LEARN THE POTENTIAL OF MARKETING AUTOMATION! POWERBREAKFAST ON MARCH 27

07 March 2018

Owning digital marketing tools is an important step towards an effective strategy of acquiring and retaining customers. An important one, but not the only one. Taking full advantage of the potential of these tools is just as important, and as proven by experience, companies that use Marketing Automation often take advantage of only a fraction of its potential. That’s why together with Oracle Polska we invite you to meet us at the POWERBREAKFAST, where, in informal atmosphere, we will present the potential of marketing automation solutions and show you how to use them in business practice.

We are consultants, not engineers, which is why we avoid complicated diagrams and intricate technicalities. We focus on business value and practical examples of marketing automation being applied to acquire and retain customers. POWERBREAKFAST will take place on the 27th of March from 9:30 am to 12:00 pm at the Grow Poland headquarters in Warsaw. You will find more information on the subject of this meeting on the event’s dedicated page.

Register now! The number of participants is limited.

TAKE FULL ADVANTAGE OF YOUR MARKETING AUTOMATION INVESTMENT – A CMO’S EXPERT SERIES

Introduction
After few years working with companies who deployed Marketing Automation I realized that in many cases such deployment doesn’t return expected value and may put you as the owner of the project in an uncomfortable position.

This is mainly due to insufficient usage of the Marketing Automation potential. Marketing Automation when used properly is a powerful tool helping companies to generate high quality sales leads and positioning the marketing teams as a source of value not cost.

In the Marketing Automation CMO Expert Series we will cover the main benefits of having a properly deployed and used Marketing Automation system.

Chapter 1 – Engaging Prospects

In this chapter you will learn how Marketing Automation solutions can help you generate high quality leads by engaging them at a very early stage of customer journey and increase sales conversion by employing effective nurturing strategies.

Engage prospects before your competition

In today’s crowded market place the only chance to get noticed by potential customers is to engage them on a very early stage of their buyer journey. Business customers usually don’t start their decision process with a specific product or solution in mind. They rather research possible solutions by typing problem-oriented questions for example the question: “how to increase leads conversion?” is popular as it returns over 350 000 000 search results.

Is this the best moment to attract customers? As you see, you will not be alone answering this question. In fact, there will be quite a few of your competitors fighting for your prospect’s attention. You need to find a way to move out of this red ocean and grab your prospect’s attention at earlier state of their journey.

The first moment of decision process is a stage when the prospect doesn’t really plan to make any decision. It’s called the “status quo” stage in which there is no active research process in place. The prospect seems happy with the solutions and systems he or she use.

As strange as it seems this is the moment when you should start conversation. You first task will be to move your prospects out of their comfort zone by sharing valuable insights about business challenges they may be not aware of.

This is why you need a high quality content oriented not on your product but on specific business trends, challenges and problems.

Imagine sending your product leaflet covering the features of securing a cloud IT infrastructure to prospects who are not even considering cloud as their main IT environment. Seems stupid? I’m receiving such offers every week.

How Marketing Automation may help you manage such early and fragile relations with prospects?

First you will be able to track the performance of your content and figure out what is attractive for your prospects and optimize your materials.

Having quality content you may ask for customer data to communicate with them proactively. Once the e-mail address is given (with the communication consent) your anonymous prospect became identified.

From this moment you will be able to track each interaction with your content and send a personalized communication. You will know exactly how many e-mails the lead opened, which of your websites he or she visited etc.

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In Eloqua – a part of Oracle Marketing Cloud Suite you can later see all lead’s interactions in the Profiler view. This data can be used by marketing teams to prepare more tailored campaigns and sales professionals by giving them valuable insights before a sales call.

Scoring your prospects to convert them into high quality leads

Gathering data is just a fraction of Marketing Automation tools potential. The next step is to automatically score the leads taking into consideration their job profile and interactions with your content. Why it’s important? Because not all off your leads will be equally valuable. You will need to determine the group of leads which will be most profitable for you.

The beauty of having Marketing Automation solution in place is that you don’t need to do it manually. Once you establish your scoring criteria, Eloqua will use it to constantly score each lead behavior and profile data to help you determine the right moment to engage sales.

Most of the times you want to engage decision makers into conversation about your product. This will be reflected in the scoring criteria. On the example below you see how Eloqua helps you score leads by assigning points to chosen profile related criteria – Job Role is critical so it will impact on 50% of the whole profile.

Below the criteria you will define which Job Roles are important to you so the scoring point will be assigned to the lead only if he or she meets the specific criteria.

