All posts tagged Eloqua

Eloqua Experience 2010 to Feature Nine Couch & Associates Clients as Finalists in Fourth Annual Markie Awards

by Justin Lowe on September 21, 2010 in Other with No comments



Couch & Associates en Route in Support of Nominees

TORONTO, September 21, 2010 – Couch & Associates, a professional services marketing organization specializing in marketing automation and sales enabling is proud to announce that this year’s Eloqua Markie Awards harbour 9 of its clients as finalists in various marketing and revenue growth categories.

The Markie Awards honor excellence in marketing and celebrate the leading achievements of Eloqua users in campaign creativity and impact. Sponsored by Eloqua, the awards have been the home of recognition for outstanding achievement in such fields as social media innovation and revenue, sales impact and marketing visionary for the past four years. ADP, Forrester and Balluff Inc. are just three companies among Couch & Associates’ nine clients named finalists in the integration innovation, clean house and extraordinary email categories, respectfully.

To commemorate the achievement, Couch & Associates, a Certified Eloqua Partner is en route to the event: Eloqua Experience 2010 held between 18-20 October at the Hyatt Regency San Francisco. Among prominent key-note speakers, daily work-shops and training sessions, Couch & Associates hopes to attract prospective companies with an undisclosed contest and winning prize while creating a memorable experience for honorary clients amidst lavish treatment all throughout the event.

About Couch & Associates
Couch & Associates Inc. is a professional services marketing organization that specializes in adding value to marketing processes through automation, effectiveness and sales enablement. Couch & Associates consultancy consists of lead consultants, account & project managers that drive initiatives to their 200+ clients ranging from SMB to Fortune 500. The Couch & Associates design and technical teams add value through their knowledge of best practices and experience with marketing technologies and surrounding infrastructures. The team is certified with a variety of software platforms including Eloqua, Salesforce, Netsuite, SLX and Microsoft Dynamics.

About Eloqua
Eloqua helps clients dramatically accelerate revenue growth. Eloqua provides powerful business insight to inform marketing and sales decisions today that drive revenue growth tomorrow.  The company’s mission is to make its customers the fastest growing companies on earth. Thousands of users rely on the power of Eloqua to execute, automate and measure programs that accelerate revenue growth. Eloqua’s customers include Adobe, AON, Dow Jones, ADP, Fidelity, Polycom, and National Instruments. The company is headquartered in Vienna, Virginia, with offices in Toronto, London, Singapore and throughout North America. For more information, visit www.eloqua.com, subscribe to the It’s All About Revenue blog, call 866-327-8764, or email demand@eloqua.com.

Why Unsubscribe Reporting Is Like An Iceberg

by Mike MacFarlane on July 21, 2010 in Email Marketing, Other with No comments

Why Unsubscribes Are Like An IcebergOne of the most important email statistics that you can look at is your unsubscribe rate from an email campaign.  At a high level, unsubscribes can often times validate if your campaign hit the nail on the head in terms of your or content and messaging…. or did it?

I like to compare unsubscribe reporting to an iceberg – 10% of your unsubscribe reporting is typically done by looking at the total number of unsubscribes from your campaign, but 90% of the reporting (what I believe to be the most important) is done by analyzing who unsubscribed.

For example, if you send out 10,000 emails and 100 people unsubscribe, you would have an unsubscribe rate of 1%.  However, if you drill into who those 1% of unsubscribes are and you notice that the majority of them are considered high value prospects in regards to industry or title job/role, your unsubscribe rate might not start to look so hot.

Here are a few ways that you monitor your email unsubscribes:

1. Setup a simple Eloqua dashboard – this dashboard could reference fields in your database such as Title, Industry, Lead Score or Lead Source in relation to those that are unsubscribing.

2. Ask why someone is unsubscribing – if you are utilizing a subscription management/preference center and someone chooses to opt out, offer them an option to explain why.  You will be surprised as to how many people will actually provide a reason.

As the GI Joe’s used to say – “Now you know… and knowing is half the battle”.

2 Ways To Track Your Social Media Effectiveness In Eloqua

by Mike MacFarlane on July 14, 2010 in Other, Social Media with 3 Comments
social_media

Social media has become an integral part of many B2B/B2C marketing organizations. Whether it be Tweeting, creating fan pages on Facebook or posting information in LinkedIn groups, most B2B companies have begun to embrace this growing medium.  But like any channel, marketers want to be able to track the effectiveness of it.

