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Engagement and Eloqua Experience


For the Eloqua Experience preparation webinar sponsored by Televerde, I was asked to speak to the topic of Engagement. This is one of six topics that comprise the agenda for Eloqua Experience. As B2B marketers, we have to be careful not to get too caught up in mechanics and focused just on “hard” outcomes we can measure and report.

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?

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. Did you expect to hear a B2B marketing leader at Lenovo, the world’s largest PC manufacturer, talk about making people laugh and cry? For a growing number of modern marketers, the road to revenue is paved with video marketing.

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.”  But to get the right mix of strategy and tools, we need better integration.  (Photo credit: Wikipedia). This worries me. 

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.” In other words, marketing automation doesn’t work without strategy. But it’s only a tool. It can’t develop value propositions. Stevens.

33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

By Rob Petersen, {grow} Community Member First, a few depressing facts: 86 percent of B2B companies say they are doing content marketing Just 38 percent say it is effective 21 perecnt are able to track a return on investment (ROI) (source: Content Marketing Institute ) Benefits from marketing and attribution of results always seem harder for B2B companies than B2C. million. million.

Seven Ways to Humanize B2B Marketing


While B2C and B2B marketing practices are distinct in many ways, they both ultimately involve making your message resonate with people—meaning emotions a significant role. Certainly, practicality plays a large role in B2B procurement. So how can a B2B vendor stand out, and potentially create more sustainable competitive advantage? Marketing Strategy Reputation Management

Eloqua, TopRank, Demandbase and More – OMS Minneapolis Wrapup


Last week’s Online Marketing Summi t in Minneapolis drew an intense crowd of local agency and corporate attendees focused on learning the latest strategies for SEO and search, conversion rate optimization (CRO), QR codes, PPC, social video marketing, integrated analytics, social media measurement and more. Steve Woods , Eloqua. Don’t be boring! Angie Schottmuller.

Will Content Strategy Save Marketing?

B2B Marketing Insider

The media habits of today’s B2B buyer have changed dramatically in just the past few years, and yet B2B Marketing departments are struggling to keep up. Pull back the covers of most B2B Marketing plans and you’ll find a significant amount of outbound activity working harder and harder to achieve decreasing results. The biggest challenge in Content Strategy?

5 Proven Digital Marketing Strategies for Small Businesses in 2016


Yes, a virtual panoply of amazingly intricate and beautifully complex multi-million dollar integrated digital marketing strategies that, unfortunately, the overwhelming majority of businesses don’t have the wherewithal or resources (human and budgetary) to implement. Fear not, for behold, I bring you tidings of great joy this holiday season: five proven digital marketing strategies and tactics for small businesses just like yours to focus on in 2016 that can be translated into actionable, high-return marketing initiatives at a reasonable cost. Let me explain. Small Business Rules.

Practical B2B Blog Strategy | - B2B Social Media.


But at the end of the day success in the B2B sphere isn’t about conversations and engagement: it’s about sales. Don’t Let Your Focus Wander The “engage, start a conversation&# mantra that seems to be doing the rounds at the moment might be a bit misleading from a B2B perspective. So What’s the Best Approach for B2B blog success? clicks down.

6 Forgotten Content Strategies to Implement Now

It's All About Revenue

However, when you drill down into organizational processes, oftentimes content efforts are duplicated because there aren’t clearly defined content strategies. In fact, only  44% of B2B marketers claim to have a documented content strategy. You should always create a mission statement to go along with your content marketing strategy.

ExactTarget and Eloqua Stake Their Claim To Centralized Customer Management

Customer Experience Matrix

You probably saw ExactTarget ’s June 13 announcement of its strategic partnership with Marketo and Eloqua ’s June 21 announcement of its new AppCloud marketplace for connectors with other systems. That Eloqua sees itself as the center of a marketing infrastructure isn’t surprising, although it does show how far we've traveled from the once-common view of marketing automation as an auxiliary to the sales automation “system of record”. The campaign engine will be improved before IMH's official launch this September, but other specialized B2B features probably won’t be added.

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. Respondents were then assigned a grade based on how many of their responses aligned with those best practices.

