Last week, a few people from our marketing team attended the Eloqua Success Tour. The basic function of these events is to interact with like-minded peers who are utilizing the Eloqua platform and share best practices, unique use cases, and helpful tips to avoid pitfalls. Eloqua’s regional success managers also share new functionality and present the upcoming product roadmap for discussion. It’s a great way to network and simply learn how others are utilizing marketing automation within their organization.
There were some great presentations this year including one particular SaaS company that has created progressive profiling with the Eloqua platform to continually capture and aggregate information from prospects that are visiting their site and filling out forms, hitting key pages, etc. The speaker made a great point: personalization is really the future of marketing. The idea can be attributed to all of the social networks that are embedded in nearly everything we do. Work related or not – this is how to catch someone’s attention. Call them by name, offer them what they’ve been looking for on the right day at the right time, and you just landed yourself a deal.
When someone feels a sense of individuality, not just like another fish that’s going to get hooked, they’re more likely to foster a relationship with your brand. Today, consumers have almost come to expect a one-on-one dialogue with marketers. The challenge to us as the marketers is to use the important data we’re capturing to strike that personal chord with our prospects. Knowledge of past behavior is a valuable tool for predicting future purchases and crafting relevant messages that will increase sales. The key takeaway is to build plan to follow the customer – not making them follow you.
Is personalization part of your strategy and marketing automation program? Is it working?
Simone has been involved with both the sales and marketing teams at ReadyTalk and is currently the role Marketing Demand Manager and manages the monthly ReadyTalk Webinar Series, which is a free forum for professionals to interact with their peers and other experts on topics ranging from sales and marketing to nonprofits and funding to leadership and professional development. Simone is an outdoor enthusiast - skiing, climbing, triathlons, and trail runs with her dog, Bucket, are just a few of the things she enjoys outside of the office.