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Getting Started Guide for Marketing Automation

The Effective Marketer

With all the (deserved) hype surrounding marketing automation, is no wonder that many companies, startups especially, are adding the technology as a key component to their marketing activities. Problem is, sometimes the rush to get the software installed and running ends up trampling the creation of processes, content planning, and other key ingredients that are necessary for a successful marketing automation implementation. But let’s say you got approval and have purchased the marketing automation software of your dreams. Getting Started with Marketing Automation.

Marketing Automation Catching On Fire

The Effective Marketer

Some have even suggested that marketing automation market is floundering , but it is such a new market and offering that is innevitable to have doubts, especially with these many vendors in the space. With time, a shake out is likely (in fact, the recent acquisition of Unica and Aprimo may point to consolidation ) and the evolution of solutions will ensure marketing automation has a place in most marketing organizations, much like CRM is now standard for sales departments. Just a few marketing automation companies have already raised over $170 million dollars combined.

A Brief History of Marketing

The Effective Marketer

I was made aware of the new infographic “ The Evolution of Marketing Automation ” by Jaclyn from BlueGlass , the company that worked on it for Marketo. It provides you an interesting look back through time showing some key moments in marketing history and, of course, it ends with the advent of marketing automation. Also, the infographic seems to focus more on the evolution of marketing channels rather than the evolution of marketing automation per se. Content Marketing Email Marketing Marketing Automation eloqua hubspot infographic marketing history marketo

Content Marketing eBook and Infographics

The Effective Marketer

The Content Grid v2 , from Eloqua. The Content Grid v1 , Eloqua. Content Marketing Marketing Automation Marketing Strategy content marketing ebook infographic linkedinA Content Marketing eBook. The result was a fun project, and many findings. Who would have thought giving away free recipe books could save a company? Download the eBook and let me know what you think.

Email Design Review Gallery « The Effective Marketer

The Effective Marketer

Design #9 Email Sender: Eloqua Email Title: Using Social Channels What I Like: This is a really nicely designed email. The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Email Design Review Gallery Are you tired of what your marketing emails look like? Are you in search of inspiration? Well, this post may be the answer!

What’s Wrong with Marketing Education?

The Effective Marketer

Not of basic marketing concepts like the 4 P’s , advertising , or branding but their utmost ignorance of modern marketing tactics and tools like webinars, marketing automation, and even CRM software. If you ever hired a recent college graduate for a marketing position at your company, odds are you were amazed at their lack of knowledge. What are College Students to Do? Good luck!

The Danger of Email Marketing Benchmarks « The Effective Marketer

The Effective Marketer

good starting point is the major email service providers (ExactTarget, Silverpop, Lyris, Eloqua, ConstantContact, Emma, etc.). Studies from multiple email marketing service providers show different numbers when it comes to delivery rates, bounce rates, open rates, clickthrough rates, and more. work for a B2B software company and we do regular email blasts. Our open rates average 30%.

Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

Oracle announced today that it has agreed to purchase B2B marketing automation leader Eloqua for $23.50 per share, which comes to $871 million. This was a bit of a surprise, given that Eloqua just went public in August. It suggests that neither Oracle nor Eloqua management felt the company was substantially undervalued. The stock had been hovering around $17.50

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Eloqua Wins CODie Award for ‘Best Marketing Automation Solution’

It's All About Revenue

by Eloqua | Tweet this The Software & Information Industry Association ( SIIA ), the principal trade association for the software and digital content industries, announced  Oracle Eloqua’s Marketing Automation and Revenue Performance Management Platform  the winner of the 2013 CODiE Award for “Best Marketing Automation Solution” category.

How To Strategize For The New Eloqua Release


This week I attended the Atlanta Eloqua User Group at Oracle’s Atlanta offices. It was a great meetup, as we had Thamina Christenson with the Eloqua Product Marketing team presenting Eloqua’s latest features and future roadmap. The power of marketing automation is significant, but technology is only as good as the strategy it supports. Improve your speed to lead.

