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Healthcare marketing is somewhat, let's say, 'behind-the-times.' Constrained by small marketing teams, government regulations, and slow adoption to modern marking practices, healthcare marketing is in need of a re-vamping. The advent of Eloqua within my organization is being implemented to address that issue. A transition from old 'mail shop' practices of batch-and-blast, into the more modern marketing practice of always on communications. A new way of thinking; a new way of marketing.

 

So what's the goal?

To communicate the right message to the right person at the right time. A transition from 'speaking' to 'listening.' A transition from all 'push' communications to a healthy balance of push, pull, and engagement based communications.

 

The issue with baselining current state.

We are adding a whole host of net new capabilities with the introduction of the Eloqua platform. The baseline is set on the current contribution margin metrics we garner from our batch-and-blast / control group methodology.

 

Future campaign / implementations.

One major win is the idea of capturing known / unknown users on web entities & tracking tagged pages. This technology will enable the creation of business rules / segmentations around what the user is currently interested in. Has the user visited 3 cardio tagged pages? Well she, or someone in her family, must then have a need for cardiac services or more information surrounding the cardio service line. Let's enter her in a cardio nurture program to start driving her down the funnel to conversion.

 

So which classes best informed this strategy?

In short, every single one of them. Oracle Eloqua training not only teaches the high-level strategy concepts, but also plays in the weeds of the implementation stages. I truly enjoyed the Engagement, Targeting, and Conversion tracks. It helped me wrap my head around the idea of modern marketing and inspired me to think about the great practices I could directly bring to the org to disrupt the stagnant Healthcare marketing scene.

 

So what's the impact on your business?

Eloqua has not been fully rolled out to our clients quite yet (pilot clients start in July), but Eloqua is already making quite a wake internally. The net new capabilities are inspiring our Integrated Marketing Managers to create best practice modern marketing strategies for future state healthcare marking. Service-line growth, new movers nurturing, the list goes on. It is a breath of fresh air to have such a powerful marketing tool at our disposal.

Introduction / Background:

I work in the scientific / healthcare / academic industry. The company is large which makes changing and evolving a daunting task. By the time we get new and innovative ideas approved we are already 2 steps behind. It is frustrating to feel I am always walking in someone else’s shadow.  My company adopted Eloqua a few years ago. We used it primarily for A/B testing and keeping all of our emails organized. It wasn't until recently that we branched out and began exploring the programs capabilities further. The company has always wanted to make our email campaigns more automated, but lack of knowledge got in our way. We also wanted to shy away from the usual "batch and blasts" that we were constantly sending. We wanted to create targeted segments that were more personalized to our customers. With all that being said, we buckled down, took the Eloqua training courses, and began our journey towards our first automated campaign.

 

 

The Challenge and Our Goal:

Our challenge was to create an "always on" campaign that took our customers through a "journey" over 6 months. We wanted a campaign that pulled people in constantly and added them to this journey without having to manually add a new group of contacts every week. Our New Lab Startup program was designed for people who are just getting their labs up and running. This campaign showcases all the tools and equipment they need at discounted prices. Our goal was to delivery these messages with an automated system that would run for 6 months.

 

 

Benchmarks:

At the time, we really didn't have benchmarks to go off of because of our lack of knowledge in marketing automation. We were hoping after the launch of our first campaign, we would be able to create actual benchmarks for our future campaigns.

 

 

Implementation:

1. Emails

Our team was to design and code 8 emails for this campaign. In each email, we set up 2 field merges to pull information from our contact's record. During this process, we also had to create a Custom Data Object because each person's Approval Date was different. The Custom Data Object contained the customers start date, which in turn gave us their completion date, 6 months later. The field merge was then able to pull that date and make it unique for each person. We created 6 other emails similar to this one. The 8th email was a survey for our participants to complete at the end of the campaign.

 

 

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2. Segment / Form

We pulled in contacts that submitted our New Lab Startup Form. This created our segment. The contacts were automatically added to the campaign and thrown in a wait step for an hour before moving on.

 

 

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3. The Campaign

This campaign was designed for our US and Canada customers. We had to carefully create this due to the language barrier between countries. After our customers filled out the New Lab Startup Form, we placed them in a 1-hour wait step. The next step was to set up a compare contact field where we separated our English-speaking customers from our French-speaking customers. Our French-speaking customers were then placed into a wait step where they eventually are sent into our French version of this campaign. Our English-speaking customers were placed into this campaign, where they will travel for 6 months. This was a great way for us to be able to control exactly when each email when out. It was important for us to be on a specific time frame. The segmented members you see to the left were people who filled out the form prior to creating this canvas. We had to place them in specific areas based on which emails they already received.

