Our Blog

At Tegrita, we believe in knowledge transfer, proven practices, and strategy enablement. These key principles are woven into how we work with, and educate our clients. Our blog is written by marketers and marketing technologists for marketers and marketing technologists. We invite you to browse our content, share it with your colleagues, and engage with us through our social channels.

Align Sales and Marketing with Internal Eloqua Campaigns

Getting Sales to “Buy-in”

By | Marketing & Sales Alignment | No Comments

At Tegrita, we welcome collaborators and guest writers to contribute content to our blog. This week, Nick Smirnoff, Web and Digital Marketing Manager at Laerdal Medical, shares how to bridge the gap between marketing and sales using an internal Eloqua campaign. Aligning sales and marketing with an immersive customer experience Getting buy-in from non-marketing teams can be a struggle for organizations as they onboard the latest technology and marketing approaches. For many sales teams, “content marketing” and “marketing automation” are foreign terms. Does your sales team get it? Do they have a deep understanding of your digital marketing efforts? My guess,…

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How to Track Custom URLs with Query String Values

By | Show and Tell | No Comments

This video looks at tracking URLs with custom Query String values. It is similar to our previous video about tracking URLs with a custom portion of the path. The difference here is that the format of the URL is different (http://google.com?q=dynamic_value as opposed to http://google.com/path1/dynamic_value). The solution lies in using Eloqua’s Redirect Link capabilities.

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Advocate Marketing

What You Need To Know If Advocate Marketing Is On Your Roadmap

By | Marketing Strategy | No Comments

As part of our “Challenges CMOs Face” series, we addressed 8 common challenges encountered by CMOs and marketing leaders, and included insight on how to overcome them. Our recommendation is to develop a long-term agile marketing roadmap to overcome common challenges. For our “Roadmapping – Next Steps” series, we have invited industry experts to provide their insights to help you take your marketing strategy to the next level. Chris Newton, VP of Marketing and Business Development, at Influitive talks about empowering your brand through your customers. What types of organizations benefit from Advocate Marketing? Do your customers love your product…

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Solving for Tracking Clickthroughs to a Dynamic URL

By | Show and Tell | No Comments

In this “How To” video we explore a common problem whereby we want to track clickthroughs to a dynamic URL within Eloqua. Normally this would be done with a tracked link. However, in some cases using a tracked URL is not feasible, especially when the format of the URL is path based like: http://google.com/path1/dynamic_value, where dynamic_value is something stored on a field in Eloqua. Here we see two possible solutions to this problem.

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Data Integration by Put It Forward

Integration: More Than One Way

By | CRM & Other Integrations | No Comments

As part of our “Challenges CMOs Face” series, we addressed 8 common challenges encountered by CMOs and marketing leaders, and included insight on how to overcome them. Our recommendation is to develop a long-term agile marketing roadmap to overcome common challenges. For our “Roadmapping – Next Steps” series, we have invited industry experts to provide their insights to help you take your marketing strategy to the next level. In this post, Mark Cowan at Put it Forward discusses the strategy and processes required for custom integrations. Data integration is no longer about connecting one system or application to another. It’s…

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How Netflix has changed marketing automation

Netflixing has changed the way people buy – Have you changed the way you market?

By | Marketing Strategy | No Comments

Until very recently, we had to wait for answers. We had to look things up in the encyclopedia. We even had to watch television shows one episode at a time. I remember the episode of F·R·I·E·N·D·S where Ross is getting married in London and it ends with him saying not the bride’s name (Emily), but Rachel’s name instead. We all had to wait until the following week for the next episode to learn more! The watercooler was buzzing with speculation of what happened. Today, thanks to advances in the digital realm, binge watching an entire season in a couple of…

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Data Cleansing and Appending

