Skip navigation

You've made an investment in yourself and your training, but where do you start? Review this post to figure out just which content is best for you as you begin your education journey, based on the CX Marketing product you're focused on.

 

Important Tip! Before you begin, make sure to use the filters to narrow down the content based on your interests, but most importantly, the PRODUCT you want to study! 

 

Eloqua

Training GoalContent Explanation
Brand new to Eloqua?The Getting Started with Eloqua learning path provides an overview of the features, functionalities and use cases of Eloqua as well as a product demonstration - all in under an hour! This is a great place to start if you or someone on your team is brand new to Eloqua and/or marketing automation.
Ready to demonstrate foundational expertise with Eloqua?The Eloqua Master is an industry recognized, calendar year, tier 1 accreditation. It includes hands-on, deep-dive training on the primary features of Eloqua. This is the best place to start to gain a strong foundation of experience with, and understanding of, Eloqua, as well as an important credential to maintain to stay on-top of developments with the tool - and earn a badge for your efforts!
Looking for role-specific training?There are three role-based, calendar year, tier 2 accreditations: Eloqua Marketing Operations Master, Eloqua Campaign Execution Master, Eloqua Marketing Creative Master. These learning paths include training specific to the primary job responsibilities associated with those roles. After earning your Eloqua Master it's a great idea to earn one (or all!) of these role-based achievements. All which come with a badge!
Looking for updates on the latest release?The What's New in Eloqua learning path includes short courses covering the latest Eloqua release. Eloqua has four major releases each year, and every time a new release hits the first pod, you'll be able to jump into this learning path to find short courses covering an overview of all updates as well as deep-dives of the most meaningful ones.
Are you a partner looking to get certified, or an Admin hoping to understand the critical implementation configurations?The Eloqua Implementation Certification learning path includes training needed to prepare for an implementation and/or pursuit of the Eloqua Implementation Certification exam. This learning path also includes one free first attempt at the exam!
Do you want more advanced training/courses on use cases/best practice content/to attend a course with a live expert trainer?After you've reviewed the basics, checked-in with release updates and earned badges, ensure you always make use of the filters available. Whether you're looking for a course on the newest marketing strategy or a technical configuration, the filters are there to help you find what you need.

 

 

Responsys

 

Training GoalContentExplanation
Are you brand new to Responsys?The Getting Started with Responsys learning path provides an overview of the features, functionalities and use cases of Responsys as well as a product demonstration - all in under an hour! This is a great place to start if you or someone on your team is brand new to Responsys and/or marketing automation.
Are you a new team member that will have a role in launching campaigns and programs with Responsys? Responsys Essentials reviews all the core functionality that is required to launch campaigns and programs. You will learn the terminology and feature names that are important in creating marketing strategic inactives using Responsys, as well as methods for testing. All roles should take this course to baseline their understanding of Responsys.
Do you want to stay on top of release updates?The What's New in Responsys learning path includes short courses covering the latest Responsys release. Responsys has four major releases each year, and every time a new release hits the first pod, you'll be able to jump into this learning path to find short courses covering an overview of all updates as well as deep-dives of the most meaningful updates.
Are you a new team member that will be responsible for getting Responsys into production for the first time?Partners, and technical consultants that will be responsible for the initial phase of a Responsys Implementation. Things covered are account setup, data integration, data schema setup, advanced RPL scripting and more technical aspects of a Responsys Implementation.
Do you participate in any capacity implementing the Mobile App channel for Responsys or delivering mobile app campaigns?This learning path introduces the mobile app data schema, the various ways you can design and launch campaigns on the mobile app channel.
Are you responsible foro large scale segmentation using Audience?This learning path will help those who perform high scale segmentation, build targeted audiences, and/or apply waterfall segmentation in those audiences to help align strategic business strategy to customer behavior or preference.
Do you work on SMS Campaigns?This course reviews how to develop the various SMS campaigns using templates provided by Responsys. Key features that are specific to SMS are reviewed and understanding how to develop Omni-channel programs.
Do you design programs?.There are a variety of courses to help marketers create programs for strategies like Welcome Series, Win-Back, Retention, Loyalty, but understand all program features is necessary.
Do you want more advanced training/courses on use cases/best practice content/to attend a course with a live expert trainer?After you've reviewed the basics, checked-in with release updates and earned badges, ensure you always make use of the filters available. Whether you're looking for a course on the newest marketing strategy or a technical configuration, the filters are there to help you find what you need.

