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We started using Eloqua in June 2017. Before Eloqua, we didn’t do much email marketing. We’d send the occasional eblast through our local newspaper, but we never did anything on our own. We knew that we needed to get a better handle on our digital marketing, but we never had the tools or the people that were able to do it.

 

Our initial goal was to send out one email per month – we don’t have a very large market for the particular services we are currently promoting. The first email we sent out was a very proud moment! Nothing complicated – a simple eblast to our local customers – just getting our feet wet.

 

As we grew our marketing team, we realized how easy it was to utilize Eloqua to reach our customer-base. We’re now sending between three and five emails per month – usually to different groups of customers or prospective customers.

 

At this point, we haven’t done any “groundbreaking” campaigns. It’s usually an eblast or sometimes a simple webinar campaign. So instead of talking about the campaigns we’ve done, I’d like to talk about an Eloqua tool that has changed the way our sales team operates.

 

Marketing Challenge

For many years, our sales team has asked for something they could use to communicate with their contacts using marketing-approved content and materials. The system they used was a mix of random pdf and word files along with emails written off the cuff. They also wanted something that was available to them on-the-go. I told our team that I’d look into a few options.

 

Approach

It had been a few weeks since starting my research, and I took the B2B: Sales Tools class and learned about Engage and Profiler. We were already using Profiler and had it integrated with our CRM, Sales Cloud. But I had never heard about Engage.

 

I did some research and talked to our Oracle reps about using it and learned how many licenses we had available to us. I installed it and set up our user accounts – it was so easy!

 

We then met as a marketing and sales team to decide what types of emails were needed and what marketing pieces – flyers, brochures, etc. – should be included in Engage. We have two sales teams that focus on different products and services.

 

Our local sales team currently has seven email templates in the system, including:

  • Follow up to 1 to email
  • Follow up to generic meeting
  • Follow up to networking event
  • Follow up to Network Sentinel/MSP need
  • Follow up to phone system/meta need
  • Follow up to security need
  • Follow up to tradeshow/convention

 

Our other sales team has more of a national focus, and they have eight email templates in the system, including:

  • General thank you email
  • Intro Flyer
  • Introduction - Meet Toni
  • NGCS
  • Text Solutions
  • TextConnect
  • Webinar
  • Whitepapers - RTT

 

So as you can see, they have very specific emails related to the products/services they are selling. Our national team is also using four brochure or flyer files to include with the emails they send out.

 

Engage main screen.PNG

Throughout the implementation process, I performed research on Topliners to see how other people were using Engage and some of the best practices around the tool.

 

Results

Our team has now been using Engage for the past month. It has really changed the way they communicate with prospects. One of our sales team members goes to tradeshows quite often, and Engage has made her follow-up process immensely easier and so much faster.

Engage compose.PNG

After discussing how the Engage process is working with our sales team, they have noticed that they have more time in their day to work on other projects. They are also able to see when their contacts are opening their emails or opening the attachments they send, which has made their follow-up process much more effective. While we haven't necessarily seen an increase in sales that we can attribute to the use of Engage, we do anticipate that having a more streamlined sales team will eventually result in increased sales.

 

As we continue to use Engage, we’re constantly making tweaks to email templates, changing how we label files and reorganizing permissions to best fit our business model. I really couldn’t believe how easy it was to make these changes. When someone from the sales team asks for a change, it usually takes less than five minutes to fulfill their request. I love that!

 

Conclusion

If you have a sales team that tends to "go rogue", I would highly suggest implementing Engage with your team. Both implementation and maintenance on the Eloqua side is very simple. And if you already have at least a start on your marketing materials, I have no doubt Engage would be on great benefit to both your sales and marketing teams. Not only does has it improved our efficiencies, it has improved the relationship between the two teams.

 

As we continue to grow, I anticipate that we’ll continue to use Engage to its fullest extent and “up our game” on the Eloqua marketing automation side.

