Resources

Resource Library

Looking for a webcast, podcast, white paper ? It's all right here at your fingertips. Explore this library to find useful information that will help you with your business problems.

 Webcasts

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 Whitepapers

 eBooks

 Case Studies

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Webinars

Eloqua Webinars

Marketing Best Practices: Measure and Decode Your Prospects' Online Behavior

The Internet has made a profound change in the way you and your prospects do business. Your buyers are going to the Web to research you—and your competitors—making it more challenging to maintain your competitive advantage.

But, for savvy companies, the way their customers behave online is a rich, rarely tapped source of valuable prospect information. When you capture and interpret this new digital body language, you can improve sales speed and effectiveness, establish stronger relationships with your prospects and transform marketing into an integral sales process partner.

Key Speakers:

Laura Ramos , Vice President, Principal Analyst, Forrester.
Thor Johnson, SVP Marketing, Eloqua.
Moderated by:

Rob Solomon, Founder and CEO, Bulldog Solutions.


Live Webinar on Feb 6, 2008

How to make marketing matter to your CEO

Marketing is the engine of every enterprise, responsible for communicating with consumers and connecting them with the products they need. Yet in many organizations, marketing is underutilized, underfunded, and unable to make its full contribution to the company.

Join us for this web conference and get valuable tips on how to elevate marketing's influence and stature in your organization.

Key Speakers:

Roy Young, President of MarketingProfs and author of the award-winning book "Marketing Champions".
Thor Johnson, SVP Marketing, Eloqua.


Recorded on Oct 25, 2007

Marketing ROI for lead generation

Measuring the financial impact of lead generation marketing is challenging based on the dependency on Sales for appropriate follow-up, the questions of which touchpoint was responsible for generating the lead, and then debating with Sales over who deserves credit.

Too often, marketing measurements are driven by lead volume, without critical insight into lead quality and value. Jim Lenskold, president and founder of the Lenskold Group and author of the award-winning book “Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability,” will show how a well-structured marketing ROI framework can resolve many of these issues.

Key Speakers:

Jim Lenskold, founder of Lenskold Inc and author of "Marketing ROI"
Thor Johnson, SVP Marketing, Eloqua.


Recorded on July 12, 2007

Reduce the heat on the Marketing Pressure Cooker

Building a strong foundation for your lead generation program means understanding how to create leads, nurture those contacts and create a dialogue and building trust to develop contacts into customers.

Join us for this web conference, where Thomas Myer will show you how tofocus on the key elements of lead generation programs and tips on how to implement each one, as well as realistic expectations regarding when to anticipate results from each opportunity.

Key Speakers:

Thomas Myers, founder of Triple Dog Dare Media and author of "Lead Generation for the web"
Steve Gershik, Director of Marketing Innovation at Eloqua, responsible for evangelizing best practices in marketing in general and demand generation.


Recorded on May 9, 2007

Marketing Metrics - Learn from the Masters

Today’s marketing metrics have more breadth, depth and power than ever before. The key is knowing how to use them to your advantage.

Join us for this web conference, where two leaders in the field of marketing metric research and consulting - Paul Farris and Phillip Pfeifer - will show you how to use metrics to differentiate yourself in a challenging environment.

Key Speakers:

Paul Farris and Phil Pfeifer, co-authors of "50+ Metrics Every Executive Should Master"
Thor Johnson, SVP Marketing, Eloqua


Recorded on March 14, 2007

Marketing by the dashboard light: Practical strategies for optimizing your marketing results with dashboards

Whether your company already owns a marketing dashboard or you’re just in the planning stages, this webcast will help you understand how marketers can better use metrics and dashboards to gain insight into marketing effectiveness.

Key Speakers:

Patrick Lapointe, CEO, MarketingNPV
Thor Johnson, SVP Marketing, Eloqua


Recorded on January 18, 2007

Extreme Marketing: Strategies and Tactics for Marketing that Sells

During this webcast, you will learn:

• A methodology for marketing that sells
• Why Extreme Marketing delivers extreme results
• The Flexible, Asymmetric Market Assault
• How to reverse-engineer your marketing plan starting with the sales team
• What sales really needs from marketing

The Payback For Lead Generation Optimization

What you will learn:

• The value of investing in optimizing lead generation programs
• Key sales performance metrics of companies who are excelling at this aspect of sales and marketing
• Why these improvements are occurring and the impact this can have on your company’s performance
• You will also find out how one company has developed a closed loop demand generation process that yielded a 200% increase in sales opportunities in six months and will discuss how lead generation optimizers drive dramatic improvements in sales effectiveness, win rates and sales cycle acceleration.

