data privacy

At 4Thought Marketing, we believe companies should view privacy compliance laws and regulations not as a necessary burden, but as an opportunity to build a foundation for creating better, more profitable customer experiences built on privacy compliance. Market leaders who embrace consumer’s demand for greater control over their data can then harness this information for improved personalization and customer journeys. The first step is changing the customer’s perception that you are collecting data indiscriminately and without consent by actively presenting opportunities for customers to control their data. Tell them exactly what data you are requesting, how you will use it, and then deliver a great customer experience. Your reward will be better engaged and loyal customers.

Why Privacy Compliance Matters for Your Business

The Marketing Opportunity

In the new experience economy, customers spend a lot of time researching their options before ever providing any personal information. In many cases, 70% of the sales cycle is complete before engaging with sales. That moment can make or break your ability to capture a lead and move forward. And customers DO care about data privacy. According to a Factual survey, over half of Gen Z and millennials are concerned about data privacy. If you carefully apply the value of privacy compliance requirements to the experience and position the appropriate disclosures as valuable to the customer, there should be less friction when asking for information.

Global Business Reality

In 2018, the General Data Protection Regulation forever changed expectations for privacy and marketing.

The rise of e-commerce, global shipping, and digital products means you probably have customers or prospects around the world. To serve those, you must understand the privacy compliance laws wherever you do business. Your competitors understand this and are likely already working on how they will address the situation. And if you do not take action yourself, they will exploit the opportunity. If you do not adhere to privacy compliance laws, you will be left behind.

Other Jurisdictions Are Already Here

Following Europe, other countries are following suit. In the United States, the California Consumer Privacy Act (CCPA) became law in 2020. It also sparked conversations about the need for a national standard. While there appears to be progress towards the creation of federal privacy law, there remains much work to do. One thing is evident; there will be more countries adding or update their rules and regulations, not less.

The Potential for Fines

For those who fail to act, the fines imposed recently should be a wakeup call. A higher bar for privacy and data protection expectations greet marketers, and they must understand and become compliant. News articles speaking to recent fines are all around us, and monetary fine tracking websites pop up every month.

In our view, companies must understand the regulations and work to achieve compliance regardless of where you do business. Even if you don’t believe you must make changes immediately, you will likely need to in the future.

Think Beyond Email Addresses

The focus on privacy compliance with email marketing is understandable. As Medium reported, using personalization techniques in email marketing often leads to higher revenues. Email remains an effective marketing tactic. According to Campaign Monitor in their State of Email Marketing Infographic, 89% of businesses still consider their email marketing strategy as successful. It is no surprise that many marketers immediately think about email marketing when privacy compliance comes up.

However, equating “privacy compliance” with “email marketing” is thinking too narrowly. You need to look more broadly at your marketing systems and other places that may be relevant to regulations.

Here are some of the other areas beyond email that may be impacted by privacy compliance regulations:

  • Customer data in your CRM. CRM data may include information manually input by your sales force or entered automatically through integration.
  • Live events and webinars. If you run webinars and live events, you are certainly collecting information on individuals. Did they attend or not, and for how long? You may also collect data on questions asked at events.
  • Traditional marketing data. Does your company use direct mail, postcards, and other media for marketing? If so, that data may be in scope for privacy compliance.

Marketing Should Be Leaders with Privacy Compliance

Many believe that the legal department, or perhaps the risk, compliance, and security team, should lead privacy compliance programs. Each plays an essential role in defining and implementing a privacy compliance program. However, their focus tends to be an internal, narrow focus on risk mitigation. Marketing, on the other hand, is focused almost exclusively externally on the customer. As a result, marketing should take a leadership role.

No organization spends more time obsessing over the customer’s perception of their brand. Marketing creates and manages the public face of your company. Beyond building and maintaining your company’s websites, and social media presence, they invest extensively in improving the customer experience across all channels. Savvy marketers see compliance as an opportunity to enhance the customer experience by asking the customer directly and requesting, with permission, data about their wants and preferences. By taking a privacy by design approach, actively informing and granting users control over their data, brands create more trust and confidence, and as a result, get better and more accurate data — all designed to support their marketers better.

Taking Action is the Only Option

Few people dream about diving into the details of privacy compliance laws and regulations. However, there are critical concepts that impose new expectations on marketers. Here are three we have identified as particularly noteworthy.

The Right to Be Forgotten (RTBF)

In marketing, we have operated under the assumption that you can collect and keep reams of customer data indefinitely. Indeed, relationship-based sales rely on the assumption that we can serve customers better as we learn how to understand them. However, the “RTBF” provision changes that.

A given prospect or customer may invoke the right to be forgotten to ask you to erase all information about them. To meet that requirement, you need to understand your data thoroughly. For example, can you find and delete all backups and copies to fulfill a customer’s request? Do you feel comfortable informing a customer that you have fully completed their request?

If that weren’t enough, your contacts would expect you to complete the above change within 30 days.

Right to the Restriction of Processing

Your contacts may restrict how you can process information about them. For example, we can see a situation where the prospect does not allow you to use their data to employ remarketing or retargeting techniques. How? They could tell you not to share their name and email address with third parties like Facebook.

You must be able to make adjustments to data processing at an individual contact level. Jane Smith may forbid one type of handling, whereas John Smith may forbid multiple types. If you cannot offer that level of nuance, you may face the prospect of having to make significant manual interventions.

The Right of Access by the Data Subject

The right of access requires data controllers to be ready for transparency as a baseline expectation. Customers may request a copy of their information, as well as details on how it’s used and processed. This right of access includes disclosing information about “automated decision-making,” which may include the use of AI, machine learning, and related technologies.

To respond to this expectation and others, we suggest organizations develop templates, checklists, and procedures that staff can use. Otherwise, you have an operational risk that data may be mishandled or disclosed improperly.

Importance of Internal Socialization and Coordination

What do your sales, marketing, and other people who touch customer information need to know? Vague admonishments to “be careful” or “route all questions to the in-house privacy compliance” expert is not enough.

