My first Eloqua campaign. I launched it in 2008 but I remember it like it was yesterday. My email was all set up, tested and had been approved by the product manager. My distribution list (I was using E9 at the time) was created and ready for use. I clicked to ‘Send as Batch’ (again, E9) and nervously completed each step in the wizard. Then, the dreadful last step came upon my screen: Step 5, Review. As my cursor moved towards the “Finish” button, my hand shook like I was in an 8.0 earthquake. Eek! Finish. I held my breath for what felt like days. There’s no “Undo” button. It’s out there. Did I do everything I could have to ensure it was perfect? I think so, but I’m only human!
08 Jul 2015
At Relationship One, we love our clients and we want them to be happy. More importantly, we want them to be successful.
We help marketing and sales organizations achieve success and maximize their use of Oracle Eloqua in a lot of different ways. With a full staff of expert consultants, we do everything from implementation and strategy to acting as an extension of the team and executing campaigns to teaching our customers to “fish” and become self-sufficient power users.
Through the years, one recurring thing we’ve heard is the need for more robust, flexible and scalable reporting. And honestly, we can’t argue with that. Who wouldn’t want to make sure that all those great campaigns are getting traction and turning into sales?
That’s why Relationship One built Quosity for Oracle Marketing Cloud. Quosity is a web-based analytics platform designed to help you see and understand your marketing data so that you can make informed decisions faster and with confidence that the data is accurate.
In a world where the average person is receiving about 84 emails per day (Email Statistics Report), how does an email stand out in the inbox? I’ve been sharing a few different ways, such as changing up your Alt Text and taking advantage of Preheader Text, but now, maybe the most obvious contributor: your copywriting!
The secret to driving engagement and sales is to establish trust and design your emails for emotion. Aarron Walter, author of Designing for Emotion said, “Emotional design’s primary goal is to facilitate human-to-human communication.” As human beings, we crave human interaction by nature. There’s no doubt that people like to be thought of and treated as actual people. When writing copy for your marketing emails, the best advice I can give you is to write as if you’re in a face-to-face conversation with one person. If you wouldn’t say it out loud, don’t write it. If you would say it to a group, but not to an individual, modify your phrasing as if you were communicating to one member of that group. Email is a 1:1 marketing tactic; the copy contained in it should be written as such.
Query string. You may have heard the term before, or perhaps you are new to the concept. For those who are the latter, first things first: what is it?
In a URL, a query string follows a separating character, usually a question mark, with identifying data appearing after.
The “?” identifies when the query strings start. The “src=” and “cmp=” represent the query string parameters. The characters that come after the equals sign, in this case, “Eloqua” and “Welcome,” are the query string values. The “&” represents a break point between the parameter/value pairs.
Query strings can be used on dynamic websites as a means to trigger a query program to recover specific information from a database and populate content on the webpage based on the data provided.
They are also used by website reporting tools like Google Analytics and Omniture for reporting purposes whereby standard or custom query string parameters can be set up with the purpose of tracking specific data about a person’s website visit. Marketers add query strings to URLs used for web-based or email ad campaigns. When visitors click a link with a custom parameter, the unique parameters are tracked within their Google Analytics account so they can identify the campaigns that are most effective in attracting visitors to their content.
With the knowledge of what a query string looks like and common use cases, I’d love to share with you some creative ways that they can be leveraged in Oracle Eloqua.
In the first part of my blog series on video marketing, I threw out a lot of stats as to why videos should be incorporated into your marketing efforts. The proof is in the pudding. It works! That said, not ALL videos are stellar. I’m sure you’ve experienced many a “Bueller…Bueller…Buelller…” moment watching a video or two or eight thousand.
My experience has taught me many lessons. Here’s my two cents on what doesn’t work.
Twin Cities Oracle Marketing Cloud users met in Minneapolis this week to learn about incorporating a tele-qualification strategy in their demand generation and customer retention campaigns. The presentations were followed by a networking happy hour sponsored by OppSource (thanks!).
Attendees heard Mark Galloway, Co-founder and CEO of OppSource, present on best practices for a lead qualification process prior to sales hand-off. An interesting take-away: OppSource’s data shows that a lead is one hundred times more likely to purchase if sales follows up within five minutes of the inquiry. This is when I turned to my business developers in the room and nodded to be sure they knew that I heard that statement. #SLA
Judy Jossi of Slice Consulting and Amy Anderson, Senior Oracle Marketing Cloud Consultant at Relationship One, presented a case study on Red Wing Shoes’ use of tele-qualification in several multi-channel campaigns. Judy was kind enough to share the details of what has worked, what hasn’t worked, and what they’re still testing. “We measure the performance of each tactic but we also use use call data to inform other decisions like PPC and email deploy timeframes,” said Judy, “My motto: test, test, test.” Amy explained how Red Wing Shoes has leveraged the robust capabilities of Oracle Eloqua to automate these ever-green multi-step, multi-team member campaigns.
22 Jun 2015
I will admit it. I am a total marketing geek. I think about new campaign ideas in the middle of the night. I love learning about the latest marketing technology that’s going to revolutionize how we do business. I dig reading articles about the latest marketing tech companies that get bought up or raise a bunch of venture money. I could talk marketing geek speak all day long and with anyone who’s willing to talk to me. It’s one of the many reasons I love working at Relationship One.
With all this love and excitement for marketing geek-ery, it’s easy to forget that not everyone shares my passion. Even some people who work in marketing don’t share my level of enthusiasm. When I talk with fellow marketers who work at an organization that has a very slim marketing technology stack, I find it odd. I can’t fathom how I would do my job without all the amazing technology I have access to. At the core of this is marketing automation. Whether it’s the best enterprise-level tool, Oracle Eloqua, or a lighter weight tool, the modern marketer needs something to serve as the hub for digital marketing activities. If you aren’t using marketing automation now, but are thinking about it, here are some reasons why you should pull the trigger.
19 Jun 2015
According to Cisco, by 2017, video will account for 69% of all consumer internet traffic (source). Take a moment to let that process.
Two-thirds of all consumer internet traffic will be video content. Two-thirds. That means YouTube, Facebook videos, live streamers, etc. Instead of reading your emails or your content-rich website, your audience will be watching video reviews and commentary, live web series, cat videos, sports highlights, and more cat videos.
So, what are you doing in the world of video to promote your products and services? Your own cat videos don’t count.
11 Jun 2015
Welcome to the third and final installment in our lead scoring series. If you missed parts one and two, check them out:
Today, we are going to put Lead Scoring on the treadmill and assess its health.
Hopefully, at this point in your Lead Scoring journey, you are seeing some benefits. You are loving the ways that Lead Scoring guides your marketing efforts and subsequently, generates more quality leads for your sales organization. If not, this post is for you.
10 Jun 2015
Thanks for sticking around for part two of our series on Lead Scoring. Part one is by far the hardest part. You’ve defined your criteria and you’ve configured a Lead Score Model inside of your Oracle Eloqua instance. If you haven’t done the configuration part yet, and are unsure how to do that, let us know! We can point you in the right direction for self-service, or one of our certified consultants can support you to ensure it’s done correctly.
The next phase is super exciting, says me, a self-proclaimed (and proud of it) marketing geek. You’ve put your lead scoring system in place, it’s up and running, looks cool and shiny, but now what? It’s time to use the information to strengthen your database and create killer content, strategic campaigns, and much more.