Eloqua Experience 2013

Transcription

1 Eloqua Experience 2013 EVENT AGENDA TUESDAY OCTOBER 22 TIME SESSION INFORMATION SESSION 1:00-7:00 pm Event registration WEDNESDAY OCTOBER 23 TIME SESSION INFORMATION SESSION 7:30am 5:00pm Event registration 7:30-8:30 am Breakfast 7:30-8:30am Ed Breakfest and Check in Eloqua Basics: Contacts and s Nora O'Leary-Roseberry, Oracle Eloqua 9:15am-12:30pm This hands-on session explains the basics of creating and managing contacts and s within Eloqua. Define contacts and describe how to manage them Use Eloqua to manage contacts Identify how to create, organize, send, and track s Use Eloqua to create and manage s List and describe the five most used processing steps Profile Confusion Bianca Goree, Oracle Eloqua 9:15am-12:30pm In this hands-on session, participants gain an understanding of the links and limitations of Implicit & Explicit Data Identify how Eloqua tracks profile data Understand where to access different types of profile data in Eloqua Identify typical confusion points regarding cookie profile tracking and Eloqua reporting/data capture Learn how to resolve profile confusion by learning which application areas deliver specific types of profile info Events in the Cloud Leigh Oxley, Oracle Eloqua 9:15am-12:30pm This hands-on session explains how to create workflow for managing a multi session event that leverages the power of both the Event Module and Campaigns. Describe the event module Define data cards Create a multi session event Configure Form Tools/ a cloud connector Configure a campaign

2 WEDNESDAY OCTOBER 23 TIME SESSION INFORMATION SESSION Advanced Segmentation Andrew Philip, Oracle Eloqua This hands-on session provides an overview of advanced Segmentation applications. 9:15am-12:30pm Identify advanced logic for precision segmentation (Boolean Logic AND / OR) Identify advanced Segment Tools and use case examples Define Segmentation on engagement, referrals, subscribers, website activity, and more Identify strengths and weaknesses of different segmentation options via Decision Rules Advanced Editing and Form Processing Mindy Barenblat and Chris Campbell, Oracle Eloqua 9:15am-12:30pm This hands-on session provides insight into some of the advanced form and landing page modifications possible within Eloqua. Describe the purpose of meta tags in landing pages Add meta tags to landing page to prevent Google indexing Create a banner with field merge Build processing workflow with multiple conditions so that different groups see different landing pages and s Build an and a landing page with dynamic content to achieve the same result RPM Overview Adrienne Albregts, Oracle Eloqua 9:15am-12:30pm This session is ideal if you are looking to learn more about RPM, and how it applies to the day-to-day operation of Eloqua. Revenue Performance Management is the business strategy focused on measuring all interactions across the buying cycle to enable rapid, predictable revenue growth. Describe benefits of Revenue Performance Management List tools for applying the strategy of RPM to your business Apply best practice concepts in workshop setting and discussion

3 WEDNESDAY OCTOBER 23 TIME SESSION INFORMATION SESSION Custom Data Objects for Enhanced Segmentation Linda David, Oracle Eloqua 9:15 10:45am Synchronize the many-to-one relationships (such as purchase history or opportunities) of your CRM contacts and/or leads with Eloqua for lead scoring, segmentation and personalization. Define custom data objects Identify how to create a custom data object set Identify how to create an auto-synch to populate the custom data card set with CRM data Applied Best Practices: Managing Multi-city Events Kristin Farwell, Oracle Eloqua 11:00am 12:30pm Managing an event series requires planning and foresight. This session explores the way that Eloqua leverages the Eloqua platform to drive our popular Road to Revenue events. How Eloqua uses the Eloqua platform support a series of events Best practices or planning an event series in conjunction with marketing automation Create a Lead Scoring Model that Works Jeffrey Yee/Chris Dias, Oracle Eloqua 9:15 10:45am What should you do when you've invested the time and energy into creating the perfect lead scoring model only to find out that it is not creating any MQLs. Does this situation seem familiar? In this 90 minute course, you will be taken through the steps to create a winning lead score model based on your business' unique challenges. Identify the correct starting point Conduct a "pre-flight" analysis on your database to asses criteria that will work Run a Sales and Marketing SLA Meeting Fine tune your criteria to improve your distribution Determine if your lead scoring model is working

