Continental Breakfast

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Eloqua Labs Breakfast
Steven Woods, Chief Technology Officer, Eloqua

Want to see what Eloqua's labs team is working on for 2012 and beyond? Join us for an interactive breakfast session where we will be showcasing and demoing a variety of apps and new concepts that Eloqua is working on.  See, learn, and provide your insights and feedback.  This breakfast session is open to all attendees, though space is limited so arrive early!

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Day Two Opening Remarks
Heidi Melin, Chief Marketing Officer, Eloqua 

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Running the Gauntlet
Jeffrey Hayzlett, Author, Marketing Cowboy

In this session, Hayzlett will address what every business leader must face: Getting Ready, Getting Going, and Creating and Sustaining Momentum. Hayzlett will educate Eloqua’s customers how to develop the necessary mental, emotional, and physical toughness they must have for smart, strategic, and lasting change. Hayzlett forces leaders to really get up in their own businesses – to take them over from the inside and drive change – gaining customers and profits in the process. Attendees will be able to efficiently assess what kind of change their business needs and then summon the vision, courage, and passion to enact it.

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Networking and Refreshments in the Partner Showcase

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Imagine It: What Does Modern Marketing Mean at Eloqua?
Heidi Melin, Chief Marketing Officer, Eloqua

You've seen it with your own eyes: the marketing function is changing. Today's marketer must be equal parts creative, analytical and tech savvy in order to be successful. In this session you'll hear how Eloqua's modern marketing department is accommodating those changes while also evolving its message and brand to support the strong growth of the company.

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Imagine It: The Converged Media Imperative: How Brands Must Combine Paid, Owned, and Earned Media
Rebecca Lieb, Digital Advertising and Media Analyst, Altimeter

Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, together with their agency partners, must converge media efforts by combining social, corporate content, and advertising reach –or risk connecting with the fleeting customer. Altimeter Group Analyst Rebecca Lieb will discuss her latest research report, “The Converged Media Imperative” (co-authored with Jeremiah Owyang) which explores today’s rapidly changing media landscape and provides a recipe for success with actionable recommendations for converged media deployment.

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See It: Tuning in the Channel: How an Early-stage Start-up is Using Eloqua to Fuel Channel Growth
Erin Rampey, Sr. Marketing Manager, NexGen Storage

Learn how early-stage start-up, NexGen Storage, is using Eloqua to ignite their B2B channel partner program. NexGen Storage was challenged to quickly build a technology infrastructure that would support their channel partner lead generation efforts, and demonstrate ROI across all marketing programs. This presentation will show how NexGen Storage is executing, and fine-tuning lead generation programs for the channel - resulting in real opportunities.

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See It: Guiding Nemo Through the Digital Currents of Custom Integrations
Vince Ford,  Manager, Marketing Automation Operations, Trend Micro

As a new Eloqua customer in 2011, Trend Micro was faced with many challenges including the migration from a previous marketing platform and the development of custom integrations between Siebel on Premise, Eloqua, and an outside telemarketing database.  See how these integrations evolved over time to produce better lead efficiencies and fresher data. Hear about the challenges along the way that include change management, working with internal teams and external partners, making critical decisions, designing creative integration solutions, and making ongoing enhancements. By closing out the cold “dead fish”, reviving some of them through lead nurturing, and also generating new “fish”, Trend Micro was able to send “fresh fish” through their enhanced integration currents, increasing their marketing lead generated revenue by 208%.

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Do It: Customer Lifecycle Nurturing and Eloqua: Like Peanut Butter and Jelly
Geo Catano and Zee Jeremic, Senior Manager, Demand Generation / Principal Systems Consultant, Ariba/Accelent

Nurturing isn’t just for leads or prospects; it can be highly effective for customers too! See how Ariba was able to combine the power of Eloqua with their own SaaS product to send customer communications that include behavior tracking, customer usage data, split testing, messaging segmentation and more. All messages are delivered at just the right time triggered by customer activity, and include upsell/cross-sell language for other products or services.

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Do It: Energize Your Eloqua10 Forms
Ryan Wheler, Eloqua10 Updates Program Lead, Eloqua

Learn how to customize the appearance of your forms in Eloqua10 using CSS and to create reusable templates for form landing pages. You'll see how to: identify which HTML classes to target with CSS, control the spacing of elements on your form landing pages, control the positioning of validation messages for landing page where the form is in the right column, and how to create multi-column forms.

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Push It: Leveraging Program Builder Features for Performance and Efficiency
Nikhil Deshpande, Sr Business Systems Analyst, BMC Software

You already know that getting a new lead to sales as fast as possible gives it a greater probability of closing, but do you know how to make that happen with Eloqua? In this session you’ll learn how to make the CRM integration program efficient, which run modes are best suited for lead creation, how to make Update Rules smarter by embedding conditions, and how to restrict the evaluation time of program feeders for the best possible efficiency.

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Networking Lunch

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Imagine It: Fortune One:  How to Grow Your Company’s Business in the $41B US Federal Government Market
Marc Hausman, President and CEO, Strategic Communications Group, Inc.

