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Round table
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Go to www.b2bm.biz/eloqua-roundtable for WebTV report
people would lie. I bet it would be higher.
DS: Data changes on a daily basis – to
actually manage that and then analyse it, is
very intensive. If you’re serious about
measuring, then there is an investment to
be made. This is unavoidable.
SW: Businesses have different methods of
measuring for different things – is it the
number of qualified leads marketing passed
to sales? Obviously this is a simple measure
but there are others.
DO: What is a qualified lead? We had four
people discussing this last week and
everyone had a different interpretation of
what ‘qualified’ meant.
DS: I call a lead something I feel good
about giving to a sales guy, meaning he can
do something with it. It’s not a bad idea for
marketers to do a stint in sales so when a
salesman comes to you and says, “How can
you say this is a lead?” you can say,
“because I sold the stuff you have in the
past.” I’m not saying it’s going to be great
To view WebTV footage of this round table, go to www.b2bm.biz/eloqua-roundtable
but there could be a spark of life and that’s
why I’m handing it over. you get the next thing, they will be able to markets and in France they don’t have
DO: I’ve moved my team next to the sales communicate and share data. Before you access to the Internet, so you can’t use
division and made sure they go out used to have to specify everything upfront online channels. So there’s a lot of
together socially. It’s fundamental as and spend a hell of a lot of money. emphasis on digital at the moment because
business moves forward for marketing to it’s convenient and cheap but we’re
be integrated with sales JH: What implications does the push forgetting to listen to how our recipients
towards integration have for want the information.
JH: Is the push towards integration organisations? AC: The other day I said to my agency,
actually helping or hindering you in CC: Integration is changing the shape of “You can talk to me about video all you
terms of measurement? marketing teams. More is being done in- want, but do you think our customers with
AC: It’s helping us focus. The integrated house rather than managing agencies to do old PCs are going to have sound cards?
approach has helped me map a series of it. And the skill-sets of marketers are And if they do, will they play a video?” The
benchmarks against which we need to changing as a result. answer is no.
measure and focus the effort on getting AC: We’re going to see more automation DO: But aren’t we lucky we have a plethora
that data out. and programmes that keep businesses of mechanisms to use? I’d much rather this
DO: I think it’s doing both – it’s a pain, but ticking over and focus on specific targeted than having to shout down the hosepipe
if you look at the emerging technologies for campaigns to bump things up. This again. The breadth of skills is the issue for
marketing, they’re up there with the way of includes things like keeping search engine us in the future.
doing webinars and assessing how many marketing campaigns running, knowing DS: Integrated marketing is going to be
people went on it and how many people how many leads you’ll get from it, putting affected by our audience because there’s
stayed there. It’s built in as a function, email programmes in place that trigger going to be a seismic shift soon in terms of
whereas before it was an afterthought. based on someone’s online activity, how who we’re targeting. You’ve got a younger
PM?: It’s a chicken and egg scenario as they responded to the last email. There’s audience and that’s shaping what channels
well in that you can’t begin to effectively going to be more of that and it’s going to are being used.
measure the effects of marketing until integrate more with things like customer DO: Word of mouth and social networking
you’ve made an investment in tools like service and distribution as well. are big issues. Self qualification or self
Salesforce and Eloqua. And how can you DO: Over the years marketing teams have selection is what’s happening.
prove a return on investment until you have got smaller but mechanisms to get out to PM: The challenge for the future of
those models in place? people have got bigger. integrated marketing is control. There’s
SAS: It doesn’t have to be a huge PM: Only five or six years ago ad agencies going to be so many more stakeholders and
investment. You can take small steps and were so protective of putting a phone very few corporates will have policies on
there’s plenty of free tools available. number or website on an ad because it contributing to websites and blogs. That’s a
AC: The light at the end of the tunnel for destroyed the brand. Now it’s an integral whole phase shift in managing your
us is that you can bite these things off in part of what agencies do. organisation. On the one hand, you want to
small chunks, and with the way CC: There will be a kick-back against encourage the more knowledgeable and
applications are being developed now with digital marketing from the recipients’ point intellectual people to blog and to go to
the API exchange is that you can get a best of view, depending on the industry. I’ve got forums, but on the other, you have to guard
of breed tool in the knowledge that when electrical wholesalers as one of my target against the rogues.
B2BM MAY 08 – www.b2bm.biz
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