How Marketers Are Managing The Buyer Journey [Infographic]

It's All About Revenue

There’s no denying it—today’s B2B marketers have their work cut out for them. As you’ll see from our latest infographic done in partnership with Oracle Eloqua, there are plenty of opportunities. For one thing, marketers are realizing that branding is a strategy not just for the Coca-Cola’s and Nike’s of the B2C world. Branding does indeed matter in the B2B buying process.

Introducing the Oracle Marketing Cloud

It's All About Revenue

Oracle Marketing Cloud combines the capabilities of Eloqua, BlueKai, Compendium, and Responsys with the social relationship management components of Oracle Social Cloud. This valuable data can inform our strategies as marketers in ways that allow us to deliver much-improved customer experiences. by Kevin Akeroyd | Tweet this We all want to be customer-centric with our marketing.

What B2B Marketers Need To Know About Video

It's All About Revenue

Meanwhile, 72 percent of B2B buyers now watch video content throughout their entire path to purchase with nearly half of those viewing 30 minutes or more while researching a company. As part of our multichannel marketing strategy, we’ve produced more than 1,000 videos, which now generate roughly 2 million viewing minutes per year. And this is a great thing for modern marketers.

6 Lead Nurturing Strategies for Beginners

It's All About Revenue

by Jesse Noyes | Tweet this This article comes courtesy of Joe Cordo , Chief Marketing Officer at Extraprise , an Eloqua partner and lead generation services firm. Here are six strategies to review before you launch into lead nurturing. 1. Build Toward a Comprehensive Strategy. Lead Nurturing Strategies for Beginners is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing. Lead Nurturing b2b marketing Content Marketing Demand Generation Eloqua Extraprise lead generation marketing automation

B2B Blogging and Video Takes Off

It's All About Revenue

by Jesse Noyes | Tweet this Some might say 2011 was the year of social media in b2b. The survey found that blogs saw an 27% increase as b2b content marketing usage tactic this year over 2010, with 65% of respondents claiming they use blogs as part of their content marketing strategy. Videos also saw a 27% bump in usage, with 52% of respondents using video for b2b.

Video 114

10 B2B Marketing Infographics Outlining Strategies & Tactics for the New Year

KoMarketing Associates

Earlier this week a colleague forwarded along Bizo’s latest infographic in partnership with Eloqua , highlighting the B2B buyer’s journey from discovery through sales completion. It had me thinking about the fact that while our job as B2B marketers is getting more challenging, so much more information is accessible to us for analysis and strategic development.

Spin A Story That Stands Above The Noise: Content Marketing Tips From ?Ardath Albee

It's All About Revenue

Join Ardath Albee , author of eMarketing Strategies for the Complex Sale , and our community of modern marketers at Eloqua Experience 2013 at the Hilton Union Square in San Francisco. Join Ardath and the Eloqua community at Eloqua Experience October 23-25 in San Francisco. Stories are difficult to copy. Create contagious content that motivates conversations. Albee: Sure.

Transforming Marketing From Social Media to Social Business

It's All About Revenue

by Erick Mott | Tweet this We’re passionate about customer success at Oracle Eloqua. And if you’ve been reading our blog, scanning Eloqua tweets , or participating in the Topliners community – you likely have heard about the Five Tenets of and journey to modern marketing. Erick Mott is a social business leader at Eloqua. But let’s focus on social media for a moment. 

5 Tips for Planning Your Eloqua Experience Agenda

It's All About Revenue

Eloqua Experience 2012 is just days away. Plus, you’ll meet new people and that’s half the fun and benefit of attending Eloqua Experience. 2. Eloqua Experience is taking a familiar tack. If you’re a big picture strategy thinker, I encourage you to check out the Imagine It tracks which feature sessions by industry analysts and Eloqua customer strategists. You’ll hear from real customers on the challenges they’ve struggled with and how they’ve solved them using Eloqua. by Heather Foeh | Tweet this Start the clock. Spread Out. Imagine Big Ideas. Get Geeky.

Why Advocates Should Be Part Of The Modern Marketer’s Strategy

It's All About Revenue

Take five minutes to think about the contrast between your life as a consumer and that as a B2B marketer. Why Advocates Should Be Part Of The Modern Marketer’s Strategy is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing. Here’s a fun exercise. On your way to dinner, you probably compared restaurant reviews on Yelp. See the difference?

