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Visible Results

I’m now almost 9 months into working with my personal trainer, following physical therapy. While I’m going to spend the rest of my life attaining goals, I can now see visible results.

Last week, I asked my trainer how long, on average, his clients stay with him. The answer is more complicated than an average, though. He said that either people are short term “6 weeks and I’m good to go, right?” or stay with him forever (or as close to it as they can).

Once again, not-work life imitates work life.

I have talked to many marketers who think a couple weeks (or days!) of learning about marketing automation and Revenue Marketing and they’ll be “good to go”. Others realize that new processes, team building, skill building, alignment, and change management all take time.

At The Pedowitz Group, we have many long-term clients who work with us year after year. They continue to move ahead, pursue excellence, and see more and more visible, and financial, results from their efforts. Unfortunately, I also see clients get a running start and…believe they can do the rest all on their own.

Sometimes they can. Sometimes they are truly motivated, will continue to look for best practices on their own, will have enough buy-in throughout the organization to keep going and will end up extremely successful. More often, though, their speed of progress begins to slow, and they wonder why they just are not as far ahead as they thought they’d be—and they need that personal trainer again.

As in fitness, so with Revenue Marketing: you make more progress, faster, and become stronger and more effective for it if you keep up the pace of change. The path to success is faster if you make consistent progress than if you go on and off your trend towards a more efficient and effective marketing and sales organization.

Every time I talk to a client, or someone who has really embraced the power of marketing technology, change management, and Revenue Marketing, I’m amazed at how much they have accomplished with their diligent, consistent progress. And the revenue results speak for themselves.

So rather than starting your gym membership for the new year and 6 or 8 weeks later stop, disappointed that you haven’t lost 25 lbs. and sculpted your whole body, consider a life-long, or even just a year-long, plan. And do the same for your marketing efforts—because they’ll be fit and trim and pay dividends too, as long as you keep at it.

While you’re at it, don’t forget to benchmark and measure your successes (and failures!) so that a year later, you can really see how far you have come. Now those are visible results.

Blog Written By: Emily Salus

Emily Salus is the Marketo Practice Director at The Pedowitz Group. She has over 20 years of experience in Marketing, PR and Sales. Emily is a certified Marketo technical consultant, providing Revenue Marketing services and strategy to enterprise clients and best practices and training to the SMB market.

Adventures of the New Marketing World: A Sales Explorer’s Story

Marketers, how many times have you heard sales assume that we give them nothing and our communications are not customer centric?

Sigh……. I was once one of those reps, tied up in the day to day doldrums of prospecting, working deals and closing. I gave little to no thought on the efforts of marketing. Sure, it was great when the occasional marketing event would happen in my patch of dirt, but apart from that, we were as distant as could be.

Sadly, this is the state of affairs in many organizations. The lack of a two way dialogue between sales and marketing has many side effects, the most impactful of all is missed revenue. How can a communication gap cause us to miss revenue targets? Let me be clear- the realm of revenue contribution from marketing comes in various forms. Let’s explore just one aspect today- the dreaded cold call.

Would you be surprised to know that for revenue teams that actually collaborate and follow best practice (i.e. Sales + Marketing = Revenue Team), average marketing contribution for closed revenue is roughly 30%?  Say whaaaaaat?

In case you blatantly ignored the bold letters, this is the average. Teams that have been perfecting revenue marketing for longer see even higher rates.

Allow me to paint two pictures here. Which one sounds better?.

The Cold Call

It’s 8:00 AM- cold calling time. You hope you can reach the executives on your list before they really begin their day. You have a list on the screen, either one you bought or downloaded. The only information about the contacts is their name, title, phone, email and hopefully an org chart. You spent two hours the day before researching 10 companies, building a value statement you hope is somewhere close to combining their situation with a pain point or solution fit. The call hours begin; it’s a good day. You reach three people. One was the wrong contact. One hung up after 45 seconds. The last listened for a minute, then asked you to send them some information about the company that they will read.

The Warm Call

It’s 8:00 AM- prospecting time. You hope you can reach the executives on your list before they really begin their day. You have a list on the screen that came from marketing. This list contains relevant profile information as well as digital body language.

