Eloqua is the color of my parachute

Hi — this is a new blog, one that is born out of a job search, and it’s a job search that I really want to be identified with Eloqua. That’s a very “What-Color-Is-Your-Parachute-ish” kind of thought. That’s all right. When it comes to marketing, Eloqua is “the way the world is going”. Or, “the way the business world needs to go”.

Most of my career, I’ve been a writer, sometimes a designer, sometimes a manager. For the most part, those are very subjective kinds of things. Over the last two years, learning to use Eloqua has been an eye-opening experience. It’s been a kind of revelation.

It’s been gratifying for me to be able to learn how to use Eloqua, because “marketing automation”, generally, and Eloqua, specifically, has taken “marketing” out of the realm of “gut feeling”, and has given me, as a marketer, the ability to be a “quant”.

Why is that important? First of all, for the definition of the word “quant” (short for “quantitative”, as opposed to “qualitative”), I’ll point you to this Tom Peters blog post as a source. Of course, here, Peters is playing down the need to be a quant, and is “upselling” the need for softer skills in business.

Engineers and programmers and accountants are “quants”. As a “quant”, either you get it precisely right, or it doesn’t work. And either way, you’ve got “hard data” to prove it.

Marketers, until recently, have had to be “gut-feeling” kinds of folks. Marketing is a “soft” skill, based on feelings, not on numbers. And the way it has seemed, the person with the most experience or the biggest job title or the loudest voice can be said to have had the best “gut feeling”.

I’m a quiet guy. But I’m also a thoughtful guy – a “thinker” as opposed to a “doer”. Above all, I believe in doing things the right way. I don’t have a loud voice or a big job title right now. What I do have is a thoughtful presence and (I hope) some persistence to keep going through all the other noise.

Eloqua gives a guy like me the ability to use numbers. To provide quantitative, numerical justification for what I do. And that’s going to make all the difference in my career as a marketer. In the realm of marketing, at least as I’ve seen it, there’s been almost no such thing as “measuring ROI” (outside of some direct marketing areas); Eloqua can bring a measurable ROI to marketing.

6 thoughts on “Eloqua is the color of my parachute

  1. Pingback: Doing more with less, beating “Moore’s Law”, enabling “Big Data”, and creating new kinds of jobs | Learning Eloqua®

  2. Hi John,

    It’s great to hear that you’ve got a focus and that you see the value of Eloqua. Do you have any advice on ramping up with Eloqua (training, books, etc…)?

    Thanks,

    Eric

  3. Hi John,

    I’m the co-founder of Marketo. I’m curious why you chose to focus your search on Eloqua versus a broader focus on marketing automation in general? Your posts are good, and would apply to other vendors as well.

    • Hi Jon — thanks for stopping by. I mention in the post, this blog is born out of a job search. I go into more detail about that here:

      http://johnbugay.wordpress.com/2013/03/13/i-was-laid-off-again-yesterday/

      In less than 30 days, I’ll be losing my health care coverage. If you look through that blog site, you’ll see quickly that my wife has been through a pretty harrowing couple of years, having had a form of leukemia, and then a bone marrow transplant to treat that leukemia. Essentially, they have burned the old bone marrow out of her, and put in new genetic material that so far, has prevented the leukemia from coming back. She is a living miracle, a miracle of modern medicine.

      In short, in answer to your question, I’m going with what I know to make the biggest kind of splash I can make, to let people know that I need a job with health insurance, so my wife can continue her treatment with her doctors (she will need highly specialized life-long care for this. She is a human being with two DNA codes now, one in her blood, and one everywhere else).

      My previous employer used Eloqua, but it’s certain to me they weren’t using it for all its capabilities. I stumbled upon it quite by accident, and though the product was installed, and though they were using it for “email blasts”, it quickly became evident to me that much work needed to be done. They hadn’t installed the tracking scripts. Their most important inbound integration hadn’t occurred for some six months, and nobody knew about it. I picked it up, part-time and in a self-directed kind of way, without ever having had experience with this type of thing before. I spent a ton of time on the phone with Eloqua’s Tech Support. They were incredible.

      Eventually, I became one of two “Eloqua guys” in the house — the other guy worked in the production of forms and integration with our website, whereas I worked with data and segmentation and the production of lists and over time, creation of programs. But that came much later. And as you can see, given that I’m now no longer a part of that company, Eloqua wasn’t quite so high on their priority list as I would have liked.

      But thanks to interactions with Eloqua Tech Support, and later with their Success team, I made some hard-won gains over these last two years, and I learned things that very many Eloqua users could benefit from. I want to share that, because I believe it is a highly valuable thing to know. I wanted to share that across the broadest possible platform, in order to try most quickly to get the continuing health care coverage that my wife needs. And a blog can be a very useful communications tool, if you know how to use it.

      This is a labor of love, in several ways. I’m still looking. Do you have any suggestions?

  4. Pingback: Bringing “Marketing Automation” Mainstream | Learning Eloqua®

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