Eloqua – Road to Revenue 2013

road-to-revenueVery good event as usually, and this year very well attended by local marketers.  The food was absolutely spectacular!  The best event breakfast, snack, and lunch I can remember – ever 🙂

A few points from the event:

Some of Eloqua’s new features that we all would love to see are becoming availabe:

  • Editing HTML in eloqua
  • Visual click through reports are coming back to E10 maybe by the end of this year
  • Zip upload – nice 😉
  • Analyzer access – it looks like the access license can be transferred to a partner company, but in this case, the organization does not have the access itself.

One of the themes of this year event was content marketing, and it is not surprising.

Every scrap of content we ever create is blog-worthy

80%-90% of blog readers are first time visitors who found the content somewhere else

New slide for the changing sales funnel



Compendium – a software allowing organize, manage, and analyze effectiveness of marketing content.  Beyond exciting!!


Oh, yes, there are so many interesting and exciting things in marketing, that at some points it all seems overwhelming.  One of the presentation slides described perfectly (in my opinion) everything what a marketer is expected to do and how a marketer feels about it.


Book – The End of Power

The-End-of-PowerVery intriguing and thought-provoking book.   The book highlights the changing nature of power in every area of our live.

Earlier in human history, a weaker military force would achieve its objectives in a military conflict in about 12% of the conflicts; however, the recent data suggests, now a weaker military force can achieve its objectives in 55% of conflicts…

The tenure of the average CEO halved from about 10 years in 1990 to about 5 years now.

New political movements emerge quickly and often have national or even international scope.

Conservative middle-eastern countries see divorce rate increase; in Kuwait, the divorce rate among college-educated couples reached 47%

This “decay” of power extends beyond the shift of influence from developed to developing countries, or among regions of the world. Mr. Naím points to three broad revolutions: “more” of everyone and everything that overwhelms the means of control; “mobility” of people and ideas that has ended captive audiences; and “mentality”—a transformation of aspirations, expectations and values such that individuals “take nothing for granted anymore.” Together, the “3 M’s” have made power easier to get, harder to use and easier to lose.  WSJ

Another interesting point: social media often perceived as a catalyst of political movements – it may not be entirely correct.  “Arab Spring” originated from a critical mass of frustrated, yet educated youth.  The clicks on the related tweets came mostly from the outside of the country.  Modern media is definitely a tool, but the “mentality” revolution is more likely catalyst of the change that used social media as a channel.

Highly recommend!

MN Search – CRO and Search: You Should Test That

ChrisGreat event!  This is the first time I saw CRO (Conversion Rate Optimization) in the title of an event.  I was more familiar with LPO (Landing Page Optimization), but CRO as an all-encompassing term makes perfect sense.

Ha!  Based on general marketing concern, Conversion Optimization became first priority and even overcome Social Media in importance – the latest marketers’ obsession.

Chris Goward presented a wonderful overview of the topic; a few notes from the event:

rotating .

  • The process of testing is highly important – the recommendation “just start testing” is not wise.
    1. Create testing plan
    2. Continuous iterative testing
  • Approach to the large sites:
    • Rank page potential (what can be improved)
    • Rank importance of the page for the business
    • Rank ease (political and technical possibilities…  home page might have the best potential, but be politically impossible to optimized)
    • Prioritize pages based on the rank and start testing






  • “Look at your page…  cut the copy in half, then cut the copy in half again”  (though we know – some pages convert better with longer copy – testing is important…  but cutting copy is a good heuristic 😉  )
  • Shorter forms – embed.  Longer forms – put on the other page. This is new to me…
  • Excellent point: put all test results into a “playbook” and make it available for the business. 
  • Google Optimizer was an excellent tool; the current option within GA is not as good – it diverts traffic to the version that seem to be winning on a preliminary results.  Better use other tools.
  • Recommended tool – Optimizely – an affordable took with large number of happy  ustomers and a free trial (yes, I would love to try it…  most likely will 😉  )


BookUnfortunately, I did not come to the event early enough to get the free book  You Should Test That!, but I will get (and read it!) eventually.  I am looking forward to it 😉

The topic is very interesting and finally getting more attention – as it deserves.  However, it is surprising to watch how much energy we spend to put more traffic into the funnel rather than fixing the “leaky basket”  – hopefully, the industry clarifying its priorities.