Example: You notice that the head of the department you sell to under the executive team has visited your website product page and downloaded a few specific white papers. This person has also been consuming thought leadership your company has disseminated around the same topics. It’s focused around ROI. You also see that a manager at this firm has been looking at similar information. The manager has shared the content socially and asked how it relates to helping daily efficiency. You are able to see all of this within 3 minutes. The result is that you reach 10 people that day because you focus on calling people on the list who show online behavior at the same hour. Eight talk with you for a few minutes. Of the eight, three ask for information and a follow up call in a week. Five contacts schedule a second call to go into more detail.

The second scenario sounds a whole lot better. Right?

This is only one aspect of how marketing can assist the sales teams. Stay tuned for more “Adventures of the New Marketing World.”

Blog Written By: Alyse Qaqish

Alyse is the Southeast Regional Sales Manager at The Pedowitz Group. Her passion for helping clients identify and solve their most difficult problems lead her to the exploration of Revenue Marketing. Her background in highly complex sales cycles allows her to bring clarity and roadmaps to success for her clients. 

Contact: alyse.qaqish@pedowitzgroup.com or https://www.linkedin.com/in/alyseqaqish

For When You Want to Get Down and Dirty in the Code! – Oracle Eloqua Release 469

Marketers and geeks rejoice! In the upcoming Eloqua release (dates below), you’re now able to create landing pages and emails from scratch using the HTML Source Editor.

Read the full release here.

Highlights and release dates by POD are below.

Contacts

  • You can now select the Eloqua Contact ID as a unique match field for list uploads, and use it instead of email address.

Landing Pages/Emails

  • You are now able to create landing pages and emails from scratch using the HTML Source Editor.

Release 469 (Oracle Eloqua)

Release Dates

  • February 17, 2015 (POD2)
  • February 22, 2015 (POD3)
  • March 1, 2015 (POD1)

Blog Written By: Sudha Bahumanyam

Sudha Bahumanyam is a Revenue Engineer for The Pedowitz Group. She is an Eloqua 10 Master, and has a wide range of experience with various digital & traditional marketing strategies.

Deliverability: A Primer Part 2

There are some more key components that contribute to good deliverability (and similarly, a good sender score):

5. Email configuration

The technical configuration of your IP addresses and various domain and sender records are crucial to establishing your sender reputation. The infrastructure component of your sender reputation is measured by two key items: reverse DNS and host type. These items in conjunction with confirmed identity via SPF (Sender Policy Framework), SID (Sender ID), and DKIM (DomainKeys Identified Mail) ensure your email is properly configured to show your identity as a sender.  

Customers with the Eloqua Branding and Deliverability package receive assistance in setting up the optimum configuration for deliverability.   For those without such assistance here is a baseline of the items to pay attention to when configuring your IP addresses for deliverability:

  • IP addresses should be static to build up your domain and IP address reputations consistently.
  • Senders who send more than 50,000 emails a week should maintain dedicated IP addresses (i.e. not utilize shared IP addresses pooled between multiple senders using a given Marketing Automation Platform or Email Automation Platform).
  • It is best practice to set up separate domains and subdomains for your marketing, transactional and corporate emails. Along these lines, it is highly recommended that the From address and domain actually match. Some ISPs are very picky about mis-matches in domain and from address.
  • Authenticate your IP/Domain with SPF, DKIM, DomainKeys and SenderID. Without these in place you are likely to end up in the junk folder (or not delivered at all).

In addition to the technical setup, consistency in your identity, from address, reply-to address and records (listed above) are critical to identifying yourself as a legitimate email sender and not a spammer.

6. Transmission rate, volume and frequency

The rate at which you send emails out is important to ISPs, spammers often send email without regard to volume, speed of send or list cleanliness. ISPs sometimes perform a “volume block” (blocking transmission of massive amounts from one sender to many of their account holders) if they feel the volume of emails coming to them in the timeframe is excessive or potentially spammy. The volume of invalid and undeliverable emails combined with the number emails coming into a given domain may also result in a block by the ISP. Transmission rate is handled on the Eloqua side typically however, it is recommended that larger batches of emails be released in groups instead of a single hit, a good rule of thumb is to not force more than 40k emails per hour in any given send.

Volume of email is another important factor to your sender reputation.   Inside Elouqa and Return Path, volume is the number of emails reported by ISPs that contribute data to the Reputation Data Network maintained by Return Path. While mailing volume is not inherently good or bad, high volumes are likely to trigger tighter scrutiny by ISPs and inconsistent sending patters or large volume spikes will trigger similar inspection. It is best to establish a cadence of sending and maintain it over time to keep a consistent volume and avoid such examination by ISPs.

