Registration and Continental Breakfast

Sebastian J

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, then you are cordially invited to attend an event in your honor.
Join fellow Masters for a:

• Breakfast to start your first day of Eloqua Experience;
• Plaque recognizing your efforts
• Meet & greet with your Eloqua University Professors
• Sneak peek into the upcoming Education Services roadmap

Welcome
Heidi Melin, Chief Marketing Officer, Eloqua

Sebastian K

The Changing World of Marketing
Joe Payne, Chief Executive Officer, Eloqua

Paul Teshima, SVP Product Management, Eloqua

Sebastian K

Networking and Refreshments in the Partner Showcase

Sebastian J

Imagine It: Innovate Like a Mouse: How to Apply Walt Disney’s Creative Spirit to your World
Lenn Millbower, The Learnertainment® Trainer, Offbeat Training LLC

Walt Disney was a creative genius. He was not, however, a great artist. He didn’t draw his characters, write his movies, or design his theme park rides. He couldn’t even read the initial blueprints for Disneyland! How then was he successful? What Disney lacked in specific artistic talent, he made up for in creative envisioning, inspiring leadership, and innovative thinking. In this presentation, examine the techniques Walt Disney used to capture inspiration and transform that inspiration into innovation. Discover how to dream, diversify, and never miss an angle as you apply Disney’s creative spirit to your world for magical results.

Sebastian I1

Imagine It: Developing Your Vision for Marketing Operations & Automation (a.ka. Wonka Vision)
Dave Liloia / Stacey Schneider, Director of Global Marketing Operations / Marketing Operations Specialist, PerkinElmer Inc.

What should your vision be for Marketing Operations and Automation? How do you explain what you do and the importance of your role in the organization to the rest of the team? Hear how the Marketing Operations team at PerkinElmer has evolved from being a stand-alone service within one business unit to a robust team overseeing all marketing operations, and part of the CMO leadership team. Learn how “Willy Wonka” fits into their framework in this fun presentation and how you can build confidence in your own marketing operations team with some quick wins.

Sebastian I2

See It: Content Marketing Tactics to Turn Content into MQLs
Stephen Macatuno, Senior Manager, Marketing Operations, Cvent, Inc.

Struggling to track (or generate) ROI from your content marketing initiatives?  Learn how Cvent increased MQLs for their Mobile Solutions sales team by leveraging content marketing tactics and lead nurturing programs.  By leveraging Eloqua hypersites, integrated forms, and lead nurturing, they are turning readers into revenue.

Sebastian I3

See It: Empower Your Sales Teams with the Power of Eloqua
Marilyn Cox, Director of Marketing Communications, Cincom Systems, Inc.

How do you roll out new software sales tools to an already overwhelmed sales team?  How do you demonstrate the benefits of marketing automation data to a sales manager? Learn how Cincom marketing launched a corporate initiative to introduce Engage, Profiler, and sales-specific dashboards and reporting to its global sales organization. Through a formalized launch plan and roll out, Cincom quickly engaged its sales teams by demonstrating the value and simplicity of the Eloqua tools. Additionally, Cincom developed online tutorials for the fast onboarding of new sales members. The Cincom launch plan, lessons learned, best practices, and sales tutorials will all be available.
 

Sebastian I4

Do It: Taming the Data Beast with Eloqua and the Cloud Connector
Jerome Lee, Marketing Operations Manager, Iron Mountain

Data is a beast, but it can be tamed. See how Iron Mountain consolidated data in Eloqua and established it as the system of record. Be amazed as they link contacts to companies without waiting for the CRM system. Gasp as the D&B cloud connector dynamically refreshes data! Shriek as you see zip code normalization! You’ll think you’re dreaming when you see the results – you might even have to pinch yourself.

Panzacola H1

Do It: Driving Social Demand with Eloqua’s Social Suite
Joel Rothman and Rob Bois, Product Marketing Manager/Project Manager, Eloqua

Demand generation professionals are facing increased pressure to incorporate social as a new channel to drive more demand.  However, it can be challenging to sort through the technology choices and get a firm grip on where to start. In this session, we’ll explain how Eloqua Social Suite can lower the barriers and let you get started quickly and easily. Learn about the different components that make up Eloqua Social Suite, how to enable them, and measure success. The session will explain how to amplify your social assets through Cloud Components such as Twitter Share, broaden your marketing reach through social sharing, and even enrich your contact database and improve conversions through social sign-on. By the end of the session, you’ll be equipped to run your first social campaign and start measuring results.

