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Tag: Automation | Tegrita

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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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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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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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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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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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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It’s Moving Day! Key Considerations as you move to Eloqua

It’s Moving Day! Key Considerations as you move to Eloqua

By | Proven Practices | No Comments

A few years ago, my family and I moved into a brand-new home. As I sat in my cozy living room the other night, I started thinking about how much work went into getting here. We spent a lot of time thinking about our ideal home, one we’d want to live in till our older kids graduated from high school. We listed everything we wanted in a house, determined our budget, then went on the hunt. After looking at what felt like dozens of houses, we found “The One” – the house our family could call home for years to…

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Move Over Personas, Hello Journey Archetypes

Move Over Personas, Hello Journey Archetypes

By | Marketing Strategy | No Comments

Buyer personas are semi-fictional representations of your ideal customer created by using market research and real data about your existing customers. There are various approaches to persona development but most include customer demographics, behavior patterns, motivations, and goals. Buyer personas have long been the foundation for marketing strategy development. The challenge most often faced is that properly creating buyer personas takes a lot of effort and time. Companies who are successful at creating strong and meaningful personas typically do the following: Analyze their closed opportunities Conduct customer interviews and focus groups beyond their customer base Purchase industry reports related to…

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Are you getting enough value out of your Marketing Technology?

By | Technology Stack | No Comments

As the CTO and Co-Founder of Tegrita, I always have to look at the big picture when it comes to technology and how we serve our clients. Successfully delivering the service is the easy part, but ensuring that we keep our customers happy, and for our business to remain aligned to our brand, is what keeps us at the top of our game. A question that I constantly ask myself is “how do we consistently deliver value to our clients?”. Value is the key word here, and it is important to note that value ≠ price. Value is that which…

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Price vs. Cost for Marketing Technology

Price vs. Cost for Marketing Technology

By | Technology Stack | No Comments

Ever since I went to MarTech and attended Seth Godin’s keynote, I’ve been reading his posts much more frequently and the one I recently read was talking about price vs cost. When you consider the price of something, you’re looking at the invoice amount, but that doesn’t begin to cover the cost. Yes, the price that you pay is the immediate amount of money out, but what about everything else? There are other hard costs that don’t immediately show themselves, like time; time to learn what you just bought, and time to use what you just bought.   I see many organizations…

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