Frequency of sends is important in that you should keep a consistent frequency. If you have dips and spikes in your sending that are without pattern it is likely that you will appear to be a spammer to more stringent filters.

7. Content

Everything from the HTML coding and design of your email to the actual copy of the offer contribute to the content and are evaluated by filtering mechanisms (previously discussed under Blacklists and Filters and in Appendix: Spam Filters).   Everything from broken or miscoded HTML to lack of a text-only version of your email, lack of alt-text for images or code embedded scripts in your HTML can cause a filter to block your messages.   For a comprehensive list of best practices in email design see Appendix: Email Design and Coding for Deliverability.

Typically when discussing content, marketers associate using words like “FREE” or “ADVERTISING” to instantly doom their message to the spam filter. Unfortunately it’s not quite that simple, filters are much more nuanced than that and use a variety of methodologies to determine if a message is spam or a legitimate email. The best possible results for avoiding content-based filtering is to test using a tool such as the deliverability tools in Eloqua or third-party tools such as:

  • Litmus
  • Campaign Monitor
  • MailTester
  • EmailOnAcid

        8. Gain Recipient Permission and Respect Recipient Preference

Your audience falls into three buckets: new recipients, active recipients and inactive recipients, for each of these buckets you should have slightly different approaches.

New Recipients:

  • Only send to those who have explicitly requested email from you.
  • Target “neutral” contacts (i.e., those who have neither opted in nor opted out) with the goal of gaining permission.

For this you will want to look at the specific legislation for the Regions/Countries you mail in, this is not always legal (ex: Canada).

Active Recipients

  •  Strengthen the relationship with active opt-in contacts by soliciting feedback on the quality and frequency of your communications, and their communication preferences. Confirm preferences with the recipient and then comply.
  • Send only what the subscriber signed up to receive.

Inactive Recipients

  • Re-engage inactive contacts by confirming subscription status one or two times per year.
  • Nurture inactive contacts and cut inactive contacts after they fail to re-engage after a set timeframe

Blog Written By: Lauren Kincke

Lauren is an Eloqua Team Leader for The Pedowitz Group. She is an Eloqua Partner Certified Consultant, Certified Salesforce.com Administrator, and has a wide range of experience with various marketing and email automation platforms.

Deliverability: A Primer

There are key components that contribute to good deliverability (and similarly, a good sender score):

1. List quality, regular maintenance and hygiene

Keeping your list clear of bounces and regularly removing inactive subscribers reduces the appearance of being a spammer. A clean list is comprised of regularly emailed, active subscribers who have not bounced, unsubscribed and are routinely engaging in your marketing emails. ISPs look suspiciously on email senders who have a high volume of unknown recipients, inactive recipients and regularly send to bounced email addresses. Eloqua Certified Partner

Bounces fall into two categories, soft bounces and hard bounces. Hard bounces are email addresses that are invalid, closed or non-existent, these are permanently invalid. Once Eloqua finds a hard bounce it automatically excludes it from future sends. Soft bounces are email addresses that are active but the email is turned away prior to delivery, this is temporary problem. Eloqua will try to resend the soft bounces in a campaign for a period of times before giving up, soft bounced emails are not (by default) marked as anything but soft bounce in Eloqua and can be emailed at a later time/date. Soft bounces are more nuanced than hard bounces, the data returned to the sender contains reason codes, which should be mined for information and processed accordingly. A full list of server reason codes can be found at http://en.wikipedia.org/wiki/List_of_HTTP_status_codes, although not all codes listed are applicable to email directly but email bounce codes can be found in the list starting with 5xx. It is highly recommended that senders build a programmatic approach to handling soft bounces. This should include logic that parses the bounce codes differently based on what the status code is relaying.

List quality also helps avoid the pitfalls of spam traps and blacklists. While no list is immune to these it is a significantly smaller risk when you maintain a fully permissioned opt-in list that is regularly purged of inactive and invalid data.

2. Spam Traps

A spam trap is an email address that was typically not ever intended for communication but purely intended to lure spam. In order to prevent legitimate email form being invited the email address is typically only published in a location hidden from view but visible to email address harvesters (which are illegal under CAN-SPAM). Since no email is solicited by the owner of this address any messages are considered to be unsolicited and therefore spam.

3. Black Lists and Filters

There are five major types of blacklists and filters.

  • Third Party/Public Blacklists: Companies that publish publicly available databases of bad senders. No special credentials are required to start a blacklist but some are more popular than others and are actually used as references for ISPs and some corporate IT departments.
  • Sever-side filters: These are filters such as SpamAssassin or Brightmail, they use their own sets of filtering rules to catch messages suspected of being spam. Some of these technologies use heuristics, Bayesian analysts and collaborative filtering. Many ISPs rely on customized server-side filters to filter messages.       These filters may also take message volume into account and block a sender who exceeds a set transmission rate.
  • Client-side filters: Recipients know that spam can make it through the various processes in place to block it and therefore can utilize tools such as Norton AntiSpam, McAfee SpamKiller or even rules built into their Outlook client to filter messages.
  • Corporate blacklists: Software filters and hardware tools are available to email administrators that provide them the ability to create an internal blacklist and therefor block email originating from any organization for any reason for any length of time.
  • Private/ISP blacklists: Large ISPs like Yahoo, Gmail and Hotmail are likely to maintain their own proprietary list of known spammers and problem senders. Some provide feedback loops that give senders warning they are in violation of spam rules at the ISP and some (like Gmail) provide no feedback at all.

Deliverability testing through tools provided by Eloqua or third-party services such as Litmus offer the opportunity to test emails for filtering prior to sending, thus giving a sender the opportunity to make changes before their message gets sent to the junk folder or not delivered at all.   For additional details on specific filters see Appendix: Spam Filters.

4. Complaint rate

Even with a fully opted-in list and a very clean database complaints happen, recipients may hit the spam button when fatigued with your message (instead of unsubscribing) or might accidentally hit it.   Regardless of the way it happens the ISP will still count this as a complaint.   It is generally accepted that anything greater than 1-3 complaints per thousand (0.1%-0.3%) emails sent is enough to revoke white-listing status on an IP address. Complaint rates beyond these are likely to result in negative hits to your sender reputation and deliverability. As a rule of thumb your complaints should never exceed your unsubscribes for a campaign, if it does it should provoke research into the campaign and what might have caused the problem.   Typically high complaints rates can be attributed to changes in your email programs, things like changes in send times/dates, frequency of messages, content that a subscriber feels is not relevant or using your list to promote third-party services/products or content your subscribers feel is questionable.

Blog Written By: Lauren Kincke

Lauren is an Eloqua Team Leader for The Pedowitz Group. She is an Eloqua Partner Certified Consultant, Certified Salesforce.com Administrator, and has a wide range of experience with various marketing and email automation platforms.

Eloqua – January Release

Previously Eloquans looked forward to four major releases a year, now Oracle Eloqua brings you releases twice a quarter to offer up new product capabilities sooner. They also will be breaking out their releases into two categories now:

  • Oracle Eloqua Releases (e.g. 466, 467, and so on – instead of Fall/Winter/Spring/Summer)
  • Oracle Eloqua Apps and Sales Tools Releases (e.g. 2.3, 2.4, and so on)

So this will change up our usual “favorite features” posts a little I’m sure, this time around there’s one simple feature to call attention to in release 468 which is scheduled to start dropping very quickly:

If you’re unsure of which POD you are on (and therefore when the release will hit you) check out “Find you POD” on Topliners.

In Release 468 salesforce.com/Eloqua customers will find a nifty little gem of a feature, the ability to link activity you send to CRM to the campaign it is associated with! Prior to 468 you would have the ability to dynamically merge the activity information (in the example below Form Name, Form Submit ID) and date (in the example below Submit Date), after this release you will able to link your activity to a campaign with the Campaign ID and External Campaign ID fields.

Why is this so cool? Well think about how a sales person sees this activity if you’re feeding it to your CRM:

So, what does it mean to use those IDs? It means now you will be able to attribute relevant activities to a campaign and help a person who is reviewing the activity in SFDC better understand the context for all of the activity they see.

A few quick notes about this new feature:

  • You do not have to use these IDs, your calls will work just fine without them.
  • If you do not write activity across to SFDC this will have no impact on you.

Will you be using this feature in your activity calls? We certainly find it interesting for those who send activity across.

Blog Written By: Lauren Kincke

Lauren is an Eloqua Team Leader for The Pedowitz Group. She is an Eloqua Partner Certified Consultant, Certified Salesforce.com Administrator, and has a wide range of experience with various marketing and email automation platforms.

Finding the Best Training Partner

At a recent Marketo User Group meeting, I was talking to a former Marketo Foundation student, catching up. We traded restaurant recommendations and discussed exercise (as well as discussing Marketo). I was telling him that I’d completed physical therapy a while back (and written a blog about it and marketing) and was now working with a trainer who was tailoring a program to my physical issues and goals. He commented, “It’s great that you’ve found someone who can really be a partner to you!”

Of course, that night as I went walking, I thought about that and the work I do with clients. It’s the same thing: while the exercises may be similar for different clients, there are specifics that you’ll only pick up on if you’re listening carefully and working as a partner towards the same goal. Listening to those cues can make the difference between rapid success and…just ok results.

Here are the parallels:

Exercise

Revenue Marketing

Physical Therapy

Critical functions not working – need diagnosis and treatment

Personal Trainer – early stages

System is stable, but remedial work is needed to maintain health going forward

Personal Trainer – mid-stages

Systems are ok, but could be optimized and fine tuned

Personal Trainer – later stages

Working towards a specific goal and measuring progress towards it

Advanced Training

Picking new goals, and continuing to optimize around them

While it’s still going to be (at least) a few months before I’m allowed to start running again, I’m now in the “systems stable, remedial work” part of my physical training. I’ve made a lot of progress, but there’s a lot more to do!

The same is true of your marketing automation and CRM systems, your business processes, and your strategies. You need to work at sales and marketing alignment, not just give lip service! My trainer tells me that 95% of his clients don’t do the work between appointments on their own to make more, faster progress. And the worst offenders are those who only meet with him once a week.

If you’re looking at your marketing automation, CRM, processes and alignment only when you have an “appointment” (quarterly reviews, anyone?) then you’re doing the same thing – expecting huge results from…not much effort. But you’re going to get to your goals faster and in a more effective way if you have a personal trainer to help you along, monitor your progress, and push your limits – one who has lots of experience, knows best practices, and can use all that to make sure your own unique requirements are being met.

Another parallel? Now when I go to the gym to do my exercises (because I am one of the 5% who does my exercises between appointments), I can tell how awful my form was before I had a trainer, overhear the bad advice amateur lifters give each other (yikes! More business for the physical therapists!), and know that I’m now doing the right things to ensure my future success. I was not using best practices. Now I have a coach and trainer who makes sure I do and continues to push me to improve.

Have you got a partner (or really sharp colleague) who’s listening to your specific needs and adjusting your training regimen? Are you doing your exercises between sessions? As I can tell you from the last 3 months, it’s never too late to start!

Blog Written By: Emily Salus

Emily Salus is the Marketo Practice Director at The Pedowitz Group. She has over 20 years of experience in Marketing, PR and Sales. Emily is a certified Marketo technical consultant, providing Revenue Marketing services and strategy to enterprise clients and best practices and training to the SMB market.

Take the Guesswork Out of Content Development

Content is king! At least that’s what we’ve been hearing these past several years or so. It’s no secret that having a lot of good content is absolutely necessary for the success of inbound, nurture, and outbound marketing efforts, and in many ways Marketing Automation has afforded us new abilities to analyze how our target audiences are interacting with the content we are providing.

It’s easy enough to set up and track our marketing campaigns to tell us which pieces of content drive the most revenue. This type of analysis is a game-changer for marketing departments, but it still relies on quite of bit of “trial-and-error effort” to arrive at certain conclusions. That kind of effort costs time and money, and while it needs to be an ongoing part of your marketing efforts, consider a simple addition to your content development process; one that cuts out the guesswork: ask.

What better way to find out what your target audience wants to be wooed by then to ask them? It’s the beginning of a new year, why not reach out to your marketing base for its opinion on what’s important?

Aside from the obvious benefits of having your leads tell you precisely what they want, campaigns of this nature go a long way in softening the relationship you have with your database. By reaching out to specifically acknowledge that you are sensitive to their needs, you can give them a sense of the level of care they can expect to receive if they become (or remain) a client. You’re proving that your company is committed to adding value, not just getting their business. “I’m listening” goes a lot further with prospects than “listen to me.”

So as you head into the new year excited to execute new marketing campaigns, before you begin to devise your content strategy, save yourself a few steps and ask your marketing database what they expect to see from you in their inbox this year. Your marketing metrics as well as your company’s bottom line will thank you for it.

Blog Written By: Alyssa Hewitt

Alyssa Hewitt is an Associate Revenue Engineer for The Pedowitz Group and a Marketo Certified Expert. With a passion for reporting and analytics, she loves to dissect data in an effort to better understand the genetics and behavioral tendencies of a lead database; knowledge that eventually translates to revenue-driven marketing strategy.