Battle of the Conferences: Silverpop v Eloqua.


A week apart from each other, the two big marketing automation players have been battling it out in customer and partner conferences – Silverpop Amplify and Eloqua Experience Europe 2013. I’ve gone, I’ve seen and I’ve observed and thought it might be interesting to compare how they went. Most of us know their products and how they compare. Here we go…

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Oracle and Eloqua Agree to Combine to Accelerate Modern Marketing

It's All About Revenue

by Joe Payne | Tweet this Today Eloqua announced that it has signed definitive agreements to be acquired by Oracle in an all cash deal valued at $23.50 per share.  Read our Powerpoint and FAQ to understand the drivers for this exciting development.  I’m using this forum to speak directly to the thousands of Modern Marketers who are already part of the Eloqua community.

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Raab Report: Act-On, Eloqua, Pardot, and Marketo Vie to Lead in Mid-Size B2B Marketing Automation Segment

Customer Experience Matrix

final installment in my series of posts on leaders in the different B2B marketing automation sectors, as determined by the ratings in our VEST report. I’ve saved the best for last, in the sense that the small to mid-size sector is the heart of the industry and its most complicated arena. Most require the full set of marketing automation functions but apply these in simple ways.

Eloqua, Oracle & Why Modern Marketing Needs Open Systems

It's All About Revenue

by Jesse Noyes | Tweet this The following article was co-written by Eloqua’s CEO,  Joe Payne , and Chief Technology Officer,  Steve Woods. Eloqua enables this by bringing together an understanding of both the “facts” that we can know about a buyer and their “actions”  The facts, such as their title, role, and industry guide us towards understanding if they are likely buyers of our services at some point in the future. Thank you for your continued support and for being part of the Eloqua community.

Email Critique: Oracle/Eloqua Webcast Invite Needs Help

The Point

The impact that Oracle’s acquisition of Eloqua will have on that company’s ability to compete effectively in the marketing automation space is fodder for debate. What is more clear, based on the Webcast invitation I received this week (below), is that it hasn’t done much for Eloqua’s own email marketing. Let me count the ways: 1. What does “Dominate Your Communications” mean?

Raab Report: Neolane, Aprimo, and Eloqua Rate Highest for Large Company B2B Marketing Automation

Customer Experience Matrix

Our scoring reflects their need for special features for automated content selection, project management, complex lead scores, and tight control over the rights granted to individual users. The chart shows Neolane and Aprimo (owned by Teradata) as the clear leaders, with Eloqua also very strong. This is 5% of industry installations and 25% of industry revenue.

Oracle and Eloqua: Driving the Modern Marketing Era

It's All About Revenue

by Joe Payne | Tweet this By Joe Payne, CEO, Eloqua and Steve Miranda, Executive Vice President Application Development, Oracle. As of last Friday, February 8, 2013, Oracle completed the acquisition of Eloqua, and Eloqua’s products will become a core component of the Oracle Marketing Cloud. Additionally, the open Eloqua platform will continue to support multiple CRM systems.

Is the Latest Eloqua & JESS3 Animated Video Art or Marketing?

It's All About Revenue

by Joe Chernov | Tweet this These are the questions we asked ourselves as we imagined and developed “ What is Revenue Performance Management? ”, the latest video from Eloqua and  JESS3. Or, as JESS3 co-founder Leslie Bradshaw, said, “Just when you think you’ve seen it all from Eloqua and JESS3, we go and do something so spectacular that it begs the question: is this art or marketing?

Eloqua 101

Survey: Marketing Automation Users Score a “C” in Maturity

The Point

Spear Marketing Group has published an informative report detailing results of a survey designed to gauge the maturity of marketing automation deployments within the B2B community. The survey asked marketing operations managers and other B2B marketing executives to rank their current deployment of marketing automation software in 33 separate categories relating to either key software functionality or generally accepted best practice. In some notable areas, the average marketing automation user appears to be achieving real business value.