Oracle DMP

Training GoalContentExplanation
Ready to demonstrate foundational expertise with the Oracle DMP?The Oracle DMP (BlueKai) Master is a calendar year tier 1 accreditation. In includes a foundational review of the key features, functionalities, and use cases for the platform and a badge to demonstrate proficiency.
Are you a partner looking to get certified, or an Admin hoping to better understand the technical configurations required for a successful implementation of the Oracle DMP?The Oracle DMP (BlueKai) Implementation Certification learning path includes training on every aspect of the platform, as well as a robust course covering each detail of a standard implementation, with exploration of key technical requirements for a successful implementation. It also includes one free first attempt at the certification!
Do you want to better understand a particular feature, review a best practice, or find more advanced training?Always review the filter options available to narrow down content based on learning goal or role!

 

Maxymiser

Training GoalContentExplanation
Are you new to the tool, want to understand the primary features or functionalities, and/or are an Admin ready to review all requirements of a successful implementation?The Maxymiser Implementation Bootcamp learning path includes everything you would need to understand the core concepts of the Maxymiser platform, review the necessary requirements for configuration and setup, and explore the features and functionalities that support campaign configuration and analysis. It is the perfect deep-dive of content for anyone who wants to better understand the platform.
Are you looking for more advanced content, training covering integrations, or courses outlining best practices?Make use of the filters available to narrow down content based on your learning goals!

Infinity

Training GoalContentExplanation
Are you going to be an end-user of Infinity, and want a better understanding of the primary features and functionalities of the tool?The Fundamentals for Marketers course is meant for end-users of the tool - providing an overview, exploration of components and navigation and a review of Streams, Analytics and Action Center.
Are you the Admin, and need to know the required configurations for a successful deployment?The Fundamentals for Administrators course is meant for Infinity Administrators and covers administrator terminology, a review of configurations and demonstrations for creating segments, filters, and measures.
Are you going to be involved in the implementation of Infinity within your organization?The Infinity Implementation Bootcamp outlines necessary configurations (such as tagging and data collection) as well as key analytic and data extraction considerations.
Are you looking for a deep-dive of a particular feature, to take a course with a live-virtual instructor, or for more best practice guidance?Make use of the filters available to narrow down content based on your learning goals?

Additional CX Marketing Products

Training GoalContentExplanation
Are you looking for a platform overview, to review advanced training, to examine an integration, or to learn the fundamentals?Always turn to the filters to guide your exploration of the content available - whether it's a platform overview of a new acquisition or more advanced training of a brand new application - the filters are there to help you find what you need.

The Eloqua Master is an industry-recognized achievement that allows end-users to demonstrate foundational experience with the tool. This accreditation has often been used to ensure that new users have the appropriate experience before gaining access and to enable veteran users to keep up-to-date with advancements to the application.

 

We are excited to announce a new enhancement to this program, with the release of three second-tier role-based accreditations!

 

 

Eloqua Accreditations.png

 

These accreditations include training meant to support the primary job responsibilities tied to these prominent marketing roles and include the opportunity to earn a meaningful badge to signify expertise in these specialized roles.

 

To earn these achievements, all you need is access to the CX Marketing learning subscription. Activate access now to earn these powerful accreditations and take advantage of everything the subscription has to offer!

Business challenge:

Being in the event industry, one of our main challenge is the short & repetitive sales cycle (events or groups of events happening once or even twice a year). Paring this with a 100% web-based sales model, a time-sensitive pricing plan and a large amount of up-to-date information to communicate at any given moment, we ended up with a very dense email pressure and realised that lead funnelling is a must in order to maintain a healthy database while still communicate effectively.

