Eloqua Experience 2011 North America | 2011 North America Agenda

Agenda

This year’s Eloqua Experience offers three tracks of exciting session content:

  • Imagine It: Dream big and think outside that plain ol’ box. This track features strategic vision and helps you focus on what’s next for your organization.
     
  • See It: Real success stories from real marketers who are achieving strong growth in revenue, efficiency, sales enablement, and more.
     
  • Do It: This is where we get technical and open up the hood of the Eloqua product and learn how to make it perform like a well-oiled machine. Challenging, how-to instruction will turn you into an Eloqua master.

Note: You can move freely between track sessions per your interest. There is no need to pre-register for track sessions as there are no attendance restrictions per classroom.

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Time Session Information
7:30 am - 5:00 pm Event Registration
   West Lounge
7:30 am - 8:45 am Customer Continuing Education Check In & Breakfast
 
Golden Gate Foyer 
8:45 am - 12:45 pm Continuing Education Morning Sessions
 
Golden Gate Room 1 and Room 3

CRM Integration Management [Session Full]

Amma Hawks, Education Specialist, Eloqua

Nathan Lichte, Sr. Technical Consultant, Eloqua

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
Golden Gate Room 4

Deliverability and Privacy: Getting to the Inbox [Session Full]

Bianca Baumann, Education Specialist, Eloqua

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.
Golden Gate Room 5 and Room 6

Personalizing the Email Experience [Session Full]

Mindy Thompson, Education Specialist, Eloqua

Carlos Cerqueira, Technical Consultant, Eloqua

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
Golden Gate Room 7 and Room 8

Social Media Tracking and Best Practices [Session Full]

Kristin Farwell, Education Specialist, Eloqua

Tracy Traeger, Education Specialist, Eloqua

Make your social media goals 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
Plaza Room A

Campaign Management Essentials: Revenue Lifecycle Best Practices

Laura Cross, Success Coach, Eloqua

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.
Plaza Room B

Effectiveness Measurement Essentials: Revenue Lifecycle Best Practices

Jen Horton, RPM Program Director, Eloqua

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.
12:45 pm - 1:45 pm Networking Lunch
   Imperial Ballroom
1:45 pm - 5:00 pm Continuing Education Afternoon Sessions
 
Golden Gate Room 1 and Room 3

Integrating External Forms 

Amma Hawks, Education Specialist, Eloqua

Nathan Lichte, Sr. Techinical Consultant, Eloqua

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
Golden Gate Room 4

Eloqua10 Insight [Session Full]

Tracy Traeger, Education Specialist, Eloqua

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.
Golden Gate Room 5 and Room 6

Avoid The Dirty Data Trap: Building Your Eloqua Contact Washing Machine [Session Full]

Bianca Baumann, Education Specialist, Eloqua

Carlos Cerqueira, Technical Consultant, Eloqua

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”
Golden Gate Room 7 and Room 8

Reporting & Dashboards (E9) [Session Full]

Mindy Thompson, Education Specialist, Eloqua

Kristin Farwell, Education Specialist, Eloqua

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.
Plaza Room A

Lead Management Essentials: Revenue Lifecycle Best Practices

Melissa Madian, Senior Director, Worldwide Field Enablement, Eloqua

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.
Plaza Room B

Contact Management Essentials: Revenue Lifecycle Best Practices

Andy Worobel, Best Practice Architect, Eloqua

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.
5:00 pm - 8:00 pm Welcome Reception, Sponsored by DemandGen
 

Join Eloqua and DemandGen as they host a Welcome Reception to kick off your week in San Francisco! Networking and the chance to mingle with fellow Eloqua users and partners await. Stay tuned for additional details regarding location.