Sage runs marketing automation using a central model whereby all Eloqua campaign work is completed by the Global Marketing Automation Team. A daily challenge we faced in the Marketing Automation team was the volume of questions received from the stakeholders (Marketers) within the business. Typical questions that are received range from best practice marketing automation, Eloqua functionality, our processes, SLAs, Templates, Lead Scoring, etc. What we noticed was that many of the questions were very similar and we were spending a lot of time answering the same questions over and over; time which could have been better spent automating and executing campaigns.

 

The goal of this project was to decrease the time spent answering questions and increase time spent executing campaigns. We also wanted to make the process easy for our stakeholders to find the correct answers to their questions very quickly so they could focus on the bigger tasks with higher priority at Sage;better campaigns and increased ROI.

 

We wanted to do this with existing resources that were already available to us; the answer was Eloqua.

 

What did we build? A chatbot which contains all the answers asked on a regular basis and more.

 

 

Meet the ‘Demand Marketing Chatbot’.

 

 

To put it simply the chatbot was created using the following:

 

  • An Eloqua Landing Page
  • A Form
  • Google Sheets
  • TableTop (An open-source JavaScript library)

 

The Google sheet which we called the ‘Chatbot Brain’ contains all of the questions and answers which the chatbot expects to receive.

 

 

The functionality

When a user asks a question to the chatbot, the data from the ‘Chatbot Brain’ is ‘crawled’ by the Tabletop.js script. A bit of custom JavaScript then matches the question to an answer using a ‘fuzzy match’. The relevant answer is then displayed on screen to the user as a response. If a suitable answer can’t be found in the ‘Chatbot Brain’, the question that was asked gets recorded (to another Google Sheet). This document can be  monitored and those questions and answers can then be added to the ‘Chatbot Brain’ in case they’re asked again in the future.

 

As it’s built on an Eloqua landing page the tool is hugely scalable by sharing the URL and has been rolled out on a Global basis for Marketing teams within Sage. A link to the Chatbot has been added to all the various internal tools and resources that the stakeholders use so they always have easy access to it.

 

This is the first chatbot type tool that can be used within the Marketing team at Sage, giving quick and important answers to its users.

 

The assets which are needed to build it are so simple but effective which means they can be used again for any type of chatbot, including for external marketing activity. It has been suggested that a similar tool could be used externally for customers to get instant answers about our products.

 

The Results

In its first three months, the stats include:

 

  • 400+ landing page views
  • 90+ visitors
  • 4.5 average views per visitor
  • 340 questions asked
  • 111 new answers added to the chatbot brain
  • An 80% reduction in questions directly to the team


This last statistic is hugely important to us as the team have spent less time answering questions from stakeholders and stakeholders now have a place to go to get fast answers. This means that Marketers at Sage can focus on creating and implementing revenue generating, cost-effective and innovative marketing campaigns.

 

As a Global Marketing Automation team, building campaigns for Marketers across the business, our customers are Marketers at Sage. B2B: Engage and Enrich helped us to decide how we can improve the experience they have with working with us as a team. We wanted to increase engagement by creating a tool which was user-friendly and had a look and feel that they are familiar with. The functionality is easy for them and encourages them to use the tool more frequently and the content is tailored to their needs.

 

During the implementation and roll-out of the Chatbot we continuously checked on the landing page insights to ensure that the tool was being used. It has helpful to see that we had returning visitors from the landing page analysis overview which meant we could see that the tool was helpful. Without these insights, it would have been difficult to see if the tool was a success, however, having over 90 unique visitors in 3 months proved that it is working very well. The B2B: Insight for Reporters course showed us how we could use reports to make decisions about campaigns and the next steps to increase effectiveness.

 

Huge thanks to kevincassidy313 for his support throughout this project!

