Category - Eloqua

Fluke Corporation is an Eloqua Markie Award Finalist

Congratulations, Fluke!

The Oracle Marketing Cloud Markie Awards are affectionately known as the “Oscars” of Marketing, so when Knak customer and Eloqua user Fluke Corporation was nominated for a 2020 award, we couldn’t wait to congratulate them.

Fluke, known for their test, measurement, and monitoring tools and software, was nominated for The Thinker Award for Best Innovation in Sales. We love nothing more than an innovative marketing campaign, so we reached out to Katrina Leaf, Global Marketing Automation Manager at Fluke, for some insight into their nomination.

Check out what she has to say about their award-nominated campaign, the key to its success, and the future of marketing innovation at Fluke.

Knak: First of all, congratulations! It’s quite an honor.
Katrina Leaf: I know! We’re thrilled to be nominated.

Knak: What can you tell us about the campaign you were nominated for?
KL: The idea for the campaign stemmed from a problem we needed to solve, which was actually that we had too many leads coming in and not enough time or resources to follow up with them. We knew we were leaving money on the table because we were lucky if our team could make a single first pass on these leads.
So, we decided to build a campaign that would help our sales team make additional touches using automation.

Knak: How did you use Eloqua to make it work?
KL: We leveraged Eloqua Engage to build a set of emails, and our sales team used the emails to reach out to contacts they’re unable to reach by phone. Since the emails are set up with Eloqua tracking, we built the automation into a drip campaign.
The campaign looks for anyone who received Email #1 (sent by the sales team). If, after 2 days the lead is still open, they receive Email #2 as a second attempt to connect. Email #2 appears to come from the sales team – using the signature rules in Eloqua – and this continues for up to 5 emails.
By doing it this way, we’re able to engage with our leads even when we don’t have the bandwidth to continue picking up the phone.
It’s been a game-changer from an efficiency standpoint, and since we launched the campaign, we’ve completely eliminated our backlog of leads.

Knak: How did your team work together on this?
KL: This was actually a collaborative effort between myself and our sales manager. Once we outlined the desired behaviors and established the system requirements, I was able to architect a solution.
Next, we pulled in some of the sales reps to help us ideate the email copy. Since the emails would appear to come from the sales department, it was important that the emails were personalized to their preferences.
We also wanted to use the emails to answer FAQs, so the emails we created were specific to each product family and included links to other relevant content.

Knak: Any key learnings from this campaign that will inform your approach going forward?
KL: Our goal is to make the process as easy as possible for our sales team, so we’re already looking at ways to optimize and implement new automations through additional auto syncs.
The desired future for this campaign is for a sales rep to change a status to “nurture” to engage the automation. We’re not quite there yet, but it’s on the roadmap!

By far, the best decision we made on this campaign was to include the sales team. Their contribution to the development of the emails, the subject line testing, content selection, etc, gave them a stake in the game, and I believe it’s why this was so successful.

Knak: Moving on a bit, is there a recent marketing trend that you’re excited to implement at Fluke?
KL: We just launched a new website last year, so we’re still making changes and running experiments. We also launched a new eCommerce store along with the website, so that’s been a whole new world and a big area of focus.
From a marketing perspective, I’m looking forward to integrating the transactional data into Eloqua and adding another layer of data to better segment our contacts.

Knak: Finally, what does “Marketing Innovation” mean at Fluke?
KL: For us, marketing innovation means turning ideas into reality. Eloqua is such a robust tool – there are many ways to accomplish the same thing – so we look for the most efficient, sustainable solution for our needs.
We are a global enterprise, so scalability is critical. We’re always looking at new apps, tools, and technologies that can help us work better and smarter, and help us accomplish our goals – big or small.

We’re proud to work with clients like Fluke who continue to push the boundaries of what’s possible with marketing automation. That innovative spirit is ingrained in Knak, and we want to congratulate the Fluke marketing and sales teams for their commitment to collaboration and innovation.

The Markie Award winners will be announced during Oracle OpenWorld in September.

My Takeaways From Litmus Live: Email Trends You Need Now

Better emails, better results

Last month, I attended Litmus Live in San Francisco. Knak has been a Litmus customer for quite some time, and as Knak’s lead email developer, I was excited to spend a few days talking about one of my favorite subjects with a thousand fellow email geeks (yes, I’m nerdy and I know it…).