Ruby Skye
Time Session Information Track Session
Type
7:30 am - 8:30 am Event Registration And Continental Breakfast    
   West Lounge    
7:30 am - 8:15 am Eloqua Masters Breakfast    
 

You've taken the classes, you've completed the assignments, you've sweated through the exams...
If you completed your Eloqua Master accreditation between October 2010 and October 2011, then you are cordially invited to attend an event in your honour.
Join fellow new graduates for:
 
- Breakfast to start your first day of Eloqua Experience;
- A diploma ceremony; and
- A meet & greet with your Eloqua University Professors 

Imperial Ballroom

    
8:30 am - 8:45 am Welcome All Keynote
 

Brian Kardon, Chief Marketing Officer, Eloqua

Grand Ballroom

    
8:45 am - 10:15 am Keynote Session All Keynote
 

The Science of Success: Revenue Performance Management (RPM)
Joe Payne, Chief Executive Officer, Eloqua

How do the fastest-growing companies in the world consistently out-perform their peers? It’s not luck. These fast-growers have created a “science of success”. They know, often with great precision, how small changes in sales and marketing activities influence revenue outcomes. Hear Eloqua CEO Joe Payne explain how companies are implementing RPM, what they are learning, and
what they are achieving.

Roadmap to Success
Paul Teshima, Senior Vice President, Product Management, Eloqua

What’s ahead on Eloqua’s product roadmap? Join Paul Teshima as he discusses how social, mobile applications and analytics will
continue to improve our ability to convert buyers into customers.
 

Grand Ballroom

    
10:15 am - 11:00 am Networking Break All Networking
 

Visit the Eloqua campground for one-on-one time with Eloqua product experts, customer success managers and best practice consultants, spend time with the Eloqua partners who make magic happen and stop by the revenue engine station to power up your technology!

Yosemite Foyer

    
11:00 am - 12:00 pm Track Sessions    
 

Imagine It Session
1A

Eloqua on Eloqua: Our Approach to Content Marketing 

Joe Chernov, VP Content Marketing, Eloqua 
 

Content is the fuel that drives social media. It is also the fuel that drives demand generation. This session unpacks Eloqua's award-winning model for content marketing: from publishing infographics to widen our audience, to creative videos and "playbooks" to engage our following, to nurturing with "Grande Guides," Eloqua's head of content marketing will explain what we do, why we do it, and how we measure the results.In this session, you'll learn how to provide Sales with targeted messaging that will drive new opportunities. See how to track the performance of this communication in Eloqua and your CRM system.

Imperial Ballroom A

Imagine   It   Session
1B

Automating the Demand Funnel for Revenue Performance Management

Greg Forrest, Manager, Global Marketing Operations, Concur 

Robb Nielsen, VP Web Strategy, Concur

Concur already believed in the concept of allowing prospects to self-educate.  Concur wanted to adopt a Demand Funnel based on individual triggers and lead scoring, to build the engine to help automate the process.  Learn how the ingredients of lead funnel stage definitions, automated nurturing, scoring and funnel reporting combined to allow them to reach their goal.

Imperial Ballroom B
See It Session
1A

Eloqua on Eloqua: The CMO's Perspective

Brian Kardon, Chief Marketing Officer, Eloqua

How do you get true sales and marketing alignment?  How does the marketing team organize for success? How do you allocate the budget across search, events, social media, content marketing and demand generation programs?  How does the CMO report on marketing to the CEO and Board?  In this session, Eloqua’s own CMO, Brian Kardon, will share Eloqua’s practices that have driven its exceptional growth.

Franciscan Room AB
See It Session
1B

Nurturing Musicians with Power Tools: Eloqua and Omniture

Alex Steinhart, Marketing Operations, Avid

Learn how Avid used Eloqua and Omniture together to successfully launch their flagship audio product to musicians and audio professionals. Targeted segmentation, lead nurturing, and activity-based filtering, all combined to produce impressive results. You'll also see how integrating Eloqua with Omniture enables streamlined lead source tracking, increased revenue through targeted remarketing efforts, and complete closed loop reporting.

Franciscan Room CD

Do It  Session 1A

Connecting the Cloud: Extending Eloqua with Cloud Connectors

Steve Woods, Chief Technology Officer, Eloqua
 

Learn how to install, configure, and use Cloud Connectors to extend your marketing, clean your data, and learn more about your buyers. This session will explore a number of cloud connectors, demonstrate how they can be quickly and easily used within your programs, and provide tips and tricks for optimizing their use.   Participants will come away with immediately usable techniques for better understanding buyers and communicating with them.