 

 

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Results:

As you can see our campaign is still running. But we achieved our goal of creating an automated; “always on” campaign that effectively moves our customers through a virtual journey. We've had over 7,000 people complete the form and move in and out of this campaign. This campaign has strongly impacted our business by helping us to learn new skills that can help keep us organized and consistent when it comes to long-term campaigns such as this one. We are now able to implement these strategies into multiple campaign that we run yearly.

 

 

Classes that helped along the way:

  • B2B: Personalizing Campaigns
  • B2B: Advanced Editing and Form Processing
  • B2B: Integrating Custom Objects with Campaign Canvas
  •   B2B: Fundamentals

              -B2B: Fundamentals of Segmentation

              - B2B: Fundamentals of Emails

              - B2B: Fundamentals of Forms & Landing Pages

              - B2B: Fundamentals of the Campaign Canvas

  • B2B: Advanced Segmentation

Blog by Marty Huisman, Owner of Markety, France

 

According to sources like Forrester and IDC TechWatch events are taking between 15 and 20% of B2B marketing budgets.

 

Events are the last standing remnant of “pre-digital” marketing but are still seen as the most important source for leads, brand awareness and interaction with target audiences. When asked to list the most effective marketing tactics, B2B marketers put events on top with a 75% score (source: MarketingProfs / Content Marketing Institute report 2015). 

Despite the importance of events, a stunning 60% of B2B marketers have no clue how to measure their ROI.  Meanwhile management pressure to justify marketing investments increases.

 

We observe a situation with plenty of contradictions: budget is spent on events of many kinds, marketing managers claim that these events are highly effective but are unable to proof that by showing ROI. And because they don’t know the event ROI they feel uneasy to answer questions like: “why should we participate to this exhibition?”, “what’s the use of holding another partner kick off next year?”.

 

How to turn this into an opportunity?

First let’s take events out of their “world apart” they often seem to exist in and integrate them with all other marketing tactics, acknowledging their position in various stages of the integrated sales and marketing funnel.

Then, develop an event strategy that ensures a measurable contribution of each event in various stages of the funnel. Define the ROI in relation to the events objective and decide how you will measure it. Events are held for many different reasons, from generating leads on trade shows to VIP-meetings with selected customers, from recruiting and training value added partners to product launches.

 

With all of that done, Eloqua and related apps from the Oracle Marketing AppCloud can be brought in to add real value. I recommend that, even if events require often quick reactions and modifications in the invitation phase, that you lay out the full event campaign approach and prepare ALL the assets (forms, emails, Landing Pages, Shared Lists) and program the event module – if you use it - in advance.

Carve out 2-3 days in your event preparation schedule to take care of this with your Eloqua expert(s), it will avoid mistakes when making changes “on the fly” and it will make you gain time and quality.

Below follow a few ideas that come on top of the regular Eloqua event campaign planning and execution.

 

  1. Before the event

As an event manager you are overwhelmed and pressure rises with every day the event comes nearer. Nevertheless: keep calm and plan ahead.

  • Create segments with contacts that are in the right “funnel stage”, and who match criteria like lead score, function, Industry. Enrich the segment with contacts in nurturing campaigns fitting the event objective.
  • Create the usual event invitation campaign and think about ways to extend its reach:
  • Use the event registration form to capture upfront details about session participation or to set up meetings
  • Send reminder emails to registrants and tailor information to their event registration profile using Dynamic Content.
  • Provide a QR Code or a badge ready for print to speed up the check-in process on-site

 

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2.      During the event

Nothing beats in-person interaction to capture the behavior and feedback of prospects and customers. How to transfer this feedback to digitalized info? Here are some ideas that make your company look professional and that add to a memorable participant experience. Attention: make sure that you know upfront what you will do with the data that you collect (enrich the contact profile, spin-off follow-up) and involve your sales team to continue the conversation.

  • Streamline registration with QR Code, badge or business card scans: Apps are available from the cloud to help do this
  • Capture behavior of participants with specialized event apps like Event Farm, Akkroo or Certain which are tracking:
    • Booth visits
    • Break-out session participation
    • Download of content from kiosks at the event

Ensure upfront that these event apps sync well with Eloqua so that you can instantly use the data they will provide

  • Entice participants to leave “digital traces” through games, prize-draws, quizzes etc
  • Propose a digital survey before participants leave the venue (and not as part of the follow-up email, which is often the case).

