@MarilynECox #EE13

Modern Marketing for the Modern Manufacturer

Marilyn CoxMarketing Principal – Industry SolutionsOracle Eloqua

@MarilynECox #EE13

About Me• Marilyn Cox• Marketing Principal – Industry Solutions• @MarilynECox• Marilyn.e.cox@oracle.com• Eloqua User for 6 years• If I couldn’t be a Modern

Marketer, I would be a professional wrestler with the WWE

@MarilynECox #EE13

About Industry Solutions

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About Industry Solutions

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Today’s Takeaways• Metrics Manufacturers Should Evaluate• Campaigns Manufacturers Should Execute• Extending Beyond Traditional Marketing Automation

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The Manufacturing Industry Is Unique

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Raise Your Hand If True

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The power of Eloqua is in the output!

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1/3 : 2/3 Rule

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@MarilynECox #EE13

@MarilynECox #EE13

You have a partner channel:Determine which partners to allocate additional budget

• Determine Partner Revenue Potential– Opportunity conversion– Revenue performance– Engagement with partner focused marketing material– Use of marketing materials provided for use by partners

• Ask, based on the data above….– Which partners have the greatest potential to drive revenue?– Which partners are generating the greatest return on investment?– Where should future resources and money be allocated?

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You have limited resources:Where should you focus your sales and support efforts?

• Reseller/Partner/Customer satisfaction scoring– Capture scoring in Eloqua surveys (created through a form model)– Segment by reseller satisfaction and make decisions on follow-up based

on that data.  Triage. • Account engagement segmented by rep and/or partner

– Which reps/partners have the highest engaged accounts and how does that correlate to revenue?

• Referral potential and conversion for customers and/or partners – Which clients have driven new revenue via referrals?

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You have a content strategy:Segment analysis by customer, prospect, and partner channel

• What are your top 10 performing web pages?• What are your top 10 performing pieces of content?• Are you leveraging top content on top performing pages?• Are the pages you’ve identified as “high value”, the pages people

are actually visiting?• When people share your content on social, what words do they

use?• Can you use socially shared content, to crowdsource new content?

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You Know What To Evaluate, So How Do You Collect The Data?

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RETURN IN 30 MINUTES

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Extend Beyond Traditional Marketing Automation

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Next Steps

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Identify the changes in your industry and business that are impacting your sales and marketing strategies.

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Practice the 1/3:2/3 Rule. The power of Eloqua is in the Output.

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Analyze beyond traditional campaign metrics.

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Once you have the data, determine what actions you will take.

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Design campaigns to address the audience journey as well as capture your required data.

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Leverage channel partners as an additional marketing tool.

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Extend your Eloqua usage beyond traditional marketing automation.

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Questions?• Marilyn Cox• Marketing Principal – Industry Solutions• @MarilynECox• Marilyn.e.cox@oracle.com• Eloqua User for 6 years