Last month, Triblio was thrilled to host the Eloqua Users group of Washington DC. It was a bit of a homecoming for us, as most us used to work at Eloqua, and we caught up with a lot of familiar faces. Turnout was standing room only!
After Oracle talked about their upcoming reporting roadmap, the two guest speakers and the discussion was about how to leverage and combine marketing automation campaigns and web channels.
CSC shared how to combine Eloqua with website to target top accounts
Nick Panayi at CSC, delivers highly personalized experiences for their top accounts to align with sales and provide a seemless buyer journey. CSC manages personalization through their website, CMS, and Oracle|Eloqua resources. Viewing funnels generated, TCV, and number of leads in their Eloqua segments track each campaigns’ reach and effectiveness. After analyzing the audience and interest generated by each campaign, CSC presents specific messaging and content on the website for their target accounts.
Panaya described how he used Oracle|Eloqua tools to help with personalization for email campaigns, sales engagement, and messaging promotion on the website. Client Digital Profile helps gain insight on contacts to tailor the messaging and contenet approach on the web and email. Eloqua Engage creates email-marketing campaigns specific to leads of a particular digital profile. Eloqua Profiler highlights key players in CSC’s top accounts. These targeted campaigns and analytic tools promote client engagement, and increase sales and ROI.
Andre Yee shared how companies used Oracle|Eloqua with their website
Cision increases conversion from their inbound traffic by serving the right content at the right time. Cision uses overlay cards on their blog posts. As the user is reading blog content, a content CTA to download a relevant whitepaper appears in the bottom right of corner of the screen. Once they exit a blog post, they receive an Eloqua-based form asking them to sign up for the blog newsletter. Gathering user data with this method stores information on user interests based on the blog post topic and enables future campaigns to personalize for the user based on these interests.
Another example is how a Fortune 500 Telco company features relevant content according to company size. The site promotes different messaging and product offers depending if a company is a small, medium, or large business in part through using data from Eloqua. This personalization increases user experience and interactivity so they get a higher value prospect in less time.