Documenting Marketing Automation: Life-Saving Continuity

“…The contemporary prejudice is that too much paperwork slows you down, clogs things up. But if you take an historical view, it’s bureaucracy that sees you through the rocky patches and enables the state to survive. Bureaucracy is not evidence of inertia; it is life-saving continuity…” – A History of the World in 100 Objects, Episode 71.

While we like to think of Marketing Automation as nimble, I often see practitioners racing to the next thing without documenting what they already have. The next thing that happens is that someone leaves the company and the remaining employees – or the new ones who were hired to replace the departing employees – are left without any organized plan or history of what has been implemented in the Marketing Automation platform. This leaves the company, and the employees, at a distinct disadvantage.

Another circumstance I see is where documentation is being created – but only as a final deliverable before the employee leaves. In this case, because it’s last minute and written by someone who is no longer invested in that particular Marketing Automation instance, it’s easy for critical items to be forgotten. Your best policy is to document as you go, so nothing is missed. Make sure there is documentation around these critical areas:

  • Governance – Which roles in the MA platform exist, and who has responsibility for executing which items?
  • Templates – Which email and landing page templates are used for different brands? Which are old (in which case, document, but archive them)?
  • Naming Conventions – Have a standard that is comprehensible (without needing a dictionary of acronyms) and make sure everyone uses it.
  • Process – One of the hardest: what are the pieces needed to launch a program, for each type of program you run? Are approvals needed? From whom? How long does it take to get from idea to launch to results?
  • Marketing Calendar – Whether you use a Marketing Automation feature or product or a whiteboard, make sure everyone knows what’s coming next and what is planned.

Once you have documentation, ensure that you update it regularly so that it is always current. If your processes change, your documentation needs to change with it.

While compiling your documentation might feel tedious, remember that you are preparing for those “rocky patches” – when someone goes on maternity leave or you have a new employee who needs to ramp up quickly. And your bureaucracy will be what lets the state, or in this case, your company, survive – and thrive – in the next generation.

Blog Written By: Emily Salus

Emily Salus is the Marketo Practice Director at The Pedowitz Group. She has over 20 years of experience in Marketing, PR and Sales. Emily is a certified Marketo technical consultant, providing Revenue Marketing services and strategy to enterprise clients and best practices and training to the SMB market.

Uncluttering your Marketing “Life”

I jokingly refer to myself as a digital hoarder, I have every email (sent and received), every document, presentation, spreadsheet and more at my fingertips and now, thanks to the beauty of cheap digital storage I don’t see that stopping now. Woohoo! The power of the cloud! I recently ran across a really good article on decluttering your life, both mentally and physically, and it got me thinking, as marketers and technologists are we doing the same thing to our systems?

The first place to start looking for the clutter is among the contacts in your marketing automation platform. It is easy to forget how much your old contacts can be harming your campaigns and frankly dragging down your metrics. If you are sitting atop a database full of inactive contacts you aren’t doing yourself any favors.

Okay, so you’re less concerned about your metrics (not sure why but ok), how about the carrying costs of that dead weight? Most marketers forget that they are paying for automation (at least some of the bigger vendors) based upon the feature set they have access to but also based on the volume of contacts in their database.

How do you take action? Here are our simple steps:

  1. Define what “inactive” means to your company. Make sure to take into account how people interact with your marketing efforts and how long your sales cycle is and how often you are reaching out to these contacts.
  2. Create a few cuts of the database to understand how many of your contacts have been inactive for 6 months, 9 months and a year.   One example of how this might look:

  1. Create a reengagement campaign. Think creatively, obviously these contacts were not interested in your usual content, think about being radically different for this. What’s the worst that happens? I’ll tell you what it is, that they don’t engage, in which case you are no worse off than you already were.
  2. Measure, optimize, repeat. After you have your campaign off and running, look for ways you can optimize it and set a frequency for when you will be re-running it, you want to keep the database clear of that clutter on an ongoing basis.

As the year winds down remember to think about cleaning house a bit before you start pumping new programs out do a little bit of de-cluttering too.

Blog Written By: Lauren Kincke

Lauren is an Eloqua Team Leader for The Pedowitz Group. She is an Eloqua Partner Certified Consultant, Certified Salesforce.com Administrator, and has a wide range of experience with various marketing and email automation platforms.

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