We recommend improving your marketing and privacy program, not just to expose or highlight compliance. Make it a central theme of your customer experience. Of course, the resources you put into awareness and training will need to be calibrated based on your risk appetite.

Use the following techniques to improve privacy compliance awareness:

  • Policy updates: Start by regularly reviewing and refreshing your privacy and related marketing policies to address the latest privacy compliance laws and regulations.
  • Procedure updates: Tailor these updates to your staff that is most likely to need privacy compliance such as sales, marketing, and customer service. Remember that the scope of your procedures needs to go beyond email marketing.
  • DSAR management: Who will be responsible for responding to DSARs? If you decide to decentralize this function (g., each sales representative responds for their clients), enterprise-level monitoring is essential to ensure consistent responses.
  • Project management: Aside from small businesses with no exposure, you will probably need to organize a privacy compliance project. We suggest including a change management program as part of that activity.

As you plan your awareness activities, you might be wondering if you can demonstrate 100% compliance in every country where you do business. With changes to existing regulations and new jurisdictions coming online regularly, you’ll need to keep up to date and make regular improvements to your privacy compliance foundation.

data privacy

Privacy Compliance is like a Perpetual Relay Marathon

In 2018, everyone focused on the May GDPR deadline for a good reason. Authorities would start some level of enforcement activities after that date. As a consequence, marketers assumed they must achieve compliance by the deadline.

In 2020, the CCPA became law, with enforcement starting in July 2020. And at the close of 2019, discussions about federal privacy compliance laws became part of the political dialog in the US. This pattern of meeting new requirements in multiple jurisdictions will likely accelerate, making privacy compliance a series of marathons. In the US, the CCPA 2.0 has already begun working its way through the process, with other state laws following close behind.

It comes down to the question if privacy compliance is about risk appetite and developing a plan or if it is an opportunity to both meet privacy compliance AND improve your customer experience. Imagine that an EU representative investigates your business. Will you be able to demonstrate that you have the right processes in place to achieve compliance?

Designing a privacy compliance plan needs to consider the following issues:

  • Current CX maturity: As we discussed earlier, a great CX is a key to improving customer loyalty and trust. If you already plan or are currently implementing CX improvements, building it on a foundation of privacy compliance accomplishes both at the same time.
  • Your available resources: As you plan your approach, what resources, including internal talent and access to qualified external consultants, do you have?
  • Data audit: Conduct a data audit to understand what data and systems you have in place. We cover this topic in more detail in another section of this document.
  • Risk evaluation: Based on probability and impact, evaluate the risk each data source contains. For instance, the data you have in a marketing automation platform such as Eloqua has a higher likelihood to trigger a privacy compliance issue than a handful of business cards.
  • Priority-based implementation: Based on your resources and risk evaluation, develop a phased approach to implement privacy compliance.

Collecting & Using Customer Information at the Correct Time

In the past, marketers could collect information and use it over and over again in perpetuity. In digital marketing, a prospect might join an email list, or submit a form to download a white paper and then end up receiving a wide variety of unrelated marketing for months or years afterward. To achieve privacy compliance, you will need to think differently about your approach.

How do you continue to grow your business and connect with customers? Start by understanding that privacy compliance recognizes a place for ongoing communication. For example, keeping customer data to fulfill technical support requests are unlikely to be a problem.

The more significant problem lies in customer and marketing lists. What if you have an extensive email list of people who signed up to download an eBook? With new privacy and compliance regulations, it would not be wise to continuously contact them, especially regarding messages unrelated to the white paper. What’s the solution? One approach is to use content marketing techniques to connect your marketing assets and gather consent as you go.

For example:

  1. A prospect joins your email list to download a white paper.
  2. You can follow up to deliver the white paper and confirm they received it.
  3. Within the white paper, add links and calls to action to access other resources. For example, a white paper may explore a broad issue, such as privacy compliance. Within that white paper, you can include a call to action to sign up for a related offer, such as an Eloqua focused privacy compliance cheat sheet or self-assessment resource.
  4. The prospect opts in for the related asset, and now you can follow up with them on that point.

By using the above process, you can quickly show that a prospect has demonstrated an interest in finding out more and wants to hear from you.

Charting an Ongoing Course for Privacy and Compliance Updates

At this point, you have probably found more than a few holes in your privacy compliance program. What should you do next? There are two steps we recommend.

Complete A Privacy Compliance Self-Assessment

Go through each category we’ve covered today and rate your organization’s preparedness on a scale of 0 to 10, where 10 is fully compliant. If you have more than two areas with a score under five, you have a strong need for additional support. Keep in mind that authorities have a track record of imposing significant fines for privacy mistakes and violations.

Request a Consultation with 4Thought Marketing

Our privacy compliance consulting services help customers meet their regulatory obligations without sacrificing customer experience.

Depending on your needs, our experts can help define, build, and gain consensus for your privacy compliance strategy, assist with technology decisions, and manage your privacy project implementation. We’ll keep you up to date with the latest privacy laws and regulations, including the GDPR, CCPA, CASL, and more, everywhere you do business.

Get in touch with us today to schedule your consultation.


up-to-data data dictionary

Eloqua users know how important it is to maintain an up-to-date data dictionary. But as the marketing operations field becomes more complex, this maintenance demands a lot of time and attention. This raises a question: what is the best way to maintain an up-to-date data dictionary without letting it completely monopolize your time?

Here’s what eight marketing operations professionals have to say.

1. Leverage Collaborative, Cloud-Based Tools

In my journey as a Fractional Chief Marketing Officer, having worked extensively with start-ups and established companies to steer their digital transformation and brand strategy, keeping an up-to-date data dictionary has been pivotal.

One of the practices I’ve championed involves leveraging collaborative, cloud-based tools to maintain a live, accessible data dictionary. This practice ensures that any changes or additions to the data model are instantly available to all stakeholders, fostering a culture of transparency and continuous improvement. For example, while guiding a SaaS company through a rebranding process, we utilized a shared Google Sheet for our data dictionary, which allowed various teams, from product development to marketing, to have real-time access to the latest data definitions, maintaining alignment and efficiency across departments.

