These are the kinds of plans you ought to have in place before acquiring Eloqua – but what you have here is a great framework for thinking through your first tentative year as a Marketing Automation guru!
The decision to work with a marketing automation program like Eloqua is no small decision. It’s going to involve a tremendous expansion of the skill-set that you possess. It’s going to tax your abilities, and half-measures (adopting it part-way) is not going to get you where you want to go. If you adopt Eloqua, your marketing department is going to need a re-think from top to bottom.
As the Topliners poll shows nearby, the best way to become comfortable with Eloqua is to simply dive right in. (Click on the chart to see a larger version of it).
While “diving in” may make some sense, you have to be careful about what you’re diving into. The process of learning Eloqua, from beginning to end, involves a great deal of effort (which is worth it). The instructions that Eloqua provided at http://growth.eloqua.com provide a realistic road-map of what that journey entails.
Take a look at the list of just first-level of things you’ll need to do to “lay the groundwork” from that chart. I’ll go through these and provide just a few brief words on each of them.
Persona Development: This involves fairly intensive discussions with the sales department to understand who the various people are who are buying your products and services, why they are buying them, and what the process is like to get from “interest” to “purchase”.
Data Management/Standardize Data: Do you have data already? If so, there’s a likelihood that it’s not been “normalized”. If you don’t have data, you’ll need to think through and understand what you’ll need, and how to make sure it’s captured properly.
Naming Conventions and Folder Organization: Eloqua’s folder structure is an important part of classifying your emails, and before you send your first email out, you should have some kind of roadmap to make certain your emails are organized correctly as you continue to build out your program.
Email Deliverability and Best Practices: This is a whole separate science. It’s not as if there’s a dearth of material here; rather, the challenge will be to understand what targets you’d like to achieve, and then figure out how to be selective about which “best practices” you need to adopt.
Increase Email Response Rates: In some ways, this is a subset of the previous item; in other ways, this is a function of testing to achieve the kinds of targets you have set for yourself.
Subscription Preferences and Management: It’s an opt-in world; people hate getting spammed, and users will want to be able to opt themselves into and out of certain categories of information they will receive. Thinking through these categories is going to be vital to your efforts.
Inactive Contact Management: Eloqua charges you solely based on the number of contacts you have in your database. That means, if you can reduce the number of contacts you have, you can reduce the amount of money you pay for your annual contract. But at what cost?
Web to Lead Form Integration: Imagine the process that your potential customers will go through while in your “sales funnel”. You’ll want to learn more and more about them as they move forward. But what do you need to know, and when do you need to know it?
Lead Source Capture: How will you capture the names of individuals in the first place? More and more marketers are popping up big “give-us-your-email-address-now” screens in front of the first visit to your website. Is that what you want to be known for?
Don’t think you don’t need to do all of this. If you have a website – if you hope to use your website as a part of your selling process, then you either need to do all this, and more, or risk having your business become irrelevant to your users.
Consider the broad range of disciplines that are involved in just this list alone. This is merely “laying your groundwork”, before you actually accomplish one thing. The amount of work that needs to go simply into laying your groundwork should be a sign to you that an Eloqua implantation is not going to be a one-time “set-it-and-forget-it” software installation. It’s going to be a way of life.
In the beginning, a business starts with an idea. And if you’re a typical entrepreneur, you develop a love for what you do that drives you on.
For example, maybe someone you know can’t unflutenate their wasteng. Everyone knows a flutenated wasteng is bad news. It causes pain for those afflicted by it, and so you work to develop a process that unfluenates wastengs to a stellar degree. Your process genuinely is the “quick and easy” way to unflutenate wastengs.
In the midst of the time and energy that you put into developing this process, you develop a real love for it. And you can’t wait to tell the world what your new process will do for them.
This is where content marketing comes in.
For a time, your first customers are your first love. And they feel the love, to be sure. You can’t wait to be with them, and they can’t wait for you to come around. They subscribe to your materials, and refresh their inboxes constantly while they wait for news of your next offering.
But then, over time, a business starts to take its customers for granted. Maybe the first generation of entrepreneurs, who loved the business, move on, or pass away, and another generation of leadership comes in and changes things; later, yet a third generation comes in and loses all memory of the first love that drove the business on.
This would be bad news indeed.
But it gets worse. The third generation of leadership, who has not only lost all love, but has lost all memory of the love, hires some high-powered sales and marketing executives to figure things out. These individuals may be proficient, but they don’t have the love for the customers that drives them on. They don’t have the love for your process.