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The profile data are fulfilled most of the time by submitting a form or by integration with external systems where the data are stored – for example CRM system.

This is the first part ofe the scoring matrix.

The second takes into consideration the lead’s behavior, strictly speaking the interactions with your content (websites, e-mail, webinars etc)

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The engagement criteria you assign specific points for certain behaviors which increase the probability to convert lead into a sales opportunity. On the example above you see how Eloqua helps track a list of activities defined for your company.

Gathering data about your prospect profiles and their interactions with your content you can rank your leads by carefully selected criteria. The main benefit you see will be a much higher conversion to sales due to the increased quality of the leads you transfer to sales.

TIP: to build effective scoring criteria list, engage sales into the process. This will give you a chance to make it as realistic as possible but also make them accountable for the whole process. Lead criteria set up workshop may be also a great opportunity to explain the benefits of Marketing Automation to the sales team and have their cooperation committed.

Nurture your leads to increase the sales conversion

Leads profiling is a great way to track and score the lead quality but may also be used to better serve the customers during their buyer journey.

B2B sales cycles became very complex and they are no longer a linear process. This is why you need to be able to share your educational content in a very personalized way. You need to follow your lead behavior to share the right content at a right time.

The good news is that you don’t need to do it manually. Having a Marketing Automation solution deployed you can create automated campaigns in which your lead is served with personalized content shared at the best possible moment defined by customer behavior.

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The picture above shows a simple automated campaign designed to invite customers into a breakfast meeting. As you see the follow up communication is defined by customer reaction. The campaign tracks whether the receiver submitted the event registration form and acts accordingly. If the registration takes place, the confirmation e-mail is sent, if there is no submission within a certain timeframe, we send the reminder e-mail.

This is in fact one of the simplest campaigns you can build. The nurturing campaigns may use tens of steps to guide the potential customers through even a long and complicated nurturing process.

As a result of using the lead nurturing features you can plan the whole customer nurturing process in one place. You can also track the effectiveness of the process and optimize it to increase the lead to sales conversion.

Summary

Marketing Automation tools give you the full set of features needed to engage your prospect at a very early stage when the competition is not as intensive and guide them through the education process by using the scoring and nurturing techniques. Sharing a valuable content from the very beginning of your relation creates a productive environment of sharing your knowledge in exchange for your customer’s data and insights.

Properly set scoring criteria help you engage the sales team where the lead is ready for sales conversation and nurture them even if the prospect is frozen or rejected during the sales process.

Automated campaigns let you plan the whole interaction process in advance and maintain the personalized experience.

This is the first chapter of our CMO’s Expert Series. Subscribe to our Marketing Automation Experts list to receive the next chapters including: “Learning your customers Digital Body Language”, “Generating High Quality Sales Opportunities”, “More Sales from existing database”.

If you need advice or support in making the most of your Eloqua Investment – we are ready to support you from the strategy consulting to the technical deployment and customization phase.

Lukasz Kosuniak – Digital Marketing Partner, Grow Poland

Contact us!

Grow Poland’s goal is to use the potential of modern marketing solutions to the maximum – based on thorough Customer Experience and Big Data. Our methods enable the full use of innovative tools of the modern digital world. We present innovative solutions and new ideas that will be industry standard tomorrow.

Using the most modern technologies form the scope of marketing automation, we combine the areas of marketing and sales in order to support our clients revenue creation. We combine the specialised knowledge of our experts and state-of-the-art technology, we support our clients in reaching customers, improving their sales results and ROI.

ŁUKASZ KOSUNIAK BECOMES A DIGITAL MARKETING PARTNER OF GROW POLAND

05 February 2018

It’s official! Łukasz Kosuniak is joining the GROW Poland team as a Digital Marketing Partner. Łukasz will be supporting GROW’s clients in their preparations for deployment of marketing automation systems, in trainings, and the broadly conceived digital marketing.

Łukasz Kosuniak is a B2B marketing expert, the author of many industry publications, among others the “ABC of B2B Marketing” series, a blogger (he writes a blog on modern B2B marketing – businessmarketer.pl), as well as a speaker at most of the important conferences on marketing and sales in B2B.

As a consultant and a coach, for over 15 years, Łukasz has been supporting companies active in the field of B2B in forming effective strategies of acquiring clients and developing a brand built on expert knowledge. Before joining GROW Poland, Łukasz was among others the head of B2B marketing at Samsung Electronics Polska, and developed sales channels at Microsoft Polska. In 2016 Łukasz won an Effie Award in the B2B category.