There are times you would require additional customisation and dynamic capability in your campaigns. There are campaigns that are not your standard day-to-day campaigns that demand high levels of customisation and we would often end up rejecting them due to technical capacity. Luckily for us tech-marketers, we are in this new era of APIs, that if rightly used you can achieve any levels of customisation that you can possibly imagine. This article will explain with help of a campaign, on how to set up your own data layer, integration layer and use them in your campaign.

 

Overview

Sage is a corporate partner of the Invictus Games 2018, had a pool of free tickets to give away for its exclusive customers, partners and employees. And we decided to run a campaign in Eloqua to invite people to claim their allocated tickets. We needed to balance the ticket deliverability and enhance the customer experience.

 

Problem

Although this sounded like a regular Roadshow event there are details that are critical which added to the extra challenge that made this campaign fun to work with. The problems/ challenges are as follows;

  1. A portal to allocate and manage tickets to customers.
  2. The process must allow for different events and ticket quantities for each contact.
  3. Variable ticket count can be allocated to customers for different events.
  4. It should be scalable, that is, the process must allow the addition of new ticket allocation at any point within the lifecycle of the event.
  5. Making the setup reusable for any such ticket distribution in the future.
  6. May not be able to use Eloqua’s default Custom Data Object (CDO), as it would be complex to provide an additional interface for the Events to handle the data.

 

Solution & Implementation

Like every other online application, we need 3 layers to achieve this.

1. Presentation Layer (Eloqua)

This is none other than the campaigns that the customers interact within the form of a Landing page or Marketing Email.

 

2.  Data Layer (Eloqua CDO / Google Spreadsheet)

This is where all the ticket allocation happens. The customer and their respective tickets allocated to them are placed here. This could be your CDO or a Google spreadsheet. If you are going by the CDO approach, it might be challenging to provide access to the CDO to the events team directly because (a) they might not be provided with Eloqua access. (b) the events personal can find it difficult to manage this data in CDO. In either case, they will have to rely on Marketing Automation.

 

However, by managing the ticket allocation data in a Google spreadsheet will give a great advantage to the Events team, in terms of usability and the flexibility.

 

3.  Integration Layer (Rest API, Custom JavaScript / Zapier Automation tool)

This is vital to communicate between the Eloqua landing page where the customer will claim their tickets and the data layer where the ticket is placed. In case you decided to use Eloqua CDO to place your date, the integration is readily done. But if you have chosen a 3rd party such as Google spreadsheet, then we need to use one of the public JavaScript libraries called tabletop.js. (https://github.com/jsoma/tabletop). You can find detailed instruction on how to implement this JavaScript in your HTML page (Eloqua landing page). Note tabletop script can only fetch the data from your sheet and not update them back.

 

For communicating back to the sheet in order to update the claimed count and the statuses, you might have to use a REST API or a Zapier integration tool. I am not going to get into the details of it in this blog but, in my implementation, I used Zapier simply because it was available to our organization.

 

  

Fig.1 High-level execution plan of the ticket allocation implementation

 

One more key consideration you must be aware of when using the Google sheets as your data source is that you must try to avoid feature sensitive data such as email address in the spreadsheet considering the data security policies. However, if you can store the Eloqua ID for each contact, and then use a web data lookup to identify the customer, would be an ideal scenario.

 

 

Fig.2 Detailed implementation flowchart of the ticket allocation process.

 

 

Results:

  1. Delivered free tickets over 200 customers.
  2. Allocated over 1000 tickets for 8 different events.
  3. Each customer would receive a unique set of tickets to the events that they are allocated with.
  4. The events team were able to set a deadline for claiming tickets.
  5. Good visibility of allocated vs claimed tickets.
  6. 100% ticket utilization.
  7. The same technique and solution were used to achieve other solution such as managing bookings for multi-webinar series. And therefore, the solution is reusable and scalable.

 

Key takeaways

The potential, the depth and the level of complexity of campaigns can be hugely extended by strategizing a solution where one could mobilise data across various components of Eloqua, JavaScript and 3rd party tools.

