Recently completed
Updated “Evangelism” to “Technical Marketing”
With the name change from Evangelism to Technical Marketing, our team has updated mapping and data flows to properly reflect this change.
ON24 Integration
ON24 has been integrated with Eloqua to improve interaction and engagement with users during webinars. The integration allows us to capture registration, attendance, polls and surveys answered, and questions asked during the session.
Multi-touch Attribution Model - Data Updates
We are deploying a true multi-touch attribution model where we track each marketing touch in Salesforce. We’ve sourced all marketing touch points from our marketing automation tools and synched these data points to Salesforce.
This new data will help us to get a complete view of the customer journey and see how all of the touchpoints impact buying decisions. It will also allow us to more effectively report and optimize our campaign tactics and spend.
Content Syndication nurture flow for Gambling
Content Syndication is a large volume lead generation channel for Demand Gen. The lead volume is so high that we made some changes to the lead flow.Leads are sent to email nurture flows to increase the number of touches and warm up leads before getting to the sales team.
Ceros was explored as an option as a way to increase content interactivity for Multiplay and Vivox
Our team spent a month testing Ceros, a UX web page plug in tool to create more engaging content for Multiplay and Vivox. You can see an example of possible content here. We will be using some of the enhanced pages we developed with Ceros for future ABM campaigns.
In progress
Eloqua and Salesforce Integration
The integration between Eloqua and Salesforce is being re-vamped! The native Salesforce to Eloqua integration is currently configured using external calls and program builder. This system creates latency for leads as they sync to Salesforce. The updated integration would result in lead syncs of fifteen minutes or less.
Estimated completion: end of October
User Preference Page Updates
Unity’s My Preference page is continuously being improved to meet CCPA and GDPR standards and be easy to understand for users. Users will soon be able to easily manage their preferences for both email and advertising channels. You can see a sample page here.
Estimated roll-out: October 15, 2020
A/B Testing Forms for the Resource hub and future Unite Now seasons
3 form designs are currently being tested, and we are measuring conversions. This data will help us make informed decisions about future form designs.
Ongoing project
New Products email database migrations
Currently, we are scoping the migration of the email databases for Codice, Finger Foods, and Artomatix.
We will migrate lead and customer data from third-party email marketing tools into our Unity Eloqua email marketing tool.
Estimated completion: End of November
Planned
Content Syndication nurture flows for Gambling and M&E
Content syndication nurture flows will be set up for Gambling and M&E
Delta DNA migration from Marketo to Eloqua
Our team is currently preparing to migrate the deltaDNA prospect and customer data to Eloqua. Current goal is to migrate the marketing database by November/December 2020. The Salesforce database will be migrated in November 2020.
Intercom bot to campaign improvements
Questions will be reevaluated to improve the quality of leads that are being generated by Intercom.