Panzacola H2

Push It: Integrate Your Event Campaigns with Your Website CMS via Cloud Connectors
Eli Snyder, Webmaster, KPA

By sharing data between your website CMS and Eloqua, you can run your webinar promotion and registration as a single integrated program. Learn how to streamline this process by using a cloud connector to deeply integrate Eloqua, your CMS and your webinar provider. In combination with user registration on your website, you can create a seamless webinar registration and follow-up experience for your website users, enabling what amounts to a simple learning management system. Webinar campaign data such as attendance and subject interests can be used to personalize website content and even allow users to track their own webinar participation. You’ll be one step closer to the Holy Grail of a consistent customer experience.

Panzacola H3

Networking Lunch

Sebastian K

Lunch and Learn - The Magic of Marketing
Mike Lingo, CTO, Astadia

Marketing Automation doesn’t just auto-magically happen. It takes planning, resources and technology. But the result is truly magical. Have lunch and learn how to make the most of marketing automation with Mike Lingo, CTO of Astadia, an internationally recognized speaker in the Cloud Computing and SaaS industries, and Erik Olson, magician.

Sebastian I1

Dessert and Coffee in the Partner Showcase

Sebastian J

Imagine It: Moving from the Sales Prevention Department to the Sales Creation Organization
Michelle Burrows, VP Demand Generation, inContact, Inc.

It is bad enough that Marketing and Sales are often not in alignment, but what would you do if your marketing team was referred to as the “sales prevention” department? Follow inContact on their journey as they moved from silo-ed departments, processes and metrics to shared sales and marketing objectives, collaboration and accountability. Learn the steps they took – and how you can follow in their shoes – to get the VP of Sales to now say, “Our marketing department is our best weapon in helping us make our number.”

Sebastian I1

Imagine It: Do the Math: the Smart ROI Analysis your CEO and CFO Expect (even if they haven’t asked yet)
Cate Zovod, Senior Director, Global Marketing, Actuate

For the first time, marketers have the ability to collect and measure almost any data imaginable. As a result, too many of us find ourselves violating Robert McNamara’s maxim – we try to make what’s measurable important vs. making the important measurable. How do we reach that elusive Goldilocks state of measuring not too much, not too little, but just the right things? Start with the executive management team. What metrics are they using to run the business, and how can you help? This session will explore strategies to communicate to stakeholders in Sales and Finance. The result? Your forecasts are the most accurate in the organization, Marketing’s credibility increases, and you assume your rightful place as indispensable consigliore to your C-levels.

Sebastian I2

See It: Define, Score, Revenue! Using Lead Management to Become BFFs with Sales
Lisa M. Chen, Sr. Marketing Operations Manager, Rally Software

What would you do if your CEO asked, “If I give you an additional $300,000 to spend, what will I get in return?”  It’s a tough question for any marketer to answer. Learn how Rally Software created and executed a lead management roadmap to have effective, efficient and predictable leads-to-revenue pipeline visibility.  By defining funnel stages with sales and implementing a lead scoring program, Rally can now have an educated conversation with their CEO.

Sebastian I3

See It: How to Keep the Living, Breathing Animal of Lead Scoring Fed and Happy
Ira Frankel, Director, Marketing Operations, Blackboard 

Lead scoring is not a one and done mechanism…it must be cared for, properly fed and groomed to be efficient and effective for your organization. Come take a look at how Blackboard Inc. takes care of its eight lead scoring models utilizing their three M’s for lead scoring--Monitor, Measurement and Matter (content).

Sebastian I4

Do It: Putting Marketing Automation Power in the Hands of Sales
Nika Pedersen & Veneranda Giarrusso, Sr. Marketing Manager/Marketing Specialist, Telus

Need to solve the problem of sales saying “Stop marketing to my clients!”? Why not give them the ability to say which of their clients should be included in which nurturing programs?  That’s what TELUS did by leveraging both Eloqua and Salesforce.com. Learn how they used custom fields and synchs to feed programs based on selections from the sales team, and how their nurturing emails are personalized from the correct sales person. When you add in proactive notifications to the sales team, you too can be BFFs with your sales team, just like TELUS.

Panzacola H1

Do It: The Super Power of Blind Forms
Gil Reichert, Marketing Operations & Analysis Manager, Thomson Reuters

Learn via a live demo in Eloqua how blind forms are created and used by Thomson Reuters, resulting in a significant positive impact on customers, sales and operations. In this session, you'll learn how to build a blind form and how to include it in a newsletter email, a subscription opt-in email, and a simple nurture program to expedite the lead-to-sales process.

Panzacola H2

Push It: JS, PhP, cURL oh my! Form Reposting with CLR for ROI
Mike McKinnon, Sr. Marketing Operations Manager, ReadyTalk

Closed loop reporting in conjunction with the campaign canvas allow you to gauge overall campaign effectiveness as measured by inquiries, generated activities, opportunities and ultimately revenue. This works by passing through an Eloqua Campaign ID which links the respondent’s activities to a specific campaign, which is easy when you are driving your prospects to an Eloqua hosted form. But what about when you want to drive them to a form that is hosted outside of Eloqua on your website like a free trial or buy now offer? In this session, you will learn how to use JavaScript and PhP to capture the ElqCID and how to re-post back into Eloqua with the ElqCID for proper campaign attribution and ultimately ROI measurement.