Plaza Room A
Do It Session 1B

Turn Five Emails into One (and Get Your Life Back)

Jenna Loos, Senior Marketing Operations Manager, ESI International

Activity Driven Content is one ingredient in the secret sauce of ESI's Welcome Program success. Get an in-depth of understanding of how you can dynamically populate emails with targeted content to increase your campaign results (while saving yourself time).

Plaza Room B
12:00 pm - 12:45 pm Networking Lunch All  
 

Take time during your packed agenda to sit with your fellow Eloqua users and learn from their successes and how you can benefit from each other's knowledge. 

Grand Ballroom

    
12:00 pm - 12:45 pm Lunch and Learn: What it Takes to Build Best of Breed Demand Generation All  
 

Bill Moschella, Principal, CEO, eVariant

•Defining needs, responsibilities and processes across teams including sales, marketing and technology
•Beginning with the right data structure
•Data platforms
•Integration Partners
•Analytics
•Achieving results in the real world

    
12:45 pm - 1:15 pm Dessert and Coffee in the Partner Showcase All  
 

Take a quick break to charge your technology at our revenue engine power station - and download the event iPhone app (available soon)!

Yosemite Foyer

    
1:15 pm - 2:15 pm Track Sessions    
 

Imagine  It  Session
2A
 


 

Revenue Performance Management - Marketing’s Ticket to Power and Influence

Amit Varshneya, VP, Marketing, Hexaware Technologies

You may have the most creative marketing tactics, powerful demand generation campaigns and superstar tactics that deliver leads worth their weight in gold, but until marketing can adopt and drive Revenue Performance Management, it will always be relegated to order taking. Using the Hexaware case study as an example, join the discussion about how principles of RPM can help grow the power, influence, and relevance of marketing in your organization.

Imperial Ballroom A
Imagine  It  Session
2B

Solve the Content Conundrum: Efficient and Effective Content Strategies for B2B Demand Creation

Jay Gaines, Service Director, SiriusDecisions

SiriusDecisions has seen content strategy emerge as a primary factor driving success in b2b marketing. While development and management of effective content for demand creation continues to be a primary stumbling block for many organizations, others have adopted a strategic and rigorous approach that has significantly improved the efficiency and effectiveness of content marketing efforts. In this presentation, we will answer the following questions:

• What are the trends that continue to increase the critical role of content in successful demand creation?
• What are best practice content creation and management processes that efficiently and effectively fuel high-performing demand creation programs?
• What specific steps must marketers take to rapidly adopt and execute best in class content strategies?
• Which marketing functions should be accountable for strategy and process, and what metrics are used to measure performance?

Imperial Ballroom B
See It Session
2A

Eloqua on Eloqua: 10 Ways to Boost Success with Eloqua Sales Tools

Jim Williams, Director or Product Marketing, Eloqua

Jill Rowley, Director of Key Accounts, Eloqua 

Eloqua provides a set of powerful sales enablement and intelligence tools, but like any technology, it’s the people and process that determine your ultimate success. This presentation will showcase ten tips to improve your results and increase sales adoption of Eloqua Sales tools – each tried, tested and certified from our own experience at Eloqua!

Franciscan Room AB
See It Session
2B

Lead Scoring: Helping Your Sales Colleagues Meet or Beat Their Quota

John Bokelmann, Director, Marketing Solutions, LexisNexis Risk Solutions

Research by SiriusDecisions suggests that sales people spend 80% of their time qualifying leads provided by marketing. Not at LexisNexis! The sales and marketing teams worked together to build a lead scoring program that accelerates the sales cycle and generates larger deals. Learn their lead scoring strategy, processes, and tactical tips for creating or updating your own scoring program.