4 WEDNESDAY OCTOBER 23 TIME SESSION INFORMATION SESSION The Metrics that Matter to Your Leadership Team Jeffrey Yee, Oracle Eloqua 11:00am 12:30pm Marketers are challenged on a regular basis to defend their investments, demonstrate return and provide thought leadership into what the future marketing mix should look like. In this 90 minute course, we will uncover what executives are really after in their reporting and what the required tools and techniques are that will enable you to successfully deliver on these requests. Consider which metrics are truly important to your organization Mine data for the funnel Identify what should be included in an executive report List five tips for ensuring you have a story to tell Advanced Salesforce.com Integration Demonstrations Nathan Lichte, Oracle Eloqua 9:15 10:45am Observe techniques for advanced Eloqua / SFDC integrations. Identify SOQL statements for Advanced Filtering including Testing tools Identify Apex triggers for Marketing Activities, Campaign Members, and Change process. Identify Custom Object integration and data model considerations in Eloqua Best Practices: EU Passport Dennis Dayman, Oracle Eloqua 11:00am 12:30pm This session explores deliverability, privacy regulations, and compliance. Identify how Eloqua can support you to comply with the EU Cookie Directive Identify how to set up Strict Mode in Eloqua CRM Integration for Dummies Tracy Traeger, Oracle Eloqua Be not afraid of your CRM integration! In this session we will discuss and demo CRM integration basics as well as troubleshooting, maintenance, and documentation. 9:15 10:45am Identify how integration impacts Marketing s ability to target a specific audience, send timely messages and convert leads Identify how data moves between the 2 platforms using a standard integration model Review recommendations for how to document and update your integration Discuss recommendations for deleting contacts, updating select lists (aka picklists) and basic troubleshooting

5 WEDNESDAY OCTOBER 23 TIME SESSION INFORMATION SESSION Improved Custom Subscription Management Tracy Traeger, Oracle Eloqua Leveraging a new tool to help you create a custom subscription management page, this session identifies the form pre-pop connector. 11:00am 12:30pm 12:30-1:30pm Discuss how Groups work in relation to segmentation and building s Demo a custom subscription form Review a subscription management form and processing steps to manage subscription preferences Review the Form Pre-Population cloud component Review the configuration of the component and hosting of the form on an Eloqua landing page. Networking Lunch Eloqua Basics: Forms, Landing Pages, and Campaigns Nora O'Leary-Roseberry, Oracle Eloqua 1:30-4:45pm This hands-on session explains the basics of creating and managing forms, landing pages, and campaigns within Eloqua. Participants may, but are not required to, attend the complementary session Eloqua Basics: Contacts and s offered in the morning. Create a form Create a landing page Configure a campaign Differentiate between the wait, step, and evaluation period Activate a campaign Configure campaign settings Profile Confusion Bianca Goree, Oracle Eloqua 1:30-4:45pm In this hands-on session, participants gain an understanding of the links and limitations of Implicit & Explicit Data Identify how Eloqua tracks profile data Understand where to access different types of profile data in Eloqua Identify typical confusion points regarding cookie profile tracking and Eloqua reporting/data capture Learn how to resolve profile confusion by learning which application areas deliver specific types of profile info

6 WEDNESDAY OCTOBER 23 TIME SESSION INFORMATION SESSION Events in the Cloud Leigh Oxley, Oracle Eloqua This hands-on session explains how to create workflow for managing a multi session event that leverages the power of both the Event Module and Campaigns. 1:30-4:45pm Describe the event module Define data cards Create a multi session event Configure Form Tools/ a cloud connector Configure a campaign Advanced Segmentation Andrew Philip, Oracle Eloqua This hands-on session provides an overview of advanced Segmentation applications. 1:30-4:45pm Identify advanced logic for precision segmentation (Boolean Logic AND / OR) Identify advanced Segment Tools and use case examples Define Segmentation on engagement, referrals, subscribers, website activity, and more Identify strengths and weaknesses of different segmentation options via Decision Rules Advanced Editing and Form Processing Mindy Barenblat and Linda David, Oracle Eloqua 1:30-4:45pm This hands-on session provides an overview of advanced Segmentation applications. Identify advanced logic for precision segmentation (Boolean Logic AND / OR) Identify advanced Segment Tools and use case examples Define Segmentation on engagement, referrals, subscribers, website activity, and more RPM Overview Adrienne Albregts, Oracle Eloqua 1:30-4:45pm This session is ideal if you are looking to learn more about RPM, and how it applies to the day-to-day operation of Eloqua. Revenue Performance Management is the business strategy focused on measuring all interactions across the buying cycle to enable rapid, predictable revenue growth. Describe benefits of Revenue Performance Management List tools for applying the strategy of RPM to your business Apply best practice concepts in workshop setting and discussion