The Dirty on Data Cleansing & Appending

By | Data & Analytics | No Comments

As part of our “Challenges CMOs Face” series, we addressed 8 common challenges encountered by CMOs and marketing leaders, and included insight on how to overcome them. Our recommendation is to develop a long-term agile marketing roadmap to overcome common challenges. For our “Roadmapping – Next Steps” series, we have invited industry experts to provide their insights to help you take your marketing strategy to the next level. In this post, Synthio’s Content Marketing Manager, Chelsea Mize, explains the importance of working with the right partner for data cleansing and appending. When it comes to database hygiene and upkeep, there…

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Oracle Eloqua - How to use Custom Objects

Creating Custom Objects to Track Form Submissions

By | Proven Practices | No Comments

Custom Objects are one of the more powerful tools in Eloqua – they open the door to all kinds of interesting and useful capabilities.  While Custom Objects have multiple use cases, the focus of this blog post will be on one of the most common uses – capturing data from a form submit. A Custom Object (commonly referred to as a “CDO”) is a simple table, like one you might create in Word or in Excel.  A CDO has columns, which you define when you set up the object, and rows, which can be added using a variety of methods…

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How to Drive Tradeshow ROI

How to Drive Tradeshow ROI

By | Marketing Strategy | No Comments

As part of our “Challenges CMOs Face” series, we addressed 8 common challenges encountered by CMOs and marketing leaders, and included insight on how to overcome them. Our recommendation is to develop a long-term agile marketing roadmap to overcome common challenges. For our “Roadmapping – Next Steps” series, we have invited industry experts to provide their insights to help you take your marketing strategy to the next level. In this post, Yvette Brown of XPROMOS, talks about how to leverage tradeshow attendance to improve your ROI. It’s your trade show season.  You’ve already invested heavily in your booth set-up, materials,…

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Show & Tell: Master Exclude Soft Bounces

By | Show and Tell | No Comments

Soft bounces indicate a temporary delivery issue to an email address. Common reasons for a soft bounce are when a mailbox is full (over quota), the receiving email server is down or offline, or the email message is too large. By default, Oracle Eloqua does not exclude contacts who have recently soft bounced from an email send. Keeping the bounce rate low is important for maintaining sender reputation. We recently had a client who had a poor Sender Score and therefore many of their emails were getting blocked as spam. One of the factors that contributed to the issue was…

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Top 8 Challenges CMOs Face and the Single Solution to Address Them All

By | Marketing Strategy | No Comments

In our Challenges CMOs Face blog series, we look at common issues and offer various suggestions and solutions to ride the waves of marketing automation. We may specialize in marketing automation technology, but we often talk with marketing professionals about a lot more. When we work closely with CMOs and their marketing teams, we relish in their successes, and listen intently as they reflect on the challenges they face. Each challenge may feel unique to our CMOs – but their challenges are actually quite common across the marketing landscape. Indeed, many of us face challenges that continuously manifest in different…

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Mr/Mrs Right vs. Mr/Mrs Right Now: Choosing the Best Marketing Automation Platform

By | Technology Stack | No Comments

When working with clients, I often use dating analogies because as different as we all are, as individuals we all have similar dating experiences. Choosing a marketing automation platform is very similar to choosing a mate. So, the question I always ask an organization comparing Eloqua to another Marketing Automation platform is “Are you looking for Mr/Mrs Right (a relationship you can grow into and be with long-term) or Mr/Mrs Right Now (one that is a good fit now, but it’s clear you won’t grow old together)?”. Check out my video to learn more about the key distinction between Eloqua…

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Challenges CMOs Face: How to Deal with Turnover and Reduced Team

Challenges CMOs Face: How to Deal with Turnover and Reduced Team Size

By | Marketing Strategy | No Comments

CMOs have fewer direct reports than they did just a few short years ago. Despite these smaller teams, CMOs are still expected to do more with less. In this installment of our “Challenges CMOs Face” blog series, we’ll discuss how to build a “marketing dream team” and sync it with a long-term roadmap for marketing activities. The CMO Survey reports that over the past three years, the number of people reporting to CMOs has decreased from 31 to 11. That’s a 35% decrease in the number of people able to continuously re-evaluate marketing campaigns and channels. It also means fewer…