Additionally, fostering a culture of documentation within teams has been key. Encouraging every team member to contribute to and review the data dictionary regularly not only keeps the document comprehensive and current but also engenders a sense of ownership and accountability. In one instance, by implementing a weekly review session of our data dictionary as part of our project management cycle, we were able to catch discrepancies early and adjust our marketing strategies in a timely manner.

This iterative process ensured that our data practices remained robust, relevant, and closely aligned with our evolving business goals, significantly impacting our overall marketing effectiveness and strategic decision-making.

2. Schedule Regular Data Ecosystem Audits

Cole Greer, Vice President, Easyfish Marketing

In my leadership role at Easyfish Marketing, ensuring our data dictionary remains up-to-date has been a cornerstone of our ability to deliver precise and effective digital marketing strategies for our clients. From this experience, one impactful practice we’ve embraced is regular, scheduled audits of our data ecosystem. These audits involve cross-functional teams that compare the current operating environment against our data dictionary, identifying any emerging data points, shifts in consumer behavior, or technological advancements that necessitate updates. For instance, when we noticed a trend in increased mobile leads for a client in the home services industry, we quickly adjusted our data dictionary to include new metrics specific to mobile engagement and conversion rates, ensuring our strategies remained targeted and relevant.

Moreover, promoting a culture of continuous feedback among our teams has been instrumental in keeping our data dictionary agile. We encourage all team members, from data analysts to marketing strategists, to contribute insights and observations from their day-to-day operations that may signal the need for updates to our data dictionary. This democratized approach led to the identification of a new customer segment, previously grouped under a broad category, for one of our retail clients. By refining our data dictionary to include this new customer segment, along with tailored engagement metrics, we were able to create highly specialized marketing campaigns that significantly improved customer acquisition rates for that segment.

Through these practices, we’ve ensured that our data management processes stay dynamic, fostering an environment of continuous improvement and adaptation to the ever-evolving digital marketing landscape.

3. Implement a Data Schema Approval Process

Jugnu Nagar, SEO Specialist, GREAT Guest Posts

I play a hybrid role in the company and have control of most marketing and development activities that impact reporting. I implemented a process where any change to the data schema requires an approval process with pertinent information. I maintain a dedicated reporting database where I keep definitions updated. The approval process (SP approval workflow) serves as a backup.

4. Assign a Dedicated Data Dictionary Manager

Finn Wheatley, Executive Consultant of Data & Technology, Xtrium

One way to ensure your data dictionary stays up-to-date is to assign a dedicated team or person to manage it. Creating a straightforward process and schedule for updating the dictionary can also be beneficial. It’s important to involve stakeholders from various departments to ensure all relevant information is included. Utilizing technology tools can also streamline the process and reduce errors. It’s essential to regularly review and refine the data dictionary to ensure it remains an effective resource for your organization.

5. Utilize Social Media for Marketing Terms

Saneem Ahearn, VP of Marketing, Colorescience

I keep my verbiage up to date by using social media, as well as coworkers. Every once in a while, a marketing video pops up in my social media feed, and with that, new terms also come out. When this happens and I don’t understand the term, I look it up to find the meaning. As for coworkers, I do not shy away from asking them to explain if there is terminology that I have not heard before. We both know that I don’t know everything about marketing, especially since it is ever-changing. With that comes new terms and new learning opportunities!

6. Establish a Recurrent Review Routine

Having a data dictionary that is up-to-date requires garden-like tending; it must be cultivated on an ongoing basis for best results. In my career, I’ve come to realize that consistency and teamwork are paramount. Let me share how I deal with this assignment.

To begin with, I established a recurrent review routine. I mean, the same way you water your plants regularly, I check our data dictionary every quarter to see if there are any changes in terms of structure that we have made to our data or new points that we have introduced. This practice prevents the dictionary from becoming obsolete and enables it to remain a useful source of information for the team.

Collaboration is another cornerstone. I engage stakeholders drawn from different departments in the review process. In this way, I draw on the richness of knowledge and outlook, making certain the data dictionary is full-fledged and correct. It is like having a group of gardeners, each with their own specialization, to take care of the plants.

I also use change management principles. Every time a new data source is added, or when there is any major change, I immediately update the dictionary. This preemptive measure avoids backlog and guarantees that the dictionary is always current.

Last but not least, I have noticed that the availability of a data dictionary and its user-friendliness prompts the team to use it more actively, contributing in this way to its accuracy. The definitions and examples I provide are clear and straightforward, thus allowing anyone in the organization to comprehend easily how they can apply it.

By adhering to these guidelines, I can be sure that the data dictionary is a dynamic document—one which lives and breathes alongside our requirements. It is a core element of our data-driven strategy, allowing us to retain transparency, uniformity, and precision in regard to the decisions we make based on said information.

7. Participate in Educational Webinars

Lucas Ochoa, Founder & CEO, Automat

What I find effective in keeping my data dictionary updated is to participate in webinars and lunch-and-learn sessions. Many organizations offer free webinars discussing the latest developments in Data Science and AI. I really like these because signing up for a webinar commits me to setting aside time for learning and development. This is very useful for making sure I dedicate time to stay informed.

For instance, if you use cloud database systems like Google BigQuery or AWS RDS in your regular work, attending a webinar by Google or AWS could be beneficial. These webinars often focus on how to use these tools most effectively. I recently joined one—an excellent BigQuery webinar—that was about improving your SQL code to cut costs and reduce the time queries take.

8. Follow Data Science Channels on YouTube

precious abacan third party cookies phase out

Precious Abacan, Marketing Director, Softlist

I simply follow data science channels on YouTube. Two Minute Papers is one such channel that does exactly what its name suggests. It uploads two new videos each week, aiming to summarize the key points of a recent research paper, many of which are about AI. Their AI and Deep Learning playlist has a huge number of videos. Following this channel is an excellent way to stay updated on the latest AI research. I’m particularly fond of their ‘OpenAI Plays Hide and Seek’ video, but there are so many great ones, it’s tough to pick a favorite.

