I might have just sparked the young engineer in all of us. Do you remember, Lincoln Logs?
At the ripe old age of 5, I would spend hours on the floor of my mom’s Montessori School, building the mini cabin of my imagination. No matter how many times I added a spin to the finished product, whether it be larger windows or taller walls, the design always began by following the same steps.
Four connecting logs set the cabin’s foundation.
Even at a young age, before we all start to overthink our ideas, inherently, each of us knew that a strong foundation was absolutely necessary to support our goals and visions.
Do you remember the simplicity of Lincoln Logs? Your Eloqua platform is no different. It is simple.
Albeit simple, Eloqua is also the most robust marketing tool on the market. Shiny things begin to catch the eyes, and our sights can easily be drawn away from the necessities. Just as if you were walking into a home improvement store, there are apps as variated as the drawer pulls and native functionalities as diverse as the garden center. All of the sudden, your mind races to the end vision and you’re now potting succulents in the winter without first preparing the roof over your head to keep you out of the snow.
Because teams often do not connect themselves with an insured contractor, they are lead into executing big marketing visions without first setting the platform’s foundation. It happens all too often in our line of work. Companies approach our team looking for us to spackle cracked walls, without first addressing the root problem. This type of creative avoidance leads Eloqua to be soon deemed as the “money pit” and marketers hang their heads and begin to blame the tool for any shortcomings.
But, what if you chose the right team from the start? What if you consulted with the true experts? How would your plans rise to the supreme of marketing functionality?
Four connecting logs set the cabin’s foundation.
Log #1: Setup Initial Defaults
The initial setup sparks internal marketing conversations, includes a bit of governance and allows your team to make baseline decisions. Here, you have the opportunity to level set your Eloqua database and set your company specific defaults. So, when the time comes that your marketing users are piecing together campaigns, your executive team can rest easy knowing that email footers are compliant and company logos are up to date.
Log #2: Configure Branding & Deliverability
If you want to risk playing ding-dong ditch in someone’s inbox, you may find yourself locked out of an entire virtual neighborhood before the street lights come on. Gone are the days of list purchasing and batch and blast email communication. Your reputation is on the line. Are you looking to improve your deliverability? Take the opportunity to walk hand-in-hand with our team, knock on your prospects’ inboxes in a gradual manner, introduce yourself, and establish yourself as a reputable brand to your ISPs.
Log #3: Establish Consistent Integration
Measure twice, cut once. A marketing strategy is only as strong as the information available about the prospect. Data is King. Establish a two-way synch with your Salesforce, Microsoft Dynamics or NetSuite CRM System. Witness the possibility of your marketing and sales teams working hand-in-hand, surrounding your prospects with the right information at the right time and contributing to the overall success of your company sales.
Log #4: Train Your Marketers
You can give someone a tool box, but it doesn’t mean they know how to hang the drywall. Walk your marketers through the platform, step-by-step, setting them up with the courage and base knowledge to execute their strategies well. As with learning any new skill, your team will continue to learn and expand their knowledge by stacking one area of expertise on top of another.
Whether you’re reviewing the Eloqua tool, searching for a trusted partner or mining the market for a strategic consulting team, our team at Relationship One is unmatched.
We support you to build a platform that can adjust through the seasons and remain flexible over the shifting vision of your marketing team. Relationship One can partner with you to initially deploy, stand up and stabilize your Eloqua instance, or much more – either way you are hiring the expert.
And the experts know, four connecting logs set the cabin’s foundation.
If you find you have an issue, need help with strategy or are looking for support with your marketing automation, contact us! We love helping companies take their marketing efforts to the next level.
Share This
About the Author: Relationship One