Franciscan Room CD
Do It Session 2A

Using Website Activities to Trigger Marketing Activities

Meagen Eisenberg, Director, WW Programs, Marketing Automation and Operations, ArcSight an HP Company 

Put your website to work!  Learn how to use a combination of Eloqua web page tagging, a contact filter, promotional emails and program builder to trigger promotions to targeted visitors based on their profile and activity on your website. Wait till you see the results.

Plaza Room A
Do It
Session 2B

Using Campaigns, Scoring, & Fast Analytics to Generate Massive Revenue Growth

Wade Tibke, Senior Marketing Manager, Tableau Software

Tableau Software has leveraged Eloqua’s campaign, scoring, and analytic capabilities to become the world’s fastest growing business intelligence and analytics vendor (just ask Gartner Research).  See how they went beyond lead source and campaign tracking and built a complete system designed to track, package, and accelerate prospects through the sales process. Insights include fast tracking hot leads, using lead stage analysis for better targeting and campaign optimization, and how tight sales alignment driven by Eloqua can make your marketing team revenue rockstars.

Plaza Room B
2:15 pm - 3:00 pm Networking Break All Networking
 

Visit the Eloqua campground for one-on-one time with Eloqua product experts, customer success managers and best practice consultants, spend time with the Eloqua partners who make magic happen and stop by the revenue engine station to power up your technology!

Yosemite Foyer

    
3:00 pm - 4:00 pm Track Sessions    
 
Imagine It Session
3A

A/B Testing a Lead Management Strategy

Punit Mital, Director, Market Segmentation Strategy, Rosetta Stone

Marketers know the value of testing email designs and subject lines, but what about an entire lead management strategy? Rosetta Stone implemented improvements in the entire demand lifecycle in two of their four verticals.

Imperial Ballroom A

Imagine It Session
3B

Yes, You Can Align Sales and Marketing

Kyle Brantley, Director, Marketing Operations, BMC Software

BMC Software is driving better cross-team alignment through establishing common processes that effectively bridge both Marketing & Inside Sales and by establishing governance mechanisms to monitor the effectiveness of that alignment. By implementating Eloqua's sales tools they have been able to provide their Inside Sales and Field Sales teams the ability to run sales campaigns and track web behavior, resulting in increased efficiency and revenue. Learn how you can replicate their success at your own organization with a few key best practices.

Imperial Ballroom B
See It Session
3A

Managing Your Inbound Channel for Great Results

John C. Fernandez, Director, Online Marketing, IntraLinks

Find out how IntraLinks built a marketing infrastructure to not only bring in more prospects but also to ensure that those prospects turned into customers. See first-hand how best practices in web design and phone support made a dramatic difference to the top of their funnel. Then learn how their measurement strategies not only helped them show marketing team success but also generated an Employee of the Year award.

Franciscan Room AB
See It Session
3B

Customer Churn Tracking for SaaS Companies to Demonstrate Marketing Effectiveness

Cyrus Molavi, Marketing Analyst,Terapeak

Churn (or attrition) is a crucial metric for all Software-as-a-Service (SaaS) companies and Terapeak is no exception. Learn how they benchmarked their past performance and then created marketing campaigns to dramatically decrease churn while also being able to measure marketing's contribution to the bottom line. Their tools? Automated programs, customized emails, A/B testing, and more.

Franciscan Room CD
Do It Session 3A

Building a Brilliant Lead Machine

Vince Barrie, Marketing Automation Specialist, Brainshark, Inc.

Learn how Brainshark developed a closed-looped system to generate interest, measure response, and track follow-up and pipeline contribution. The full process employs a whole host of Eloqua features including hidden form submits, activity generated content, hypersites, custom data objects, specialized external calls and autosynchs, and more. Best of all, this is all done without using custom programming or tricks – only standard features of Eloqua, Brainshark and Salesforce.com - and you'll learn how to make it happen.

Plaza Room A
Do It Session 3B

Clean Data, Big Money

Abby Bell, Manager, Database Marketing & Automation, McAfee

Have you ever sent Mickey Mouse over to your sales team as a lead? Yikes! In this session, you'll learn how cleaner data can earn you bigger money (and the respect of your sales team). This goes beyond the Eloqua standard washing machine into the new JunkScan Cloud Connector, along with processes you can set in place to make sure everyone on your team is thinking "clean data"!