Two other channels I really enjoy are StatQuest with Josh Starmer and 3Blue1Brown. What I appreciate about these channels is how they make statistics and machine learning concepts easy to understand and visually engaging, even for those without a lot of background knowledge. While they’re well-known for their beginner courses, they also cover more advanced topics in machine learning.

If your team needs a little more help creating an up-to-date data dictionary and keeping it current, we can provide. Get in touch with us today to up your Eloqua game.


welcome emails

As marketing algorithms change and trends evolve at a rapid pace, one timeless strategy endures: welcome emails.

Marketers may be tempted to overlook welcome emails in favor of more flashy tactics, but this decision comes from not understanding the true impact a welcome email can have. It holds a unique position in the marketer’s toolkit, offering a direct line of communication to new subscribers and an opportunity to make an unforgettable first impression. Let’s look a little closer at what makes a welcome email so important and what to keep in mind while building one.

Understanding the Impact of a Well-Crafted Welcome Email

Welcome emails are not just another item to check off your marketing to-do list. They are the cornerstone of building lasting relationships with your audience.

A significant part of this impact comes from customer expectations. Most people (roughly 75% of those surveyed in one study) expect a welcome email after signing up for a newsletter, creating an account, or otherwise beginning a relationship with your organization. Customers are then more likely to open and read the expected email—anywhere from 50-86% more likely than they are to open an email newsletter. And the momentum continues. Over the next 6 months, your new contact is more likely to open and read emails from your organization, keeping them engaged.

Welcome Email Best Practices

At its core, a successful welcome email is not just a generic greeting, but a personalized and value-driven message that resonates with the recipient. When crafting your welcome emails, consider the following best practices to maximize their impact:

  • Personalization: Address subscribers by name and tailor the content of your welcome email to their interests or preferences whenever possible. Personalization goes a long way toward making recipients feel valued and understood.
  • Clarity and simplicity: Keep your messaging clear, concise, and focused on the value proposition. Avoid overwhelming subscribers with too much information or unnecessary details.
  • Immediately valuable information: Give your new contact something they can immediately use. For instance, your welcome email might include a discount code for their first purchase or information about finalizing their account setup.
  • Call to action (CTA): Include a clear and compelling call to action in your welcome email to prompt recipients to take the next step, whether it’s making a purchase, exploring your website, or following you on social media.
  • Mobile optimization: With more emails being opened on mobile devices than ever before, it’s essential to ensure that your welcome emails are fully optimized for mobile viewing. Test your emails across different devices and screen sizes to ensure a seamless experience for all subscribers.

Additionally, remember that the welcome email is just the first step. Follow-up emails and integration into your marketing automation campaigns will further solidify the connection to your subscribers. Your goal is to keep them engaged and interested in your brand long after the welcome email has been opened. The welcome email is your hook—it’s far from the only step in the process.

Incorporating Effective Welcome Emails into Your Email Marketing

We all love it when our marketing emails get opened and read. We forge better connections with our subscribers and we bring in more revenue from sales. But as recent history proves, many marketing emails go ignored or unopened. That’s why a welcome email can be so critical. With the initial hook, you can much more easily capture your contacts’ attention as well as drive engagement and conversions.

Are your current welcome emails not quite doing the trick? We can help you figure out why. Contact us today to schedule an email efficacy evaluation and get your marketing campaigns back on track.

welcome emails

web content accessibility

Web content accessibility isn’t just a buzzword—it’s a necessity.

As marketing professionals, we take pride in crafting content that resonates, engages, and ultimately converts our audience. We focus on creating media that speaks to our audience and forms a connection. But we don’t often think about accessibility. Are we missing out on a potential client base by not taking the time to ensure everyone can engage with our content?

Fortunately, there is a straightforward solution. Today, we’ll be breaking down what web content accessibility means for you as a marketing professional and how you can apply these principles to widen your reach and impact.

Why Marketers Should Care About Web Content Accessibility

The basic idea behind web content accessibility is straightforward: everyone deserves to be able to engage with content. However, marketers have additional reasons to prioritize accessibility. Web content accessibility can lead to several notable benefits:

  • Expanding audience reach: By ensuring your web content is accessible, you’re complying with legal standards and opening your brand up to a broader audience.
  • Enhancing brand reputation: Accessibility reflects your brand’s values. Customers will appreciate your commitment to inclusivity.
  • SEO benefits: Search engines favor websites prioritizing accessibility for all users. This boost can undoubtedly help your rankings and visibility.

The Web Content Accessibility Guidelines (WCAG) 2.1

In principle, it’s easy to understand and support web content accessibility. But things get a bit tricky when we try putting those principles into action. What exactly do we need to change? Where do we start? What should we prioritize? The answers to these questions can be found in the Web Content Accessibility Guidelines 2.1, published by the World Wide Web Consortium (W3G).

At its core, the Web Content Accessibility Guidelines (abbreviated WCAG) 2.1 are an internationally recognized set of recommendations designed to make web content more accessible to individuals with disabilities. The disabilities in mind here include but are not limited to visual, auditory, physical, speech, cognitive, language, learning, and neurological disabilities.

These guidelines are categorized into three levels of conformance:

  • A: must support
  • AA: should support
  • AAA: may support

These priority tiers offer a framework to improve accessibility in stages rather than requiring an immediate overhaul.

web content accessibility

Practical First Steps for Marketers

Using the WCAG as a guide, we can quickly identify a few first steps your marketing team can take toward full web content accessibility:

  • Alt image text: Ensure all images on your website have alternative text descriptions. This not only aids visually impaired users who rely on screen readers but also serves as a context for search engines to index your images more effectively.
  • Keyboard navigation: Some users are unable to hold a mouse, but can still use a keyboard. Ensure that they can navigate your entire website using only their keyboard if necessary.
  • Contrast and color: Use sufficient color contrast ratios for text and background colors to aid users with visual impairments. Additionally, do not rely solely on color to convey information.
  • Video captions/transcripts: Any videos on your website should have captions. Audio-based content without visuals (such as a podcast) should include a transcript. This not only aids users with hearing impairments but also benefits users in sound-sensitive environments.
  • Clear language use: Use clear and simple language for content. This is beneficial not just for users with cognitive disabilities, but for all users, especially those for whom English might not be their first language.
  • Responsive design: Ensure your website’s design is responsive, meaning it can adapt to various screen sizes and devices. This is crucial for users with low vision and those who rely on mobile devices.

