modern marketing for the modern manufacturer
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@MarilynECox #EE13
Modern Marketing for the Modern Manufacturer
Marilyn CoxMarketing Principal – Industry SolutionsOracle Eloqua
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@MarilynECox #EE13
About Me• Marilyn Cox• Marketing Principal – Industry Solutions• @MarilynECox• [email protected]• Eloqua User for 6 years• If I couldn’t be a Modern
Marketer, I would be a professional wrestler with the WWE
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@MarilynECox #EE13
About Industry Solutions
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@MarilynECox #EE13
About Industry Solutions
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@MarilynECox #EE13
Today’s Takeaways• Metrics Manufacturers Should Evaluate• Campaigns Manufacturers Should Execute• Extending Beyond Traditional Marketing Automation
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@MarilynECox #EE13
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@MarilynECox #EE13
The Manufacturing Industry Is Unique
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@MarilynECox #EE13
Raise Your Hand If True
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@MarilynECox #EE13
The power of Eloqua is in the output!
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@MarilynECox #EE13
1/3 : 2/3 Rule
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@MarilynECox #EE13
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@MarilynECox #EE13
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@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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@MarilynECox #EE13
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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@MarilynECox #EE13
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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@MarilynECox #EE13
You Know What To Evaluate, So How Do You Collect The Data?
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@MarilynECox #EE13
RETURN IN 30 MINUTES
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@MarilynECox #EE13
Extend Beyond Traditional Marketing Automation
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@MarilynECox #EE13
Next Steps
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@MarilynECox #EE13
Identify the changes in your industry and business that are impacting your sales and marketing strategies.
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@MarilynECox #EE13
Practice the 1/3:2/3 Rule. The power of Eloqua is in the Output.
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@MarilynECox #EE13
Analyze beyond traditional campaign metrics.
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@MarilynECox #EE13
Once you have the data, determine what actions you will take.
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@MarilynECox #EE13
Design campaigns to address the audience journey as well as capture your required data.
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@MarilynECox #EE13
Leverage channel partners as an additional marketing tool.
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@MarilynECox #EE13
Extend your Eloqua usage beyond traditional marketing automation.
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@MarilynECox #EE13
Questions?• Marilyn Cox• Marketing Principal – Industry Solutions• @MarilynECox• [email protected]• Eloqua User for 6 years