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The Blog

Twin Cities Oracle Marketing Cloud User GroupThe Twin Cities Oracle Marketing Cloud users are a fun bunch of people, and January’s User Group only confirmed this. We hosted the event at a local brewery (612Brew) so we could network, socialize and taste some amazing beers. On top of that, we brought in Bob Peterson, Research Director from SiriusDecisions to give a presentation about the research they’ve been doing around Account Based Marketing. It was an evening of Beers, Bob and Best Practices. What’s not to love about that?!

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To Delete or Not Delete?Here’s a random question for you: How many contacts are in your Oracle Eloqua database? Do you know? If you don’t, please stop reading this article and go check right away. If you’re getting close to your contracted limit, or over the threshold, you’re in danger of having an unsuspected bill show up. Getting hit with an expense you weren’t planning on is no way to start your day.

Welcome back. Now that you have an idea of how many contacts are in your database, here’s the next set of questions to ask yourself: How many of those contacts are hard-bounced? Of those with current email addresses, how many are active vs. inactive? You can run a couple of reports in Insight or create segments to figure out how many fall into each bucket.

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Marketing Analytics SuperheroWelcome back, my fellow marketing analytic superheroes. As we discussed in Part One, there are many obstacles that can stand in the way of marketing analytic supremacy. I previously touched on one main obstacle: getting started. The following obstacles may not be as obvious, but are just as important to keep in your superhero tool belt.

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Quosity-OMC-BlogThe other day, I actually uttered the phrase, “I don’t care if Amazon takes over the world, they make life so much easier for me!” I had just finished my shopping and knew my items would get to my house on time, exchanges would be simple, my order would be correct, and I wouldn’t have to leave the comfort of my house. What’s not to love?

As someone who geeks out about successful business leaders, my always perfect interactions with Amazon led me to do some reading on Jeff Bezos.
I found a quote from Bezos I loved, “We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”

This quote seems to ring true with every interaction I have with an Amazon service.

As a service provider (albeit of a different variety), Relationship One uses a similar approach when working with our clients. We listen to our clients’ needs and try to find solutions that make every aspect of their marketing ventures better. 

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Marketing Analytics SuperheroWhether you’re well on your way to becoming a marketing analytics superhero or new on the scene, it’s no secret that the marketing analytics industry is exploding. With numerous marketing systems generating mountains of data, it’s important to focus your efforts so you don’t get overwhelmed. Like everything else in life, “with great power comes great responsibility,” and marketing analytics is no exception.

Many companies rush into analyzing all available metrics without laying a basic foundation. Before any marketing analytics can be performed, companies must have a sound understanding of who they are. It’s imperative to define who your customers are, what your customers want, and what you can offer to satisfy those wants. Defining your company identity is essential to creating the content that will be used in campaigns to increase revenue. Once these key areas are defined, and you’ve begun your marketing activities, you can start using marketing analytics to grow your effectiveness.

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Marketing AutomationI recently read an article stating that only 53% of Fortune 500 companies use some sort of marketing automation tool. That number is up 112% from one year ago. Marketing automation is the fastest growing CRM-related segment in the past five years, with Google searches on that term up 22% over 2013.

In this fast-growing industry, sometimes we can lose sight of the simple things. What exactly is marketing automation and what can it do for your business? I’ve been in this industry awhile and learned to tailor my answer to whom I’m speaking with. On a personal level, it’s a bit trickier. As a Marketing Automation Consultant (and if you’re in this industry, you know exactly what I’m talking about), the inevitable family dinner conversation or an introduction to a new friend can be exhausting. “So what do you do for work?” Immediately, I think, “Ugh, here we go.” Why can’t I be a nurse or teacher or something easy to explain?

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Markie AwardI love this time of year. Not only do I get to celebrate the holidays with family and friends, it’s also the time when everyone is making Top 10 lists of things that happened throughout the year and giving their prognostications about what they think the future entails. I love reading the summaries of the things I may have missed and checking out the predictions of forward-thinking people.

Reading through all the great year-end commentary got me thinking, “There should be some sort of award handed out to the people who predict trends that actually come to fruition.” After awhile, I think we would see several people touting multi-year wins and others remaining noticeably devoid of recognition. Let’s be honest. Anyone can spout off some predictions. It takes true forward thinking to be able to see into the future and actually get it right.

Perhaps an award already exists for these list-building visionaries, but what I do know is that, when it comes to marketing, there are awards for people who are visionaries in their field: The Markie Awards

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Achieve SMarketing

At Relationship One, we love to throw around the term “smarketing.” When I first heard it, I found it a little off-putting. I thought, “You can’t just go around making up words.” But, the more I heard it, the more I grew to like it.

So what does “smarketing” mean? Well, it’s pretty simple. It’s how we define the hybrid set of skills needed to be successful as a modern sales and marketing professional. Best-in-class organizations have realized that it’s no longer acceptable to have siloed sales and marketing teams acting independently of each other. Sales and marketing need to be tightly aligned, have well-defined Service Level Agreements (SLA’s) in place, and work side-by-side to move someone from prospect to client.

As a modern marketer, I love seeing traditional boundaries that separate the sales and marketing teams erode. Providing sales with qualified leads is great, but why stop there? Any way I can find to make life easier for a sales person is something I’m interested in doing, especially if it’s automated, so I can develop something once and let it run.

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Responsive-Design-BlogResponsive design. You’ve heard the term, right? You’re a marketing genius and totally in the know, so you’ve probably also heard terms like “mobile-friendly”, “mobile-optimized” or “scalable.” But what are we really talking about here?

The concept of optimizing layouts for both desktop and mobile has been around in the web world for years. Now it has crept into the realm of email marketing and is taking off in a big way. So what is responsive design, and should you consider it for your next email campaign?

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Subscription ManagementRemember when email subscription management was easy? Back in the “good old days” someone was either in or out, subscribed or unsubscribed, opted-in or opted-out. It was black and white. Plus, we were able to more easily manage our database’s preferences in our one marketing tool.

When did so many shades of grey get added to the considerations for managing subscriptions? What changed? A lot!

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