The US federal government remains the world’s largest buyer of information technology products and services with a current annual budget of more than $41B. Technology vendors with an eye on growing their business in the public sector quickly learn that it’s a rather unique environment. However, many commercially proven sales and marketing best practices can be applied in the federal space to support lead generation, prospect cultivation and deal capture.  Learn about government buying cycles, the importance of channel relationships, current trends impacting federal procurement, and much more, as well as success stories of three Eloqua customers effectively growing in the federal market.

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Imagine It: Re-imagining Marketing In the Age of the Customer
David M. Cooperstein, Vice President, Practice Leader - Chief Marketing Officer & Marketing Leadership Serving CMO & Marketing Leadership Professionals, Forrester

Customer now have information at their fingertips, at work, on the go, from peers, and in their flooded email boxes. To gain competitive advantage, Forrester has declared the winners of the "Age of the Customer" those firms who can demonstrate their obsession with delivering on their customers' needs. This requires re-purposing marketing investment to areas that deliver value to the buyer based on their journey to making a purchase, not your sales pipeline or quarterly deadline. In this session, David Cooperstein from Forrester will define how marketing leaders need to rebalance marketing efforts to stand out with relevance in this new era.

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See It: Seeing Success from Smart Segmenting
Michael Kinstlinger, Director, Usability and Outreach, Corporate Executive Board

Learn how Corporate Executive Board's HR Practice dramatically increased their email click-through rates and website visits by incorporating digital body language into their email campaigns. Their strong results were achieved by creating targeted email content aligned to a contact’s recent web visit, ensuring they were receiving communications that were aligned with their interests.

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See It: Getting Back to “Why” – Beyond Opens and Clicks
Michelle Ison, Marketing Operations, Motorola Solutions

Full utilization of the Eloqua platform is more than measuring email opens and clicks; it’s about reading digital body language, and enabling intelligent marketing and sales conversations. Utilizing the “other” tools such as lead scoring, contact washing machines, sales tools, and program builder to enable automated, trigger-based communications, Motorola Solutions has been able to facilitate conversations well beyond opens or click-throughs, and instead focus on what really matters – revenue.

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Do It: Keeping Your Eloqua House Clean
Ryan Schwartz, Sr. Manager, Marketing Automation and Operations, DocuSign Inc.

Conventional wisdom tells us the more people living in a single house, the more difficult it is to keep the house tidy and clean, but your Eloqua ‘house’ doesn’t have to fall prey to this! Learn how campaign naming conventions and architectural governance will not only keep your house tidy, but they’ll save you time and increase your reporting options. You’ll see a working campaign naming convention generator that you copy and use in your organization, and an architectural approach that is clean and sophisticated, repeatable and predictable.

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Do It: Designing HTML Emails that Look Great in Most Email Clients
Sterling Bailey, Global Demand Generation Marketing, Manager, McAfee

Have you ever imported a custom HTML email into Eloqua that looked great in your web browser but not so great in your inbox? This session will be a deep dive into custom HTML email design. We’ll dig into the code a bit and go over the dos and don’ts of designing for email. You’ll learn how to avoid the pitfalls inherent to designing for email clients like Outlook, Gmail, Hotmail, Lotus Notes and more. Not a coder? No worries. Get the information you need to go back to your design agency to make sure they get it right. Bonus: you’ll also learn industry best practice tips and shortcuts that will save you headaches and hours of extra work.

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Push It: Which Link Was More Popular?
Victoria de Battista, Premier Support Specialist, Eloqua

When you have email communications with the same URL in multiple places, how do you know which one actually drove traffic to your website? In this session we'll solve that exact problem using query strings. Learn how to setup new query strings in Eloqua and how to apply these to your email links. We'll also review the reporting options in order to understand which links performed better and how you can optimize future communications based on the location of the links.

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Imagine It: Sales Transformation through Account Scoring
Nicolas Draca & Saad Hameed, Director Demand Generation and  Sr. Manager Marketing Ops, LinkedIn

Amongst the most difficult challenges facing marketing executives is how to effectively measure marketing contribution to revenue. Issues related to process, systems, and data further exasperate this situation. Learn how scoring models that measure and score behavior at the contact level and aggregate it to account level are the solution.

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See It: Obtain More Event Leads AND Stay Green!
Jason Thompson, Sr Manager, Marketing (Automation), Quest Software (now a part of Dell)

In the past, Quest Software, had used paper/pencil methods in order to sign up new leads at events, but this was wasting time and many submissions were illegible. That’s all changed! With the form process in Eloqua, they now have a complete process that captures even more detailed information all via an iPad! Even better? Seconds after the lead submits their form, they get an email with follow up information based on what products they selected, all powered by Activity Driven Content. Come learn how you can use this tree-friendly process for your next conference or trade show.

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Do It: Bringing Collaboration to Marketing Automation: Ideas for Using Chatter Inside Eloqua to Boost Your Team's Creativity
Egan Cheung, Senior Product Manager, Eloqua

Building great marketing campaigns has never been a solo affair. Why should the system you work in be any different? For the first time, Chatter inside Eloqua brings the power of social collaboration to your marketing automation platform. Follow colleagues, share files, communicate and make decisions in real-time about your canvases, emails, landing pages, and forms. Come and listen to some real-life examples of how Chatter inside Eloqua is being used at Eloqua itself and learn how you can make it work for you, too.

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