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MARKETING OPERATIONS NEWS

 

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Welcome to the July edition of the Marketing Operations newsletter which includes the latest on best practices, knowledge sharing and system/process updates for our global and regional sales and marketing colleagues.

 

Let others know what is working! If you have a learning or success to share with the community connect with us.

 

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Marketing Operations Open Office Hours – Join Next Session

 

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Join us for our next Open Office session where we will present the Eloqua Sales Tools. Join your fellow marketers on Wednesday, August 7 where we will:

 

·        Showcase: Eloqua Sales Tools – Engage & Profiler

·        Ask a question - Pre-submit your questions here or ask during the call. 

·        Discuss how to best leverage our systems/process for effective marketing. 

 

Plan to attend the next Open Office Hours on August 7 @ 9am EST. Register here to receive the monthly invite. 

 

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Improve MQL Management in Salesforce with our New Training Guide

 

 

We’re happy to introduce new training materials designed to assist marketing and sales in navigating the Salesforce CRM with ease and efficiency. These materials cover various topics, including effective lead management, proper engagement of Marketing Qualified Leads (MQLs), MQL-to-Opportunity conversion and reporting on MQLs.

Our comprehensive overview consolidates essential resources into a single location for easy sharing and access. This includes best practices, presentations, documentation, case studies and training videos. Equip yourself and your sales teams with the knowledge and skills necessary to drive MQL management effectively in Salesforce.

If you have questions or additional suggestions reach out to Barathi Subramaniam or Swathi CS

 

 

 

 

Key Considerations for Paid Campaign Activity

In the July Marketing Operations Open Office Hours, Sandeep and Shiv presented on the Paid Campaign management process. If you missed the call and are interested in the topic, please review the presentation, covering:

  • Steps for new campaign setup
  • Key tasks and responsibilities
  • Targeting options and best practices for paid social and search campaigns. 

The presentation for the Paid Campaign management process can be found, here and a recording of the session can be accessed here.

Plus, don’t forget that all previous Open Office Hour presentations can be found here.

 

 

 

 

 

Improvements to the Marketer Request Dashboards

Based on feedback from marketers, we’ve enhanced the Active and Completed Marketer Dashboards. These dashboards enable marketers to view and manage all their Marketing Operations requests in a single well-organized location and see request details, converse with the Marketing Operations team, and add attachments.

Both Marketer Dashboards now feature added views for external activity upload requests, SEO requests, and experimentation requests.

If you have any additional feedback on the dashboard, please let us know.

 

 

 

 

 

Boost Email Engagement with New A.I. Features -

Send Time Optimization

We are pleased to introduce a new feature in Eloqua: Send Time Optimization (STO). STO leverages A.I. technology and historical data to determine the optimal delivery time for each contact, ensuring your emails reach them when they’re most likely to engage.

Our experiments with this feature show significant improvements, with click rates increasing by approximately 75% on average.

To enable Send Time Optimization for your email campaigns, simply check the corresponding box on the Outreach request form.

STO is available and we encourage you to use it for your Batch & Blast and Nurture Campaigns. STO may not be suitable for time sensitive emails (such as webinars or events) due to the seven-day delivery window. In such cases, please consult with your Mktg Operations contact.

You can find out more about STO here. Plus, we will be happy to take any questions regarding STO in our next Open Office Hours on August 7th.

 

 

 

 

Google Ads Launches A.I. Powered Brand Recommendations  

 

 

Google has introduced A.I.- powered "Brand Recommendations" within the Recommendations page of Google Ads. These recommendations are designed to enhance awareness and consideration campaigns using CPM (cost-per-thousand) impressions and CPV (cost-per-view) bidding, complementing existing performance recommendations for cost-per-action campaigns.

Key Features

  • Tailored Recommendations: These recommendations analyze an advertiser’s Google Ads history, campaign settings, and industry trends to suggest improvements.
  • Five Main Categories:
    • Ads and Assets: Suggestions like adding bumper ads and using ideal video aspect ratios.
    • Bidding and Budgets: Adjustments to CPM/CPV bids and budgets for active campaigns.
    • Keywords and Targeting: Options to opt into audience expansion and remove contextual targeting.
    • Measurement: Linking YouTube accounts for enhanced reporting.
    • Full-Funnel Opportunities: Recommendations to "funnel up" to a brand campaign.

If you are running a Google ad campaign or planning to run one in the future and need to discuss, feel free to reach out to Shivasagar Biradar or Sandeep Kamboj.

 

 

 

 

Reporting Changes for Onsite Video and Sponsored Messaging Campaigns on LinkedIn

 

Starting mid-July, video ads that serve on LinkedIn.com and in the LinkedIn mobile app will begin reporting impressions and clicks only if they are generated from video ads that began to play. This will likely result in a decrease of Video ad impressions and clicks across all campaigns.

For Sponsored Messaging campaigns, sends and opens will no longer be counted towards “Impressions” and “Clicks,” respectively. You can find more information on what you can expect as a result of these changes over here.

 

 

 


Get Certified as an IQVIA Lean Automation Champion

Register here for the IQVIA Lean Automation Champion training to become a certified IQVIA Lean Automation Champion!

This is a 4-hour Connected Learning training that can be split over 2 weeks. This training is self-paced and has bite-sized content (not set to any specific time zone). It is available once every quarter to all IQVIANs that have completed the Lean Automation Essentials training (the only pre-requisite).

Check out the Lean Automation page for more information and submit your Lean Automation ideas

 

 

 

Useful Links

 

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Below you will find several links for Marketing Automation tools, resources, and reports:

 

 

Don’t forget to join the Marketing Operations office hours on the first Wednesday of the month at 9 am EST if you have any questions! The next session is August 7. You can register or pre-submit any questions/topic ideas through the Marketing Operations Toolbox. 

 

 


You receive this newsletter because you are a member of Global Marketing and Communications distribution list, or you signed up via the Marketing Operations Toolbox. 

 

Previous editions of the newsletter are found here on the Marketing Operations Toolbox. 

 

 

Confidential – For Internal Use Only

 

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