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What’s the key reason you should explore & consider Eloqua Guided Campaigns?
Oracle developed Guided Campaigns to address the growing need for greater unification between Sales and Marketing while also enabling other non-marketers access to Eloqua’s functions via a simplified interface.
Creating conversation-ready opportunities
For as long as I can remember, most marketers have been measured by the quantity and/or quality of the leads they deliver to the sales team via the CRM. Guided Campaigns allow sales to get more actively involved in the marketing process with access to a range of pre-approved, on-brand assets built by marketing.
During the campaign creation process, the Guided Campaigns User is prompted to assign a set of “qualification criteria”. This could be as significant as the campaign member submitting a specific form or as little as clicking on specific content. It will be interesting to see what sales see as buyer behaviour.
When the criteria have been met, Eloqua sends the relevant details to the CRM (Oracle CX Sales CRM or Salesforce Sales Cloud CRM) and creates an opportunity. If the marketing team is measured on marketing qualified leads, I’d suggest you need to think through the impact of bypassing leads and going directly to the opportunity creation step.
Ahh, are you saying the Sales team will do their own marketing?
No, I’m not saying that. However, my early observations of Guided Campaigns and the flexibility it can provide to users does require some thinking by the ‘business’, especially around current approval processes, campaign schedule planning and more. Implementing Guided Campaigns also provides an opportunity to consider how these communications are going to work in parallel with central marketing.
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