Victoria Read Kan is the Vice President of Marketing at Newport Healthcare. With the help of Eloqua, she has taken a highly talented marketing team from good to great. This well-oiled machine is now leading the industry with more incoming volume for the business than ever before as well as more sophisticated connections with each lead and engagement point. Victoria shares her experience with utilizing Eloqua to level up an already exceptional team.
Tune in and Get Inspired To:
- Newport Healthcare implemented a new marketing automation tool, Eloqua, to improve data protection, enable faster landing page creation, and enhance lead scoring capabilities.
- The Eloqua implementation process emphasized the importance of clearly defining business needs, ensuring proper CRM integration, and finding the right implementation partner.
- Small wins, like implementing email signature cards, can provide significant efficiency gains and build momentum for the marketing team.
- Developing robust nurture programs to create customized experiences for different audience segments is a key focus for 2025.
- Integrating Eloqua with other tools, like webinar platforms, to automate processes is another area of excitement.
- Victoria’s primary inspiration comes from the growth and success of her marketing team, who have driven impressive business results.
Key Takeaways:
[:52] A little bit about Victoria and her work at Newport Healthcare.[2:13] Victoria’s is focused on implementing an innovative marketing automation tool.[3:24] Optimized campaigns with Eloqua have resulted in a 25% cost-per-acquisition improvement and 33% increase in conversion rate.[5:07] Exceeding benchmarks starts with creating the optimal, customized Eloqua user experience.[6:18] What prompted Victoria to first engage with Eloqua?[8:41] The most critical steps during a successful migration and implementation process.[10:18] If Victoria had to start over again today, what would she do differently?[12:26] Signature cards are a simple Eloqua feature that have automated processes for Newport Healthcare.[14:32] Victoria’s advice for creating a custom experience for every level of interaction.[16:35] As a self-proclaimed data junkie, Victoria’s personal favorite tool is still Excel.[18:04] What inspires Victoria?
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.
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