 

Funnelling model:

As returning clients already have their interest confirmed and therefore are directly eligible for a sales approach, our funnelling models only concerns pure prospects (who have never participated our show) and old clients (who have not returned for a while - typically more than 3 years). It consists of 3 phases:

Screenshot 2020-03-08 at 22.59.45.png

Nurturing Campaign:

Target audience: new outbound leads (acquired via external data acquisition) - who have little to no insight about the product.

Objective: onboard & warm up new leads, identify interested & digitally active contacts, as well as keep in touch potential buyers who are not yet ready.

Campaign structure: consists of 2 parts: a multi-steps campaign with at least 3-4 emails with educational, industry-related content to qualify for the next level, as well as a monthly newsletter to keep in touch with non-engaged contacts. Contacts who qualified from the multi-step campaign will exit the campaign and move forward into Awareness campaign. Contacts who finish the campaign without being qualified will receive the monthly newsletter

Qualification conditions: email reactivity, web visit

 

Awareness Campaign:

Target audience: Nurturing qualified leads + low-engagement content-based inbound leads (e.g white paper downloads)

Objective: Introduction the product (event in our case) & single out highly-engaged contacts with the real interest in buying.

Campaign structure:  A multi-steps campaign with 3-4 show-related emails. These emails features basic information about the show: value proposition, trailers, conference programme,… The CTA of awareness emails are: Find out more. Qualified contacts will exit the campaign and be sent to the Acquisition campaign. Contacts who don’t will finish the campaign and receive the monthly newsletter.

Qualification conditions: awareness or other show-related emails reactivity, repetitive web visit

 

Acquisition Campaign:

Target audience: Awareness qualified leads + highly engaged inbound leads (via get notified or contact us web forms).

Objective: convert & help sales team to accelerate conversion

Campaign structure: The Acquisition campaign consists of several emails with a more punchy and direct messages, inviting the prospects to buy the product. The CTA in our acquisition emails are normally “Register now”. The messages could be pricing, promotion, deadlines or reasons to attend (or buy). Depending on different pricing cycles, the acquisition phase could be made in to one or several multi-steps campaigns - each corresponds to one pricing period. Contacts once entered the campaign will continue to receive emails until they register to the event (or buy the product).

Qualification condition: buy the product

 

Campaign execution:

 

Campaign Qualified shared filters: In order to simplify both the campaign canvas and the segmentation for each of the three campaign type, I have created a shared filter that can be used to both filtering out qualified contacts from a campaign (used in the canvas) and adding them in to the next one (used in the segment). This shared filter can be created using a different conditions: email reactivity, web visits, lead score, SFDC campaign member or opportunity status if synchronised,…

 

For example, an Awareness Qualified shared filter that I’ve created looks like this:

Screenshot 2020-03-08 at 23.52.47.png

 

The shared filter is used in the Awareness Campaign canvas:

Screenshot 2020-03-08 at 22.52.25.png

 

And to create a segment for the Acquisition Campaign:

Screenshot 2020-03-08 at 22.48.24.png

 

Result: On the very first event we deployed in MAPIC 2018, while we can’t compare the nurturing emails, awareness emails & acquisition emails results are much improved:

Acquisition:  unique open rate: 37,67% (2018) vs 18,94% (2017)

  click-to-open rate: 3,19% (2018) vs 3,17% (2017)

 

Awareness:  unique open rate: 21,34% (2018) vs 17,85% (2017)

  click-to-open rate: 3,24% (2018) vs 2,60% (2017)

 

The funnelling model have been since deployed on the majority of our events. After being fine-tuned and with improvements on the email contents, our acquisition campaigns now have unique open rates varying around 50%-60% with click-to-open rates anywhere from 4% to 7%.

 

This lead funnelling model was inspired from the following courses:

Advanced Segmentation

Lead Scoring

Personalising Campaigns

A Modern Marketing Approach to B2C - Best Practices

Filter Blog

By date: By tag: