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.

Marketing to Motivate: Integrate & Ignite Podcast with Brandi Starr

By | Marketing Strategy, News | No Comments

I recently had the pleasure of being a guest on the Integrate & Ignite Podcast hosted by Lori Jones, President and CEO of Avocet Communications. Lori and I had such an enjoyable conversation that it felt more like talking shop with another marketing maven rather than an interview. Listen and Learn: How marketing automation is about “right message, right time, right place.” How to take advantage of the fact that the customer is always plugged in and engaging in different ways. Using paid search to outwit the competition. The importance of focusing on the customer experience and the buyer’s journey….

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Eloqua How To: Scheduling Reports in Eloqua Insight

By | Eloqua, Insight | No Comments

So, you are excited about the new Oracle Eloqua Insight powered by OBIEE, you are enjoying the new interface and new reports but haven’t quite figured out how or where to schedule reports. Insight reporting provides you with a single place to analyze data across Oracle Eloqua. To schedule reports in Eloqua Insight, your Eloqua User must have the advance reporting (Eloqua Analyzer) license. All customers now have access to at least five (5) Analyzer licenses. You simply need to submit a support request to gain access. The ability to send reports directly to your inbox on a set schedule…

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Webinar: Futureproof Your Marketing Automation Investment

By | Marketing Automation | No Comments

Marketing Automation technology is one of the core components of your MarTech Stack. Understanding where to start, how to grow, and how to maximize your return on investment is key. During this webinar we will share our expertise on how to futureproof your marketing automation investment. Beyond the Basics: Learn what capabilities your marketing automation platform needs to have to grow with you. Crawl, Walk, Run: Learn how to develop a scalable plan to begin where you are and grow quickly into more sophisticated modern marketers. The Puzzle Approach: Learn how to build your marketing strategy like a jigsaw puzzle….

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How to Use Dynamic Date Ranges in Oracle Eloqua Insight

By | Tegrita Tuesday Tips in Two | No Comments

Eloqua’s new Insight reporting module may at first seem daunting, but the ability to customize your reports is far greater than what Classic Insight could offer. Watch this video to learn how to use dynamic date ranges when you build custom reports. Visit our blog for more “Tegrita Tuesday Tips in Two” where we share two-minute “How To” and proven practice videos to provide you with valuable information on how to use your Eloqua or Responsys marketing automation platforms.

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Responsys Timers - Show and Tell from Tegrita

Show & Tell: How to Use Timers in Responsys Programs

By | Show and Tell | No Comments

Oracle Responsys is a leading marketing automation system that is built around the concept of being able to design complex multi-channel campaigns. This is accomplished using a simple-but-robust “drag and drop” system to place campaign steps on a program canvas. Along with the powerful program entry steps, decision steps and action steps, you will find the often-under-appreciated Timer step.   Timers allow you to separate steps in a campaign by telling the program to “pause” – either for a specified length of time, until a specific date/time, or in advanced cases, until a pre-defined action occurs. Without timers to control…

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Marketing Planning: The Unlearning and Reinventing Approach to Driving Growth

By | Marketing Strategy | No Comments

Successful organizations are forward-looking, take calculated risks, and act swiftly. Failing forward requires strategic thinking and planning. Thriving organizations constantly change their plans—the 5-year plan days are long gone. Your marketing roadmap should be progressive, include projects that drive growth, and improve efficiency over the next 12 to 18 months. Much like following a GPS to reach your destination, the route you take needs to be re-evaluated consistently to ensure you are on the optimal path toward your destination. Watch my webinar about the “learning-unlearning-trashing-reinventing” approach to planning and roadmapping. Tegrita can offer the strategic guidance you need to create…

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Tegrita Tuesday Tips in Two – Setting Campaign Fields for Reporting

By | Tegrita Tuesday Tips in Two | No Comments

Eloqua Campaign Fields are used to provide additional metadata related to your campaigns, primarily for reporting purposes. These fields can be free-form text fields or picklists. Watch the video to learn how to configure the campaign fields and where the settings are. Visit our blog for more “Tegrita Tuesday Tips in Two” where we share two-minute “How To” and proven practice videos to provide you with valuable information on how to use your Eloqua or Responsys marketing automation platforms.

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Creating Profile Extension and Supplemental Data Tables For Storing Data

By | Proven Practices | No Comments

Oracle Responsys can hold a lot of data. To get the most out of this powerful system, you need to be strategic about where all the data is stored. Your primary demographic data will be held in a List (for example, the !MasterList). Additional data is stored in two other types of tables: Profile Extension Tables (PETs) and Supplemental Tables (SUPs). To prevent confusion between these two types, here’s quick guide. PETs (Profile Extension Tables) PETs are used to extend the data held within a List. For the most part, this will be contact information related to a record, but…

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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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