The following Oracle University courses are key to drafting this solution:

Develop & Design

Prioritize & Process

Convert with Custom Objects

 

 

The Challenge:

 

We have a series of webinar events on 5 different topics that have multiple sessions that run weekly through the month and repeat each month for a quarter.  This equates to as many as 5 events per month (1-2 weekly) and 15 events per quarter.  The webinars are hosted in Webex and registrants come in through multiple sources and register on an Eloqua landing page and form. After that form submission, they are processed through to Webex in preparation for the event. After the event, attendees are sent to Salesforce for sales followup.  The challenge is the development and management requirements to support ongoing weekly webinars and associated processing for a program of this magnitude.

 

 

Our Goal:

 

To create a scalable, repeatable solution for processing a series of Webex webinar registrations and sending attendees through to Salesforce automatically with the development of as few Eloqua assets as possible.  We also wanted to be able to "set it and forget it" each quarter - to be able to launch a campaign at the start of the quarter that would distribute each set of webinar invite emails based on the event calendar and then have any registrations automatically processed to Webex and through to Salesforce as appropriate without having to launch new campaigns for each webinar in the series.

 

 

Current State:

 

When you consider the assets potentially required to support this effort - 15 invitations emails, 15 thank you emails, 15 landing pages, 15 forms, 15 reminder emails, and 15 campaign canvases that must be created every 3 months, and given the fluidity of webinar event scheduling, it was necessary to find a way to minimize the build requirement, reduce the required lead time, and make the process as efficient as possible.

 

Our Solution:

 

1.  The first decision in our solution set was to eliminate 14 forms by creating a single form processor that could accept registration data from each of the landing pages along with unique identifier values indicating which specific webinar the contact is registering for.

2.  Next we created the initial set of webinar invites by topic for the first month.  Once these were created and approved, they were cloned and only the dates for the remaining sessions were tweaked in each email.  By minimizing the content changes in the repeated sessions, we minimized the development effort for creating the invites for the second and third month of the quarter.

3.  Though we kept the 15 thank you emails because they are customized with the .ics calendar files applicable to each event, we created a universal thank you landing page that has a video that helps the contact prepare and test their desktop or device for a successful experience when they join the webinar event.  This eliminates 14 landing pages on this first quarter, and all 15 thank you pages on any subsequent quarter.

4.  For the 15 reminder emails, a decision was made to send them from the Webex platform instead of Eloqua. They can be automated from that tool and are customized for the given event.  This decision automatically removed 15 emails from the list of requirements, and still provides for a good customer experience.

5.  For the campaign canvas, standard processing would require that we set up a single campaign canvas for each webinar and process them individually.  Instead, we have created a single invitation campaign canvas that has a "track" for each event topic in the series.  Within each track, the canvas sends each invite out based on the date of the event, and when a contact actually attends an event within the track, they are removed from future invitations for that track.  Once the contact receives the invitation and registered, they are picked up from the form processing step and dropped into a program canvas via a Listener.  The program evaluates the ID assigned for the webinar, registers them in the corresponding Webex event via the Webex Cloud Connector app, and then holds them in wait step until after the event. Upon conclusion of the event, the again accesses Webex via the app to confirm that the contact attended the webinar.  If the decision rule returns a true value, the contact is sent through a second Cloud Connector to Salesforce for sales followup.  If they did not attend, they are dropped from that path in the program.  By using Program Canvas, we can handle a single contact being in the program multiple times if they register for more than one event in the series. This part of the solution eliminates the need to have 15 different canvases set up and running each quarter to process for each webinar, and instead uses 1 Campaign Canvas and 1 Program Canvas that run continually until all processing for the quarter is completed.

 

Below are screenshots of the Campaign Canvas and the Program Canvas.  The canvases are large and complex so only partial screenshots are provided.