7 WEDNESDAY OCTOBER 23 Event Agenda TIME SESSION INFORMATION SESSION The Metrics that Matter to Your Leadership Team Chris Dias/Jeffrey Yee, Oracle Eloqua 1:30-3:00pm Marketers are challenged on a regular basis to defend their investments, demonstrate return and provide thought leadership into what the future marketing mix should look like. In this 90 minute course, we will uncover what executives are really after in their reporting and what the required tools and techniques are that will enable you to successfully deliver on these requests. Consider which metrics are truly important to your organization Mine data for the funnel Identify what should be included in an executive report List five tips for ensuring you have a story to tell Improved Custom Subscription Management Tracey Traeger, Oracle Eloqua Leveraging a new tool to help you create a custom subscription management page, this session identifies the form pre-pop connector. 3:15-4:45pm Discuss how Groups work in relation to segmentation and building s Demo a custom subscription form Review a subscription management form and processing steps to manage subscription preferences Review the Form Pre-Population cloud component Review the configuration of the component and hosting of the form on an Eloqua landing page. REST and Bulk API Chris Campbell, Oracle Eloqua 1:30-3:00pm Explore the capabilities of REST and Bulk APIs as related to Eloqua. Note this session does not cover SOAP API Identify the interface connection to Eloqua for REST and Bulk APIs Recognize the Methodology for setting up calls to REST and Bulk APIs Identify applications and use cases including code in PHP

8 WEDNESDAY OCTOBER 23 TIME SESSION INFORMATION SESSION Create a Lead Scoring Model that Works Jeffrey Yee/Chris Dias, Oracle Eloqua 3:15-4:45pm What should you do when you've invested the time and energy into creating the perfect lead scoring model only to find out that it is not creating any MQLs. Does this situation seem familiar? In this 90 minute course, you will be taken through the steps to create a winning lead score model based on your business' unique challenges. Identify the correct starting point Conduct a "pre-flight" analysis on your database to asses criteria that will work Run a Sales and Marketing SLA Meeting Fine tune your criteria to improve your distribution Determine if your lead scoring model is working CRM Integration for Dummies Tracy Traeger, Oracle Eloqua Be not afraid of your CRM integration! In this session we will discuss and demo CRM integration basics as well as troubleshooting, maintenance, and documentation. 1:30-3:00pm Identify how integration impacts Marketing s ability to target a specific audience, send timely messages and convert leads Identify how data moves between the 2 platforms using a standard integration model Review recommendations for how to document and update your integration Discuss recommendations for deleting contacts, updating select lists (aka picklists) and basic troubleshooting Applied Best Practices: Managing Multi-city Events Kristin Farwell, Oracle Eloqua 3:15-4:45 pm 1:30-3:00pm Managing an event series requires planning and foresight. This session explores the way that Eloqua leverages the Eloqua platform to drive our popular Road to Revenue events. How Eloqua uses the Eloqua platform support a series of events Best practices or planning an event series in conjunction with marketing automation Insight for Analyzer Vic Almeida, Oracle Eloqua TBD

9 WEDNESDAY OCTOBER 23 TIME SESSION INFORMATION SESSION 3:15-4:45 pm Insight for Analyzer Vic Almeida, Oracle Eloqua TBD 5:00pm 5:30-7:30pm 7:30-9:30pm Buses Depart for Masonic Auditorium Keynote Masonic Auditorium Welcome Reception Masonic Auditorium

10 THURSDAY OCTOBER 24 8:00-9:00am 8:00-9:00am Networking Breakfast Eloqua Master s Breakfast Welcome 9:00-9:15am Keynote 9:15-10:30am Super Session 10:30-11:15am Networking and Refreshments in the Partner Showcase Tell Me What to Tell You: Using Oracle Eloqua Marketing Cloud Service to Refine How You Express Your Organization's Unique Value Proposition Hugh C. McBride, Content Manager, CRC Health Group 11:15am-12:15pm How do you know what messages are working with your audience? This was the question CRC Health Group sought to answer when it kicked off its testing efforts. The company has more than 140 healthcare programs in the US, serving adolescents through adults, and it markets to patients as well as to healthcare professionals. It definitely knew a one-size-fits-all approach wouldn't work. In this session, you'll hear real-world examples of how CRC Health Group is using Oracle Eloqua Marketing Cloud Service to determine which value claims resonate most strongly with existing and potential customers on a national, regional, and local basis and how the company is applying lessons learned from this testing across all of its marketing and sales efforts. You will leave with an increased understanding of how to identify your organization's strongest value claims; how to create campaigns to test these claims; how to use Oracle Eloqua Marketing Cloud Service to determine the depth of customer interest in these claims; and how to collect, interpret, and apply relevant data collected during these campaigns. Features of Oracle Eloqua Marketing Cloud Service that receive particular attention in this session include properly segmenting lists, creating e- mails, creating campaigns to conduct A/B and multivariate tests, creating and employing webforms on external landing pages, and using and customizing the insight feature for most-effective data collection. Storytelling Ardath Albee 11:15am-12:15pm TBD

