Push marketing is defined by the morning score as “trying to bring your products to your customers. Just as the name suggests, you are trying to “push” a particular product on your target audience.” While pull marketing is defined as “customers know what they are looking for, and they often look for the benefits themselves.”
Segmentation, targeting, and positioning is one of the key factors for successful campaign execution. This is the first step to the push and pull approach, are you going to push your products? Or are you trying to pull the customers from an unending pool of customers? What if we have the power to do both? For any business model, sending the right message to the right customers should be on top of our priority list. The proper identification of segment members and how we will utilize the different filter criteria in Eloqua is vital. We are all aware of the two segmentation customs. The segmentation using the profile criteria which focuses on customer demographics and job profile. Another way is the use of segmentation using the activities that our contacts do over the umbrella of our respective organization’s marketing campaigns and promotions. Unfortunately, sometimes we neglect the second approach because of challenges such as “where are we going to pull our customer's activities”?
This made me curious to explore this possibility. With the vast data and opportunities available on the Eloqua platform to track behavior and engagement of our customers, this could be a breakthrough not only for my organization but for everyone who uses the Eloqua instance. As we always say, change is the only constant thing in this world. The same goes on how we do campaigns, with the continuously changing trends and customer patterns, the mere use of customer profile would not be enough for us to know if we're targeting the right people at the right time. Activity-based targeting using page tags, website visits, landing page visits, and form submission is now an edge that can be used.
In the past, before I had the chance to explore the luminary track’s CX Audience: Fundamentals, Using Data Tools to Standardize and Enrich Data, and Insights for Reporters we use customer profiles to target. This results in multiple segments that can skyrocket up to 40+ segments per campaign. Sounds tedious right? Because of this most of the segment members are only associated just because a person is a C-Suite contact. How can we know that this contact is a “right customer” if we do not know this contact's behavior? To change this approach, I dug previous marketing campaigns and promotions wherein customers engaged. I used a behavioral approach with the goal of better results, targeting and reducing segment count. From 40+ segments, we were able to decrease the segment count to two, proportionally reducing contact count to 6000 contacts to 1000 contacts. This sounds a though bargain for any campaign manager. If you say to top management that you reduced the contacts from 6000 to 1000 contacts, you should have a very good reason behind this.
|Email 1 Send out||Email 2 Send out|
|Profile Criteria Only||Behavioral and Profile Criteria|
Quality is more important than quantity” was my focus. The results also show the advantage of using both behavioral and profile criteria in Eloqua. From the usual unique open rate of 15% this sky-rocketed to 60% with a 45% improvement. This results in a higher click to open rate and unique click-throughs. The real breakthrough here is that we are able to target the people who are interested in our message. We targeted not only the right person. But we targeted them at the right time. We used criteria such as opening an email setup page tags that would benefit the result. This also included previous form submissions from related campaigns.
This is an approach that would not just benefit pull marketing. Because of Eloqua, we are given the power to utilize both. With this power, we can have cleaner data, relevant results and drive customer-focused marketing.