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What to do next Part III

If you think you've implemented most of the main areas of your Eloqua / Oracle Marketing Cloud system, this video will give you an overview of some advanced areas to consider next including documenting your processes, advanced segmentation and more.

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Additional Videos

What to do next

Part I

Basic Integrations

What to do next

Part II

Basic Integrations

Basic Integrations

Basic Integrations

Three Implementation

Integration Options

Basic Integrations

0:00 Hi this is Mark LeVell with 4Thought Marketing and this is the third in the series of what to do next if you own the Oracle Eloqua
0:12 marketing cloud in our previous videos we've talked about the basics the CMO
0:17 zone the prospects zone the sales zone the customer zone today we're going to talk about the
0:22 executive zone the documentation zone couple of others finishing up the
0:26 finishing up the what to do next poster which if you are interested in a copy of please let us
0:31 know at free poster by emailing us at freeposter@4thoughtmarketing.com
0:34 so in regards to the Executive zone the first thing in the executive zone
0:39 you wanna take care of and you want to make sure of is that you have KPI's key performance
0:44 indicators and metrics defined with your executives so often companies will kind
0:48 of produce these metrics and KPIs somewhat randomly without really saying these are
0:54 what we should measure our company by these are we should measure our sales
0:57 department are funnel by our departments by so the very first step is to sit your
1:03 marketers down if you have to and get those KPIs and metrics
1:07 defined exactly how you're going to measure them what the frequency of
1:10 reporting is how often it's gonna happen and then remember that when you're
1:14 generating reports for executives what are the key values the key ways you can
1:19 bring value to those reports is by asking the question what decision is going to
1:24 be made based on this report and if you approach the report generation with that
1:28 question exactly what should be on the report what shouldn't be in the report sort of
1:32 jumps out at you so after you have your key metrics and KPIs defined and you've
1:37 defined your reports and you've scheduled reports you want this to go out on a recurring
1:41 basis you want these to go out on a timed
1:45 recurring basis to all of your executives
1:48 then after you have that working you want to tie you want to make sure you've
1:54 got campaigns and opportunities
1:56 integrated back between the CRM and marketing automation Eloqua system so that you
2:02 can implement closed loop reporting you have to have campaigns and opportunities
2:07 integrated before you can do closed loop reporting that really wraps up the
2:11 executive zone of course there's an infinite number of reports you can
2:14 generate in the executive zone you can implement things like data warehouses
2:18 master data management you can implement analytics there's all sorts of things you can do
2:22 that sort of outside the zone of marketing automation but still reporting on
2:26 marketing automation in this zone but I think that's a good connection for the
2:30 executive portion in terms of the next one documentation now this particular
2:35 zone is an area that many companies miss and yet it's absolutely crucial to corporate success
2:40 and this is where you define your processes and you define your procedures
2:44 and not do not only do just implement technology but you implement technology
2:49 with the processes that the people are going to execute in conjunction with the
2:54 technology and we typically look at process definition at three different
2:58 levels
2:59 there's the strategic level this is the top level that's intended for executive
3:03 review of your processes and diagrams that are intended for the strategic level
3:08 that are intended for executive consumption should be consumable in a
3:11 couple of minutes that's the sort of right amount of time that an executive
3:15 should be able to spend on something or how are we doing something the next level
3:18 down is the execution level this is where we give exact steps on how to create a form
3:23 or exact steps on how to create a closed-loop reporter exact steps on how
3:27 to do an import and the third level is the technical level the technical level is really
3:31 the programmer levels it's were you talking about exactly what happens in every
3:35 angle and happens down within the
3:37 program builder campaign canvas or integration of the systems and a lot of
3:42 companies will try and either a mix these three levels which is not
3:47 successful because you can't really combine technical processes with
3:52 execution processes with strategic processes and so documenting everything
3:57 else that’s going on in your process documenting your data washing machine
4:01 and data cleansing processes documenting your CRM integration process documenting
4:06 how information is getting out to your salespeople and how your customers are
4:09 being managed in marketing automation and documenting this processes so
4:14 future generations new personnel and quite honestly just remind yourself in six
4:20 months why you did something is extremely valuable to be able to walk into a
4:24 meeting with a bunch of people around and say that then all of a sudden
4:27 they're going off in a in a funky direction and you can say no we decided
4:32 this six months ago here's the process that we decided on now maybe we should
4:35 change the process but this is how we're supposed to be doing it
4:38 process definition is extremely important to successful marketing
4:42 automation the next thing I wanna talk about is funnel definition this is right next door to
4:48 process definition again in the documentation zone this is making sure
4:52 your funnel is defined and that there’s really clear definitions on what each stage of
4:56 the funnel means to everybody that it means the same thing to marketing as it
5:00 does to sales management as it does to the sales rep in and we have at 4Thought Marketing
5:06 something called the 4Funnel framework which is a framework for
5:09 defining your funnel from several different angles several different
5:12 perspectives that can help with that process lastly I would suggest that you not
5:17 only put these things down in writing but also diagram them really well
5:22 designed diagrams can prevent a tremendous value to the organization in keeping
5:27 keeping self-aware on what they're doing and how they're doing it so that's
5:31 really the documentation zone the next zone is a continuous improvement zone
5:35 the continuous improvement zone the real key item there is a/b testing and not just
5:42 a/b testing in one area but a/b testing in terms of emails subject lines
5:46 different sort of images landing pages all the various ways in which you're
5:51 communicating to your customers social media communications
5:55 if you a/b test everything you're able to really take the entire marketing automation
5:59 process through a process of continuous improvement that's not just this zone is
6:04 not just about a/b testing but it's about remembering that no matter how
6:07 good you have done all of this if you stop and look at what you're doing and
6:11 really think about there is room for another iteration to make it a little
6:15 bit better last thing we'll talk about is advanced segmentation 4Thought Marketing
6:20 has a product called 4Segments which is absolutely phenomenal at using Venn
6:23 diagrams and waterfall diagrams and matrix diagrams to allow you to segment
6:28 your Eloqua data in a very rapid very understandable fashion it makes your data
6:32 really come to life and if you still don't know what to do after all that if
6:37 after all of this you've got all of this working
6:39 first of all the tip of the hat to you very very few companies have implemented
6:42 everything on this in general well if you still don’t know what to do then you might
6:48 want to come and visit our office in Costa Rica for maybe you need a vacation
6:52 or you may want to review the App Cloud there's a lot of interesting apps that you can
6:57 add to your system in the App Cloud the last thing I want to mention though is
7:01 that this is a general recommendation on the order to do things generally
7:06 speaking when you get your strategy in place first you want to get your basics your
7:09 data washing machine and data cleansing and your integration second your prospect
7:14 and campaigns and third you wanna get your sales people informed fourth you wanna get your customers
7:19 campaigns going fifth you wanna get your executives and your processes following
7:25 that and so this is a general order of course you can do this in any order you
7:28 want but this is the order that most companies follow
7:32 and if you kind of understand what that best practice is it can help you decide
7:35 what to do next as well we hope this video in this series has been helpful to
7:39 you and again thank you for watching

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