 

Campaign Canvas:

 

Program Canvas:

 

 

 

Results:

 

By the numbers, we reduced a total of 90 assets per quarter down to 34, with 20 of the 34 being quick "clone and tweak" versions of originals.  This is a 62% decrease in physical assets required to be managed in the system and, if you extrapolate using an average build/test time of 4 hours per original asset and 2 hours for cloned assets, a savings of over 264 hours per quarter of development time alone.  This does not include additional savings on reporting requirements, asset management etc.  In addition, this solution allows us to be flexible and responsive to an increasing requirement for supporting online events that have short lead times, changing requirements, and can be easily scaled and repeated.

 

Future:

 

Going forward, we plan to revisit the invite emails for the repeated events to see if we can find a solution using dynamic content that would allow us to create just that initial set of emails and then resend them with revised content as each repeated session comes up.  In addition, we will be looking for ways to reduce the number of thank you emails by finding a solution for customizing the content and .ics file link for each webinar.

 

Marketing Cloud courses that were helpful with this project:

 

 

Ahoj,

 

GDPR brought an excessive amount of changes to the world of digital marketing automation. Along with new rules, new opt-ins came new approaches - privacy first, privacy by design and need for robust data security. Most of those changes were directly related to redesigning subscription centre from the ground. Let's take a look at my journey.

 

Marketing Challenge

The first step was to write down all the business and legal decisions that would shape the preference management experience for our users.

The plan - create a solution that would:

1. be created with privacy by design and privacy first approach. That meant we must build the new tool in a way that makes sure that everyone has access only to his data and cannot modify anyone's else data,

2. work even without cookies enabled,

3. present only the required minimum of data and subscriptions for each user,

4. allow for easy management of not only topic subscriptions but also opt-ins - with a possibility for the client to become blacklisted on demand.

With the above points, the goal was to both get less GDPR based inquires by mail by helping users manage their preferences on their own and steer clients from blacklisting into editing their subscriptions and opt-ins accordingly, as it allows to keep contact with them on new terms.

 

My company's existing Subscription Center was using standard Eloqua field merges based on visitor cookie linkage which could be violated by abusing Eloqua profile priority (you can find more on problems related to it in B2B: Profile & Target). We already implemented best practice of using e-mail groups for subscription management (see B2B: Relevance and Retention) but wasn't controlling the visibility of groups based on the client data. Finally, we had quite a big problem with the reliability of visitor profile data allowing users the even see their current preferences. Which, in many cases, led them to opt for the most comfortable option - writing to us manually. Not the experience we wanted to give to our customers.

 

New approach required me to work from the ground. New landing pages, new forms, new e-mail footers, new Eloqua functions to make it all work.

 

E-mail Footers

The new approach to e-mail footers was the first and necessary element to make the whole approach achievable. I created a few dozens of footers, each containing two links. One that would unsubscribe from this particular e-mail group (by leveraging Eloqua system action) with appropriate description of that e-mail group. That system action is redirecting to a sorry-to-see-you-go LP set within the e-mail setup panel (dive deeper into all the possibilities with B2B: Configure & Calculate ROI).  It's nifty solution, as it is much easier to set up than our previous approach of (ab)using blind form submits for that. Such a thank-you landing page is excellent because of two reasons. You can become sure that customer did what he precisely wanted by giving him the option to resubscribe to the e-mail group he just left right next to strong copy saying what he lost due to unsubscription. You can also put there a link to the new preference management page where he can go even deeper with aligning communication to his needs. Two possible wins from a theoretically very sad redirect.

Footer.png

The second link goes directly to the new Subscription Centre. However, this time it was not a regular link. I needed something that would trump the cookie problem mentioned earlier. I had to be sure that it always shows the user his current preference data. Thankfully there is a straightforward and powerful solution baked right into Oracle's Eloqua - the PURL field merge. Adding just <span class="eloquaemail">PURL_NAME1</span> after the base URL in an e-mail link leading to any Eloqua based landing page gives you confidence that field merges, and dynamic content won't fail. On sending, it automatically changes to a unique code (for example https://website.com/MateuszDabrowski1234) that overwrites cookies and works even with stringent privacy settings of the browser. Perfect not only for preference centre but actually for any case of linking from e-mail to an Eloqua LP with personalisation.