Eloqua Experience 2010


This week I attended the Eloqua Experience, Eloqua’s user conference in San Francisco. The big news of this event is the launch of Eloqua 10. The revamped user interface makes working with Eloqua a lot of fun. Here is a preview: Eloqua 10 Campaign Builder (click to enlarge). attended the session with Siteworx, an early adopter of Eloqua 10. Overall.

22 Photos from Eloqua Experience 2012

It's All About Revenue

Another Eloqua Experience has passed, but that doesn’t mean we can’t get nostalgic, right? So here are 22 photos from Eloqua Experience 2012. paulhart1: Full day of product training at #EE12 @ Eloqua Experience North America. Eloqua #EE12. modernmarketers #change #ee12 @JeffreyHayzlett @ Eloqua Experience North America. EE12 #Eloqua. Brainshark.

Marketing automation is not marketing strategy


Too often, these days, I am hearing B2B marketers mouth claims like “We got this new [fill in the brand] automation tool, so now we can reduce headcount.”  Or, “Once this automation system is installed, it will take our marketing to the next level.”  Marketers sometimes see automation as a silver bullet.  So, what should we be doing with automation, to ensure its success? 

How 100+ Brands Use Video with Oracle Eloqua to Connect with More Buyers


In fact, more than 100 brands  are now using Vidyard’s integration with Oracle Eloqua to connect with more buyers and turn viewers into customers. And they’re doing it in a way that’s tightly integrated with the marketing automation platform that powers their programs and insights. For a growing number of modern marketers, the road to revenue is paved with video marketing.

Marketing Automation Simplified [Slide Deck]

It's All About Revenue

by Eloqua | Tweet this Looking for more information about marketing automation, but afraid to ask? Check out our new slide deck presentation via SlideShare  (also embedded below) for tips on how marketing automation can help your team work smarter, not harder! Marketing Automation Simplified from Eloqua. Calm your marketing chaos!

5 Steps to Use Marketing Automation for Improved Conversion Knowledge

It's All About Revenue

Marketing automation is all about conversion-rate optimization. In fact, an Eloqua benchmark study showed that automated campaigns have more than a 200% higher conversion rate than those without automation. To start with, marketing automation provides you with better information than you’d get with a manually orchestrated campaign. How is that possible?

Can Eloqua Skills Help Get You Promoted? [CHART]

It's All About Revenue

months ago, I used  LinkedIn’s search tool  and took the counts by seniority level for profiles that mention Eloqua as a part of their resume (you can get counts by looking at the premium filter results, though you must upgrade to get the actual profiles).  First of all, I found that a whopping 5,539 professionals are currently listing Eloqua on their online resume. 

Scaling Events Across Your Enterprise With Event and Marketing Automation

It's All About Revenue

When event automation and marketing automation systems work together to capture rich attendee data and execute flawless events, marketers can leverage that data for personalized follow-up. Leveraging Marketing Automation for Event Success How can marketing automation impact the success of your enterprise events? Marketing Automation

Battle of the Conferences: Silverpop v Eloqua


A week apart from each other, the two big marketing automation players have been battling it out in customer and partner conferences – Silverpop Amplify and Eloqua Experience Europe 2013

4 Marketing Automation Must-Haves For Beginners


When I think about starting my career in marketing automation, I think of  the complete confusion of how everything should be setup. Rome wasn’t built in a day and neither was a fully automated marketing engine. There are many important things to focus on when starting to use a marketing automation platform such as Marketo or Eloqua. Start simply with the basics.

The Sales Perspective – An Interview with Jill Rowley of Eloqua


the Eloqueen to discuss various topics about our B2B world and marketing automation.  As one of the leading sales representatives in the marketing automation space, Jill has established herself as a thought leader and advisor to some of the worlds largest companies.  We would like to thank her for taking the time to talk with us. We have spoken many times about how marketing automation alone is not enough.  Social media gives me the opportunity to be part of the conversation and share content whether it is Eloqua-branded, industry articles, or thought-leadership pieces. 

