diligence to become the very best. For me this was most evident in the response to the Continuing Education sessions. I have never seen a turn out like this in my time with any other software company. It was truly amazing. What was your favorite Continuing Education Session? Are there other topics that you would like us to offer next year?

 

Potential:

MME showcased the massive potential of our space in the industry. More than ever before, our customers are able to make a difference to the bottom line while providing a better customer experience (and have the data to make real, predictive decisions). This might be the most exciting part for me. On the flight home I found myself reflecting on the “ride” this potential could take us on. What potential do you see coming from this ride?

 

My first MME is done and dusted and I already find myself wondering what next year’s MME could bring….

20150407_103032_1.jpgModern Marketing Experience 2015 in Vegas was quite a learning experience for me.

 

As a curriculum developer, I greatly appreciated the wide variety of customer success stories with Oracle Marketing Cloud products, especially the behaviors of ‘super users’ who exemplify what it means to be a modern marketer. For instance, Tracy Kobzeff, Director of Product Marketing at eHarmony spoke at length about the multiple ways in which eHarmony leverages automated marketing emails. The personal nature of eHarmony’s business requires a highly customized marketing program that optimizes messaging and customers’ experiences. Another example was Sandy Viteri, Vice President of Marketing Operations at comScore, who shared her team’s experience in building an official Marketing Operations function to support their growing team (in brief, change management isn’t easy!). Although Tracy and Sandy’s stories are very different, they exemplify the breadth of presentation topics covered at MME 2015.

 

Besides the formal presentations, discussions with customers about products and practices were enlightening. Being surrounded by Marketing peers made it easy to talk shop anywhere and everywhere. As a presenter, some of the most valuable conversations I had took place during formal Q & A time, and afterward in one-on-one meetings in the conference room. Customers shared their experiences, needs, and hopes with my co-presenter Molly Parr, Director of Product Management for the Oracle DMP, and I. From these interactions, I learned a great deal more about customers’ visions of leveraging the Oracle DMP for their marketing programs.

 

I only wish that I was able to attend other Continuing Education sessions besides my own, so that I could have experienced similar discussions about other Oracle Marketing Cloud products. Luckily, Oracle users have made Topliners a great place to continue learning, spark discussion, and build relationships with peers.

 

With one MME now under my belt, I look forward to taking even greater advantage of the experience in 2016.

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