Eloqua Campaign Execution Workflow: Getting Everyone Pulling in the Right Direction

When everyone is pulling in the same direction, assuming it’s the right direction, things will get done effectively. That’s the message of Eloqua’s training materials on “Campaign Execution Workflow”.

One of the good things about Eloqua is that it gets everyone on the team – and lots of folks from outside the team – involved. However, one of the bad things about Eloqua is that it gets everyone on the team – and lots of folks from outside the team – involved.

The issue is that, especially if you are a primary Eloqua user or manager, not everyone knows what you know. And that makes “training” (or at least “effective internal communications”) as much an issue with Eloqua as everything else.

To that end Eloqua has put together a brief overview of some of the best practices around how to think about “Campaign Execution Workflow” – the video here is approximately a 24 minute video that discusses the need for this type of training (or “ internal communications”),

This actually comes farther down the “Learning Eloqua” road – in the second tier of “things to do” rather than the first. But it’s something to look at before you begin, because “Learning Eloqua” is going to be a long-term process, for you and your team.

Here are some related resources on this topic:

http://topliners.eloqua.com/community/know_it/blog/2012/10/30/gain–strategic-campaign-planning

There are several elements to this module. The first is “organizational change planning” – keeping people focused on key goals for the long-term.

The “Campaign Planning Template” document may be found here:
http://topliners.eloqua.com/docs/DOC-2040

The “campaign workflow execution template” may be found here:
http://topliners.eloqua.com/docs/DOC-3233

Building Personas: “Soccer Moms”, “Fearful CEOs” and other people who may buy from you

First ThingsOne of the most important things that sets your marketing message apart from the others is “relevance” – if your message is relevant to the recipient, it’ll go a lot more smoothly from the inbox to your prospect’s brain.

If you can understand who the various people are who buy your products or services, you’re much more likely to be able to select (or create) relevant messaging (or “content”) to send to them.

That’s why thinking through “personas” for your customers is the very first project that Eloqua recommends.

This is clearly not the “automation” portion of “marketing automation”, it’s the “marketing” part. You may have heard the tech-related phrase, “garbage in, garbage out”. This is where you need to make certain you are working with good information. This is the foundation for the rest of your efforts.

(In a sense, it’s a shame that marketing “automation” companies need to remind their customers of this).

It’s all about the money, and this is where “marketing” meets “the money”. It’s where you, as a marketer, sit down with your sales and product management teams and understand, who’s buying each product or service that you sell, how they are involved in the purchasing decision, and what their “buying cycle” is.

At a later date, for each of these, you’ll think through their “buying cycle” their particular needs (or “pain points”) at varying points of the buying cycle, and also the type of “content” that you will address to them.

But for now, what’s the point?

Thinking through your customer demographics should be a standard operating procedure for any business, and for some, it is a science. Consumer marketing companies have come up with a number of different personas — some of these, such as “soccer moms”, have become well-known through such marketing processes as political campaigns.

2013-04-02-Consumer-Demographics

If you properly understand who the buyers are, and what they’re buying, you can automate your marketing efforts to them in an effective way. If you don’t get them right, it’s going to be a case of “garbage in, garbage out”.

If you click on the “Persona Development” link on http://growth.eloqua.com/, it’ll take you to the page where Eloqua makes its “persona development” materials available.

(If you aren’t already a member of their Topliners community, you may need to join in order to access this material.)

Learn it?

Learn It?

 

I’m not trying to say that Eloqua doesn’t make some available some fantastic resources. Their “Topliners” site is becoming more and more of a resource for newcomers to Eloqua. But it assumes that you kinda-sorta know what you’re doing. You can ask questions, or view product documentation, but if you try to search something as basic as “quick-start”, it’s still hard to know where to begin.

Quick Start?

Quick Start?

That’s one reason why I started this blog. When I started looking at Eloqua, I was given a password and then handed links to about three “get-started” videos, and it was just assumed that I could take it from there. I’m an enterprising guy, but it certainly takes a lot of time to get to know your way around inside Eloqua, especially if you’re not familiar with either the concept or the program.

To be fair, I had to learn on E9, and Eloqua has made some great strides in making E10 a much friendlier user environment. But the underlying structures and processes continue to operate in fundamentally the same way. For example, filters are still filters, and “Program Builder” is still “Program Builder”.

Early Videos

Early Videos

Next time, I’m going to start talking about some of the actual details of the program. But for now, I just wanted to emphasize that “there is a need”, and with this blog, I hope to be able to start meeting that need.