Two things are needed for Love
According to Jack Welch, former CEO of GE and now globe-trotting business guru, the most important thing you can have in business is “authenticity”.
The most powerful thing you can do is, well, be real. As in not phony. As in grappling, sweating, laughing, and caring. As in authentic.
That works in real life, but of course, when you talk about search engine optimization (SEO), it seems as if Google is looking for that sort of genuineness in its current search algorithms.
A second concept was articulated by Steve Jobs in this 1993 Wired interview:
To design something really well, you have to “get it” You have to really grok what it’s all about. It takes a passionate commitment to really thoroughly understand something, chew it up, not just quickly swallow it. Most people don’t take the time to do that.
What does grok mean? According to Wikipedia, the science fiction writer Robert A. Heinlein originally coined the term grok in his 1961 novel Stranger in a Strange Land as a Martian word that could not be defined in Earthling terms.
Quoting the novel:
Grok means to understand so thoroughly that the observer becomes a part of the observed—to merge, blend, intermarry, lose identity in group experience. It means almost everything that we mean by religion, philosophy, and science…
To return to our example above, you and your customers share the ailments associated with fluenated wastengs, and you work with all your might unflutenate them. You have more than empathy for such sufferers. You love them.
The real joy is when customers love you back: advocacy is considered to be the Holy Grail of social media. Customer advocacy can really help you multiply the return on your efforts. It takes all of the above to a new audience and leads to word-of-mouth praise, online and offline.
4Thought Marketing introduced 4Segments at Oracle’s “Modern Marketing Experience” (#MME15) – this a tool that will revolutionize your ability to create, understand, and share the value of your marketing lists and segments. If you’ve built “segments” in any of the major “marketing automation” platforms (Eloqua included), you’ll love the simplicity that 4Segments brings to the task.
4Segments will enable you to take personalization to a whole new level in your marketing content efforts, as you seek to build the relevance you need to stand out in a crowded marketplace.
Contact me for a demonstration of this cool new tool.
I’m discussing that topic in a series of guest-blog posts at Acooze.com, content marketing consultants from Melbourne, Australia.
You’ll want to have all of this content created and published according to your timelines, but you will also need to have it available for re-use, within “nurture programs” you’ll set up within the marketing automation platform.
This is where the “automation” comes in. You’ll need to make the information personally available not to “buyer personas”, but to specific individuals as they navigate your website at different times.
These “nurture tracks” may be triggered when individuals [not “personas”] reach or demonstrate certain key thresholds in your data, such as when they first express interest in your site (“new to list”), specific job role (identifying themselves as “executive”, “technical”, or “non-technical”), searching pricing information, when they first become customers, and other elements.
Read more here: Buyer Personas, the Editorial Calendar, and Real Life
Contact me on Twitter @johnbugay
I am still: a marketing manager (recently with a start-up software/robotics firm), long-term copywriter, seeking a position as a marketing technologist (Eloqua preferred) on a team dedicated to marketing automation, digital marketing, email marketing, content marketing, and social media.
I’ve also added links to articles I’ve published in the last several weeks:
If content marketing is one side of the coin, then could marketing automation be the other? In fact, could we argue that the software came first, and [only] more recently, the set of best practices that have evolved around the software (which became known as content marketing or inbound marketing)?
The buyer persona from the human angle: Most likely, you as a marketer will need to work with sales in order to understand who you’re likely to be speaking to. You know what you should do this with as much detail as possible. You may even want to poll or interview some customers.
Of course, to draw a proper map at this point would be an extremely complex task, even in the generic. All that we’ve done at this point is to try to put together the big picture of content management and data analysis, and how they fit together. To get specific would become even more complex than that. We have not yet begun to map data to the various touch-points.
See also: http://acooze.co/content-marketing/
Please follow me @johnbugay
What’s the right way to think about “buyer personas”? I’m discussing that topic in a series of guest-blog posts at Acooze.com, content marketing consultants from Melbourne, Australia.
… if you’ve studied content marketing at all, you’ve seen the sales funnel or the marketing funnel. This is traditionally how marketers are given to think about how customers progress on their journey from someone who doesn’t even know about you to being a customer.
About a year ago, Forrester Research published a new version of the funnel…. As you can see, the funnel has become a bit more complex.
My article this week walks you through the growing number of complexities that are being faced as marketers delve further into the world of marketing automation.
Read more here to see and understand the current state of “the marketing funnel”.