 

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3. After the event

This is the moment of truth. Most event teams consist of marketing and sales staff who have other roles to play in their organizations than just taking care of events. The preparation of the event and the event itself carves out substantial time and energy. That energy is at its peak during the event and vanishes the moment the final participant leaves. The team is tired and takes a few days off, or even worse, stays in bed sick.

This is when leads get lost because nobody cares about follow-up, this is when collected data is left by the wayside because nobody is available to manage it.

How to resolve this?

In my experience this is about a certain mindset and upfront planning. Event teams should prepare themselves to stay “in place” a few more days immediately after the event to ensure that:

  • Event attendee lists are correctly loaded into Eloqua for follow-up emails
  • Collected data are integrated into Eloqua and the CRM (the data-expert should have this is her/his schedule and the event manager should work with her/him)
  • Sales staff is triggered through the CRM system, based on rules set up-front, to re-connect with event participants within the week after the event.
  • Immediate feedback is given to management about the results of the event. For objectives like “number of new leads”, “demo versions distributed”, “new partners recruited” reporting can be done immediately after the event. If you need to measure the closing of deals, reporting should be done during the timeframe that it usually takes to win a deal.

 

Image MA event machine.png

 

The Eloqua-based event ROI machine

 

Based on my experience in a European B2B context, much of the above can still be improved. It’s in the interest of marketing and sales performance that these improvements are done. Eloqua experts can play a concrete role in it, adding more value than they may think!

 

Supporting Eloqua classes:

  • Basic Event Management
  • Events in the Cloud
  • Managing Social Media
  • Managing Multi-City events
  • Eloqua Sales Tools
  • Closed Loop Reporting

The Challenge

Our challenge was to reach a less targeted demographic for our company with an email campaign in Europe introducing some new technology for our manufacturing equipment and in doing so try to gauge interest and possible future ROI in this area.

 

Our Goal

The overall goal was to increase awareness of our new technology in the United Kingdom but also include the English speaking populations of Sweden, Ireland, Denmark, Netherlands, Norway, and Finland. We knew we would need to build out a segment that would focus on this specific demographic in which we had not exclusively targeted before. We also needed to create a shorter lived awareness and educational campaign that would allow us to see what kind of engagement we could expect from this European market with our technology that could increase our customer’s productivity. We were hoping the smaller campaign would be able to help us determine if they were going to be an area worth investing more marketing in.

 

Benchmarks

Unfortunately, we did not have a lot of metrics to go off of to determine where we stood in this market so we were hoping that this campaign would become the benchmark to tell us possible profitability in the future.

 

Implementation

The Segment: We started by first targeting all contacts in our system with the contact fields matching the business units that we knew would benefit most from our technology.

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We then applied a contact filter to exclude all contacts that did not have a system language of “en” and having a value of language that is not blank.

 

We added our master system exclude list to rule out any unsubscribes, hard bounce backs, internal employees, as well as possible competitors. The final contact filter we added was one to exclude any contacts that had not been active in the last twelve months.

Luminary 2.jpg

Finally, we added filter criteria to exclude all contacts that did not have a country listed matching our desired targeted audience in Europe.

Luminary 3.jpg

 

The Campaign: We decided to do a three email awareness and educational campaign that would space the emails out every two weeks after the first initial email send. We also set the segment to “add members once when the campaign first activated” so we would have a specific time line set to see the final results once the campaign had ended.

 

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The Results

After the campaign was complete we were able to determine that by specifically targeting a small direct audience in this region that we had descent results above our initial expectations. We concluded that the target audience was worth pursuing with a click to open rate of about 32.5% and a unique open rate of 38.7% and finally a unique click through rate of 12.59%. We are looking forward to using this as our benchmark for future campaigns to see what type of other messaging and promotions can be sent to this demographic in hope to see a true benefit in raised ROI.

 

 

 

Conclusion

We were able to determine that running a smaller campaign during a short time when first starting to target a newer audience can help gauge the possible ROI in that area. In our case it showed that we could invest in running more long term nurture and promotional campaigns to these regions in the future.

 

Helpful Academy Courses

(Though all classes have been very helpful some that directly affected this initiative are below)

 

B2B: Advanced Segmentation

B2B: Progressive Profiling

B2B: Personalizing Campaigns

B2B: Analysis

B2B: Fundamentals

B2B: Revenue Performance Management

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