Making Web Content Accessibility a Priority

Web content accessibility is not just about following recommendations. It’s about embracing a comprehensive approach to inclusivity. By implementing WCAG 2.1 guidelines, marketing professionals can not only expand their audience reach but also enhance their brand’s reputation and ethical stance.

If reworking your landing pages, marketing emails, and more for accessibility sounds like a daunting task, don’t worry: you don’t have to do it alone. The team at 4Thought Marketing can help you identify areas where your marketing strategy needs improvement and partner with you to make the necessary changes. Get in touch with us today to learn more.


Eloqua Office Hours March 2024

March 21, 2024

Boost your Eloqua skills through real-world examples.  This month, we’re exploring how marketing can empower sales to influence the customer journey and leverage dynamic content to drive personalization.

We will discuss

  • Marketing-sales synergy: enabling sales-personalized nurture paths
  • Utilizing dynamic content to enhance personalization


marketing automation

Marketing automation has transcended its early beginnings in the 1990s, becoming a staple in the modern marketer’s toolbox. It allows marketing teams to streamline or automate time-intensive marketing tasks and focus instead on overall strategy and engagement.

But marketing automation is not a “set it and forget it” solution. It requires initial setup and ongoing maintenance to truly provide the benefits your team needs. Today, we’re looking at eight pivotal steps and considerations for your marketing team to implement automation effectively.

  1. Goal setting with precision: Kickstart your journey by defining clear, attainable objectives. Utilize the S.M.A.R.T. (Specific, Measurable, Attainable, Relevant, and Timely) framework to outline your marketing automation goals. Whether it’s increasing lead generation by a certain percentage or enhancing customer engagement through personalized campaigns, having concrete goals will guide your automation efforts.
  2. Exploring marketing automation solutions: With a plethora of available tools, it’s crucial to research which marketing automation software aligns with your business needs. This exploration should not only focus on the functionalities, but also on how they integrate with your existing systems and workflows.
  3. Data hygiene practices: Prior to automation, ensure your data is clean and organized. This involves eliminating duplicate entries, correcting inaccuracies, and establishing a consistent data management protocol. Well-maintained data is the bedrock of effective marketing automation, enabling more personalized and targeted campaigns.
  4. Strategic implementation planning: Implementing your first, or transitioning to a new marketing automation system, should be approached with a detailed plan. This includes selecting the right platform, integrating it with your current systems, and mapping out how different marketing processes will be automated. A phased approach helps minimize disruptions and allows for adjustments along the way.
  5. Sales and marketing alignment: The success of marketing automation is not solely in the hands of marketers. It also requires close collaboration with sales teams. This collaboration ensures that the automated marketing efforts are in sync with sales objectives, leading to more qualified leads and better conversion rates.
  6. Creating a deployment timeline: Implementing marketing automation should be done gradually, focusing on one or a few aspects at a time. This could mean starting with automating email marketing campaigns before moving on to social media or content marketing automation. A structured timeline helps in managing the transition smoothly.
  7. Training and empowerment: Ensuring your team is well-versed with the new tools is essential. Comprehensive training sessions on using the marketing automation software, understanding its features, and best practices will empower your team to make the most of the technology.
  8. Ongoing evaluation and optimization: Finally, constantly monitor and evaluate the performance of your marketing automation efforts. Use analytics to measure success against your predefined goals and make data-driven decisions to refine and improve your strategy.

Leveraging Marketing Automation in Your Company

In the landscape of digital marketing, staying informed and adaptable is key. Harnessing the power of automation allows your team to not only streamline operations, but also create more engaging, personalized customer experiences.

But without a starting point or foundation knowledge, getting started with marketing automation can be tricky. Luckily, you don’t have to do it alone. Our team of marketing experts can help. Contact us today for a call.

marketing automation

martech stack

Gartner’s 2023 Marketing Technology survey uncovered a surprising statistic: among the organizations surveyed, martech utilization had reached only 33%. Meanwhile, the 2020 survey returned a 58% utilization rate. What caused the number to drop by almost half?

The answer involves changes in marketing technology, adoption of new tools, and the capacity of organizations to keep up with both.

Marketing Teams Can’t Keep Up with Evolving Technology

As Martec’s Law puts it, “Technology changes exponentially, but organizations change logarithmically.” Technology evolves at a rapid pace. Meanwhile, humans need time to adjust, adopt new habits, and learn new techniques. This results in organizational growth that lags behind technological advancements. The speed of technological advancement outpaces the capacity of marketing teams to absorb and utilize these new tools effectively.

In theory, the proliferation of digital tools and platforms has the potential to revolutionize marketing strategies. However, the reality for a significant number of companies is quite different. Despite having more tools at their disposal than ever before, marketing professionals are struggling to leverage these technologies to their full potential.

Aside from the challenge of simply keeping up with new technology, organizations have other problems to contend with. Workforce disruptions caused by the pandemic only made it harder to keep pace.

Is It Time to Downsize Your Martech Stack? Maybe

Given these challenges, it may seem logical for companies to consider downsizing their martech stacks as a solution. In an era of economic uncertainty and budget constraints, the imperative to streamline and focus on tools that deliver tangible value has never been more critical. However, it’s essential to recognize that simplification for its own sake may not address the underlying complexities of the digital marketing environment.

The complexity inherent in today’s martech landscape is not merely a consequence of technological proliferation, but it also reflects the broader dynamics of the digital ecosystem. Factors such as the diversification of digital channels, the unpredictability of global events, evolving consumer behaviors, and the intricate web of privacy regulations all contribute to this complexity. These external pressures not only add layers of complexity to the marketing mix, but also demand a nuanced approach to martech management that goes beyond mere simplification.

