I guess my general perception of of Eloqua Experience day 2 was celebration of constant change… OK, maybe commiseration, or acknowledgement, or annoyance with the phenomenon 🙂
Those who recognize the change and are willing to adapt (at least use Eloqua on a good level), seem to outperform the rest. …what probably contributes to Eloqua growth at about 40% a year.
- Old way of SaaS is not enough anymore… SaaS 1.0 – tools and services in the cloud. SaaS 2.0 – tools and services in the cloud, capable to connect with other vendors cloud tools and services
- Evolution of Benchmarking: industry surveys have been replaced by an aggregate data of cloud service providers
- Mobile traffic to the web sites doubled during last year (still, mobile strategy should exist – mobile should not be a reformatted copy of the regular site ~Vanessa)
- Eloqua launched App Cloud
- Eloqua is also changing (Eloqua 10 is HTML 5 tool). Eloqua 10 will not retain all Eloqua 9 functionality – the company is attempting a fundamental shift to better usability and business effectiveness. Some features would have to change.
Eloqua is the only company in the field with 11 full-time faculty members.
I was very happy to receive my own certificate and thanks to Heidi who took my picture, the excitement is preserved forever. Now I am hoping to put the new knowledge to a good use. 🙂 And continue learning…
Eloqua’s approach to content
- The solution to noise is not more noise, but a differentiation
- Eloqua’s solution for a different content was visualization. Eloqua has a content partner – jess3
- Jess3 is a content partner, whose credentials are also present on the final “piece of content;” jess3 is on a retainer
- Eloqua’s internal team supports creation of the content – everybody is responsible for creation of the content
- Recognize what people share – people do not read the entire article before sharing – sharing happens after a glance
- Eloqua created Social Media Playbook as an internal resource; later it was used for external purposes (the playbook has been used by other organizations for internal training also)
- Recommendation: think about a way the content itself can attract attention… (Maybe a resource of all industry resources in a visually easy to navigate fashion? ~Vanessa)
- Content has limited shelf life – only 6% of tweets are re-tweeted
- Content can be re-packaged (individual posts can be combined, etc.
- Eloqua went from no blog to Ad Age Power 150 in 10 months (Joe attribute it to the uniqueness of the content). Users were encouraged to comment on some info graphics; later the new versions of info graphics were sent to the those who commented directly – these people saw the result of their involvement and had a vested interest in promoting the content.
- Blog is the hub of content distribution strategy
- Content must be interesting… even in PR, people do not cover new products – people cover interesting staff
- Content marketing is a force multiplier – we can measure only pieces… (visits to the site, etc.)
- Eloqua uses Slide Share… and is a Slide Share’s example of proper use of a corporate accounts 😉
Eloqua’s content plans:
- To be smarter about optimizing the content
- Evaluate the need and lack of attention by other brands (what other brands are not producing)
- Content inventory is overlaid by buying stage
- Let search influence the content Eloqua produces
From creative… to the nerds. Marketing needs nerds!! Change requires it! (per Mike Hilton – EVP Marketing, Concur)
Marketing needs to take maximum control from IT; technical skill sets are critical for marketing.
Actually, the change is quite good for business… Great presentation!