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.