On February 4th, the inaugural Raleigh Oracle Marketing Cloud User Group was held at the Oracle office in Research Triangle Park, NC. Since it was the first meeting of its kind, we were not sure what to expect, but were pleased to see strong attendance from seven different companies in the area, even on a miserably rainy day. Oracle representatives across the OMC product stack attended and were able to answer questions and lend credibility to the group. Their support in promoting the event was vital to its success. We could not have asked for a better launch.
New year, same great group and some fresh new faces! The Q1 Chicago User Group met on January 21st at the Morningstar office. It was an informative get-together for attendees packed with an array of updates about the Oracle Eloqua platform and plan out what the year ahead looks like for local user group events. If you weren’t able to attend the event, no worries, we’ve got a recap and a copy of the presentation. Check it out!
Oracle has officially announced that the upcoming Eloqua 479 release (coming to a POD near you between March 15th and March 27th) will introduce a new data retention policy for marketing activities. Starting in March 2016, Oracle will store Eloqua Campaign, Email, Form, and Website activity for at least 25 months past the activity date. This new retention policy will add consistency across the platform when using activity-related data for reporting, building segments, lead scoring, and general history information. We love consistency, but, and there is a but, the retention policy contains the words “at least”, which means it is possible that activity data older than 25 months may be purged from the system.
11 Dec 2015
Oracle Eloqua’s Dynamic Content feature allows for content (images, text, offers, hyperlinks) that is on your landing pages or in your emails to change based on the individual viewing the content. Whether it be their gender, job title, location, or content they have engaged with previously, the individual will see a variation of the asset that is optimized for them.
Some of my favorite use cases for Dynamic Content include:
- Using a different geographical image based on the viewer’s location
- If you are hosting an event in various locations, provide customers with event information and maps specifically for the event in their area
- If a person has downloaded a specific thought leadership piece in the past, offer a different one.
- If your business requires different legal language or logos based on business line in an email footer
Awesome, right? It is. We’re talking personalization with great efficiency. But, before you go using Dynamic Content wherever possible, there are a few things to keep in mind to do it successfully.
02 Dec 2015
Over the past few months, there have been a number of Oracle customer communications about the upcoming decommissioning of Eloqua’s Cloud Connectors and Cloud Components. While we applaud customer notifications about Oracle Eloqua releases and feature changes, the deprecation announcements missed the mark and left most people scratching their heads on what it all means. Don’t worry. We can clear things up.
02 Oct 2015
Imagine for a moment that you are browsing your favorite online store. It doesn’t matter if the store is Target or Neiman Marcus; no judgement here. Now, envision yourself finding a few items that you love. You quickly add them to your “shopping cart,” checkout, and eagerly await your virtual receipt with tracking information. Your phone “dings” with a new email message. Yay! You check your order confirmation email only to find the following note: “We can’t guarantee that your purchase will result in your receipt of the expected product.”
As unbelievable as that seems, it’s an extreme analogy for how many executives feel about marketing spend. As marketers, we invest money, time, and resources on marketing automation programs with the goal of increasing revenue, customer lifetime value and retention. In many cases, dollars are invested in various demand generation, lead nurturing, and retention efforts without proof of real return. As much as we would love to see the fruits of our labor and report on key metrics, it’s not always clear where to start, or even what is required. We continually hear the term “closed-loop reporting,” and although it sounds like the exact solution to our problem, it remains an elusive target to many.
24 Sep 2015
If you’re new to Oracle Eloqua, be assured you are in good company. The process of moving to a new system, especially one as robust as Eloqua, can be overwhelming at first, but it gets easier. Marketing automation platforms like Eloqua were developed to increase marketing productivity, create a better customer experience and evaluate your marketing activities. I have been in your particular situation before, and if you like a challenge, you will thrive. Based on my experience, I’ve created a checklist for new users that will help you get on the road to success straight away.
Twin Cities-based Oracle Marketing Cloud customers met at the Relationship One Minneapolis office this week for the bi-monthly user group.
Attendees shared updates and announcements including job opportunities at their respective companies. The user group event continues to be a great opportunity for networking within this tight community. Also discussed were upcoming Oracle Marketing Cloud events including the Modern Marketing Mashup in Minneapolis (we’ll be there!) and the Modern Marketing Experience customer conference in London (we’ll be there, too!).
Carol Mendenhall of Thomson Reuters presented her experience with selecting a solution for optimizing lead capture at events. The Tax and Accounting division at TR does 800+ events annually! Attendees learned how the division’s previous state of anecdotal event attribution will be improved with the roll-out of Relationship One’s Lead Capture App, a free app that submits business card captured data into Eloqua quickly and easily. We look forward to hearing the results, Carol!
Erin Rowles of Relationship One presented tips and tricks for deploying event campaigns in Eloqua. We covered the gamut of executional options including the Campaign Canvas and the Event Module, learning gotchas and inside secrets along the way! Also presented were options for organizing and tracking event attendee data with a demo of External Activities. Activities that are not natively seen by Eloqua (like a contact that attended a demo) can be tracked for use in Eloqua campaign reporting using the External Activities function. In addition, this activity can be passed to CRM as campaign-related data.
The feedback we received on the presenters and content was all positive. We love to hear that! For many, it seemed that the focus on event campaigns was very timely.
26 Aug 2015
A couple of weeks ago, I was catching up with an old friend who works in a completely different field than I do, so I was trying to explain what it is that I actually “do” for my job.
After several minutes of me trying to explain some of the complexities of working with a robust software platform like Oracle Eloqua, I could tell he wasn’t totally getting it. I finally said, “We help companies get the most out of the software marketers use to create business opportunities.” Even though he still has no clue about the nuances of using all the functionality of what’s available with a platform like the Oracle Marketing Cloud, I think that explanation made sense to him. One of our consultants does a good job explaining it here.
He let my description set in for a second and asked, “How do you go from working for the government to consulting with businesses on marketing software?” I went on to explain my meandering career path of working in the government, to the non-profit world, and finally on to marketing for tech companies. My story made sense to him, and we moved on.