 

Two Subscription Centre Forms

I decided to create two separate Eloqua forms for the new Subscription Centre - one for the preference and consent management and second only for global unsubscription. Why? It doesn't add much work to build but allows for a few niceties on both visual UX/CX (separation of the edition and deletion processes) and automation (more accessible to segment and automate based on different forms).

 

Global Unsubscription Form is very straightforward. Thanks to PURL in a link leading to this page, we always have the e-mail address. Thanks to it, we neither need to gather it nor even show it. Therefore, this form for the user looks like a simple button (however, it is not a standard blind-form). I also surround it with a robust copy convincing to manage subscriptions instead of blacklisting. This approach allows minimising the number of global unsubscribes. I also hide e-mail field and make it uneditable with javascript. Less distraction and a smaller possibility of malicious unsubscribing of other users. With another snippet of js code (learn more on how to leverage query strings with marketing automation: https://mateuszdabrowski.pl/posts/capturing-tracking-parameters.html) I also automatically fill hidden fields capturing both base URL and all query links. I plan on improving this approach with the use of built-in query string field merges which in this particular case are even better and simpler solution (more on them in Oracle Docs). The processing steps are explicit - globally unsubscribe the user and pass that information to external systems.

 

Much more interesting is the second form containing opt-ins and subscription statuses. I also use hidden query string fields and lock e-mail field from being edited for the same reasons stated above, but also show personal data processing and e-mail communication opt-ins along with all the e-mail groups used by my company as checkbox fields. Thanks to two options of Eloqua, this approach is potent for e-mail group subscription. Firstly, on the Design tab of Form, in filling tab of form field settings, I chose to set checkbox status using email group subscription value. This option makes user quickly see whether he is currently subscribed or not to each type of communication. You can find the second part that makes it even better in processing steps. There, you can control email group subscribe/unsubscribe with the state of the form field. Adding both tools means that form shows current status and any change (checking or unchecking of the checkbox) directly impacts subscription over submission.

Processing.png

It is a bit harder to do a similar thing with opt-ins based on data model fields rather than e-mail subscription (data processing and e-mail communication in our case). However, even for that, there is a solution – create a hidden field merge of those fields somewhere on the landing page and with small javascript snippet check or uncheck appropriate checkbox depending on the field merged value. Of course, remember always to subscribe user globally, as the filling of subscription centre form is the best way to regain your blacklisted contacts.

 

Landing Page

As for the main Subscription Centre Landing Page - it is easy. Just consider all the above elements (requires quite some javascript) and be sure it works nicely on mobile and done. The rest is leveraging your brand aesthetic and working on a compelling copy that that help your customers decide what communication they need. Don't limit the customers – you don't need them subscribed to everything as they may pass on the number of e-mails quickly. Instead, help them focus on what is essential for them and use that knowledge for segmentation.

 

P.S. If you plan on giving access to your Subscription Centre from other places (like footer of your websites) be sure to link there not SC directly, but rather a small landing page with a short form asking only for e-mail. Its only purpose is to send a mail with a link to your SC with PURL field merge. Why?  With this small action, you become sure that only the owner of the e-mail address gets to preference management tool and that all data is correctly field merged thanks to the power of PURL.

 

The Sum Up

Implementation of the above approach to Subscription Center allowed us not only to improve the user experience for our clients greatly but also made our lives easier. Thanks to this approach we receive over 70% fewer e-mails from our clients because they started to manage preferences on their own. And that means quite a lot of people in our company having more time for other tasks. That change also transformed around 50% blacklists into subscription tailoring, which - of course - is huge for digital marketing. In the future, I want to personalize the experience further and keep minimising negative impact and maximising the positive experience.

