2. Marketing Automation
In the late 80s the major complaint of Marketers
was the amount of time I.T. takes to program and
deploy a marketing campaign.
In 1991, I created a tool that helps Marketers
deploy campaigns faster. I named, developed the
database schematic used today and developed
the lead scoring process of Eloqua.
Marketers can track, nurture and measure intent
to purchase of potential customers.
3. Marketing Automation
Eloqua is the first tool conceived and built
which makes me the Originator of the
Marketing Automation Industry.
Over time many other effective tools
developed: Marketo, Pardot, Hubspot,
Hootsuite to name a few.
4. What Marketing Automation Does
Marketing Automation with its various tools basically do all of the
following:
Work flows = programs = campaign setup
Landing pages = hypersites = microsites
Email
Track computer/potential customer visits to your website
Some tools purport to do additional special functions like blogs.
But it is important to note that blogs are, simply put: Webpages
with a wireframe/template offering users a reassuring, uniform
blog reading experience. In the end, blogs sites are still landing
pages and any tool (all of them do) that offers landing pages can
perform this function. Wireframes/Templates are html and/or
CSS programming.
5. Work flows = programs =
campaign setup
Two truisms:
The goal of most marketers is to generate awareness or
engage the potential customer.
An email alone won’t suffice.
This means that within every good email there is a “call to
action.” Marketers want the potential client to ask
questions, fill out forms, agree to a sales call, read a white
paper, tell us which product you are interested in or watch
a video.
All of these processes need to logically follow: open email,
click on landing page, fill out form, tell us which product
your are interested. In this way you are guiding the
potential customer to purchase.
6. Programming
Most programming looks similar to this:
/* Connect to a database */
d2fctxcn_Connect(v_ctx, (text*)"scott/tiger", (dvoid *)0);
/* Create the form */
d2ffmdcr_Create(v_ctx, &v_fmd, "MYFORM");
/* Create a window */
d2fwincr_Create(v_ctx,v_fmd,&v_win,(text*)"MYWIN");
/* Create a canvas */
d2fcnvcr_Create(v_ctx, v_fmd, &v_cnv, (text*)"MYCANVAS");
[Source: Oracle, http://www.oracle.com/technetwork/developer-tools/
forms/documentation/274326-134740.pdf, 8/26/14]
7. Marketing Automation
Programming
It is impossible to build all of the processes necessary for a
marketing campaign into a single email. The process requires
work that must be done on a server with step-by-step directions
given to the server by a work flow or program.
On the night I invented Eloqua I explained how 5th generation
programming is key. Marketers do not want to learn to program.
5th generation programming hides the code you see on the
previous slide and offers a simpler programming interface. Here
are two examples of 5th generation programming:
Eloqua's Campaign User Interface
Example of Marketo Programming Interface at minute 7:40
8. Landing pages, et al.
Landing pages are a single webpage specifically
created for a marketing campaign
Hypersite is the same as landing page, but
needn’t be the first page a potential client comes
to for a marketing campaign.
Microsite is a series of hypersites.
Landing pages, hypersite and microsite are just
another name for a webpage.
9. Marketing Automation Data
Data truism:
All this information needs to be stored somewhere
Just gathering data to fill up your database isn’t effective.
On the night I created Eloqua I designed the original database as
three simple tables: Customer, Company and a Lookup Table.
This simple design captures most (but not all) of the data
Marketers require to integrate with Sales Automation tools
(Salesforce.com, Oracle CRM on Demand) and run effective
campaigns.
Marketing data must be managed, cleaned and analyzed just like
any other data source. However, what is unique and extremely
valuable for an organization is: marketing data is given to an
organization by the potential customer.
10. Marketing Data, continued
The one major slice of data not in my original
design (and naturally hidden from view) is
customer tracking. This data is vital to
marketing, but not easy to read or use in its
natural state within a server.
Eloqua and Marketo make the data available
through filtering, list creation and analysis
interfaces.
11. Niketas Marketing
Niketas Marketing can help you deploy and
manage your Marketing Automation tool, your
marketing data and create campaign websites
and programs.
Contact us at nicole@niketas.com or 630-
391-2309.