In navigating this complex terrain, marketing professionals must strike a delicate balance between the allure of simplicity and the necessity of embracing complexity when it serves strategic objectives. This balancing act involves a thoughtful assessment of the martech stack, discerning which tools genuinely enhance marketing effectiveness and which may be superfluous. The goal is not to strip the martech stack down to its bare essentials, but to ensure that each component is effectively utilized and provides a positive ROI.

martech stack

The Downsizing Process

The journey toward achieving an optimal martech utilization rate is, at its core, a process of continuous adaptation and learning. Organizations must cultivate a culture of experimentation, encouraging teams to explore new technologies while also developing the internal capabilities required to harness these tools effectively. This process involves not only selecting the right technologies but also integrating them seamlessly into the marketing workflow, ensuring that data flows smoothly between systems and that insights gleaned from one tool inform strategies deployed through another.

Of course, the process also involves significant costs. Purchasing the new technology is only the first step. Your team has to configure it to your needs, integrate it into your existing systems, learn how it works, and take time to understand how best to use it. All of this takes time—and every step comes with a cost.

Moreover, the quest for martech efficiency must be underpinned by a commitment to organizational maturity. A sophisticated martech stack, while potentially powerful, can only deliver on its promise if the organization has the maturity to deploy it effectively. This requires technical acumen, strategic vision, governance structures, and a deep understanding of the customer journey. As such, the alignment of martech complexity with organizational maturity becomes a critical factor in determining the success of marketing technology initiatives.

In this context, a simpler approach comes with the recognition that marketing challenges often demand complex solutions. Integrating marketing and sales data, the need to adapt to changing consumer preferences, and the imperative to innovate all introduce complexity into the martech equation. Yet, these complexities are not insurmountable obstacles but rather growth opportunities, demanding a strategic approach that balances the pursuit of simplicity with the embrace of necessary complexity.

As marketing professionals navigate this intricate landscape, the key to success lies in developing a nuanced understanding of both the potential and the limitations of martech. By aligning technological investments with strategic objectives and organizational capabilities, companies can transform their martech stacks from a source of frustration into a catalyst for innovation and growth. This journey requires patience, strategic foresight, and a commitment to continuous improvement, with the ultimate goal of unlocking the full potential of marketing technology in driving business success.

How 4Thought Marketing Can Help with Your Martech Stack Simplification

The challenges associated with martech complexity are both significant and multifaceted, reflecting the broader dynamics of a rapidly evolving digital ecosystem. Yet, within these challenges lie opportunities for marketing professionals to refine their strategies, streamline their operations, and harness the power of technology to create more engaging, effective marketing campaigns. And the team at 4Thought Marketing is ready to help your organization do just that.

We know martech inside and out. When you work with us, you’ll be able to navigate the complexities of the martech landscape with confidence, and turn obstacles into avenues for innovation and growth. Contact us today to get started.


eloqua job titles

Between user-provided data and data enrichment, Eloqua users generally have very little trouble populating Job Title fields. But related fields, such as Job Function or Job Level, present a bit of a challenge. Out-of-the-box values may not meet your company’s needs. And if you’re only able to choose one Job Function value per user, how do you know which is the correct one?

Fortunately, there’s a relatively simple solution. Check out this excerpt from our January 2024 Eloqua Office Hours session for a quick demo.

Ready to take your Eloqua game to the next level? Get in touch with our team today.


eloqua email templates

Templates offer a streamlined approach to producing emails and landing pages, saving valuable time while ensuring brand consistency across communications. By leveraging predefined layouts and designs, marketers can quickly create on-brand assets, focusing on content without worrying about formatting or design standards. This efficiency accelerates the production process and upholds a professional and cohesive brand image in every interaction, making templates essential for effective and efficient marketing campaigns.

When creating landing pages and emails, Eloqua users can use the HTML or Design Editor to create and modify templates. This article will focus on how templates can be locked or unlocked, providing even more control over the look and feel.

Eloqua Email Template Types

Eloqua includes two primary types of templates: locked or unlocked. Unlocked templates give users total control over the finished email by giving them a complete look and feel. All users have to do is update the content. Meanwhile, locked templates offer a more controlled environment that restricts access to the backstage code, preventing changes that may impact how pages and emails are rendered within browsers or email clients.

Both template types have pros and cons, so your choice will depend on your requirements and team skills.

Locked Eloqua Email Template

When using locked email templates, the administrator or template designer selects in advance the parts of the email that will be editable or removable by the user. Then, when the template is used, the asset creator gets a simplified experience. There are three ways to designate template sections editable:

  • Right-click sections of the template in the preview window to designate them as editable.
  • Add two properties to the code in the HTML pane. You can specify which components can be removed or edited by adding the attributes elq-edit=”true” and elq-delete=”true.” Only the HTML source editor offers this option.
  • Move to protected content in settings. From here, you can decide whether users can alter the layout, default style, or email design.
Eloqua email templates

Highlighted sections with dotted lines can be edited when users create a new Oracle Eloqua Email asset.

Advantages of Using a Locked Eloqua Email Template

Locked Eloqua email templates offer several potentially helpful advantages, including:

  • Locked templates let you expressly designate which parts of the cannot be changed. Administrators and designers can then ensure that certain elements, including layouts, logos, or legal disclaimers, cannot be edited.
  • Organizations can ensure that only authorized individuals alter the templates to render correctly on all clients by restricting access to the CSS.
  • Locked templates offer a simple user interface. Users can only point and click on editable areas, immediately informing them of what can be modified and how.
  • Eloqua users cannot access the HTML and CSS backstages of the email designer in a Locked template. Not only does this allow users to make edits without needing to understand coding, but it also prevents accidental edits to the code.