 

Thanks for reading and if you have any questions - feel free to ask. I found a tremendous amount of helpful ideas - especially on various scripts mentioned above - on Topliners and would love to give back to the community.

The Marketing Challenge:

 

Within our business, Eloqua and Marketing Automation are both relatively new concepts. The sales team is very possessive of their clients and they are quite reluctant to allow marketing to contact their clients directly.

 

This became a challenge for the marketing team, as we would design fantastic campaigns in Eloqua, create our segments based on some well thought out filters, and then share that list with the sales team, only to be told to remove half the contacts and add a list of other contacts. Often these contacts aren't even in our CRM instance, let alone in Eloqua. The hurdle that we needed to overcome was: How do we get our sales team to trust marketing with contacting the clients that the sales team believe to be the right contacts. The first step is to build the sales team’s trust. The second step will be for the sales team to trust marketing's segmentation exercises and know that we are contacting the right client at the right stage in their buying journey.

 

Our Goal:

 

Our goal is to build a level of trust where the Sales Team is confident that we are touching the correct clients at the correct time, thereby allowing us to decide when to put which clients into Nurture campaigns.

 

Current State:

 

The Marketing team spends ages creating complex segments in Eloqua that have to be changed and reworked for every campaign based on feedback from the sales teams, resulting in delays in launching the campaigns of up to a month. In the fast paced industry that we operate in, time is money.

 

Our Solution:

 

The Sales team is comfortable with flagging clients in campaigns within Salesforce, so I thought, why not use this as a way of indicating which clients our sales team would like to include in our campaigns? This way, they don't only have ownership and control over who we are contacting, but it also allows them to add clients to nurture or other “always on” campaigns if they believe the campaign would be of value.

 

To do this, I created a new custom object for our contacts which referenced the Campaign details from Salesforce.

 

Custom Objects.png

 

Custom Object Fields.png

 

Then, when we create our segments in Eloqua, we simply create a filter that references the Custom object, and specifically the SFDC Campaign Members field, which is being pulled across from Salesforce.com on an inbound sync.

 

Segement.png

 

As you see from the custom object fields, I am also mapping the contact status within the campaign, which also allows me to create exclude rules. If they mark the status as Don’t Send, I simply ensure that I create an exclude filter which looks at the status field and filters based on that. This is my way of creating that level of trust with our sales team. Ultimately, they are in control of who gets included in which campaign, without them having to send copious spreadsheets and lists of who they want included and who they want excluded.

 

The courses that I have found invaluable in this project were B2B: Profile and Target, B2B: Convert with Custom Objects and B2B: CRM Integrations.

 

I also have to thank the Topliners community for sharing their ideas and projects. It isn’t often that you find such an active and responsive community, that is always willing to help. Often just browsing through questions and answers, I have found new ideas that I will try to bring into our business in one way or another.

 

Our solution is a temporary one to help us build the trust and internal reputation with our sales team. We will soon get to a point where we, as a marketing team, have the autonomy to decide which clients we need to contact and when, and that is when I really believe that Eloqua will come into its own. The marketing automation project is a journey, and to get to that final destination we need to take one small step at a time.

 

How it has impacted our business:

 

The initial feedback from our sales team has been awesome. They love the idea that they are able to choose who they want to involve in which campaign. One of my sales team members commented just the other day that he was so excited about the campaigns that are being run and the ones being planned! I thought this strange, so asked him to explain. He said to me that he was at a client where he identified an opportunity for a solution, and after discussing it further, realized that the client would be a perfect fit for one of our nurture campaigns, so before he left the client premises, he logged onto Salesforce, added the client to the nurture and within the next day the client had received their first mailer, had engaged and was eagerly waiting for the next installment.

 

If we can get sales to buy into our marketing efforts, and support our initiatives like this, the world is ours for the taking.

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