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Show & Tell: Creating a Date-Based Campaign

By | Show and Tell | No Comments

One of the key features of Oracle Eloqua is the ability to use dynamic filters as a part of Segmentation criteria. When used in a campaign, Eloqua will re-evaluate the Segment as often as every hour to identify new contacts who meet the Segmentation criteria for as long as the campaign is active. When those contacts are identified, they will enter the campaign, but what happens if some, or all, of the campaign is time sensitive? For example, what if the primary call to action within the campaign is to register for an event or take advantage of a promotion?…

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Challenges CMO’s Face: Becoming a strategic, growth-driving CMO

Challenges CMO’s Face: Becoming a strategic, growth-driving CMO

By | Marketing Strategy | No Comments

CMOs are expected to drive growth, so why are so many of them stuck reviewing budgets and plans, developing content, and attending meetings? In this installment of our “Challenges CMOs Face” blog series, we’ll review why and how CMOs should shift their roles to accelerate business growth. Think about your most recent week as a CMO. How did you spend your time? Were you crafting growth strategies? Refining the definition of your brand? Executing marketing campaigns? If your typical business week is spent doing those things, that’s awesome. Unfortunately, you might be an exception. CMOs and marketing leaders know they…

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Challenges CMOs Face: Harnessing Data for Profitability

Challenges CMOs Face: Harnessing Data for Profitability

By | Marketing Strategy | No Comments

CMOs often struggle with how to make sense of all the data available to them. Further, many analysis tools might look attractive, but do not deliver the customized goods we need to overcome our own unique challenges and achieve our own goals. In this installment of our “Challenges CMOs Face” series, we discuss how to make sure your data helps you generate profit for your business. It’s an amazing time to be a customer. There are so many different ways to consume information, quickly make purchase decisions, and tell the world about your experience. Not surprisingly, it’s an even more…

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Event, ModernCX, Oracle Marketing Cloud

Oracle ModernCX: New Name, Same Amazing Event

By | Events | No Comments

From “Eloqua Experience” to “Modern Marketing Experience” and now, “Modern Customer Experience”; the event name has changed to reflect the growing industry, organization, and technology, but it’s the same amazing event that just keeps getting better! This year’s Oracle’s Modern Customer Experience (ModernCX) is quickly approaching. The event is in Chicago from April 10th to 12th, 2018 and I’m even more excited to attend this year than ever before because Tegrita is a first-time sponsor. Working with new Eloqua and Responsys customers, our clients and industry partners often ask if we feel that attending ModernCX is REALLY worth their time….

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The CMO’s Guide to Facing Budget Challenges

By | Marketing Strategy | No Comments

CMOs have many choices for how they spend their digital marketing budget. In this installment of our “Challenges CMOs Face” blog series, we’ll discuss the challenge of determining what’s most important in a marketing budget, and how a digital marketing strategy roadmap can help set the right priorities. When you set a household budget, it might feel like there’s always this temptation to spend money on fun, new items. Me, for example? I love a good shopping trip to Nordstrom’s every now and again. OK, maybe more often than that! And why not? After all, we work hard, and it’s…

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Demystifying 1st vs. 3rd Party Cookies

By | Website & Tracking | No Comments

An important part of Marketing Automation solutions is Visitor tracking. Oracle Eloqua refers to this as “Digital Body Language” – actions taken by a visitor on the website (among other things) that can then be filtered upon and used by the Eloqua user. While there are unique identifiers for each visitor through the cookie creation, there are two sub-categories of visitors: Known and Unknown. Known visitors are those whose email address and cookie have been associated (via a click or by completing a form etc.,) whereas unknown visitors are those where the cookie-contact association has not been made. Cookies are…

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