Category: Marketing Automation

Grand Central Station

Eloqua Contact Routing Made Easy

Summary One particularly painful challenge that Eloqua users often face is contact routing between programs.  Eloqua is extremely flexible and built to manage routing effectively.  However, new users often don’t understand the full depth of flexibility causing this piece of the puzzle to be overlooked early in a deployment.  Unknown to Eloqua Admins the problem…

School Chalkboard

Lead Scoring University

Lead Scoring has long an important piece of demand generation and will likely continue to grow in complexity and value.  I’ve compiled some of my experiences in the posts listed below.  I hope you enjoy and it helps you find fast and more value from your lead scoring efforts.  I encourage you to share your…

School Chalkboard

Lead Scoring 301: Webinar and Video Lead Scoring

Summary Traditional lead scoring allows us to score on profile data from within our marketing automation system and even from outside platforms such as CRM and data-warehouses.  We can also score based on engagement data stored in our marketing automaton system such as e-mail clicks, website visits, and form submits.  However, this misses one important…

School Chalkboard

Lead Scoring 202: Advanced Lead Scoring Features

Summary If yore using a flexible marketing automation system there are many ‘enhancements’ you can be build into your lead scoring programs.  The list is growing all the time but I thought I’d list some of the popular advanced lead scoring enhancements I’ve built in the past. Program Feeders Traditionally there have been two methods…

School Chalkboard

Lead Scoring 201: Using Multiple Lead Scoring Programs

Summary The concept of lead scoring is fairly simple – give a contact points for how well they match up with profile attributes of your buyer personas and how engaged they are with you (determined by website visit, email engagement, requests for info, etc.).  However, right out of the gate most organizations run into a…

School Chalkboard

Lead Scoring 102: Select Lists

There’s been a lot of focus on lead scoring recently, especially in the Eloqua community.  Historically, Eloqua has offered one of the most powerful lead scoring models, which is built on the Program Builder engine.  Program Builder doesn’t score high on the user-friendly scale which has pushed Eloqua to launch an entirely new lead scoring…

Scores

Why Lead Scoring is a Terrible Idea

Summary One of the most commonly pitched features of Marketing Automation is lead scoring.  This gives MA users the ability to score the quality of a leads explicit profile information (job title, industry, revenue…) and implicit engagement activity (website visits, event registrations, email click-throughs…) allowing your sales team to prioritize leads and focus their efforts…

Why Marketing Automation Can Fail and How to Ensure it Doesn’t

Summary This article examines some common causes of failed marketing automation implementations and presents solutions to help mitigate these risks. The Problem Over the past few years I’ve read many articles about the high rate of marketing automation failure.  I’ve also witnessed some failures first hand.  Failure can come in the form of low ROI…

Mountain Climbing

Re: Close the Gaps to Close More Sales with Marketing Automation

Sharon Drew Morgan recently wrote an article for Marketing Automation Software Guide outlining several gaps with marketing automation that are holding organizations back from realizing the full benefit of these systems.  You can read the full article here.  Building off of her points I’d like to add some further comments on the complexity of mapping…

Marketing Automation Mind Map

Inside the Mind of Marketing Automation [Infographic]

This Revenue Engineer article features guest writer Richard Hill, a Practice Leader at Quarry Integrated Communications. As resident marketing automation advocate, Richard is responsible for helping Quarry’s clients succeed in adopting and mastering this new breed of game changing technology. Quarry is a Certified Agency Partner with Eloqua. You’re a marketing automation advocate. You’re passionate…