1. THE ELOQUA TRIP REPORT
Not just for the 1%

2. HERE IS WHAT ELOQUA IS,
IN LESS THAN 50 CHARACTERS.
“a Fortune 500 marketing department in a box”
-Ian McMurtrie, from Eloqua’s Topliners community

3. MARKETING BEFORE ELOQUA
 100,000 web visitors
 1,000 bookings (the 1%)
 Not tied to our
marketing database so
marketing doesn’t
know who they are or
what they want
?
 99,000 non-bookings
 No information
because they’re not in
Traveller

4. MARKETING WITH ELOQUA

5. IT’S JUST LIKE THAT
Except our customers won’t want to kill us

6. BEFORE ELOQUA WITH ELOQUA
 100,000 web visitors  100,000 web visitors
 1,000 bookings (the 1%)  1,000 bookings
 No sustainable way to  Eloqua will allow us to
educate/market to educate/market to
these people these people
 99,000 non-bookings  99,000 non-bookings
 No way at all to  Eloqua will allow us to
educate/market to educate/market to
these people these people

7. ROUGH IDEA OF HOW IT WORKS Web Visitor
ELOQUA

8. ROUGH IDEA OF HOW IT WORKS Web Visitor
ELOQUA

9. ROUGH IDEA OF HOW IT WORKS Web Visitor
ELOQUA
Submit
Form

10. ROUGH IDEA OF HOW IT WORKS Web Visitor
ELOQUA
Submit
Form

11. ROUGH IDEA OF HOW IT WORKS Web Visitor
Inigo
ELOQUA
Montoya
Submit
Form

12. ROUGH IDEA OF HOW IT WORKS Web Visitor
Inigo
ELOQUA
Montoya
• Male
• Mid-40s
• We killed his father
• Now, he’s going to kill us
• He’s going after the 6-
fingered man
Submit
Form

13. IN PLAIN ENGLISH
 We fill up Eloqua with a bunch of rules, emails,
landing pages - all the tools we have.
 As people click, download, browse, etc., Eloqua
learns about them.
 According to what they’ve done (or haven’t done)
Eloqua then sends emails automatically to them
that fit their interests, needs and/or buying stage.
 We win.

14. A COUPLE SAMPLES OF HOW THIS WORKS
 A long-time client, Jill Kover, comes to our site to check
out our new cruises. She always goes to Paris with us
but wants to explore more of France so she submits a
question via the form on the Viking Portraits of Southern
France page. Eloqua sends her emails relevant to the
cruise and France. She books another Paris Untour and
a cruise.
 A new visitor to our site has been checking us out for a
while now and decides to download the wine map. As
soon as he gives us his email address to download it,
Eloqua knows who he is and where he’s been on our
site. With that information, Eloqua sends content
relevant to him web travels. He books a Prague Untour
to meet Alena and try a bottle of Sanctus Victoria.

15. SOME OF THE TOOLS
 Emails
 Landing pages
 Forms
 Webinars, videos, podcasts
 Slideshows
 PDFs
 Surveys
 Preferences
 Demographics
 Booking information
 As much information from Traveller as we want
 Everything you know about Untours and travel
 A bunch of cool stuff we haven’t thought of yet

16. I KNOW YOU HAVE QUESTIONS