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query-strings-are-coolQuery 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.

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Why-You-Need-MA-BlogI 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.

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Ask-An-OracleEloqua-Partner-BlogSo you’ve decided to make a big investment in your future marketing success and have chosen Oracle over the competition. First of all, let me say, I think you made an excellent choice. You’ve gone with the industry leader and have chosen the most flexible, powerful, robust solution on the market.

Now what?

First, you will need help with the implementation of the platform to get you set up for success. Once this is complete and you are ready to fly, you may require outside support for executing campaigns or managing your integrations. Down the road, you may look for help with running the platform when you have staff transition and need extra capacity; when you recognize there’s a skills gap on your team and you would rather contract out the work, or you might want to go with a fully managed service option. Whatever the business need is, you will want to make sure you thoroughly vet any potential partner you will hire.

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Chicago User GroupAnother Chicago User Group is officially in the books. Thank you all for who attended, as this was by far our largest (and most active) audience to date.

In addition to general announcements and updates, due to the gap between our quarterly events, we covered, in detail, Oracle Eloqua Release updates for Version 470 and 471, as well as Sales/Apps Versions 2.7-2.9.

Oracle Eloqua’s own Mike MacFarlane, stopped by and presented an updated version of this “Eloqua+: Advanced Tips n’ Tricks” presentation from MME15. This was a definite crowd-pleaser as group got a walkthrough on how to incorporate dynamic content in subject lines, capturing historical lead scores and building a gated form with the progressive profiling cloud component.

Our event wrapped up with a lively group discussion including topics such as Lead Scoring and the Marketing Qualified Lead (MQL) to Sales Accepted Lead (SAL) flow.

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lead-nurturing“Batch and blast.”

I still cringe whenever I hear someone say this phrase. Maybe it’s because it brings me back to my marketing intern days when “lick it and stick it” was the story of my life. More likely, however, it’s because the phrase implies such unrealized potential. So many marketers get stuck in the land of one-time sends, event marketing, and newsletters. Although email marketing can be very effective for these campaigns, it’s a small percentage of a marketing automation platform’s capabilities. It’s like buying a Ferrari and only driving it back and forth to the grocery store. Yes, it will get you there, but think of how much more fun you’ll have driving on the autobahn.

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Twin Cities Oracle Marketing Cloud User GroupIt’s been a couple months since the Twin Cities Oracle Marketing Cloud user group has met. We took a brief hiatus with the custom conference, Modern Marketing Experience, being in March but we are back in action!

The addition of a few folks we met at the Modern Marketing MashUp in March and Oracle team members had us at full capacity. We’ll be looking for a new location as the user group grows; a reflection of the thirst for knowledge from the Oracle Marketing Cloud community and the great discussions being had. Speaking of, if you want to review the slides (or check them out for the first time) please do. There is some valuable information that you won’t want to miss.

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Data-HighwayAs Oracle Eloqua users, our jobs require that we wear many hats, from html coders and database managers to email creators and strategic thinkers. Like everyone, I certainly have my favorite hats. I was talking with a client recently who said she just doesn’t like spending time in the integration area of the platform. I could tell she has a solid understanding of integration and can make changes as needed; however, she prefers other roles and wants to leave the integration work to us.

Even if your role is not to maintain your integration, a basic understanding of how it works will make you a stronger and more valuable team member. Understanding the terminology is the place to start.

So grab your integration hat, make sure it fits snugly, and let’s hit the data highway.

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Eloqua ReleaseGrowing up, I wanted to be a teacher or a veterinarian or a ‘lunch lady.’ To me, these careers sounded awesome, and the people that held these positions were my heroes. Never, ever, did I utter the words, “I want to be an Eloqua expert.” Maybe that’s because the platform didn’t exist at the time, but where I’m going with this is that I would not have predicted that, as an adult, I would get excited for a product release for Oracle Eloqua. But, I sure do!

Oracle Eloqua has changed the frequency of their releases from quarterly to twice a quarter to offer their new product capabilities sooner. They have also broken their rollouts into two categories: Oracle Eloqua platform versions and Oracle Eloqua Apps/Sales Tools versions. What does this mean for the end-user? If you’re anything like me, a higher frequency of release excitement!

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Killer-Content-DistributionThe 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:

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Why-The-Oracle-Eloqua-Events-Module-Rocks-BlogAs 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.

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