Measuring for Success: Marketing Accountability 2.0

Developing an accountable, metric-driven organization can help secure marketing as a key player in the board room, enhance your credibility, and focus your efforts and resources to maximize campaign effectiveness. Learn how to measure, share and increase marketing’s revenue impact and ROI by joining this panel of experts:

George Hu, VP-marketing and strategy, Salesforce.com
Pedro LaBoy, COO-senior partner, Tocquigny
Thor Johnson, SVP Marketing, Eloqua

Recorded on: Thursday, July 13, 2006 2 PM EDT/11 AM PDT

6 Proven Tactics to Fast-track B2G Sales.

Speakers: Mark Amtower, author of Government Marketing Best Practices and the Amtower Report, and Mark Organ, CEO of Eloqua Corporation.

Doing More With Less - 5 Critical Tactics for Maximizing Effectiveness in B2B Marketing.

Speakers: Thor Johnson, SVP Marketing, Eloqua Corporation.

6 Key Dimensions to High Performance Marketing.

Speakers: Dr. Naras Eechambadi, renowned author, speaker, CRMGuru and CEO of Quaero Corporation, along with Mark Organ, CEO, Eloqua Corporation.

8 Critical Success Factors in B2B Lead Generation.

Speakers: Brian J. Carroll, award-winning B2B Lead Generation blogger and guru, and Mark Organ, CEO, Eloqua Corporation.

Third-Party Webinars

Best Practices in Demand Generation: 8 Critical Success Factors in B2B Lead Generation

Featuring Brian Carroll, author of Lead Generation for the Complex Sale.

Duration: approx 60 minutes

On average, 80% of marketing generated leads are either lost, ignored or disguarded. The goal of this presentation is to provide a comprehensive look at the critical success factors in lead generation that will enable you to be more effective.

During this presentation you will learn:

• How to optimize demand management activities in your current marketing strategy.
• Actionable strategies you can use develop and grow customer relationships.
• The 8 critical success factors that will dramatically improve your current demand generation activities.

The Accountability Opportunity: A marketer’s strategy for getting into the boardroom

Featuring Thor Johnson, SVP Marketing at Eloqua.

Duration: approx 60 minutes

If marketers want to get into the boardroom and influence corporate strategy, they need to adopt the language of sales, finance and production, quantifying their value in terms familiar to the other corporate executives, like increased revenue, market share, customer loyalty and return on investment.

In this webcast, Thor Johnson will discuss three winning strategies that successful marketers are using to get to this "marketing nirvana".

Lead Generation Repeatability and Predictability: No Longer a Lofty Idea

Featuring Thor Johnson, SVP Marketing at Eloqua.

Duration: approx 60 minutes

In this webcast, you will gain actionable insights into mapping your funnel, applying the "theory of constraints", establishing multiple levels of leads, aligning marketing and sales, focusing on lead development, not just lead generation, and more.

Turning Marketing and Sales into a State-of-the Art Customer Acquisition Factory

Featuring Bob Schmonsees, author of Escaping the Black Hole and Mark Organ, CEO of Eloqua.

Duration: approx 60 minutes

In this webcast, you will hear from two thought leaders on increasing marketing and sales effectiveness. Both agree that marketing is at a crossroads of relevance when it comes to demonstrating a tangible impact on revenue-generating activities. And they each offer specific and useful ideas for helping you take the right path.

Podcasts

Hosted by Steve Gershik, Director of Marketing Innovation at Eloqua and author of The Innovative Marketer Blog.

Seth Godin on marketing, new media, and his predications for the world of marketing in 2008.

His new book, Meatball Sundae, is one of the most important books on marketing in the past year. Seth is famous for saying that he doesn't do a lot of academic research for his books, but he is a professional "noticer of things." His notes and observations in this book are a must read for any digital marketer working today. And he shares some of these with Steve Gershik in this podcast.