Plaza Room B
4:00 pm - 4:15 pm Intermission    
       
4:15 pm - 5:00 pm Revenge of the Marketing Geeks:  How CMOs are Becoming More Relevant in Today’s Increasingly Online, Mobile and Social World    
 

Mike Hilton, EVP Marketing, Concur 

Marketers have long struggled for relevance in the executive suite, constantly vying for attention with soft measures like brand impressions and unique visitors.  But our world is rapidly changing.  As prospect and customer interactions move increasingly to the browser, smartphone, and social media, they are enabling unprecedented and highly integrated demand funnel metrics that can drive your entire business. Concur co-founder and EVP of Marketing Mike Hilton will chronicle the transformation of Concur’s marketing function– tracing Concur’s 18 year journey from selling software one box at a time at Comp USA to becoming a pioneering cloud-services provider.
 

Grand Ballroom

    
5:00 pm - 6:00 pm Break    
       
6:00 pm - 7:00 pm Networking Reception    
 

Mix and mingle with your fellow Eloqua users as you de-brief on one full day of Eloqua Experience completed, drinks in hand of course! Visit with the Eloqua partners to see how they can help you succeed as well as tour the Eloqua Campground to learn from our product specialists and Best Practice Consultants.

Yosemite Foyer

    
7:00 pm - 9:00 pm Markies Award Dinner    
   Grand Ballroom    
9:00 pm - 10:30 pm Markies Celebration Party    
   Imperial Ballroom    
Time Session Information Track Session
Type
7:30 am - 8:30 am Event Registration    
   West Lounge    
7:30 am - 8:15 am Eloqua Labs Breakfast    
 

Paul Teshima, SVP Product Management, Eloqua
Andre Yee, SVP Products, Eloqua


Want to see what Eloqua's research and development teams are working on for 2012 and beyond? Join us for an interactive breakfast session where members of Product Management and Development will be showcasing and demoing Eloqua's strategic product roadmap.  This breakfast session is open to all attendees, though space is limited so arrive early!

Imperial Ballroom

    
8:30 am - 8:45 am Day Two Opening Remarks All Keynote
 

Brian Kardon, Chief Marketing Officer, Eloqua

Grand Ballroom

    
8:45 am - 9:45 am How to Lead a SWITCH All Keynote
 

Chip Heath, Author, Switch: How to Change Things When Change is Hard

Why do some big changes happen easily while many small changes prove impossible? The answer hinges on some of the most fascinating findings in psychology. Building on this research, Heath will reveal a simple, 3-part framework that will help you change things in tough times, whether the change you seek is at work, at home, or in society. All of us have things we want to change—in our families, our businesses, and our communities. But where do you start? And don’t people resist change? This session will explore some reliable ways to make change efforts stick.

Grand Ballroom

    
9:45 am - 10:30 am Putting Social in Your Revenue Engine All Keynote
 

Steve Woods, Chief Technology Officer, Eloqua

Leaders in revenue performance management have begun to conquer the middle of the buying funnel, and can understand the revenue performance indicators that drive their business as leads are qualified by marketing and handed over to sales.  However, looking at the top of the funnel, and bringing the discipline of revenue performance management to social engagement can be a challenging proposition.  Join Steve Woods in a provocative discussion on measuring social engagement, the nature of trust and influence in the buying cycle, and how revenue performance management can be applied to the beginning of the buyer’s journey.

Grand Ballroom

    
10:30 pm - 11:15 pm Networking Break All Networking
 

Visit the Eloqua campground for one-on-one time with Eloqua product experts, customer success managers and best practice consultants, spend time with the Eloqua partners who make magic happen and stop by the revenue engine station to power up your technology!

