Experiencing Social at Eloqua Experience

This week, I’ll be in Orlando, Florida attending marketing software company Eloqua’s annual conference, Eloqua Experience. Over 1,000 attendees are expected to attend.

Though not traditionally known as a conference that attracts social media or social business types, I’m keen to see how things may have changed in the last year or so since everyone has been preaching a gospel of ‘collaboration’ and ‘integration’ of various marketing efforts that all seek to unlock that all-elusive ROI.

I’ve followed the marketing automation software industry to an extent, and have written before on the social features which in fits and starts have crept their way into these software platforms.

Demand generation can be made more social, as I’ve blogged about before, but as I’ve seen in most organizations that aim to fully integrate, it is usually a very intuitive, forward-thinking marketing executive who breaks down siloes and finds a way to bring social data and behavior into the marketing automation platform.

This is usually achieved with a Frankensteined mashup of systems though I think app exchanges, such as Eloqua’s AppCloud, can serve as a starting point.

For instance, instead of separately capturing leads via the lead capture form embedded in a presentation hosted on SlideShare, a smart marketer can use an Eloqua Connector to bring those leads directly into Eloqua and use them for nurturing campaigns and other programs.

For anyone attending Eloqua Experience, if you’d like to discuss with me how you are using Eloqua in your social marketing, please tweet me @JakeWengroff or @JXB1Social. See you in Orlando!

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