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 morning 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.

The afternoon 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 65 people in each track session.

You can choose any morning session and afternoon session from any of the tracks. What to bring: A wifi capable laptop with either Internet Explorer or Firefox installed in order to access the Eloqua application.

Pre-Conference Continuing Education Session Descriptions

Track 1: The Great Divide - Aligning Sales & Marketing

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. TARGET AUDIENCE LEVEL: Open to customers of all levels.

Optimize Lead Scoring: Make the Leap from Good to Great

Your lead scoring program has been in place for at least 6 months. You may have started with a simple scoring template. Now what? Is your scoring program impacting the bottom line? Does it need to be modified to reflect new learnings from recently closed won and closed lost opportunity data? Has your go-to market strategy changed in any way? This session will teach you how to look at your data and improve your lead scoring program based on proven criteria for your organization. TARGET AUDIENCE LEVEL: Intermediate, attendees should be regular users of Eloqua with knowledge of Program Builder.

Track 2: Get Your Data Squeaky Clean and Avoid Costly Mistakes

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. TARGET AUDIENCE LEVEL: Open to customers of all levels.

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, you 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"

TARGET AUDIENCE LEVEL: Advanced, attendees should be regular users of Eloqua and have working experience with Program Builder.

Track 3: Developing High Performing Marketing Programs

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. TARGET AUDIENCE LEVEL: Open to customers of all levels.

Engagement Marketing: Create Scalable, Repeatable Programs, Leveraging Eloqua Automation

Why is automation a marketer's best friend? Because you can have a bigger impact, in less time, with fewer resources! Have you thought about automating your communications with brand new leads? You know, those people who have just viewed your online demo for the first time or downloaded their first whitepaper... the time when they are most receptive to giving and receiving information? Take advantage of that opportunity by getting comfortable with Eloqua Program Builder.

In this session, attendees will:

• Learn the different actions and decision rules available in Program Builder
• Understand how to report and track program performance
• Walk away with your very own functioning Welcome Program

TARGET AUDIENCE LEVEL: Attendees should be using basic Eloqua functionality to run email campaigns and are looking for ways to improve their effectiveness. You will need a log-in to your Eloqua account as all hands-on activities will be done within your company's Eloqua instance.

Track 4: Measuring the Results of Your Marketing Efforts

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.

TARGET AUDIENCE LEVEL: Open to customers of all levels.

Explore Eloqua Reporting and Dashboards: Track Program Effectiveness and the Impact of Social Media Sources

Explore a Top 10 selection of Eloqua Reports that provide a deep insight into your Marketing Campaigns and the health of your Contacts. Learn how to create Custom Dashboards that group the reporting elements in a way that suits you, and set up email updates that automatically send through reports to your inbox.

In this session, attendees will:

• Identify how to use reports to evaluate campaigns effectively.
• Create Custom Dashboards for Internal Performance Benchmarking
• Identify visitors from social media and blog sites

TARGET AUDIENCE LEVEL: Open to customers of all levels with a working knowledge of Eloqua. You will need a log-in to your Eloqua account as all hands-on activities will be done within your company's Eloqua instance.