marketing automation hacks: eloqua
TRANSCRIPT
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MARKETING AUTOMATION HACKS:
Zee Jeremic Managing Director, MASS Engines
@jeremicz
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
@uberflip
#MAHacks
@MASSEngines
WE WILL SEND THE RECORDING.
Questions? We’ve got answers! (At the end of the webinar )
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Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers! (At the end of the webinar )
@uberflip
#MAHacks
@MASSEngines
How Uberflip & Eloqua Work Together
Stay Tuned For The Demo
CONVERT, CONNECT AND UNDERSTAND LEADS
@uberflip
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MEET THE EXPERT
Zee Jeremic Managing Director and Founder, MASS Engines
Street Cred:
• Zee is a driven marketing technologist with a passion for innovation and marketing-
directed sales growth
• With over 14 years of B2B experience at the cutting-edge of technology, he leads a
growing team of Marketing and Sales Automation experts with the goal of enabling
companies to harness the full power of automated demand generation
• 4 years at Eloqua managing the consulting and technical support teams
• Built integrated marketing and sales systems/processes for Fortune 500 and mid-
market companies
• Created and launched the Eloqua SmartStart program and performed full
marketing automation system transitions
• At Angoss, helped develop next generation Sales and Marketing solutions
utilizing big data and predictive analytics to re-imagine lead acquisition and
scoring, cross-sell/upsell initiatives, and sales productivity
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LET’S GET HACKING!
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Data Standardization
• Challenge: Dirty data, lack of data
• Perspective: Good, clean data is critical to any effective marketing effort – segmentation, personalization, dynamic content, nurture, lead scoring, etc.
• Solutions: Integrate relevant systems, minimize requested information, standardize data input, append data from external systems, extract data from existing fields, standardize data on an ongoing basis
• Hacks: 1. Lookup Tables for Data Extraction 2. Contact Washing Machine
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Hack #1
• Lookup Tables effective way to build
a 2 column lookup/replace relationship
• Transform Title into Role and Function
• Standardize State, Country, and Industry
• Use in Program Builder as one-offs, or
part of a Contact Washing Machine –
an ongoing set of cleansing/std routines
Standardize
titles into
Roles
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Hack #2
• Contact Washing Machine maintains
all data on ongoing basis
• Clean up, enrich, append, transform
• Native or CloudConnector functions
• Run continuously, ensure data
always up to date
Std First
and Last,
Company
Name
@uberflip
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Lead Scoring
• Challenge: What makes a qualified lead? • Perspective: Sole purpose of LS is to identify Sales ready leads. Critical to align
with Sales on their definitions of SAL and SQL, report on MQL outcomes, and have regular check-ins with counterparts in Sales.
• Solutions: Get Sales feedback, run data analysis on profile and engagement patterns of successful opportunities, measure engagement, report on outcomes.
• Hacks: 1. Page Tags for measuring effective Web Engagement 2. CRM Reports for insight into MQL performance
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Hack #3
• Page Tags and Page Tag Groups great
way to organize and group content
• Group based on engagement stage,
product, content type, topic, etc.
• Effective in Lead Scoring, Nurture
programs, Reporting
Grouped
Content
URLs
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Hack #4
Email reports weekly
/monthly to enable
easy data access
and insights
• CRM provides up-to-date information on MQL performance
• Simple tables can provide wealth of information on outcomes based on score
• Use in conjunction with Eloqua reporting and leverage during meeting with sales
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Events
• Challenge: Laborious, manual configuration and management
• Perspective: Events (field or online) are the bread-and-butter activities for most marketing organizations. Integration and Automation can transform how organizations run events, resulting in time savings and increased efficiency.
• Solutions: Integrate your event system with Eloqua, automate webinar processing, send campaign data to CRM.
• Hacks: 1. Event integration 2. Automated webinar programs
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Hack #5
Install Connector
to integrate
• CloudConnectors integrate external systems
• Invoke Connector in PB to register or query
Invoke Connector
and Send RegID to
register attendees
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Hack #6
• Automation creates
efficiencies
• Automate invites,
registrations, processing
• Create a Canvas template
you can copy and edit
Registrant Processing Invites
Follow-ups
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Lead Nurture
• Challenge: Control of flow and messaging
• Perspective: Automated nurture streams are the core of Marketing Automation. As automation grows it becomes increasingly necessary to control flow and messaging between different programs.
• Solutions: Build nurture streams catering to specific scenarios, connect up nurture programs, build simple and effective mechanisms to track contact position.
• Hacks: 1. Shared Lists for Flow Control
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Hack #7
• Shared Lists effective tool for position
tracking and flow control
• When contacts enter Canvas/PB add to
Shared List. Remove when they exit.
• Reference in Segments/Canvas/PB
Start each Canvas
by adding to a
Shared List for that
Canvas
End by removing
from Shared List
Easily reference
membership in
Canvas/PB/Seg
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@uberflip
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We put the ability to manage and leverage the
content experience in the marketer’s hands.
UBERFLIP PUTS MARKETERS IN CONTROL
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Connect your content:
To a beautiful, optimized front-end experience that is:
With built-in tools to:
RESPONSIV
E
DISCOVERABL
E
SOCIAL
CONVERT, CONNECT AND UNDERSTAND LEADS
ORGANIZED PERSONALIZED
HOW IT WORKS
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• Auto update • Smart filters • Scheduling
• Content score • Uberflip metrics • Marketing Automation
• Create CTAs • Gate Content • Marketing Automation
• Aggregate • Curate • Personalize
Manage Content
Generate Leads
Automate Process
Deliver Insights
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Resource Center Blog Upgrade Content Library Sales Enablement
UBERFLIP USE CASES
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Supercharge Your Content
• Sync Contacts
• Progressive Profiling
• Track Buyer Journey
• Trigger Campaigns
• Gate Premium Content
• Enhance Lead Scoring
@wistia @uberflip
THE UBERFLIP EXPERIENCE
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QUESTION TIME!
Zee Jeremic Managing Director, MASS Engines
@jeremicz
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
www.uberflip.com