Welcome on board!

MARETING AUTOMATION: 5 TIPS FOR REACHING YOUR TARGET GROUP

22 November 2017

For companies engaging in content marketing, marketing automation is an inherent part of an effective marketing strategy. To convince potential customers and keep your existing customers happy, push techniques are no longer anywhere near enough. As conditioned consumers, we have become allergic to waffle and want to get straight down to business. Before we even realise what we need, we are presented with a solution. To avoid, above all, Wasting … Any… Time.

Marketing is therefore becoming increasingly tangible and marketers are segmenting leads, prospects, customers and brand ambassadors with the aim of providing them with customised solutions. And that is precisely what we need marketing automation for: a tool for giving customers a face and reaching them – really getting through to them – through the right channel. Marketing automation is as effective as you, yourself, make it, so we have compiled a list of 5 important tips.

1. Marketing automation is a tool

Marketing automation is a technology-based marketing practice. You still have to determine your own strategy. Marketing automation software, such as Hubspot and Eloqua, are capable of a great deal: they can register customer behaviour in various marketing channels (websites, emails, social media…), segment groups, collect personal data, send targeted messages and even communicate with other smart applications. Defining those actions so that you, as a company, get the most out of them, is up to you, though. As with any other form of marketing, there first needs to be a whole lot of thinking. The software primarily makes the execution of your marketing strategy easier and more efficient.

2. Good marketing automation is dynamic

‘Standing still means going backwards’ applies to marketing automation, too. Have you set up filters? Defined actions? Planned emails? Linked the profiles in your marketing automation software to your CRM system? … Great. High time for evaluation. The behaviour and composition of your target group changes at lightning pace. To stay one step ahead, it’s important to continually evaluate and promptly adjust your marketing efforts. So always keep one eye on your data and the other on your automation process.

3. Automation is not the same as robot language

When properly set up, marketing automation software can respond to the needs of the recipient. It makes the marketing more personal and addresses a profile or individual. If you go to all that trouble to define segments, then make sure you speak your consumers’ language, as well. Lay language, in other words – preferably with a personal touch

4. Successful marketing automation is active and reactive

Be enthusiastic and – above all – socially correct. Good service makes for happy customers, who, with a bit of extra commitment, will happily become ambassadors for your brand. Reward regular customers and make a point of always answering immediately. Even if you send an automated message, any (potential) customer likes to feel heard and cared for.

5. Marketing automation is a question of planning

Analyse your target group and see when they are most active. Don’t inundate them with messages; choose your moment. Marketing automation software enables you to plan messages geared to the behaviour of your virtual dialogue partner. You can, for example, choose to include a new lead in an existing lead-nurturing campaign just two days after they have completed a certain form. Put yourself in their shoes and use the planning function to determine crucial decision moments. A good marketer knows the difference between marketing and spam.

Marketing automation doesn’t change the basic principles of marketing; it supplements them. The only new thing about it is the technology. And that can save you a great deal of time and money. With a high-quality contact list, an operational marketing-automation tool and the right content, you can already go a long way. Now, all you need is a strategic partner and you will be on the right track! 😉

In need of a strategic nudge? Contact GROW

MARKETING AUTOMATION IN PRACTICE

27 September 2017

Recently we had the pleasure to host our partners from Belgium, Czech Republic and Finland in our office in Warsaw. The goal of the meeting was training in Marketing Automation and exchange of experience related to sales processes.

On the first day, Tero Rantaruikka shared his knowledge on how to create powerful, dynamic and responsive Marketing Automation campaigns using the latest cloud solutions and also how to generate leads and increase sales by choosing the specific methods of reaching the right audience with adjusted message using the capabilities of MA. Participants deepened their knowledge, for example they learned how to manage databases, how to segment contacts, create landing pages, use forms in campaigns, and learned the different lead scoring methodologies.

The second day we devoted to share our experience on multi-level campaigns development and data analysis. The last part of the training led by Ben Verleysen and Marcin Stawowczyk focused on optimization of sales processes in the context of creating responsive marketing tailored to customer needs and customer journey.

8 WAYS TO IMPROVE YOUR INBOUND MARKETING PROCESS

16 August 2017

Is your inbound marketing process generating high quality leads? Is your marketing automation platform returning solid ROI? If your answer to these questions is no or not sure, you should read this blog post.

When I first started using a marketing automation platform years ago, I just jumped into writing blog posts and white papers. I had no clear marketing plan, no strategy, no personas, no buyer’s journeys. I was creating, publishing and promoting content for a buyer persona that did not necessarily exist.

