By Chuck Leddy
Oracle Infinity provides B2B marketers with real-time, granular data they can use to drive personalization and re-targeting efforts in Eloqua. At a recent Virtual Eloqua User Group meeting hosted by Sojourn Solution’s Karin Pindle, Oracle’s Jon Heintschel (Senior Sales Engineer, Oracle CX Marketing) described the many use cases Infinity offers marketers when used in tandem with Eloqua.
“The integration between Eloqua and Infinity empowers a bunch of unique use cases,” said Heintschel, “because data is flowing from Infinity into Eloqua in real-time and with granularity — it enables marketers to create a more responsive customer experience.”
3 great use cases
While Heintschel noted that “the potential use cases for Infinity are almost limitless and can be very specific based on the needs of your organization,” he did mention three use cases that would probably apply to all users of an Infinity + Eloqua engagement solution.
1: Personalized engagement. Infinity can fuel personalization by tracking and reporting granular data, such as the amount of time someone spends on a web page or watching a video. This granular data enables marketers to leverage these insights in a timely way to take actions such as re-targeting the user with more personalized content. “If a visitor spends a lot of time on a product page, chances are they’re interested in that product,” said Heintschel. “Infinity sends that data immediately to Eloqua in order to re-engage that person with personalized messaging.”
Following up on buying intent in a timely manner leads to conversion. You might follow-up with an email to ask a visitor to a specific product page if they’d like to see a product demo or a video or talk to an agent about the specific product. Because you have highly-relevant data about their buying intent, the nurturing and conversion processes get accelerated.
2: Re-targeting and segmenting. Infinity feeds data into Eloqua that marketers might never have gotten, and been able to act upon, otherwise. For example, if a website visitor begins filling out a form, then abandons the form before finishing, Infinity feeds all the data into Eloqua, which can then re-target the person. The same situation would happen if a user begins watching a video but then doesn’t finish the video. Infinity tells you how long the person engaged with the video and where they stopped engaging, which can (again) be actionable data for Eloqua follow-up. A visitor who watched 90% of a product-related video could be close to buying, while a visitor who spent 3 seconds on the same video may have clicked on it by mistake. In either case, knowing the difference is important to marketers and their follow-up efforts.
Infinity fuels better segmentation too. With data fed into Eloqua from Infinity, “marketers can segment with more granularity on the level of engagement,” says Heintschel, “you can see precisely how much of a video someone watched and then, maybe if they watched 75% of a video, email them a follow-up video” because they look like a “hot” lead or a buyer who likes to have a lot of information before making a purchase. The granular, timely data offered by Infinity, integrated with Eloqua, can fuel dynamic segmentation that helps marketers convert customers.
3: Optimizing your marketing tactics. Infinity is really a tool for feeding real-time buying signals into Eloqua, signals you can use to optimize your messaging and marketing efforts. Leveraging Infinity + Eloqua can be likened to playing a game of pin-the-tail-on-the-donkey, but with full visibility (i.e., relevant data in real time) into where the donkey is — meaning you can actually win this game. The deeper buyer insights gained from Infinity not only fuel personalization, re-targeting and better segmentation, but also allow marketers to see exactly what customer actions/behaviors trigger conversion.
You can use this granular data to “reverse engineer” the buying journey in order to optimize the steps that have been shown to drive conversion. “Infinity can help you qualify contacts based on their specific behaviors, and you can use these qualified leads for your campaigns,” said Heintschel. You don’t need hunches, because you have the granular data needed to prove (or disprove) the effectiveness of campaign tactics and messaging. You can even feed all this granular data into a predictive analytics tool in order to proactively engage customers based on their historical behavioral patterns.
The Infinity difference
Heintschel offered a quick overview of what makes Infinity so unique and powerful when used in tandem with Eloqua:
1: Granular customer data is made available in real-time. Infinity feeds “actionable” insights into Eloqua, allowing your MAP to follow-up with more personalized and timely messaging that drives conversion. You don’t get passive reports to file away for next quarter: you get actionable insights that are timely and can be leveraged immediately to ensure relevant messaging that addresses customer/buying intent.
2: Data can be stored at the individual and account level to drive personalization. You can leverage Infinity at both the individual and account-based level to nurture and drive conversion. The data Infinity feeds into Eloqua can be used for multiple tactics, including timely re-targeting and more precise segmentation, at individual and account levels.
3: Infinity data is easily integrated into your analytics, so you can fuel behavior segmentation and even predictive approaches to cross-selling and up-selling. “It’s just a really tight integration between Infinity and Eloqua,” says Heintechel, without the need for much manual input. You can set up the engine and let it go, driving ROI.
4: Infinity can drive better engagement across channels in real-time, providing marketers with behavioral data for better insights on customers, whether you engage with them via email, mobile apps, websites, social media or other channels. You can “know” your customer at a more granular and real-time level, then address their needs, in a timely manner no matter where they go next.
Conclusion: Infinity + Eloqua = customer conversions
“Infinity is a great tool to help you optimize customer experiences,” summarized Heintschel. It offers you granular, actionable data in real time which gets fed into Eloqua for follow-up. “You deliver a unified experience across all your channels and enhance lifetime customer value.”
Pindle capped Heintschel’s presentation by noting that “marketers can use Infinity to create a customer experience similar to what Amazon does, in terms of personalization.”
At Sojourn, we’ve expanded our partnership with Oracle Marketing Cloud to deliver data-powered, AI-enabled customer insight with Infinity. For more information about Oracle Infinity and integrating it with Eloqua to optimize your B2B marketing, reach out to us here.
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