11 THURSDAY OCTOBER 24 Marketing Quarterly Business Review: No Pain, No Gain Susan Paugh, Director, Global Marketing Operations, Kronos Incorporated 11:15am-12:15pm Several years ago, Kronos started doing a quarterly business review with the CMO, marketing management team, and sales leadership to give the marketing team an opportunity to present quantitative and qualitative results and analysis related to their end-to-end marketing metrics. The goal: answer the all important "so what?" questions. Presenting the results drives accountability and change, as well as helping the team identify areas for improvement or continued investment. In this session you will learn Kronos' process so that you can create your own quarterly review. Hear about the pitfalls to avoid and the reports to highlight. Yes, it takes time to prepare for the review, but the result is worth it in driving revenue for the company and visibility for the marketing team. Sweet Dreams After a Lead Management Nightmare Scott Sheppard, Director of Marketing Operations, ADP 11:15am-12:15pm If you are building new from scratch, rebuilding entirely, or considering rebuilding just a portion of your lead management system, this session will help you. ADP shows you how it turned a highly fragmented dysfunctional lead management system into a single cohesive global lead management process. This session goes beyond tactical as it touches on the personal, political, and strategic highlights of the transformation. Learn what mistakes to avoid, and the value you can realize. Web to in One Click: How to use the API to Automatically Send Any Web Page as an HTML Jeff Harkness, Digital Producer, American Public Media Group 11:15am-12:15pm Start with a blogger who wants a no-fuss way to turn posts into outbound s. Add a web developer with some decent PHP chops. Brush up on Oracle Eloqua Marketing Cloud Service API documentation. Within a short time, you can have an in-house system that will convert any web page into an HTML that can be sent with a single click. Learn how American Public Media, the nation's second-largest producer of public radio programming, was able to use its own content management systems and the Oracle Eloqua Marketing Cloud Service API to turn web content directly into newsletters. With one click, a PHP script grabs the source code from a web page and populates that code into an friendly tpl file. A call is triggered to the Oracle Eloqua Marketing Cloud Service REST API that uploads the tpl file as an and creates and activates a campaign, which sends the out to subscribers. This session shows in detail how to build the PHP script, write a tpl file, and set up the API call to execute a one-click deployment system for newsletters. If your organization produces original web content, this system provides a highly efficient way to distribute that content via to audiences, clients, consumers, and partners. It's a solution that can be applied to Wordpress, Movable Type, Tumblr, Drupal, or nearly any CMS and gives nonmarketing staff the ability to send s without ever logging in to Oracle Eloqua Marketing Cloud Service. Keep seat licenses free for better uses, reduce the production to the time it takes to click a button, and safely give the power to send to those who are most connected to your content.

12 THURSDAY OCTOBER 24 Event Agenda The Seven Deadly Sins of Social Media Abe Gruber, Senior Marketing Manager, Ivy Bridge College of Tiffin University Have you ever asked yourself any of the following questions? How can I build a social media strategy for my organization? How do I calculate social ROI? What do I have to do to get more fans on Facebook? Why do cat photos get more likes than our status updates? How do I get Justin Beiber to retweet our product? If so, this is the session for you! (And unfortunately, no. Justin Beiber will probably not retweet your posts.) 11:15am-12:15pm When used properly, social media can be one of your organization's most important marketing and communication tools. Social media can support and enhance your efforts across all departments from sales to retention to customer support and beyond. This session teaches you about the seven deadly sins of social media and empowers you to do amazing things with limited resources. You'll learn valuable tips and tricks that you can take back to your organization and implement in no time at all. From the basics of choosing the right social media outlets to the advanced topics of social strategy and ROI, this session is perfect for anyone who wants to get more out of social media. Learn about important social dos and don'ts from a social media veteran who's built social media strategies, run successful social initiatives based on quantitative and qualitative research, and developed proven techniques for getting buy-in for social media across organizational hierarchies. Understand why social media is taking the world by storm and why you need to be ahead of the curve. You'll laugh, you'll learn, and you won't be disappointed. Modern Social Intelligence: How Modern Marketers Analyze Their Competitors' Social Media Strategies Tim Rhodes, Director of Competitive Intelligence, Oracle Eloqua 11:15am-12:15pm 12:15-1:00pm 12:15-1:00pm 1:00-1:30pm Modern marketers know that social intelligence about their competitors can give them a competitive edge in winning deals. In this session, you will learn how to use open source and paid tools to identify your competitors' social media strategies, along with tools and analysis for measuring their social media footprint against your own. Understand how to identify which social media channels are important for lead generation and thought leadership within your market, plus identify what social activity is important to measure and track. Throughout the session you'll hear real-world examples from Oracle Eloqua's own director of competitive intelligence, who puts it all in context and makes you chuckle along the way. Networking Lunch Lunch and Learn Dessert and Coffee in the Partner Showcase