I like new technology. I was blinded by the cool things it could do and how much easier the marketing automation platform made my work. It was so simple. Rather than using separate tools for blogging, emailing, promoting and monitoring, I had one integrated environment with uniform UI conventions. And there was just one contact database. But the forest was lost. All I could see was the beautiful waterfall.

The most important functionality of a marketing automation system is the ability to automatically trigger a large number of personalized messages. And still the most common use case seems to be an annual or bi-annual campaign-based email delivery. Something MailChimp could do almost for free. According to many studies and the interviews I have conducted, most companies use only a small part of their marketing automation platform’s capabilities.

This seems to be a challenge especially for subsidiaries of large global companies. They often get little advice or help from the head office on how to plan and design an inbound marketing program and how to run the marketing automation platform. The global inbound marketing team is busy and does not understand the local language, cultural and business differences. Local inbound marketing professionals are left to sort the way forward by themselves.

I used these sources for this blog post: My own experience running a marketing automation program and creating all content for www.etuma.com during the past three years; Talking with the leading B2B integrated marketing agency in the Nordics www.idbbn.fi; Talking to multiple large B2B companies that use marketing automation platforms; And reading multiple B2B marketing automation market studies, especially by B2Bmarketing.net.

If you think that your marketing automation program and platform is not returning the results you desire, here is a list of eight things you should do to remedy the situation. I know that inbound marketing professionals should have these things in good shape but I have learned during the information gathering process that this is not necessarily true.

1. Create a comprehensive inbound marketing scoreboard.
Companies often focus on lead statistics. That is not enough. The IM scoreboard needs to reflect how each email, landing page, and piece of content is performing. Make sure that your marketing targets are aligned with overall business goals, especially sales targets. At the end of every week you need to know what is working and what is not. You know exactly what to focus on the following week.

2. Conduct a contacts data audit.
It is impossible to run an efficient and effective content marketing program without rich and clean data. Do everything you can to make sure that the data you are working with is as clean as possible. Some marketing automation platforms like Hubspot have the contacts inside the system. Others like Eloqua are usually also integrated to a CRM platform. You, the IM professional, need to have the authority and right to cross organizational boundaries, establish a solid real-time integration, and create the necessary additional fields that MA requires in the CRM platform. Rich and good data is paramount!

3. Create an inbound marketing (and MA) learning and development program.
One of the biggest problems seems to be the lack of knowledge. You need to educate your own team by creating a holistic L&D program to ensure that your team (or your integrated marketing agency partner) has the required skills. You also need to spread the inbound marketing gospel. Keep the CFO in the loop. This will come handy when you need more resources.

4. Close the marketing and sales process gap.
Sales professionals are used to generating leads from their own sources: by word of mouth, trade shows or by other traditional means. Now, when new leads pop up in their CRM platform (hopefully automatically), salespeople get suspicious. I have heard many stories about salespeople ignoring leads generated by the marketing automation platform. Most, if not all CRM platforms, have a data field for indicating the lead status. Ensure that the salespeople use this field also for leads generated in the marketing automation platform. Educate salespeople about the importance of letting you know which leads are valuable. Sell them the idea that in the long term you will make their work easier because they do not have to generate their own leads and they can spend most of their time pushing prospects forward in the sales funnel.

5. Create (or review) buyer personas.
This is something you have probably done, but if not, please do it now. Without this, it is impossible to create high quality leads and push prospects forward along their buyer’s journey. B2B purchase decisions often require buy-in from not only the business owners, but also technical experts, procurement managers etc. You need to create a unique persona for all the people required in the purchase decision process because their information requirements are different.

6. Map each piece of content to one or more buyer personas.
It does not make sense to develop content (which is the most time consuming part of inbound marketing) without having the buyer persona in mind. Without the personas, your content might not be relevant.

7. Map each piece of content to a stage of the buyer’s journey.
At minimum this means that you have content for the four main journey stages:

On top of the funnel: to increase awareness
Middle of the funnel: for increasing the overall domain, technology, and solution understanding; and
Bottom of the funnel: for assessing which vendor and product best fits the buyer persona’s requirements.
Customers: increase satisfaction and loyalty so that customers can become your best marketing people.

8. Start by developing a few short automation loops and testing them.
It is difficult or even impossible to map a single buyer-persona-specific buyer’s journey. Personas often take their own paths to the purchase decision. It is easier to start with short automated loops.