Fostering Innovation - Eloqua Experience Day Two Keynotes.


Littered throughout his presentation were amazing examples of design innovation and strategy being made visible. Strategy is much more effective when you can visualize it. Make strategy visible, make ideas persistent. Topics include content marketing, B2B social media, demand generation, marketing automation, and more. Your B2B Marketing Plan Doesn’t Need Twitter.

B2B Social Media Strategy: 5 Steps to Gaining Executive Buy-in.


Early on you saw the potential power of social media through direct engagement with customers – and now you’re tasked with setting the social strategy and direction for your company. The biggest leap of all may be convincing your executive team to not only embrace the power of B2B Social Media, but to use it themselves to bring a more open and authentic image to your company and brand.

Buy 44

How Simple Is Your Strategy?


About | Advertise | Submissions | Write for Us CrowdsourcedFRD Home Advertising Branding Content Marketing Lead Gen SEO-SEM Social Media More Strategy Design PR eBooks Educational Facebook Guest Posts Twitter How Simple Is Your Strategy? SAP is a 50,000 employee company being guided by a 72 character strategy. How simple is your strategy? Does it guide every decision?

Top 50 B2B Marketing Influencers On Twitter

B2B Marketing Insider

Who are the top B2B Marketing influencers on twitter? To answer this question, I looked at a variety of factors including twitter followers, profiles that included “B2B marketing,” the focus of their tweets including the hashtag # B2BMarketing , as well as a variety of social scoring tools using the keyword. Top B2B Marketing Influencers – Companies. Powerful.

How Do You Produce More Interesting Content? [CHART]

It's All About Revenue

simple glance at the chart below from the “ 2014 B2B Marketing Trends-North America: Content Marketing Institute/MarketingProfs ” report by Content Marketing Institute shows that 73% of marketers are creating more content than they were a year ago.  To answer that question I am going to share the strategy we used in our most recent campaign initiative, “The Five Tenets of Modern Marketing”. 

11 Key Factors In Building Landing Pages for B2B Search Engine Marketing Initiatives

KoMarketing Associates

One of the most direct ways B2B marketers can improve SEO, PPC, and ultimately lead generation initiatives is through the development of landing pages, designed to showcase individual content marketing assets. As such, they need a unique place online, through the B2B organization’s website, to serve as a “home base” for lead generation and search visibility. Benefit.

Unleashing Your Revenue Engine - Eloqua Experience | B2Bbloggers.


Hence, Eloqua’s introduction of the discipline of, Revenue Performance Management – The Future Of Revenue After discussing revenue performance management , Joe then introduced the “ C-Suite 16. &# A new, standard set of sales and marketing reports with the intent of offering “ One View Of The Truth &# into revenue performance. Your B2B Marketing Plan Doesn’t Need Twitter.

3 Strategies Pro Golfers Could Teach Sales and Marketing

It's All About Revenue

Below I highlight 3 sales and marketing strategies gleaned from competitive sport of golf. 1. Emulating the competition in certain facets may be good strategy, while in others it’s a losing proposition. Strategies Pro Golfers Could Teach Sales and Marketing is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing. Sales & Marketing Alignment B2B b2b marketing b2b sales and marketing Demand Generation marketing automation revenue marketing sales and marketing alignment sales and marketing strategy

Content Creation Fundamentals


According to the State of Content Marketing Report 2014  Survey Report by LookBook HQ and Oracle Eloqua, marketers are producing a lot of content. One of my favorite pieces of advice came from last year’s MarketingProfs B2B Forum where I heard Erika Napoletano speak for the first time. The key to writing good content is having a holistic Demand Generation Strategy. Ask them.

5 Social Media Enhancements That Benefit B2B Marketers

It's All About Revenue

by Amanda Batista | Tweet this Remember that time when B2B marketers sought a way to cultivate a presence on social because B2C had all the ‘fun’? Then there was that other time, when B2B marketers realized that social business is a reality. Today, no modern marketing strategy is complete without an integrated social media plan and presence.