13 THURSDAY OCTOBER 24 1:30-2:30pm TBD: Targeting 1:30-2:30pm TBD: Engagement 1:30-2:30pm TBD: Analytics 1:30-2:30pm TBD: Alignment 1:30-2:30pm TBD: Technology 1:30-2:30pm TBD: Social Forget B2B and B2C. Technology Enables B2P (Business-to-People) Marketing Angela Wells, Director, Outbound Product Management, Social, Oracle 1:30-2:30pm 2:30-2:45pm As marketers, we have often thought of ourselves as targeting either businesses or consumers to buy our products. With the rise of social media and engagement, it has become increasingly obvious that we are all targeting people those people who make the decisions whether or not to purchase what we are trying to sell. The people you are targeting are consuming media like never before, across a range of social platforms such as Facebook, Twitter, and LinkedIn. While B2C marketers may have led the social media charge until now, if you sell to businesses, you will want these tips to be in decision-makers Twitter feeds, Facebook news feeds, work inboxes, and conference packets. In this session, social media and marketing automation experts provide real-world tips on how to get in touch with your decision-makers across an entire social and marketing suite. Intermission Find Hidden Revenue in Your Database Cristian Tarazona, Director, Demand Generation, Equifax, Inc 2:45-3:45pm Sometimes marketers tend to think that the first step to fixing a data-quality problem is to run out and find another third-party source for contacts they need. The reality is that this approach is not very effective, and it does not generate better result. Equifax decided to clean its data by getting to know its prospects and customers better. In this session, you will learn about the detailed steps the team went through to find hidden dollars in the Equifax database without having to invest more heavily in data enrichment services. They were able to dramatically clean up the database, increase customer engagement level, and expand the number of programs Equifax is running all because of a solid data foundation.

14 THURSDAY OCTOBER 24 Chicago Bears: Sold Out for 28 Years How the Bears are Engaging with More Than 5 Million Fans Elaine Delos Reyes, Director of Fan Marketing & Research, Chicago Bears 2:45-3:45pm As founding franchise of the NFL, the Chicago Bears have a strong, passionate fan base. Bears games have sold out for 28 consecutive years. The team has the sixth largest sports fan base in the US, and they sometimes get asked the question, "Why invest in a tool like Oracle Eloqua Marketing Cloud Service?" The answer? Because the Bears want ALL of their fans to feel as if they're receiving personal correspondence and that their loyalty is appreciated. Learn how the Chicago Bears grew their database by 15 percent in one month, how they segment based on fan preferences, and the success they've seen with sweepstakes all culminating in increased revenue. Testing Customer Interest Without a Split Test Vanessa Bright, Online Marketing Manager, Emerson Process Management 2:45-3:45pm So...your stakeholders are willing to send out only one without split testing, but you still want to learn more about your customers. Can it be done? Yes! Strategically placing different calls to action in the same and seeing where people click most often is very simple and can give an interesting insight about the audience. This session delves into how to make this happen through link tagging and Google analytics and provides tips on naming conventions and reporting. You'll also get the chance to vote on winning designs and see if you're right. Using Marketing Sense Wanda Truxillo, Director, Field Marketing and Demand Generation, Ceridian 2:45-3:45pm Want to be a keynote speaker at your company's sales school? Come find out how. For three years, this high-energy presentation has been getting standing ovations at the Ceridian sales school and solidifies the marketing and sales relationship right from the start. As it explains, one of the best ways to build marketing evangelists within the sales team is when they first join your firm. Oracle Eloqua Marketing Cloud Service gives marketers tremendous flexibility to set in motion a marketing reaction thank you notes sent, resources ed, webinar invites, scoring criteria, and a way to provide better-qualified leads to sales. Then what? Who helps sales understand what the next step should be in their reaction? You can! This session focuses on where and how marketing can add value to sales success and includes tips such as having field marketing managers join sales team meetings every week to showcase marketing by the minute. Learn why you should publish a weekly field marketing update and what should be published in it. After you walk away from this session, it will be no time at all until you see tangible benefits and better collaboration with sales. "Are We There Yet? Are We There Yet?" Speed Up Your Lead Follow-up Micah Beals, Director, Digital Marketing, AtTask 2:45-3:45pm Reducing time-to-follow-up is a critical component to increasing lead conversion rates. It can be hard to do when you have a lot of automation (washing machines, scoring engines, routing rules, CRM integration) between the lead coming into the system and getting it into a salesperson's queue. By taking a hard look at your lead's critical path, consolidating, and prioritizing automation, you can get leads to sales in minutes instead of hours.