Common Concerns With Marketing Automation: Where Do You Rank?

It's All About Revenue

by contributor | Tweet this Editor’s Note:   Today’s post comes courtesy of  Jennifer Stoll , Head of Strategic Planning at Pepper North America, an Oracle  Eloqua Gold-Certified Partner. Jennifer merges theoretical planning with hands-on experience as a marketing automation expert focusing on lead scoring, closed loop reporting and advanced segmentation. Follow Size matters.

VEST Report: Competition in B2B Marketing Automation Isn't About Features

Customer Experience Matrix

Yesterday I released the mid-year edition of the VEST Report on B2B marketing automation vendors, thereby meeting my self-imposed deadline of July 31. Otherwise, the top players have remained the same: Infusionsoft , HubSpot , Act-On , Salesforce Pardot , Marketo , Oracle Eloqua , and Adobe. Even B2C marketing automation is showing some interesting new life.

Infer Releases New Predictive Behavior Scoring for Oracle Eloqua


Press Release: Deep Integration Between Marketing Automation and Predictive Solutions Helps Growing Companies Optimize Marketing and Sales. Infer Inc. , a leading predictive sales and marketing platform that helps companies win more customers, today announced the most advanced predictive behavioral modeling solution for the Oracle Eloqua platform. three weeks). About Infer.

What to Expect at Eloqua Experience

It's All About Revenue

Eloqua Experience 2011 kicks off after much anticipation. But we also want to add that those heading to Eloqua Experience can expect to learn about a wide variety of B2B marketing topics, from marketing automation to lead management to Revenue Performance Management. More attendees are expected at Eloqua Experience 2011 than ever before. Here’s a sneak peak.

When Marketing Automation Is the Wrong Solution

Digital B2B Marketing

Marketing automation is quickly becoming like the self-driving car for B2B marketing. Led by Eloqua (now part of Oracle) and Marketo (with a very successful IPO last week), today marketing automation companies are collectively worth billions. When Marketing Automation Is Unnecessary. If so, marketing automation is a solution to someone else’s problem, not yours. 2.

The 14 Best Marketing Automation Tools


Marketing automation software tools can be very helpful in making lead nurturing and sales acceleration efforts more effective—even if the category is badly misnamed. Marketing can’t be automated.) But “segmented prospect email followup sequence design and automation,” while a more accurate label for the category, certainly isn’t as catchy. 11) JumpLead.

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Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks. Taken together, these provide a clearer picture than usual of the state of marketing automation. The reason is selection bias: most surveys are answered by people who are actively engaged in marketing automation. Here’s how I see things.

4 Fast Integrative Benefits From the New Eloqua AppCloud in Topliners

It's All About Revenue

by Eloqua | Tweet this Centralization is a good thing! The Eloqua AppCloud is now integrated into our Topliners community, to help you discover new apps, share, comment on, and follow your favorite apps. little backstory into its humble beginnings: The Eloqua AppCloud launched back in June 2010, with about two-dozen apps. Fast-forward Score! Ask a question. Tell Tell a story.

A Look at the Future of Social Marketing Automation

It's All About Revenue

The case for using marketing automation technology is clear. Currently, a lot of social marketing isn’t automated at all. Human beings and their knack for graceful conversation aside, the future of social marketing will be automated. And conversely, the future of marketing automation will be decidedly social. Follow Nikki on Twitter  @nikkiserapio. Enjoy!”.

You’ve Got Mail from Eloqua, Hubspot & Neil Patel

B2B Lead Blog

Great marketing automation is a multifaceted, complex endeavor that done well can be the critical success factor in a more leads, more MQL, more SAL and a faster sales pipeline. Nurture segmentation from Eloqua had me receiving a content drumbeat and webinar invitation stream about 2x per week. Email is a critical piece of the tactical mix. Below are some of my B2B email heroes.