Digital Marketing Director, Niles Randolph, was recently brought on to build a better lead generation system for Carlson Wagonlit Travel (CWT), a global company that manages business travel and company events. Recognizing that the B2B space is “marketing automation gold”, Niles was determined to connect his team’s CRM to their Oracle Eloqua instance in order to optimize the platform. Understanding Eloqua’s central role helped guide his organization to digital marketing success, and you can do the same!
Listen up and get inspired to:
- Strengthen your funnel at all stages
- Prioritize quick wins, not always perfection
- Balance tools, people, and organizational support for success
- Utilize your network of peers at an OMC User Group event
- Nurture your team’s natural talents
Key Takeaways:
[2:45] Niles is currently connecting Eloqua to CWT’s CRM.
[3:05] CWT is a global company that was founded in 1994. They needed to move away from some of their older practices, and adopt to new technologies. This is where Niles came in.
[4:55] Niles was able to triple the web leads he was getting, with Eloqua.
[5:45] There’s so much more Eloqua can do than just lead management.
[7:05] What kind of challenges has Niles faced so far?
[9:00] Niles shares some of the wins he and his team have had thus far.
[11:35] What’s next for Niles?
[12:55] What advice does Niles have for someone who wants to incorporate Eloqua and update their business practices/systems?
[15:45] What inspires Niles?
Quick Links:
The Inspired Marketing podcast is produced by Relationship One.
Our goal is to share real experiences and inspirational stories of marketing leaders that are transforming their organization.
If you liked what you heard in this episode, we’d love to hear about it! Share the episode and give us a shout-out on X, LinkedIn, Facebook, or email us at getinspired@relationshipone.com.
If you’re interested in sharing your own success story on Inspired Marketing, email us at getinspired@relationshipone.com.
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About the Author: Scott Ingram