15 THURSDAY OCTOBER 24 Event Agenda 2:45-3:45pm TBD: Social Leveraging Social to Sell: Getting More Social Value from Oracle Eloqua Marketing Cloud Service Chad Estes/Jon Stetic, Senior Director, Product Management/Vice President, Product Management, Oracle/Oracle Eloqua Integrated with Oracle Eloqua Marketing Cloud Service, Oracle Social Relationship Management (Oracle SRM) delivers the industry s only complete digital marketing solution that gives you a holistic view of your entire digital footprint and a unified, end-to-end social management solution. This social listening, marketing, and analytics platform delivers an even more comprehensive understanding of your customers so you can tailor your marketing efforts based 2:45-3:45pm on your customers real behaviors in social media. You can seamlessly listen, create and publish content, engage customers, and analyze interactions across multiple social channels in real time, targeting your key customers and connecting your Oracle Eloqua Marketing Cloud Service marketing efforts with your social marketing efforts. Oracle is continually integrating more services between Oracle Eloqua Marketing Cloud Service and Oracle's social cloud solutions to make it easier to understand and enhance the digital body language you have about your customers. Stop by this session to learn directly from the Oracle Eloqua and Oracle social product teams how you can enhance your Oracle Eloqua Marketing Cloud Service experience with integrated Oracle social solutions. 3:45 4:15pm Networking and Refreshments in the Partner Showcase 4:15-5:00pm Keynote 5:00-7:00pm 7:00-9:00pm 9:00pm-12:00pm Break 2013 Markie Awards Markies Celebration Party

16 FRIDAY OCTOBER 25 8:00-9:00am 8:00-9:00am 9:00-9:15 Networking Breakfast Eloqua Lab s Breakfast Day Two Opening Remarks 9:15-10:15am 10:15-11:00am Keynote Networking and Refreshments in the Partner Showcase Secrets to a Successful Influencer Engagement Program Matt Heinz, President, Heinz Marketing Inc Super Session 11:00-12:00 Engaging influencers used to be a great way to raise awareness, credibility, and interest in your business. But today, it's far more important than that. Now that Google has made influencer engagement directly tied to search rankings, successfully engaging your high-profile influencers is more important than ever before. In this session, we outline exactly how Google thinks about and prioritizes your influencer engagement and rankings and walk you through a specific, stepby-step program to quickly accelerate your influencer awareness and SEO value. Epic Content Marketing Joe Pulizzi, Founder, Content Marketing Institute 11:00-12:00 Content marketing is all the rage. Nine in 10 marketers use content marketing in some way. The problem? Just one in three is seeing success! To cut through the clutter, marketers need to employ epic content marketing tactics and strategies. In this session, author, speaker, and entrepreneur Joe Pulizzi presents a brief history of content marketing, analyzes the latest content marketing research, describes the biggest challenges for content marketers, and shares amazing case studies on content marketing strategies and tactics that work. Optimizing the Demand Waterfall with Predictive Scoring, Analytics, and Oracle Eloqua Marketing Cloud Service Magic Wade Tibke, Director, Marketing, Tableau Software 11:00-12:00 Learn how Tableau Software combines advanced predictive modeling, analytics, and Oracle Eloqua Marketing Cloud Service magic to drive performance within the demand waterfall. The results of these efforts include a 30 percent increase in sales qualified leads (SQLs), better lead management and follow-up, 100 percent year-over-year revenue growth, plus one of the most successful technology IPOs in See how every inbound and outbound lead is scored based on its probability of becoming an SQL, based on existing data as well as hundreds of additional attributes, and then learn how Tableau Software was able to increase the volume, conversion, and quality of these leads. Also discover how the company helped its teleprospecting team prioritize and deliver key messages to the highest-quality leads using scoring and Oracle Eloqua Engage Cloud Service. Bonding with Sales Scott Logan, Marketing Campaign Manager, incontact 11:00-12:00 Bonding with sales is incredibly important, but if you don't also turn your sales team in to "double 0" reps, you are not going to see all the success you could. Learn how incontact implemented all the best Oracle Eloqua Marketing Cloud Service and home-grown tools, communicated regularly through several (and we mean several) channels, and then trained sales people in a structured, systematic manner. It took more than a year and a half, but now the sales team openly says, "We cannot live without you, marketing!"