Yosemite Foyer

    
11:15 pm - 12:15 pm Track Sessions    
 
Imagine It Session
4A

 

The Road to Revenue Performance Management

Sebastian Zentgraf, Digital Marketing Manager, Colt Technology

Learn the milestones, the drivers and the correct turns that Colt Technology Services took on their journey to Revenue Performance Management. You'll have the directions you need to begin your own road trip.

Imperial Ballroom A                        
Imagine It Session
4B

Differentiate Your Marketing By Being A Thought Leader

Jeff Ernst, Principal Analyst, Forrester Research

How many lead nurturing emails do you get that don’t offer any new insights?  Bland messages and purely educational content don’t get nearly the response as thought leadership content. But companies struggle with developing a thought leadership platform and incorporating it into their demand generation campaigns.  In this session, we’ll discuss:
• Why you need to take a thought leadership marketing approach and what it means
• How to create a thought leadership platform with big ideas and points-of-view that stop people in their tracks
• What leading companies are doing to engage buyers with their ideas across digital and social channels

Imperial Ballroom B
See It Session
4A

Welcome, Nurture, Qualify! How to Build Successful Email Drip Campaigns

Lisa Chen, Marketing Operations Manager, Rally Software

Hear how Rally Software uses drip nurturing to help their sales team focus on qualified leads, engage with prospects and increase product usage. You'll take away a blueprint for creating your own drip tracks, learn how to co-create them with input from your sales team, and discover methods of measuring success.

Franciscan Room AB
See It Session
4B

Arm Sales with the Tools They Need and Become a Hero

Eric Butterwick, Senior Marketing Consultant, Cross Telecom

At Cross Telecom even the executive team is a proponent of Eloqua's sales tools. Why? Increased revenue! Now marketing isn't just a cost center but a revenue-generating machine with advocates across the company. Learn how they educated the company, what tools they use, and how it all ties into the path to Revenue Performance Management.

Franciscan Room CD
Do It Session 4A

Eloqua on Eloqua: Why Should Marketing Have All the Fun?

Melissa Madian, Senior Director, Worldwide Field Enablement, Eloqua

Join this session to see how several Eloqua departments leverage the power and functionality of the Eloqua product to promote company events, monitor usage of internal portal sites and onboard new employees. We'll talk about sales tools, automated programs, web tracking, and our favorite... Cloud Connectors.

Plaza Room A
Do It Session 4B

Tracking Campaign Source Anywhere On Your Website

Nichole Marsano, Manager, Marketing Automation, Vertafore

Are you losing campaign leads to people who abandon your campaign landing page to navigate your website and instead fill out a different form on your site? In this session, you will learn how to track campaign source using query strings and profile fields on all of your website lead forms, then how to pass that source into your CRM system for better revenue recognition.

Plaza Room B
12:00 pm - 12:45 pm Networking Lunch    
 

Take time during your packed agenda to sit with your fellow Eloqua users and learn from their successes and how you can benefit from each other's knowledge. 

Grand Ballroom

    
12:45 pm - 1:15 pm Dessert and Coffee in the Partner Showcase    
 

Take a quick break to charge your technology at our revenue engine power station - and download the event iPhone app (available soon)!

Yosemite Foyer

    
1:15 pm - 2:15 pm Track Sessions    
 
Imagine It Session
5A

 

Building a Marketing Automation Center of Excellence – an Enterprise example

Kristi Freeswick, Marketing Operations Consultant, ADP Employer Services

ADP Employer Services has a centralized team to support the back office, program assembly, lead management, and database functions of Eloqua within the Demand Center function. Operating in 18 countries and comprised of 9 Business Units, with over 100 marketing users, 30 client service users, and nearly 7000 signature users supported by a team of 6 in a Marketing Operations function. Learn how the headcount was determined, skill sets/job description determinations, cross-functional communications, the support model employed, and how you can make it work at your organization (large or small).

Imperial Ballroom A
Imagine It Session
5B

Lead Nurturing Roundtable

Cindi Stevenson, Manager, Field SalesAdministration
Insperity

Be a participant in this roundtable discussion to share what’s working and what’s not when it comes to lead nurturing. You’ll also gather innovative ideas from Insperity on how they nurture for multiple product lines and services. (PowerPoint free!)

