Pre-Conference Continuing Education

Overview

In today's rapidly changing marketing environment, this single, information-packed day will provide valuable training you need to continue to grow your demand generation business.

The product sessions will be hands-on instruction in the Eloqua application to help your team hone and expand its Eloqua expertise. Through a blend of exercises, hands-on learning and interactive sessions, attendees will be equipped with techniques and best practices to get the most from their Eloqua investment. You must bring a wifi-capable laptop with either Internet Explorer or Firefox installed in order to access the Eloqua application and participate in these sessions.

The Revenue Lifecycle  sessions are structured on the Revenue Lifecycle: the business processes, operational resources and technology required to effectively predict and manage revenue performance for your organization. These sessions will review industry best practices, introduce you to the core disciplines of the Revenue Lifecycle skills and guide you through exercises to ensure these practices are optimized for your demand generation organization.

For a limited time only, pre-conference training is included in your registration fee. Space is limited to 60 people in each track session. You can choose any morning session and afternoon session from any of the tracks.

Sessions

CRM Integration Management

Revenue Performance Management relies on the communication between the Marketing and Sales teams.  Your Customer Relationship Management (CRM) Integration with Eloqua is an integral piece of that process.  In this session, participants will get an overview of the standard CRM integration process and do hands-on exercises for some of the key maintenance tasks the Eloqua Administrator is asked to do. Exercises Include:

• Reviewing Data Source Priority List
• Generating Pending Updates CRM Status Reports
• Updating Field Mapping In An External Call

Deliverability and Privacy: Getting To The Inbox

Getting your email to the inbox can seem like an obstacle course. Firewalls and Spam Filters are hurdles your emails must navigate with success. Privacy and Data Protection laws mean your business needs to manage opt-ins to get your email delivered.

This session will teach you how to increase your email deliverability percentage and manage opt-ins to ensure you get to the inbox.

Personalizing the Email Experience

Personalizing your emails is more than just “Dear Customer”. When you deliver content that is relevant, timely and individualized to your customer, you build trust and rapport. This course will teach you ways to personalize email content such as:

• Custom signatures and greetings
• Best practices for personalization
• How to apply Activity Driven Content

Social Media Tracking and Best Practices

Make your social media goals should be S.M.A.R.T (Specific, Measurable, Attainable, Relevant and Timebound). This session will cover social media best practices and an overview of Eloqua’s Reporting & Dashboards as it relates to social tracking.

Integrating External Forms

Integrating web forms hosted on your corporate servers with Eloqua is often a task Eloqua Administrators are asked to attack.  But, is the collected information being captured in Eloqua as you think it is? In this session, participants will build a fully integrated form with pre-population and validation that bridges the corporate website and the Eloqua database. Topics Include:

• Form Integration
• Form Visitor Tracking Script
• Form Submit Confirm Pages

Eloqua10 Insight

Data, data, everywhere. Using Eloqua Insight, navigate through a series of key reports as you learn to change data views through sorting, filtering, drilling and more. These fundamental skills help you create, manipulate and share reports in Eloqua 10.

TARGET AUDIENCE LEVEL: Attendees should be using basic Eloqua functionality to run email campaigns and are looking for ways to improve their effectiveness. 

Avoid The Dirty Data Trap: Building Your Eloqua Contact Washing Machine

Are you experiencing an inconsistency in how fields are populated in your CRM? Are there too many variations of Job Title to drive your Lead Scoring Rules? Do you struggle with standardized values for easy segmentation and reporting?

In this session, attendees will learn to:

• Build a “data washing machine” in Eloqua
• Be able to build: Update Rules, Match Rules and De-Duplication rules
• Configure data tools within Program Builder
• Create feeders for the “data washing machine”

Reporting And Dashboards (E9)

This robust course on Eloqua reporting starts with the basics of how to navigate to key Eloqua reports and dashboards and analyze the resultant data. It also covers more advanced topics such as how to build and edit custom dashboards and set up email updates that automatically send reports to your inbox.

Effective Measurement Essentials: Revenue Lifecycle Best Practices

Measurement and reporting helps you to ensure that you are on track to meet strategic business objectives. Measurement should not only tell you where you have come from, but guide your optimization efforts so that you can incrementally improve performance. This session will teach you what metrics are important and how to action off what the data is telling you.

Campaign Management Essentials: Revenue Lifecycle Best Practices

The ability to deliver an effective message to the right audience at the right time requires a strategic understanding of Campaign planning and execution. From a single email Campaign to a structured and automated nurturing Campaign, effective communications help our buyers answer the questions they have during their buying process. During this session, we will explore and document effective Campaign Management processes including Campaign planning and execution, personalization, integrated marketing communications, automation, and best practices adoption.

Lead Management Essentials: Revenue Lifecycle Best Practices

Lead Management is the foundation for processing and capitalizing on inbound requests to your organization. As you ramp the volume of those requests, a strong Lead Management strategy can align sales and marketing and ensure that no lead is left behind. This session will teach you the essentials required to build out a stable Lead Management strategy.

Contact Management Essentials: Revenue Lifecycle Best Practices

Your database of is one of your most strategic assets in fueling your revenue engine. In order to find that diamond in the rough, it is critical for the business to have a clear understanding of the target buyer and the required data sets to identify the right segments to target. By the end of this session you will be able to create a standard data hygiene processes, identify ways to increase and monitor email deliverability, and manage contact preferences with an eye to increasing relevance, engagement, and user experience with your brand.