I walked away with some great new ideas, so here are the top takeaways from my two days in email Disneyland, as well as some trends that I can see revolutionizing the email game in 2019.

Key(ping) it Real: Key Takeaways that Boost Success

 

Ensure that teams and channels are aligned on the email process

Lauren Kremer, Senior Marketing Specialist, talked about email marketing being the hub of an omnichannel marketing process largely because of the reporting that comes from it. It’s easier to track results from email marketing than almost any other channel, so it makes sense to transition your thinking to incorporate this. Picture your email marketing as the center of the wheel, and align your other channels — social media, trade shows, etc — around that center.
Team alignment is key to making this happen, so if that’s a challenge at your organization, work towards unifying your strategy among teams and channels, making sure to let the channel experts be experts in order to maintain a clear voice.

Work to streamline the approval process

Working with Knak clients has shown me that the one of the biggest email marketing challenges large enterprises face is the approval process, a challenge that was discussed at length during Litmus Live. Getting approval is the longest (and often most frustrating) part of the email process, especially at the enterprise level. Watching good emails languish between departments is a marketer’s nightmare, and getting them out on time can be a huge hurdle to overcome.

We actively solicit our client’s feedback to refine the approval process within our Enterprise product, which aims to streamline the email process from creation to approval.

Quality Assurance is job #1

Nathan Stack, Director of QA at Rapp, provided some great insight into his QA process, and it encouraged me to consider how approvals can be broken down into stages.
Currently, Knak Enterprise admin users can set module rules that define quality that must be matched in order for the emails to go out. As we move forward, we’ll be looking to incorporate some additional checkpoints, such as testing for link functionality and accessibility compliance.

Say goodbye to Frankenstein

It’s time to stop piecing your workflow together. I’ve been using grunt.js to automate my email workflow for a while, but Jeffrey Hoffman’s talk on Modular Design was really helpful. He broke down the use of Helpers, Variables, Partials, and Conditionals with terrific clarity. The overarching message of his talk was that while your workflow may be comprised of many different elements, they should work together to contribute to one fluid process.

Marketo 2.0 editor encourages building with this method and provides the interface needed for editing. Knak Builder does this also, but with an additional layer of flexibility. We have helpers in content blocks, partials in the form of modules, and variables at the brand-to-theme level that give our users a more efficient workflow without requiring them to write any code.

The future, and how we fit in

 

Flagship email can be huge to a product’s success

A weekly or monthly product email is a great way to drive engagement and keep the product at the forefront of a customer’s mind. One key example of this is the weekly report Grammarly sends to its users. It breaks down their productivity and progress (and, let’s be real: it makes sure to underscore how smart the user is), and it’s been truly embraced by Grammarly’s customers.

Moving from editorial to automated allows for improvement over time

Seth Weisfeld, Product Manager, Growth Traffic at Pinterest, talked about how the company has transitioned from human-curated to individualized, automated emails. Pinterest personalizes every detail of their emails according to the recipient’s needs, including the subject line, copywriting, and even the send frequency.

Nick Goldsberry, Senior Solutions Architect at Levementum, underscored this in his talk, enthusiastically outlining the benefits of email scripting and complex dynamic emails. It’s not hard to see why he’s excited: the changes have resulted in click-through rate increases of 102% at Levementum, quarter after quarter.

AMPscript

This is another area Seth Weisfeld covered extensively. He introduced some terrific examples of AMPscripting for interactive email, which allows users to render content on a subscriber-by-subscriber basis. It delivers an incredibly advanced level of email and landing page personalization, and it’s changing the game at Pinterest.

It’s new territory, but it’s one we’re excited to explore down the line at knak.

Continuing the Magic

I realize not everyone gets super excited to spend two days at an email conference (though if you do, you should join us next year!) For me though, Litmus Live was a great opportunity to connect with other email developers and find out what the future of email looks like.

As we head into 2019, I’m looking forward to implementing some of these new ideas and working with our customers to take their emails to the next level.

Visit Knak at Modern Customer Experience 2017 in Las Vegas

Since releasing our responsive emails and landing page templates for Eloqua in November 2016, we’ve looked forward to our first opportunity to share Knak with the Eloqua community in person…and it’s finally here! We will be attending the Modern Customer Experience show from April 25-27th at the Mandalay Bay in Las Vegas. Come by and visit us at Booth MME52 or schedule a meeting with us to check out our new product enhancements, talk shop, and pick up a sweet pair of Knak socks!