Potential Difficulties With a Locked Eloqua Email Template

Of course, a locked email template may not be the best choice for every campaign. A few potential challenges to consider include:

  • The more complex or intricate the email design becomes, the harder the template will be to edit.
  • Because locked templates don’t allow as much editing flexibility, administrators must anticipate as many use cases as possible and create templates for each one.
  • Users can only access more sophisticated features, such as dynamic content or signatures, if those features are already included in the template. Even then, users cannot swap the component out for another of its kind.
  • To develop locked templates, many users choose to use the source editor. Using tags that Eloqua does not officially support can lead to issues, such as using Eloqua Engage secure templates.
  • There is no way to quickly fix an email asset because there is no access to the underlying code. The only solution is troubleshooting the template and then completely rebuilding the asset.
  • You’ll probably need to make frequent modifications over time because ISPs alter how email clients display messages, which is annoying if you need to send an email out immediately.

Unlocked Email Templates

Only the Source Editor, which offers complete access to the underlying code, offers truly unlocked templates. Despite allowing users to apply custom code to editable parts, the new Design Editor does not let you view or modify the overall code.

eloqua email templates
eloqua email templates

Advantages of Using an Unlocked Eloqua Email Template

More advanced Eloqua users will find many advantages to using an unlocked Eloqua email template. For example:

  • Users with the necessary skills have total control over the email asset since they have access to the underlying code. As a result, the user can design more intricate layouts than those that could be achieved when utilizing locked templates or the Design Editor. The responding behavior of the asset is likewise subject to more user control.
  • All email technologies offered by Eloqua, including dynamic content, shared content, signature layouts, and others, are entirely accessible to users.
  • Unlocked templates can be deployed more quickly and efficiently than Locked templates since they are less complex.
  • When a developer has access to all the underlying code, any flaws can be rapidly identified and fixed.

Potential Difficulties with an Unlocked Eloqua Email Template

Of course, an unlocked email template isn’t for everyone. A few potential hurdles to keep in mind include:

  • Eloqua administrators need to put more business practices in place because users now have total authority over the email, ensuring that outgoing emails adhere to brand standards.
  • It can be intimidating initially because the user interface incorporates all of the Oracle Eloqua email components. Because it is less straightforward, new users must learn what each function accomplishes.
  • Even minor HTML or CSS code modifications can significantly change the final email’s layout. Coding for Outlook and Gmail can be particularly challenging. Some people may make tiny modifications without comprehending the potential consequences because the underlying code is accessible.

Choosing the Right Email Template

Your choice of using locked or unlocked Eloqua email template will depend on several factors: the nature of your campaigns, the amount of required customization, the skill levels of your Eloqua users, and the amount of time you have. Consider your needs at the start of each marketing campaign. Choosing the right templates will make your final campaign smoother.

Want some extra help getting your email design program off the ground? Contact us today to schedule expert Eloqua training.


marketo lead scoring

Simply put, lead scoring is a method of assigning numerical values to leads primarily based on their characteristics and actions. The higher the rating, the more likely the lead is to grow to make a purchase. Lead scoring is a powerful function of the Marketo platform that allows users to prioritize leads primarily based on behavioral data. It also enables the alignment of advertising and sales efforts, and improves lead first-class and growth conversion fees.

Lead scoring may be divided into categories: person scoring and behavior scoring.

Person Scoring

Person scoring is primarily based on the lead’s demographic and firmographic attributes, which include name, identity, industry, corporation size, vicinity, and so forth, all normally amassed through information enrichment tools. Person scoring facilitates the identification of the lead’s fit for your products or services.

Behavior Scoring

Behavior scoring is based on the lead’s recorded activities, such as internet site visits, email clicks, form submissions, or event registrations. These behaviors are tracked with the aid of Marketo and mirror the lead’s degree of interest and engagement.

Lead Scoring: Building A Comprehensive User Profile

Combining person and behavior scoring can construct a detailed view of your lead, and can help  segment your leads into specific stages of the customer’s journey. This way, you could tailor your advertising campaigns and sales outreach to the lead’s wishes and possibilities.

Marketo Lead Scoring Best Practices

While managing your lead scoring process in Marketo, you must keep several important steps in mind. Always make sure to:

  • Align with sales regarding the definition and qualification of leads. This will ensure that both teams agree on lead scoring goals and standards and that the leads are passed to sales at the proper time and with the right facts.
  • Take both explicit and implicit facts into account for lead scoring. Explicit records are what the lead tells you about themselves—identity, industry, and so forth. Implicit information is what the lead suggests to you via their conduct—website visits, email clicks, etc. Both forms of records are critical to evaluating the lead.
  • Keep your lead scoring easy and obvious. Avoid using too many scoring guidelines or complex scoring formulas that can contradict each other.
  • Review and revise your lead scoring model often. This will help you to preserve your lead scoring model applicable even as your business goals, target marketplace, and client conduct change over time.
marketo lead scoring

How to Install Lead Scoring Software in Marketo

Finally: in order to begin lead scoring in Marketo, you first have to configure the necessary software. The process will look like this:

  1. Define your perfect patron profile and client personas. Use this to define the criteria and weights on your person scoring. For example, you could assign higher ratings to leads who suit your goal industry, role, or enterprise length.
  2. Define your lead lifecycle ranges and thresholds. This will help you to decide the standards and weights for your behavior scoring. For example, you could assign higher scores to leads who visit your pricing web page, download a whitepaper, or request a demo.
  3. Create a lead scoring model in Marketo. This is where you assign scores to different data points using smart campaigns. You can use tokens to make your scoring rules scalable, and use rating degradation to reduce the score of inactive leads over time.
  4. Test and optimize your lead scoring version. This is where you screen and analyze the overall performance of your lead scoring model and the usage of reports and dashboards. Consider using A/B testing or client feedback to compare distinctive scoring scenarios and find the preferable option.

Putting Marketo Lead Scoring into Practice

Lead scoring is an excellent way to understand your audience and what they want. When used effectively, it results in improved marketing campaigns and increased revenue. But what if you’re new to detailed lead scoring? That’s where we can help.

