10 Apr 2015
The other day I had one of those “That’s so cool” moments that happen every now and then. I wrote a blog post on team leadership on LinkedIn that got picked up as one of the featured stories on Pulse. By the end of the day, over 3,000 people had read my post with many of them liking or commenting on it. My post went “sort-of” viral. I was so excited.
This was the second time in my life that I had a blog post go “sort-of” viral (the first was a post I wrote after attending Dreamforce 2012). In both cases, a few thousand people read what I had written. Going “sort-of” viral is not too shabby, but it’s not a great long-term strategy for your day-to-day marketing efforts. Creating content and just hoping that someone will find it, and share it, with the world is not going to get you very far. There is so much content being created these days, that if you don’t have a distribution strategy, it’s tough to stand out from the noise.
As you think about your content strategy, make sure you spend equal amount of time creating your distribution plan. Here are some tips to keep in mind:
09 Apr 2015
As a consultant, I’ve executed many, many event-based campaigns for our customers. Now, as a marketer for Relationship One, I support the execution of at least one event campaign a month. To run this type of campaign, Oracle Eloqua users have a couple options. You can facilitate the invitation process and post-registration communications through the traditional Campaign Canvas or leverage the Event M=module for execution (included in Standard trim, add-on to Basic).
The Event module is a tool in the platform with the purpose of easily managing communications and actions that should happen once a contact has registered for an event. It’s a template interface that, within a handful of configuration decisions, manages the experience for a registrant including which emails go out to which registrants, when, and with what content. There are a few other bonuses that are mentioned later in this article but that’s the main gist.
While the Campaign Canvas can handle events, there are specific reasons why the Event module may be the better choice.
31 Mar 2015
I’m an avid sports fan. Lucky for me, I have managed the majority of Oracle Eloqua implementations for our sports team clients. This has allowed me to work in some exciting and unique environments like the Honda Center for the Anaheim Ducks and Sports Authority Field for the Denver Broncos. I probably wouldn’t get much done if a stadium was my office building. It would be awesome but way too distracting.
During my time with our sports clients, I’ve often been asked how to start off successful with marketing automation. Although there’s always room for improvement along the way, here are a handful of things that I would recommend to ANY customer implementing Oracle Eloqua.
24 Mar 2015
Punxsutawney Phil’s six weeks are up, and our clocks have officially “sprung” forward. With spring now upon us, it’s time to break out your figurative Oracle Eloqua spray bottles and sponges and get ready to spruce up your instance.
Below, I’ve captured some fairly quick quality checks along with some recommendations on how to best go about cleaning (aka next steps).
We all understand the importance of analysis and data-driven decisions, but let’s be honest – sometimes it’s hard to know where to start. You might not feel like you have the time to become a data genius. Or, you could be wondering if you even have the right tools in place. Excel is great, but it’s not always the easiest thing to use for advanced data projects.
Fear not! The road to data mastery is not as daunting as it first appears. Below are five of my favorite ways to get better insight into your Oracle Eloqua instance without giving you a headache.
At this quarter’s Chicago User Group, we peeled back the onion known as Oracle Eloqua to see first-hand what new features, enhancements and fixed issues became available during the recent 469 Release.
Jonathan Macchi from Oracle Eloqua stopped by to share his knowledge on how BlueKai serves up customer and audience data in the cloud to help implement personalized marketing campaigns across channels, delivering better results and higher ROI.
Oracle Eloqua is a pretty flexible tool. For the majority of the time, the functionality that comes out-of-the-box is fine for what you need. But, what do you do when you want a little something extra? You need a little more pizazz. You want something that pops. What do you do?
I’m a marketing geek at my very core. I love talking about technology, metrics and moving buyers along a journey. I read articles about marketing in my spare time. I study people in the industry who are doing new things. I LinkedIn-stalk leaders in the space. I love everything about marketing.
My wife, an elementary school teacher, will graciously listen to me ramble on for about 30 minutes before she reaches her limit of geek talk for the day. She’s not as in love with marketing as I am. Few people are.
Nearly five years ago, I brought Oracle Eloqua into the fast-growing tech startup I was working at. I had been using lesser tools at previous jobs to do demand generation and marketing automation. Now, I had my hands on the industry leader. I was so pumped! But, I quickly found out that others in my company were not as jazzed as I was. (I’m not sure why I didn’t anticipate this happening given my own wife’s reaction to marketing geek talk). Didn’t they see the potential? Couldn’t they wrap their minds around how much better life was going to be now that we had Oracle Eloqua?
They thought it was just a tool for the marketing department to do whatever it is that marketing departments do. They didn’t really know what the marketing team did; let alone why a new software platform was so exciting for me. They were indifferent because they didn’t think Oracle Eloqua would affect their life in any way.
24 Feb 2015
Are you the kind of Eloquan who configures complex email campaigns using Campaign Canvas before you’ve downed your first cup of coffee, yet it would take a stiff shot of whiskey to get you to brave your way into Program Builder? You’re not alone. For some, Program Builder lives in the shadows of Oracle Eloqua, and it’s best to not disturb the beast unless you absolutely must.
From a distance, Program Builder may lack luster. Where’s the drag? Where’s the drop? But once you get to know it, it has its own shine. It’s a little like visiting Oz: once you’re there, the gray fades to a whole world of color.
17 Feb 2015
“Would you like to add your email address to our distribution list?” This question came right as I was swiping my credit card to pay for my five-year-old’s new Frozen sneakers. I shop here occasionally so I figured, why not? Maybe they’ll send me coupons. “Sure,” I said. The cashier then instructed me to enter my email address on the keypad. I quickly entered my secondary email address (the one I use for email marketing) and privately smiled knowing that my main email address continued to be “safe.”
As I walked away with bag in hand, I realized just how difficult it is to gain the attention of our customers. After all, I myself had once again given out a secondary email address — the one I use to keep my main inbox clutter-free. Only a select few email marketers know my main email address. These marketers have earned the “privilege” by proving that they know me as a customer. They send me relevant communications that I want, not generic emails that have no bearing on my interests.