For example, Email -> landing page with a call-to-action to download a white paper -> thank you email -> end. Develop a couple of loops like this and test them with different messages (but same premium content or event). Once you have learned what loops work, start stringing them together (thank you email with recommendation for next action).

Inbound marketing program will never be ready and there are no quick wins. According to B2Bmarketing.net it often takes two years or more before you see the first concrete results. Create a system and monitor it. Keep improving and optimizing. High quality leads will start emerging and leads will be pushed forward along the buyer’s journey. And do not forget the customers: you need to educate them on how to better use your product, and maybe they will buy more or at least re-subscribe. Loyal customers are the biggest contributors to your bottom line and your best brand ambassadors!

Matti Airas via ID BBN

B2B MARKETING AND SALES

20 March 2017

In the first half of March we had the pleasure of attending the B2B Marketing and Sales meeting held at Oracle headquarters. The subject of the meeting was a B2B marketing communication strategy based on a content tree and a marketing automation class system based on Eloqua.

After the first presentation that focused on the content matrix and the content tree, the whole meeting was transformed into a very energetic and interesting discussion. We talked about the importance of creating precise content for specific audience groups, matching the content to the person, phases of the buying cycle, buying context in which the customer is located and the benefits of using so-called content tree that helps you understand the context better in which a potential customer and content consumer are embedded. In the second part of the discussion we focused on Marketing Automation. We emphasized the importance of creating a content strategy that should precede the MA implementation. We have also addressed issues such as the “content trap” in terms of exclusion of contacts that are not potential customers and who is the actual persona. We are already looking forward to another B2B Marketing and Sales event :)

MARKETING AUTOMATION – HOW TO SEND OVER ONE MILLION PERSONALIZED EMAILS IN AN HOUR

23 January 2017

Marketing Automation is a true revolution in the world of marketing. It changes the approach to the client and to communication itself: it enables delivering an individual message to a defined person at the right time. Marketing automation has the following benefits: obtaining leads, increased sales efficiency, cost reduction, increased conversion, up-selling and better targeting. What does marketing automation really involve and what can be achieved by it?

Globally, Marketing Automation (MA) is one of the most dynamically growing markets of marketing and sales support systems. In Poland, this topic is still a terra incognita, although over the next few months, we will be observing increased interest, and above all, implementation of this solution to many companies operating on our market. As research demonstrates, just over half of the companies using MA realize the potential that lies within this technology. There is a great amount of software and tools of this type on the market, however there are only a few comprehensive marketing automation platforms which fully respond to the needs of contemporary companies. According to recent reports by Gartner, the leader of this market segment is the Oracle Eloqua system, used by over 5 thousand companies worldwide. The vast majority of these are the biggest international corporations. One of the first companies in Poland to use Oracle Eloqua is Sage Polska.

What is a marketing automation platform?

In a nutshell, it is a tool for building complex interaction schemes with the client, which uses digital impact. The strongest MA software is Eloqua, which is also part of Oracle Marketing Cloud, an even farther-reaching solution, aimed at supporting businesses at every level: from data management, marketing and sales to service or support for decision making.

Eloqua is a fully cloud-based solution, so data are stored on servers located in data centres, using state-of-the-art security procedures. Therefore, access is possible from any place on earth which has Wi-Fi.

It is a multidimensional system, which means that it enables combining many types of actions and evaluating their effectiveness. It enables for example creating and distributing emails (it is capable of sending as many as 1 250 000 emails per hour!), creating a landing page, tracing user behaviour on websites, in forms and emails.

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This is the creator of landing pages – dedicated websites which may be built and launched on Eloqua. A site launched this way makes is possible to collect information about the behaviours of users who visit it.

MA tools enable a more effective combination and partial automation of operational and sales processes. This in turn allows you to formulate new tasks and create sales opportunities or generate leads. A great advantage of this type of system is the integration of various databases, as well as updates and verification of data from various databases. For example, Eloqua also uses other measures of impact, such as: text messages, webinars, virtual presentations etc.

MA systems enable the collection and analysis of Big Data, but also of Small Data. Any user interactions with digital media in order to create behavioural profiles may be recorded and analysed, which enables, further on, to create impact schemes matching user preferences.

One example of such an impact scheme may be the following sequence:

  1. A user has filled in a form and granted consent to marketing communication, and then over the following two weeks paid two visits to a website which offered training.
  2. The system automatically sends them a pre-composed e-mail with the offer.
  3. If they open the email, click the link, follow to the landing page and fill in the form, then a moment later it sends a thank-you note for filling in the form.
  4. Then, for example 5 days before the training, the system generates an e-mail with a reminder about the event, but if it is not opened for two subsequent days, the call centre receives and order to contact the client to remind them about the training.
  5. One day before the training, the system sends another reminder, this time with a map of the location and other useful information.