Get in touch with our team today to learn more about Marketo lead scoring.


marketing automation integration

We asked nine experts how a company with an existing martech stack could smoothly integrate marketing automation. Here’s what they told us.

1. Integrate Marketing Automation with Dynamic Reporting

marketing automation integration

Jason Vaught, Director of Content, SmashBrand

You must quantify the impact that marketing automation has on your business. Therefore, integrating marketing automation with a dynamic reporting system improves your workflow because it tells you what’s working and what isn’t. I’d strongly advise that marketers begin by creating a flywheel between their automation and reporting processes to get strong data points that enable optimization and growth.

2. Leverage Middleware for Seamless Integration

I would consider the implementation of middleware. It acts as a software layer, facilitating communication and data management between technologies. Middleware can help integrate marketing automation software with technologies, ensuring data transfer and promoting a smooth workflow among diverse teams.

3. Combine Tools for Personalized Emails

marketing automation integration

Justin Silverman, Founder and CEO, Merchynt

A combination of ClickUp, Zapier, OpenAI, and Gmail is used to send highly personalized welcome emails when a new client signs up and fills out our onboarding form on ClickUp. Highly personalized messages have been launched at scale thanks to the combination of these tools, which significantly aids in creating a better brand experience.

4. Examine Processes for Effective Marketing Automation Integration

Integrating marketing automation with other existing technologies can be achieved by examining your marketing processes. At O+, automation was integrated into our data collection and analysis tools to create a seamless flow of events. This was done to speed up the process and focus more on the actual creation of marketing campaigns, ensuring the best possible experiences for our customers.

This involved a lot of testing to ensure accurate results and valuable data. Once everything was sorted out, it improved our marketing team’s efficiency and enhanced marketing personalization.

5. Use Prompts & Structured Workflows

marketing automation integration

Nick Sforza, Founder and Digital Marketer, Opvital

Integrating marketing automation with other technologies in a company is key to creating a seamless workflow. My advice? Use prompts and structured workflows. Start by mapping out how different technologies – like CRM, analytics, and email marketing tools – interact with each other. Then, establish clear prompts within your automation software to trigger specific actions based on data from these systems. For instance, when a new lead is added to the CRM, the marketing automation tool can be prompted to send a personalized welcome email. By structuring these workflows, every piece of technology works together smoothly, ensuring no opportunities are missed and every interaction with customers is meaningful and timely. This approach has streamlined our processes significantly, making marketing efforts more efficient and effective.

6. Incorporate CRM, AI, & Social Media

marketing automation integration

Samantha Odo, Real Estate Sales Representative and Montreal Division Manager, Precondo

Picture this: CRM integration. Your CRM system is the heart of your operations, right? Now, imagine syncing it with marketing automation. Leads are captured seamlessly, interactions are tracked effortlessly – it’s a match made in tech heaven. You’re not just managing relationships; you’re nurturing them with precision.

Now, let’s sprinkle in a bit of AI. Predictive analytics can be a game-changer. By analyzing data from both marketing automation and CRM, you get insights into future trends and customer behavior. It’s like having a personal assistant whispering, “This is what your clients will love next.”

Email campaigns are the bread and butter of marketing. With automation, you can create personalized journeys based on customer behavior. Now, tie in analytics tools to measure open rates, click-throughs, and conversions. It’s like having a GPS for your emails – guiding you to success.

Oh, and social media! Use automation to schedule posts, track engagements, and keep the conversation flowing.

7. Track Campaigns with Call Analytics

By integrating marketing automation with call-tracking and analytics tools, companies can track the effectiveness of marketing campaigns through phone-call conversions. This often-overlooked approach provides valuable insights into customer interactions. By analyzing call data, companies can optimize marketing efforts and drive better results. For example, a company running a radio-advertisement campaign can use call tracking to measure the number of calls generated by the campaign and the quality of those calls. This data can then be used to fine-tune the advertising strategy, targeting specific radio stations or time slots that generate the highest-converting phone calls.

8. Choose Flexible Platforms for Two-Way Sync

marketing automation integration

Sarah Politi, Founder and Managing Director, Jade & Sterling

Our core strategy revolves around selecting a flexible marketing-automation platform and establishing seamless two-way data sync with key systems, particularly CRM. This integration not only centralizes customer data but also automates lead handovers, ensuring a cohesive transition from marketing to sales. We prioritize personalized customer journeys by leveraging integrated data, tailoring campaigns based on comprehensive insights. By integrating analytics and reporting tools, we provide a holistic view for strategic decision-making. This unified approach extends to integrating communication channels, fostering cross-functional collaboration between marketing, sales, and IT teams. In essence, our focus is on creating an interconnected ecosystem that optimizes efficiency and aligns with overall business objectives.

9. Work Backwards from Your Desired Outcome

The best way to integrate marketing automation with other existing technologies in a company is to first identify the desired outcome, and then work backwards to determine the various steps that are necessary to achieve that outcome. This process often involves mapping the customer journey and identifying the different touchpoints along the way where automation can be used to streamline the workflow. For example, if the desired outcome is to increase sales conversion rates, then it may be helpful to first identify the various ways in which customers interact with the company (e.g., website, emails, social media, etc.). From there, you can identify the different touchpoints along the customer journey where automation can be used to drive conversions (e.g., lead scoring, personalized content, drip campaigns, etc.). By mapping the customer journey and identifying the various touchpoints along the way, you can better understand how automation can be integrated with other existing technologies.

Ready to improve your company’s martech stack through marketing automation integration? Get in touch with us today for expert assistance.


Eloqua Office Hours January 2024

January 25, 2024

Boost your Eloqua skills through real-world examples. This month we’re tackling challenges in segmentation and data management. Join us to learn about mapping data to multi-select picklists and improving data quality during Eloqua list uploads.

We discuss:

  • Improving segmentation by mapping multiple values from a Title field to a multi-select picklist
  • Optimizing Eloqua list uploads while applying standards and improving data quality

Download the Presentation


Printed March 29, 2024 | Page 1 of 1 | https://4thoughtmarketing.com/category/eloqua/