Maximizing lead conversion requires a strategic approach to identifying and prioritizing potential customers. One of the most powerful tools at the disposal of sales and marketing teams is lead scoring. But what exactly is lead scoring, and why is it so important? Lead scoring is a methodology used by businesses to rank prospects based on their perceived value to the organization.

As a marketer, you're surrounded by dashboards, numbers, and KPIs. It’s easy to get lost in the noise and miss the insights that truly matter. Organizing, standardizing, and visually presenting this data through BI and analytics platforms is essential to turn raw numbers into real narratives. This article explores how to bridge the gap between marketing automation and business intelligence. From establishing a reliable data foundation to building integrations, creating impactful dashboards, and

Very few conversations around technology escape the artificial intelligence (AI) topic these days. From the pessimists who believe that AI will eventually take our jobs to the enthusiasts who are ready to fully embrace the rise of AI and everything it brings, everyone acknowledges that the world is changing at a rapid pace - and the transformation is AI-powered. The digital marketing field and all its branches are not immune to change. According to recent research, three in five marketing profes

You are probably already familiar with the Post Data to Server form processing step from Eloqua. Maybe you have used it for webinars or other integrations, but did you know you can use it to transfer data across forms from the same or different Eloqua Installs? Continue reading this article to learn how.

Forms allow you to build custom flows by personalizing fields and processing steps. If all you want to do is to capture data in a Custom Data Object (CDO) and redirect contacts to a thank you page, you can do it! Isn't that great!? Let's examine why the form submission is missing from the contact’s activity log, even though the form configuration appears to be correct.

Bouncebacks happen when an email can't reach its recipient, and they can really affect your deliverability rates and overall marketing performance. This handy pocket guide is here to help you understand email bouncebacks: the types of bounces and why they occur, and practical tips to reduce them. Whether you're an experienced marketer or new in the game, this guide will equip you to handle bouncebacks effectively and make sure your next email messages hit your audience.

Dynamic campaigns have emerged as a pivotal strategy. Unlike traditional static campaigns, dynamic campaigns adjust content based on the recipient's behavior, preferences, and past interactions. This ensures the communication remains relevant and engaging, mitigating the risk of contact fatigue. In the digital realm, one size doesn't fit all. Each customer is unique; therefore, dynamic campaigns allow businesses to deliver content that resonates with individual interests, fostering deeper connec

Refreshing your Eloqua sandbox environment is essential to ensure that testing and development processes accurately mirror your live production environment. Regularly refreshing your sandbox helps maintain data consistency, validate new features, and troubleshoot issues more effectively before they affect your live system. In this article, I would like to share some insights from my experience in handling an Eloqua Sandbox refresh. Having recently been involved in this kind of project, I found

In a world where you are surrounded by endless data, how can you focus on the right one? How can you listen to the data symphony in the hustle and bustle of all the marketing responsibilities? The biggest challenges I faced during campaign monitoring and reporting were to answer questions like: What is the audience for this campaign? What criteria did we include in the audience for this other campaign? Is the same audience targeted in multiple campaigns? How many campaigns overlap in audience

In the fast-paced world of digital marketing, where every interaction with a potential customer is an opportunity, efficiency and personalization are paramount. As content undergoes constant evolution, frequent updates become imperative. Introducing Marketo snippets – a revolutionary feature reshaping content management in marketing campaigns. In this article, we'll deep dive into the world of Marketo snippets, exploring how these dynamic content blocks are empowering marketers just like you to

Unlock the full potential of your email marketing with HubSpot's dynamic content powered by Smart Rules. This is now your secret weapon for creating personalized and laser-targeted experiences tailored to your audience's every nuance. Picture this: as you weave Smart Rules into your HubSpot emails, you gain the superpower to dynamically tweak the content that lands in your recipients' inboxes. Imagine different slices of your audience getting bespoke messages, perfectly tuned to their unique qu

The world we know has changed massively in just a few months only. Companies whose primary sales channel used to be live events are nowadays switching their attention to the online medium, given its similar, if not improved results. Still, putting together a comprehensive action plan for a successful webinar configuration is not a very simple task. Yet, companies rely more and more on this channel.

This article aims to give you a complete and thorough overview of conversion rates, as well as how and why to optimize them. It's key to ensuring we all start on the same page. You'll see that best practices arise from knowledge and experience.

It’s an exciting time to be part of this world. Buyers are becoming more sophisticated, active, and more engaged than ever before. At the same time, the progress of technology enables us to know, captivate and nurture our customers better and better. In today’s digital world, however, nothing replaces the human touch. As smartphones and laptops take over daily interactions, the desire to speak to a human in real life or over the phone is becoming a novelty.

Ever had that one annoying email sender you can’t seem to get rid of in your Other or Promotions tab? No point to this question – yes, you did. We all did. We’ve all reached saturation levels, we’re all at that point where creating a new email address appears to be a better idea than hitting delete on 20+ emails each morning… and then again, each midday… Sure, you can always unsubscribe. That’s a given and luckily, it’s the law.

In the Eloqua environment, the Orchestration section is where the magic happens. Here’s the lab where, with the help of a wide variety of automation ingredients, you can concoct programs and campaigns that empower you to meet your marketing goals. While programs have a rather administrative function allowing you to transform data within Eloqua in real-time (think of CRM integration, data cleansing, or security label management) with minimal manual intervention, campaigns offer you the means to

Events are an essential component of the marketing mix. A survey conducted by Forrester Research shows that in 2019, B2B marketers allocated, on average, almost 15% of program spending to event marketing, and 55% of respondents said they planned to increase this spending in 2020. From product launches to conferences or tradeshows, events contribute to brand growth, giving companies the chance to spread their message across easier, capture new leads, and build loyalty among existing customers.

Establishing positive relationships with consumers is one of the most important goals of any reputable brand. The brand-consumer relationship is the driving force at the core of any successful business. By fostering this relationship, brands can make sure that they are perpetually present in the minds of their consumers. On top of that, consumers that feel a connection to their brand are more likely to develop loyalty, making it considerably cheaper to keep a customer than to acquire a new one.