Imperial Ballroom B
See It Session
5A

Eloqua on Eloqua: Multi-Channel Campaigns that Last and Last (and Drive Pipeline)

Elle Woulfe, Senior Marketing Programs Manager, Eloqua

In an effort to continually cultivate qualified demand, it’s easy to get caught up in a never ending series of one-off programs and random acts of marketing that never seem to really move the needle. To get out ahead of their revenue goals, the Eloqua marketing team built a series of integrated, multi-channel marketing programs to serve as primary anchor campaigns and feed their sales funnel.  See how they’re targeting different audiences across various channels, empowering their sales team with real-time visibility into prospect engagement, and driving pipeline using this approach.

Franciscan Room AB
See It Session
5B

Closed-Loop Reporting: It's What's For Breakfast

Jen Horton, RPM Program Director, Eloqua

Improving marketing effectiveness can mean lots of changes. Small, simple things can help to get you started on the right foot. Eloqua has carefully selected a set of closed-loop metrics that can help you quickly learn what is really working and what needs some attention. Learn more about how to get started with closed-loop reporting today!

Franciscan Room CD
Do It Session 5A

Re-Permissioning Creates Cleaner Lists and Higher Engagement

Brande Yarnell, Database Management & Communications Team Lead, National Instruments 

Over time newsletter subscription lists can become bloated with non-engagers. Learn how National Instruments tackled this problem in order to increase their effectiveness rates by 80%. Most importantly they didn't resort to a one-time clean-up effort, but were able to automate the process of keeping the list clean in the future by using Program Builder, hypersite pages, filters, and more.

Plaza Room A
Do It Session 5B

Elevating Eloqua10 – Five Rock Star Tips

Anirude Gurcharn and Ryan Wheler, Product Specialists, Eloqua

Underneath Eloqua10’s ease of use there are multiple get-your-hands-dirty geeky tips you may not know about. Join two of Eloqua’s top-notch support team members as they guide you into uses of JavaScript and CSS in landing pages, advanced segmentation options, the use of shared content, customizing forms, and the handy use of anchor links.

Plaza Room B
2:15 pm - 2:30 pm Intermission    
       
2:30 pm - 3:30 pm Track Sessions    
 
Imagine It Session
6
 

Passport to Email: A Global Perspective of Email and Privacy Laws

Dennis Dayman, Chief Security, Privacy and Deliverability Officer, Eloqua

Did you know that your company has a legal obligation to be aware of the laws surrounding privacy and email in the region you're doing business in and the region you're sending to?  Falling out of compliance can be very costly, result in negative publicity and, in the absolute worst cases, possible incarceration. Beyond the punitive affects, staying in compliance will provide for a much better recipient experience and thus increase your email program results. This roundtable discussion will arm anyone in your company with the basic knowledge of the domestic and international regulations around privacy and email commerce and also provide sources for further information.

Imperial Room A
See It Session
6

Achieve Renewal, Revenue and Client Engagement through Customer Onboarding

Allison Barnatchez, Manager, Marketing Programs, Forrester Research

Start your customers off right by using automation to onboard them. That's what Forrester Research did and it accounted for a 25% increase in client engagement, renewals and larger deals sizes. Learn how Forrester used lead scoring, forms, video, blind form submits and much more to guide their customers during their first 90 days.

Franciscan Room AB
Do It Session 6

Accelerate Pipline Conversion: Webinar Integration into Eloqua

Mike McKinnon,Senior Demand Generation Manager, ReadyTalk 

Marketers know that webinars are one of the most effective means of generating high quality leads while enabling you to qualify prospects, measure engagement and deliver timely nurturing programs. Yet too often, your webinar platform, and all the data it captures, is isolated from your marketing automation system. This disconnect delays pipeline acceleration, slows down conversion and complicates the lead scoring process. Not anymore! Learn how to connect the dots with Cloud Connectors to increase your webinar campaign efficiency and return on investment.

Plaza Room A