Marketing Automation Hacks: Eloqua

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@MASSEngines

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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@MASSEngines

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

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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

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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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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