Sounds complicated? When adequately prepared, the system does all these steps for us automatically. This is what marketing automation is about: after prior programming, it performs such (seemingly) complex client interactions.

How to measure the effectiveness of MA actions?

Advanced Marketing Automation systems, such as Eloqua offer users a wide range of analytical tools. Thanks to these, we are able to measure precisely the effectiveness of our actions, better manage marketing budgets, even secure against various risks related to legal restrictions concerning marketing communications or personal data protection. For example, at every stage of the impact scheme, Eloqua checks whether the user has not withdrawn their consent for market communication.

One of the biggest advantages of MA platforms such as Eloqua is the ability to combine them with CRM systems. What is more, the system can also connect to the data bases of various digital products or aftersales databases, e.g. data bases of departments dealing with aftersales support. Using many sources of data, Eloqua enables the creation of a multidimensional, multifaceted profile of a prospect or a client, and thanks to the easy execution of complex, tailor-made schemes of marketing impact, it allows better effects in sales, aftersales support, training, informing or building relationships with clients.

Adam Małachowski

*This text was originally published on Sage Poland blog.

INTERNATIONAL COOPERATION

27 October 2016

Our international cooperation with Ark Communication from Belgium and ID BBN from Finland features a number of projects in the area of marketing automation and a broad range of topics in the area of digital marketing. Our partner from Finland – ID BBN, is an award-winning advertising agency specialising in marketing automation. In their own words, they “produce results, measurable results”! ID BBN includes over 30 experts who combine strategic thinking, creativity and technological know-how. Ark Communication, our Belgian partner is an expert in effective and creative comprehensive marketing and communication campaigns. As they themselves say “At Ark, we like to invest in innovations we believe in” – which is why the chief part of their action focuses on the development and optimisation of marketing automation and content marketing. Together with our partners, we combine specialist expert knowledge with state-of-the-art technology, thanks to which companies we support gain customers, increase sales and achieve higher ROI.

ELOQUA IN PRACTICE – TRACKING SCRIPTS AND TAGS

11 October 2016

Eloqua system has useful functionalities which help marketers act effectively and efficiently. One of them is the possibility to track websites through generated tracking scripts, which we place on our sites. From this moment on, we can collect information about user behaviour. In order to streamline this process and make it simple and user-friendly, Eloqua enabled another very useful functionality – allocating classifying descriptions (tags) to the tracked sites.

Why do we track websites at all? Certainly one reason is to collect data enabling us to get a better picture of our prospect, i.e. lead. Another reason which follows is to precisely describe specific contacts (allocate features, create profiles) and capture the key moments in its decision-making process. Knowing exactly who is who, we can trace the lead’s level of involvement each time, when s/he interacts with our sites, emails, etc. Using Big Data, Customer Experience and Marketing Automation, we are able to maximise the effectiveness of the company’s marketing communication, and consequently to improve sales and increase ROI.

Usually, tracking user behaviour consists in knowing that the user visited a certain site which we see, from the system side, as links. Eloqua makes it possible to link user visits with the following element of marketing action, for example we can send to the visitor (if we have their email address) automatically a suitable email or information to the sales department. Additionally, in order to increase the comfort and effectiveness, Eloqua enables tagging sites, i.e. giving them specific names. Instead of a complicated and unpleasant url, we may work with clearly named sites, e.g. “a site with high potential for selling product A”. Certainly, we may use each of the tracked sites in a simple way to build subsequent elements of marketing logics. If we have a large number of sites that we would like to tag, we may use the mechanism of making site tagging patterns and tag them automatically.

The tags added in Eloqua are integrated with other software functions such as filtering, segmentation or building marketing campaigns. The introduced labels are also visible while reporting. Eloqua responds to the needs of users who have a large number of websites. Thanks to the so-called rule of automatic tagging, we are able to label even a very large number of links, based on previously adopted criteria.

To sum up, thanks to the collected data, we are able to track user behaviours and expand lead profiles. Tagging sites containing tracking scripts facilitates and speeds up the job of marketers, and using reports with friendly names that we set ourselves significantly increases work effectiveness. Knowledge + right software = delivering the right messages to the right recipients at the right time.

Want to know more? Contact us!.

Adam Małachowski

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