17 FRIDAY OCTOBER 25 Did You Know: Oracle Eloqua Marketing Cloud Service Can Do That! How You Can Use Oracle Eloqua Marketing Cloud Service Outside of Marketing and Sales Arpine Babloyan, Demand Generation Manager, Avid 11:00-12:00 How many times have you been to a meeting where members of other teams outside of your demand center are describing challenges that you know marketing automation could solve? In this session, Avid shares a few of its successful examples of promoting Oracle Eloqua Marketing Cloud Service to multiple cross-functional teams outside of marketing operations and the demand center. The public relations team manages registration to press events, helping to build a stronger bond with the members of the media and adding a personal touch to their experience. The internal communications team uses Oracle Eloqua Marketing Cloud Service to send internal s, which allows them to track results, see articles that are of most interest to employees, and manage content accordingly. And the channel partner relations team uses Oracle Eloqua Marketing Cloud Service for partner communications, list management, and event registration. In this session, you will learn how to train nonmarketing users on Oracle Eloqua Marketing Cloud Service, the best way to split the work between teams, how to restrict access to certain types of data, and methods to support your external users without overwhelming your own team. The Future of Nurturing and Qualification Is Social Roland Smart, VP of Social & Community Marketing, Oracle Nurturing and qualification have been driven largely via and web marketing techniques, but in the future social will play an increasing role in the process. As B2C and B2B companies increasingly focus on community 11:00-12:00 development and the application of gamification to drive engagement they must tie interactions to established scoring models in order to fully understand the ROI of social investments. In this presentation, Roland Smart, vice president of social and community marketing at Oracle, looks into the future of nurturing and qualification and provides insights into how to get started moving in that direction with your current technology. 11:00-12:00 TBD: Social 12:00-12:45pm Networking Lunch 12:45-1:15 pm Dessert and Coffee in the Partner Showcase

18 FRIDAY OCTOBER 25 Smart Segmentation Just Got Smarter: How to Use Marketing Automation to Better Qualify Contacts Azucena Perez, Global Database Marketing Program Automation - Team Lead, National Instruments 1:15-2:15 How do you decide, in real-time, how to nurture a contact that qualifies for more than one of your global campaigns? And, how do you keep your decision logic nimble enough to accommodate the flexibility and language requirements local teams need around the world? National Instruments has developed an effective suppression strategy that allows the company to send the most relevant communications to its contacts while maintaining a high degree of scalability in its automated programs. In essence, this strategy can quickly funnel the contact to the most pertinent message, ensuring alignment with National Instruments' business goals by placing the contact in the campaign that will yield the highest ROI. When it comes to smart segmentation, the less overlap in campaigns, the easier it will be to ensure the most relevant message reaches your prospect. In this session, learn how to accomplish a suppression scheme that not only will be effective and long-lived but also will empower you to make quick business decisions on how to best nurture a prospective customer. Seeing is Believing: How Visual Storytelling Creates More Engaging Marketing Content to Increase Sales Tim Riesterer, Chief Marketing and Strategy Officer, Corporate Visions, Inc. 1:15-2:15 1:15-2:15 To successfully convey your marketing message to both current and prospective customers, you must first make them stop their entrenched habits. These habits also known as the status quo are a far worse challenge to your business goals than any of your competitors is, and breaking through this barrier to win more business is no easy feat. In fact, to overcome this barrier, you must focus on the part of the brain that actually makes a decision to change. This area is sometimes referred to as the "old brain" or "lizard brain." The old brain does not have the capacity for language and is instead most influenced by visuals, which help to evoke emotional content that triggers the survival instinct. By integrating visual storytelling techniques into the content creation process, you can improve the effectiveness of your campaigns and ultimately increase revenue for the companies you represent. This session offers practical tips and tools on how the use of visual storytelling can make abstract, complex ideas about your solution both simple and concrete, while also helping you to achieve your marketing goals. Specifically, attendees will learn how to: TBD: Analytics Show prospects how their world is changing and that not doing something different is no longer an option Get prospects to see their outcomes and objectives are at risk if they stick with the status quo Provide insights about clear, contrasting alternatives that can move prospects to a "new safe" Make abstract, complex solutions concrete and simple through the use of visual storytelling techniques in order to message to the old brain and create more-successful campaigns