Wonder what goes on inside an ad agency once you finish your meeting and leave?

Steve Gershik speaks with veteran ad man John January, vice president and director of brand voice at SHS in Kansas City. John's one of the creative forces behind the very popular advertising blog and podcast American Copywriter.

What Makes a Successful Demand Generation Plan?

Gregg Holzrichter, senior director of global demand generation for VMware talks about what makes a successful demand generation plan, how VMware is successfully using marketing automation, and what his plans are for the future. Gregg honed his demand generation and sales and marketing alignment skills as a star marketer at Siebel Systems.

How to Talk to Customers

Steve Gershik spoke with Tom Larkin, author of the newly published book How to Talk to Customers. Tom, and his co-author Diane Berenbaum have a lot of experience consulting on customer service issues through their company Communico.

Tom Meyer on Lead Generation on the Web

Tom is founder of Triple Dog Dare Media and author of the O'Reilly book Lead Generation on the Web and speaks often about creating offers that encourage prospects and customers to engage with your organization more deeply.

Automating the Lead to Sales Process with Aberdeen Group

Alan Hubbard of Aberdeen talks about the interesting results from their report:

• 53% of companies are currently using marketing automation solutions for lead management; this number is expected to jump to 83% in the next 24 months.
• To deploy a lead management solution, 54% of survey respondents indicated the need to demonstrate a return on marketing investment (ROMI) to justify implementation.
• 62% of best-in-class companies are focused on lead scoring and lead prioritization as strategic actions to focus sales efforts and reduce the sales cycle.

Messages that stick: An interview with Chip Heath, author of "Made to Stick"

A lot of authors have written books on copywriting, but Chip and Dan Heath have written the definitive book on crafting lasting stories. Dan is a teacher and Chip is a Stanford professor, who has studied and analyzed hundreds of urban legends (remember the man who woke up in his ice-filled hotel bathroom to learn his kidney had just been harvested?) to determine what makes them so memorable.

Andy Sernovitz of the Word of Mouth Marketing Association

Andy Sernovitz, head of the WOMMA, and author of the book "Word of Mouth Marketing: How Smart Companies Get People Talking" talks about the need for an association for word of mouth marketers, the ethics surrounding that marketing tactic, and what you can do to jumpstart your own WOM programs.

Ben McConnell and Jackie Huba of the must-read Church of the Customer blog.

Ben and Jackie have just released a new book called "Citizen Marketers: When People are the Message," and the timing of their book couldn't be better.

Time Magazine just named their "Person of the Year" for 2006" -- and it's "You." You're the person of the year. Congratulations. We talk about the implications of you being the person of the year and what social media has to do with all of it.

Ruth P. Stevens, Columbia University business professor, consultant and author of Trade Show and Event Marketing.

Ruth Stevens, one of the most influential people in B2B marketing, according to BtoB magazine, knows a lot about lead generation. And event marketing. And just about every business-to-business marketing strategy you can think of. Ruth talks about how to make your trade show spend more effective and things to avoid in your outbound marketing.

Jill Konrath, consultant, blogger and author of the informative book Selling to Big Companies.

Jill has the real-world business experience that makes you take notice. She's carried a bag. She's made the cold calls. She's crept up to the precipice of the sales and marketing divide and looked straight down. In this interview, she provides plain talk that will help you make some changes in your organization to better sell to large (and small) companies.

Bryan and Jeffrey Eisenberg, authors of Waiting for your Cat to Bark

This podcast covers a wide range of topics with a central chorus of "talk to your customers like they want to be spoken to, not like you want to."

Tony Jaros, VP of Sirius Decisions on how B2B customers want to be marketed to, and more.

Tony Jaros talks about the latest research findings, including an intriguing new study on how B2B customers want to be marketed to and what sources they trust for information about your solution. Also, what marketing tactics are best to use to reach consumers?

High Performance Marketing - An Interview with Dr. Naras Eechambadi, well-known author and CEO of Quaero Corporation.

Naras and Steve discuss the future of marketing and the role of marketers within the company.

Effective Marketing Automation with Knowlagent

Debbie Qaqish of Knowlagent, a call center solutions company talks about a unique business challenge -- nobody knows they need what Knowlagent provides (until they hear about it!).

