Blog

Having a segmentation strategy has always been a marketing basic.  In our last article, we spoke about the importance of good segmentation.  Long before Eloqua, or even the internet, identifying your top, key audiences and what messages you should convey to them has been core to marketing.  And of course, many still do this today,Read more

Depending on your experience, marketing automation conjures up one or two mental images: For newer marketers, they see it as a bright shiny object with limitless possibilities. And then for experienced marketers, they remember past failures they don’t want to repeat. In reality, the more effective way forward lies somewhere in between these two extremes.Read more

  With Eloqua Custom Objects (CO), you can easily segment and send hyper-personalized, time-appropriate customer communication. Consider, for a moment, a recent email, website experience, or web advertising you clicked on.  Do you recall why you found the content compelling enough to respond?  Perhaps it was a seasonal offer, arriving within an appropriate time window. Read more

Sales and marketing need to work together, yet they often struggle to play well together. In this blog post, we discuss six common sales and marketing alignment mistakes and potential solutions.

  Privacy and Compliance Consulting Services   Consumer privacy and compliance regulations are here to stay.  We all fondly remember the mad dash to deploy a solution for the General Data Protection Regulation (GDPR).  And as 2020 approaches, the  California Consumer Privacy Act (CCPA) is the next exercise we get to manage.  But wait, there’sRead more

Despite the social media tsunami of recent years, email is still the mainstay for most digital marketing campaigns. Long may it last as an essential channel for customer engagement. But in the new age of Customer Experience Management (CXM), it struck me that it hasn’t evolved to keep pace with spiraling customer expectations and legislativeRead more

  Data quality is crucial for every organization. It affects almost every part of your marketing activities, from email deliverability and lead conversion to revenue generation. And you cannot accurately target and personalize your campaigns without complete and accurate data.  You can dramatically improve data quality by eliminating dirty data before it enters your system.Read more

Here’s a radical suggestion for finding out what your customers’ preferences are for email frequency:  ask them!  Instead of double guessing what your customers’ want, isn’t it easier to put the choice in their hands? 

  The first page in your marketing operations playbook probably stresses the three R’s: Get the right message to the right people at the right time.  And it goes without saying that sending an email that isn’t timely or relevant won’t generate the desired results. For your campaign to work, you need accurate segmentation dataRead more

  As a Marketing Automation professional, you deal with data all the time.  Your data comes from a wide variety of sources including Form Submissions, Lists, and other systems.  Sometimes, the data is not in the format you want or need. For example, you might have two fields that you want to combine into oneRead more