Marketing Insights

Your ability to gauge the health and activity level of your contact database is the basis for accurately measuring engagement levels, positively impacting deliverability scores, and effectively projecting campaign response rates. In addition, data quality drives better segmentation, better targeting, better personalization, and of course, more accurate lead scoring. In this 2 minute video Paul Teshima, Eloqua EVP of Customer Strategy and Success, talks about why an organization can increase their lead generation by over 250% when a data quality program is present.

Click to watch now!

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Typically when clients first start with marketing automation they have to complete a data audit where they begin to understand how their data (the good, the bad and the ugly) affects their marketing effectiveness. 

One area I see most often in B2B (businesses that sell to other businesses) organizations is the need for moving from a free form, text field for Job Title, to two drop down fields – Job Function and Job Level.  This allow for consistency and accuracy for marketing purposes. 

By using the Job Function and Job Level fields you can market more effectively to the prospect’s pain points by area of interest and the type of content you’ll need to provide based on their level within the organization.

Some examples of each are:

Job Function

• Marketing
• Operations
• Human Resources
• Finance
• Professional Services
• Information Technology
• Sales

Job Role

• C-level
• Vice President
• Director
• Manager
• Consultant
• Specialist
• Student/Intern
• Other

Keep in mind, Job Title can still be collected as a data point for sales, but for list pulls, triggers to enter and exit into nurturing or scoring programs, you’ll want to use Job Function and Job Level.

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My colleague Greg Lui is located in Eloqua’s Singapore office and is responsible for managing our presence in the APAC region. As you can imagine his day includes interactions with many different languages. In cases where he needs some translation help, he recommends Babel Fish. If you interact with vendors, clients, partners and colleagues from multiple countries you may find this a helpful resource as well. (One thing Greg notes is that it’s not always completely accurate, but it’s usually close enough to give you an understanding of the text.)

Simply enter your text, choose the translation type and click the Translate button and you’re off and running!