Utilizing Eloqua, here are 2 simple ways that can help you better track your social media effectiveness:

1. Creating Unique Landing Pages For Each Social Media Platform

Utilizing Eloqua Hypersite PURL pages, a simple way to uniquely track page visitors via various social media channels is to copy existing campaign landing pages that you have created to generate “new” ones.  The reason for this is that when you copy a page, you are generating a new URL that you are able to use specifically on sites like Twitter, Facebook and LinkedIn.  With this, you can uniquely track how many visitors (both known and unknown) are visiting your landing page through specific social media sites by campaign and by channel.

2. Tracking Conversions/Net New Names Through Form Submissions

In some cases, the landing page that you have copied may also have a form on it, which gives you a perfect opportunity to track how many conversions you are generating through a specific social media site as well.  However, there are a few things that you should consider with your form:

- If your form has many fields on it, you will want to consider limiting the amount of information you ask for.  Social media is meant to provide an easy way for people to access information, so start by only asking for a few pieces of information, such as email address and first name.

- A best practice for form configuration is to have a process to capture the Lead Source of names who enter into your database.  In the past, I have typically created a hidden HTML field on my form that has a value of “Twitter” or “LinkedIn”, so that when I run an analysis on a database, I can easily segment and report on those who were added via a social media site (*note – your company may have a specific naming convention for lead source, so incorporating the name of the social site into that will also help with reporting/segmentation).  Even if the conversions generated are not related to net new names, form data reporting can assist with showing how many submissions came via a social media site in relation to the lead source of the submission.

By capturing the source of these net new names, there are many types of ways that you can report on them over time:

- If you have a lead scoring program in place, you can determine the quality of the names you are generating
- What is the basic profile of a person created through a social media site (ie. what sort of titles do they have?)
- Within your CRM, you could track these names against any opportunities generated

By utilizing these two simple methods, you will be able to get a better sense as to how big a part social media is playing into your marketing efforts.

Feel free to follow me on Twitter

Happy sharing!

Omniture Test & Target

by Ben Griffiths on May 20, 2010 in Email Marketing with No comments

I recently had an opportunity to assist a client in setting up an Eloqua hosted campaign that utilized A/B testing using Omniture Test & Target.  This was my first experience with Test & Target and from what I’ve seen so far it looks like a great tool for marketers to add to their toolkit.

The campaign consisted of Eloqua hosted landing pages, forms and thank you pages.  The landing pages have traffic driven to them via Google Adwords.  Eloqua captures the lead information and sends it to Salesforce, passing along a campaign id for closed loop reporting on the Salesforce end.

Omniture SiteCatalyst is leveraged to provide more segmented reporting on the Omniture end.  Each landing page corresponds to a different campaign and pageNames are kept track of in the Omniture parameters as well – something that was key to setting up roll up reporting in Test & Target as well.

Now for the Test & Target part, this is the cool part.  Each landing page has two versions (“A” & “B”).  These are different landing pages in Eloqua and there are also “A” and “B” versions of the form and thank you pages.  Now, when a lead comes into the landing page from a google ad (they go to the same url for “A” and “B” versions) Test & Target will route the lead to either the “A” track or the “B” track.  50% will go to the “A” version and 50% to the “B” version.

That’s it, you’ve got your usual closed loop reporting via Eloqua and Salesforce (you can see in Salesforce the track as well “A” or “B”), plus more reporting in Omniture SiteCatalyst and Test & Target.  In Test & Target the reporting is straight forward, which version of landing pages worked better overall (“A” or “B”) to get a call to action click through and to get a form submission, plus on an individual page level, which version worked better.

Identifying Active and Inactive Contacts

by Sandeep Singh on May 11, 2010 in Lead Scoring, Nurturing Campaigns, Other with No comments

Have you been sending out emails to find new leads which you can pass on to your sales team?  Have you been using your Eloqua or marketing database for a while now? Would you like to identify who is responding to your campaigns?

If you continue to send communication to contacts who do not respond to your marketing efforts they might mark your emails as spam rather than unsubscribing.  Identifying these contacts in your database will allow you to suppress them from frequent communication.

How we define active and inactive contacts in your database:
An active Contact is defined as a contact that has opened an email, visited your website or completed a form in the last 4 months.

An inactive Contact are defined as a contact who has been sent at least 3 emails over the past 4 months and not had ANY tracked response activity.

Using the new Eloqua contact filter interface you can now combine the ability to filter on contact field values, activity and inactivity data.  Having all your filtering criteria in one filter you might have to apply advanced logic to make your filter accurate and execute correctly.

Once these contacts have been categorized you can now see the potential of how you can target your marketing efforts to these segments of contacts.  We would suggest that you create a re-engaging nurturing campaign for the inactive contacts as they are not ready to buy but when they are you will be on top of their minds.

COntact Filter

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