Panzacola H3

Imagine It: How Brands Become Publishers and Create Customers
Panel: Toby Murdock, CEO, Kapost, Chris Baggott, Chairman, Compendium, and Tom Smith, Vice President, Performance Marketing & Analytics, Techweb
Moderator: Jesse Noyes, Managing Editor, Eloqua

How exactly do brands become publishers? This session will review why Content Marketing is a winning strategy and then dive into the ins and outs of getting started, from hiring to idea generation to content production to audience development. Including insightful case studies of how existing content marketers have succeeded in creating and keeping customers, the session will show you how to win at the new marketing game.

Sebastian I1

Imagine It: Revenue Booster: Predictive Analytics
Kim Mai and Ben Chandruang, Sr Mgr Marketing Automation/Marketing Automation Technology Strategist, NetApp

Marketers often look at digital body language data in silos. We measure the performance of our marketing channels (email, social, web, offline events, telemarketing, etc.) independently and deliver offers or content to our audience per channel. We attempt to do integrated marketing, but our analytics are not integrated nor connected. Learn how to connect and predictively model the analytics you have about your customers in order to nurture and accelerate leads to sales. Hear how NetApp has embarked on a journey to connect data from various channels and perform predictive modeling for increased revenue.

Sebastian I2

See It: Fueling a Sales & Marketing Engine In a Decentralized Organization
Klaas-Pieter (KP) Jimmink, Senior Marketing Manager, TE Connectivity

Marketing automation does not have to be just a dream for decentralized organizations. Learn how TE connectivity justified starting their marketing automation journey, taught MarCom to think like marketers, and built a sophisticated marketing automation experience for their customers despite multiple Salesforce instances and a global presence.
 

Sebastian I3

See It: EU Privacy - an Update on Laws and Best Practices
Sweeney Williams & Dennis Dayman, Senior Manager of Privacy & Deliverability / Chief Security Officer, Eloqua

Earlier this year, the EU Commission released proposed changes to EU privacy protections which will effectively harmonize privacy regulations across all EU member states. While the changes are not imminent, they have significant implications for companies that do business in Europe. This session, led by Eloqua's Chief Security Officer Dennis Dayman and Senior Privacy Manager Sweeney Williams will address the segments of the regulation that are relevant to your business. The session will also provide an update on the ongoing developments concerning the EU cookie directive.

Sebastian I4

Do It: Don't Forget to Wash Behind Your Data
Matthew Calnan, Data Manager, Marketing Operations, New Hope Natural Media

Everyone knows the importance of having clean data to effectively segment and target your marketing efforts.  Learn how Penton Media cleaned and consolidated data from several tradeshows, dozens of publications, and seven different CRM systems. Don’t let your data hygiene fall by the wayside, be ready to roll up your sleeves and embrace all your data: good, bad and duplicate.

Panzacola H1

Do It: When Customer Service Met Marketing: A Love Story
Krista Seidemann, Email Marketing Specialist, SurePayroll

Customer service and marketing found harmony at SurePayroll when the Customer Care team needed feedback from its customers without putting in a lot of work or allocating a budget for the project. Understanding how important customer satisfaction is to increased referrals, the Marketing team implemented an automated email program using Salesforce case data and Eloqua custom data objects, asking customers to rate their service. Learn the steps to implement this for your organization to increase referrals -- and revenue! -- while gathering important customer feedback.

Panzacola H2

Push It: Multi-Level Subscription Management in Eloqua10
Cheliyan Pancras, Premier Support Specialist, Eloqua

Sometimes having just one level of options for your subscription preference center is not enough. You may need to be able to manage subscriptions at multiple levels and across multiple geographies. With the use of data cards, web data look ups and some Eloqua finesse this can be done using our latest platform. This session will be a technical walk through on how it can be accomplished with all the moving parts to make it successful.

Panzacola H3

The Forging of the Modern Marketer
Charlene Li, Founder, Altimeter Group

Disruptive technologies like social and mobile cause havoc in marketing organizations, especially as dynamic, ever-evolving customers make real-time demands that must be addressed. The solution isn't just new marketing tools and technologies -- it requires an entirely new approach to marketing that requires new skills and new mindsets. We'll discuss what it means to be a Modern Marketer, one that is driven not only by data, committed forming relationships with customers, and laser focused on supporting business goals. The path won't be easy -- but like the strongest steel, the Modern Marketer needs to go through fire to emerge transformed.

Sebastian K

Markies Award Dinner

Sebastian K

Markies After Party

Hard Rock Live