Eloqua is a
marketing automation platform that automates key elements of the marketing process including campaign execution, performance measurement, prospect profiling, and lead nurturing. With Eloqua you can identify how many recipients of your e-mail campaign opened the messages you sent. You can detect a lead's click-through rate by examining their interaction with the e-mail—if they followed links, signed up for demos, etc. You can also see how many people completed any forms you may have sent them. By automating certain tasks, Eloqua can streamline a marketing campaign and increase revenue.
One way Eloqua streamlines a campaign is through the automation of e-mail delivery. After reading a lead's
digital body language, Eloqua knows to send the right message to the right person at the right time. An e-mail campaign that delivers relevant and timely content to its targets will achieve higher read levels while avoiding spam classification.
Your e-mail campaign may deliver you a set of prospective buyers, leads that are not yet ready to buy but are still interested in your business. Eloqua allows you to track and maintain contact with these prospective buyers through a lead-nurturing program. The three main goals of lead nurturing are as follows: maintain permission to stay in contact with the prospect, educate the prospect, and track their signs of progress through the buying cycle. The nurturing period allows Eloqua to reinforce your marketing messages to each lead as they work their way through the buying process. A lead will stay in this phase until, based on the lead's digital body language, your marketing team determines that they are eligible to be turned over to your sales group to close the deal.
Eloqua allows your business to measure the success of your campaign accurately by examining your targets' interactions with your digital marketing strategy. As you gather data on potential buyers' interests, needs, and reactions to your messaging, you can make changes to the campaign as necessary. This information helps your marketing department measure the success of a campaign, and gives them the insight to make adjustments as needed in order to improve their techniques and strategies.
xRM is a proud reseller of Eloqua software, and we use it daily ourselves. There are numerous ways to leverage this marketing automation platform, and our consulting specialists will find the best solution for your company.
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