19 FRIDAY OCTOBER 25 Too Much Noise? Send High-Quality Leads to Sales with Automated Lead Scoring! Jeff Baran, Senior Manager, Corporate Marketing, Synopsys, Inc. 1:15-2:15 As the volume of marketing data captured through digital and traditional channels continues to increase, the need to identify and send quality data to sales is growing. With a vast amount of data flowing in, how can you filter out the noise and distribute the best leads to a global sales team? This session gets you on the road to becoming a sales enablement champion by examining the challenges and best practices of automated lead scoring. The key elements of the implicit lead scoring and codynamic lead scoring models are introduced, and considerations for implementing each of these models are discussed. An active lead scoring program that measures engagement across more than 130 campaigns and assigns quality leads to more than 250 global sales team members is presented. In addition, you will learn how to effectively track lead scores over time, how to utilize lead scoring to measure engagement, and strategies for managing lead scores during periods of inactivity. If you are curious about how to filter out the noise and deliver quality data to your sales team, or if you want to learn more about the common pitfalls and best practices of automated lead scoring, this session is for you. Happy New Year: Starting the Year Off with an Oracle Eloqua Marketing Cloud Service 10 Upgrade Staci M Gullotta, emarketing Manager, CommVault 1:15-2:15 As Eloqua customers since 2008, CommVault was not in a rush to leave its beloved Eloqua 9 instance behind and make the plunge to Eloqua 10 (now Oracle Eloqua Marketing Cloud Service). But after Eloqua Experience 2012 and seeing all the great new features and speaking with happy Eloqua customers both new and old, CommVault knew the time was right. This session walks you through CommVault's journey and provides recommended tips such as helpful database cleanup information, essential training before updating, and what to expect throughout the entire process. Finally, see where CommVault is now, 10 months later, and learn about the success the company has seen with all of the new features available to them. 1:15-2:15 TBD: Social 1:15-2:15 TBD: Social 2:15-2:30 Intermission 2:30-3:30 TBD: Targeting 2:30-3:30 TBD: Engagement 2:30-3:30 TBD: Analytics

20 FRIDAY OCTOBER 25 Event Agenda Adding Marketing Steps to Shorten the Sales Cycle Cecilia Llano, Chief Marketing Officer, Wiredrive 2:30-3:30 Marketing automation isn't just a marketer's best friend; it's also the perfect solution for bringing together sales and marketing into one short funnel. In this session, find out how marketers can partner with the sales team to make everyone's job easier. Learn methods for integrating intelligence from other platforms to uncover where your prospects come from, what their goals are, and how to tailor campaigns that get prospects to say Yes faster than ever. You'll also learn how to increase your marketing budget's ROI by identifying your best sources for qualified leads. Key takeaways include: How to reduce time to revenue by as much as 40 percent by integrating marketing early in the sales cycle How to combine Oracle Eloqua Marketing Cloud Service with other intelligence to profile site visitors and make your marketing budget work harder How to partner with your sales team to optimize lead scoring for saving time and increasing your pipeline Oracle Eloqua Marketing Cloud Service in the Fast Lane: Tools to Enhance Your Automation Efficiency Ryan Schwartz, Director, Marketing Systems & Operations, DocuSign 2:30-3:30 Marketing professionals are constantly evolving to create better, more-efficient processes to obtain higher goals while minimizing time and investment. In this session, DocuSign showcases fully functional tools it has built to simplify everyday processes, allowing the company to spend less time performing common administrative tasks and more time being innovative with its marketing initiatives. Attendees will be given full access to the web-based toolsets demonstrated during the session, including a campaign name generator, blind form submit link generator, social sharing link generator for s, a sender score monitoring page, and access to tips and tricks ranging from CSS for consistent mobile rendering to jquery snippets for improving Oracle Eloqua Marketing Cloud Service hosted landing pages. All of these tools and information will be available online, as a toolset attendees can use every day. Presenters will demonstrate real-life examples of how to apply these tools to assets and campaigns within Oracle Eloqua Marketing Cloud Service, highlighting a variety of use cases these tools help to simplify. You will leave this session with new tools you can add to your marketing automation arsenal and use with your Oracle Eloqua Marketing Cloud Service-charged marketing engine for gaining faster automation results.

21 FRIDAY OCTOBER 25 Going from Likes to Love: Unlocking the Potential of Social Erika Brookes, Vice President, Product Management, Oracle 2:30-3:30 At this stage in social marketing, brands should be working diligently to turn those once sought-after Likes into Loves. It s no longer about gathering fans ; social s potential is much more powerful than simply collecting admirers. Social s power is turning fans into brand ambassadors by listening, learning, engaging, and creating a valuable consumer-to-brand relationship. Join leading social experts and brand marketers to learn how social, when done right, can help cultivate valuable customer relationships that can turn customers into advocates. Hear case studies and get top tips that will help transform your customer experience into social customer engagement. 2:30-3:30 TBD: Social 3:30 Event Ends