This is a serious question. Just two months in to a job search in which I’ve focused on offering my skills in the specialized field of “marketing automation”, I cannot say that I have found any marketing automation practitioners among the ad agencies in Pittsburgh.
I follow some very active discussions about it on LinkedIn and Twitter.
But it seems as if very few people in Pittsburgh even know what “marketing automation” is, and fewer still know how to excel at it.
While things like “marketing automation”, “inbound marketing”, “content marketing”, and “demand generation” are setting the rest of the marketing world on fire, it seems as if very few marketing organizations and fewer ad agencies in Pittsburgh even know what it is.
Take a look at the websites of three of the largest ad agencies in Pittsburgh:
You won’t find “marketing automation” or the other terms on these sites. And yet, it should be “bread-and-butter” for these folks. Especially if they want to consider themselves as “thought leaders”.
“Marketing automation” is as important a discipline as there is now. And yet there are still agencies who are leading with their prowess on “SEO”, even though changing Google algorithims are rendering that discipline obsolete.
Eloqua and Marketo are probably the leading solution providers in this space. Eloqua had an IPO about a year ago for $12 per share, and Oracle bought them in December for $24 per share at quite a premium. Marketo had an IPO on Friday, opening at about $13 per share, and closing at $23.
Neither of these is an earth-shattering amount in the billions, but these are only two of probably several dozen “marketing automation” solution providers who are elbowing each other for market share. Their success portends a trend.
And it’s not so new that folks can’t have heard about it. Especially not if they’re having extremely successful IPOs.
Much of Pittsburgh seems to be sitting out this hugely important technological development.
Yesterday I received the following recommendation from our “Success Manager” at Eloqua — a person whose job it is to help their clients understand this complex system:
“I had the pleasure of working with John as the Marketing Advisor for his account as he took the lead for his company’s use of Eloqua in late 2012. During our bi-weekly meetings, John would come to the table with thoughtful questions and having done thorough research about campaigns and solutions he wanted to implement. He displayed an intense desire to take segmentation and personalization in the company’s marketing to the next level. He understands that this is a critical component to driving revenue from marketing investments. He dove in head first to learn best practices in marketing automation and how they could [be] applied to the unique business model in which he was operating. I would recommend John to bring his now critical skill set of content + strategy + understanding your buyer + technology to any business.”
This recommendation is from my connection Sarah Hums of Eloqua (now Oracle), and may be found at http://www.linkedin.com/in/johnbugay.
And today, as they say, is the first day of the rest of my life, again.
Most recently, I was unemployed roughly from June 2009 through February 2010. That was a difficult time to be unemployed. The economy was a wreck, and would remain so for a couple more years. (Some will say it’s not much better, and that’s true).
I’m up early for the day – it’s about 1:50 am as I write. I hardly know where to begin. I’m thinking “Dun & Bradstreet” lists; I’m thinking “Eloqua” – I’m tagging this post “Eloqua” because I consider that to be the primary job skill I’ve picked up in the last few years. My hope is that it’s not an insignificant one.
Eloqua is “database marketing” and “marketing automation” rolled into one. I’m a member at http://www.ritesite.com – which I haven’t used for a while. I’ve been told “LinkedIn” is now a fabulous resource. I’m going to check it out. My hope is to morph this site into a job search site. Whatever that means.
For those of you who have come here, looking for news about my wife and her struggle with CMML leukemia, I guess you could say “no news is good news”. There is no sign of the recurrence of the disease. There are some annoying things going on.
For a while I had a series called “Vampire Bride”. She was getting blood transfusions on a fairly regular basis. As it turns out, with blood transfusions, iron accumulates in your body, and it can be damaging over time. So now they are “bleeding” her – taking a pint of blood out each week, (and I think they need to do this eight times), because the iron levels in her blood are too high. (What about “Geritol”?)
Plus, her immune system is brand new. So she has NO immunities built up. And so, she has managed to catch virtually every cold and bug that has come down the pike this winter.
Very high on my list of concerns will be to provide health care coverage for her. She’s a veteran, and she’s in the VA system, but moving to the VA system would force her to lose her current medical team – Dr Rossetti, Dr Jalil, and their whole group at West Penn Hospital. They saved her life, literally, and Beth is still in need of this ongoing type of treatment. They are familiar with her case. My hope would be to see it through.
On my end, it’s a whole different world. Eloqua is a whole new “job skill”. “Marketing automation” is a whole new world. The world of “social media” is completely new, since the last time I looked for a job.
For now, “job-one” is to craft a quasi-kind of plan, which can go out the door once the bullets start flying.