An Interview with Marketingsherpa's Anne Holland and Tad Clarke

Marketingsherpa publisher Anne Holland and her new Editorial Director Tad Clarke (formerly of DM News) talk about current trends in email marketing.

An Interview with Endeca's Will Pringle and his group's highly effective Demand Generation Team

Will and his team share some insights about the challenges they faced, how they structured their organization, and the benefits the company has seen as a result of his group's laser focus on demand gen.

	Whitepapers
	Click the Title or Document Icon to read more or download the Whitepaper.
	The Business Case for Integrated Demand Generation As competition intensifies and growth expectations increase, B2B marketers are under pressure to deliver measurable results and clearly demonstrate the value they provide. To succeed in this new era of accountability, marketers must consistently reach the right people through the right channels with the right message. Those targets must convert to sales leads, pipeline and revenue with some degree of predictability. Read more...   Codynamic Lead Scoring Companies must quantify the value of leads, or prospect assets, based on their expected value. While many companies use the traditional sales funnel to showcase where prospects are pulled in at the top and deals are closed at the bottom, most need a clear explanation of how leads are handled before they are passed onto sales. Read more...   Optimizing Lead Generation - What's the Payback? Companies must quantify the value of leads, or prospect assets, based on their expected value. While many companies use the traditional sales funnel to showcase where prospects are pulled in at the top and deals are closed at the bottom, most need a clear explanation of how leads are handled before they are passed onto sales. Read more...   Automating Demand Generation - The Power of "Factory Thinking" in Sales and Marketing How leading companies are using management techniques, traditionally applied to manufacturing, to optimize and accelerate the demand generation process. Read more...

	Download eBooks
	Click the Document Icon to view/download the eBook.
	All documents are in PDF format.   Give Marketing a Sales Quota Hugh Macfarlane, along with MarketProfs.com, surveyed industry pros around the world to find out how the best companies align B-to-B Sales and Marketing teams for maximum success. One result of those efforts is the eBook: Give Marketing a sales quota. The findings in this engaging eBook may surprise you, but ignore them at your own risk. After all, these "unorthodox" organizations are doing much better in the real-world than their "conventional" competitors.     How Marketing Can Impact Sales The strategies outlined in Jill Konraths’s eBook, How Marketing Can Radically Impact Sales, are having a major impact on companies just like yours when it comes to critical problems that can seem intractable: New sales reps are slow to get up to speed, sales reps fail to read prospect buying signals or pursue the wrong leads and forecasts are based on hunches instead of data... to name a few. According to CSO Insights, firms who have invested in demand-creating marketing automation systems have achieved impressive results, most notably with sales win rates. This eBook is a must-read for any marketer tasked with lead generation.     Ten Mistakes Marketers Make Does marketing lack influence and stature in your organization? Is marketing misunderstood and underappreciated? Do members of your company’s executive team, along with your peers throughout the organization, fail to see the connection between marketing and the cash flowing into your company’s coffers? If you are like most marketers, key players in your organization don't view marketing as a true strategic partner. Result? They underutilize you, preventing you from delivering maximum value for your firm. In Roy Young's ebook, Ten Mistakes Marketers Make you are given 10 actionable strategies to turn this situation around and correct misperceptions of marketing’s role in generating revenue and value for your organization. cash. How? For starters, understand and avoid the 10 biggest mistakes marketers make:     What Sales Really Needs from Marketing Jill Konrath, author of Selling to Big Companies, is a recognized expert on selling to large corporations. Her e-newsletter is read by subscribers from more than 85 countries around the world. Most recently she's been featured in Selling Power, Entrepreneur, The Business Journal, Sales & Marketing Management, WSJ's Start-Up Journal, Sales & Marketing Excellence, Journal of Marketing, Business Advisor and countless online publications. In this eBook, Jill Konrath, renowned author, blogger and sales strategist, shares 7 key ways for marketers to become more relevant to their sales team and top line revenues.     8 Critical Factors for Lead Generation Brian J. Carroll is the founder and CEO of InTouch Inc., an expert on lead generation solutions and author of a new book "Lead Generation for the Complex Sale". In this free eBook, Carroll shares key factors on how to tailor and adopt lead generation programs that will increase the odds of creating better sales leads, ultimately.