Automation has helped businesses make the most of their time and make more of their data. By automating certain processes, there are more time, resources, and budget to spend on other tasks, often specifically on the strategy that can enhance the bottom line.
Marketing, as a continual process that introduces and reintroduces a product or service to a customer and attempts to meet a need over time, benefits from automation in a lot of ways. Maybe tasks can be easily automated once a strategy is built and a campaign established. Certain programs help make the automation process easier, such as the Oracle Eloqua program. It offers both B2B and B2C ways to connect with consumers and convert audiences into buyers.
Why is the Oracle Eloqua platform important to automation?
It has many important features that help make automation not only easier but more effective.
1. Targeting and marketing segmentation
Oracle Eloqua business marketers are able to speak to specific audiences. For instance, if a B2B business is targeting military organizations for a certain product, they can use targeting data such as job titles and email addresses to reach only that relevant market segment, making their messaging more personalized for those buyers.
2. Marketing campaign management
With the Oracle Eloqua marketing platform, there’s no need to code any emails, landing pages, or forms. You can create most assets you need for an automated marketing campaign with the built-in program editor. Marketers can create journey maps or campaign processes. Eloqua also makes it incredibly easy to add new assets to a campaign, even mid-campaign, such as emails or other resources, and marketers can easily pause campaigns at any time.
3. Lead management and database
Most marketing efforts – from emails to social ads to digital banners – are to help businesses score leads. Leads are the people who have expressed interest in a product, service, or business by clicking on an ad, opening an email, or downloading a guide. Eloqua allows marketers to easily capture, track, and manage all of this contact information to allow for salespeople to reach out to leads to create more relationships and provide more information. It also scores leads so that businesses know who is most relevant to their business and who they should prioritize contacting.
4. Reporting and analytics
Reporting and data analytics are some of the most important aspects of marketing. Data is the most reliable source of information to base the success of a current campaign, as well as the best information to use to build the next campaign. Oracle Eloqua provides marketers with a robust dashboard of how Eloqua automated functions are performing, such as visits to a landing page or click-through on an email. This information enables marketers to not only shape future campaigns for better engagement but to also tweak ongoing campaigns for maximum impact.
5. Sales and marketing coordination
Oracle Eloqua helps sales and marketing groups work together more seamlessly so that marketing can create the assets and communications that help enable sales and revenue. Sales teams rely on marketing campaigns and initiatives to grow brand awareness and grow customer leads. Sales use this captured lead data to understand how to communicate with specific clients – if they need a follow-up call or a personalized email or additional sales collateral to help close a sale, the information generated by automated marketing functions can help guide the sales team on these decisions.
Automation is part of the modern marketing engine. Oracle Eloqua enables marketers to communicate better with customers and helps them track the data on these communications to make better decisions. Overall, Eloqua is an important and powerful platform that helps drive your business’s best marketing forward.