Welcome to my Modern Marketing Blog

A collection of my thoughts, observations & a few other topics.

Hero photo by Georgie Cobbs on Unsplash

November 24, 2023

Sales & Marketing Unification: A paradigm shift for business growth

The interplay between sales and marketing has always been a critical factor in achieving success.

The interplay between sales and marketing has always been a critical factor in achieving success & business growth. While both teams share the common goal of generating revenue, their approaches and objectives often differ, leading to misaligned efforts and a fragmented customer experience. This is where the concept of sales and marketing unification comes into […]

July 20, 2023

Personalise your next event registration campaign with these simple tips.

Successful events begin with an exceptional invitation campaign. “Exceptional” takes time & planning.

In today’s competitive business landscape, it’s essential to make your marketing campaigns stand out. With so many companies vying for the attention of their target audience, it’s more crucial than ever to create a personal connection with your audience. This is where personalisation comes in. Personalisation is the process of tailoring your marketing efforts to […]

July 6, 2023

How Lead Nurturing campaigns & Marketing Automation can revolutionise your B2B sales

How Lead Nurturing campaigns & Marketing Automation can revolutionise your B2B sales

B2B sales require a different approach than B2C sales, and high-value products or services are no exception. The right marketing strategy and tools can make a significant difference in how your business operates and reaches its goals. Today, I’d like to explore how lead nurturing campaigns and marketing automation platforms like Eloqua and Salesforce Account […]

January 29, 2023

Quality data essential to personalisation that connects

Quality data essential to personalisation that connects

The importance of high-quality data in driving greater personalisation in email communications cannot be overstated. Having access to accurate and up-to-date customer data is essential for crafting successful, individualised email campaigns that drive conversions and meet business goals.

March 8, 2022

Personalisation tips for Eloqua users

Personalisation tips for savvy Eloqua users.

When attempting to personalise your campaigns, you don’t want to struggle with your platform and with limited capability. There are no shortage of sources for you to learn about “personalisation” or even “hyper-personalisation”. I’d suggest the difference between the two has more to do with buzz-words than anything else. Regardless of buzz-words, your data will […]

July 18, 2021

Is A/B testing still a thing? Are B2B marketers really doing it?

Is A/B testing still a thing? How can B2B/High Value marketers test their email content?

Unlike our colleagues marketing shoes or handbags, we rarely have the number of contacts in our campaigns to derive any real empirical value from an A/B test, so a different approach is needed and more time is needed. What our colleagues in a low value environment may achieve in minutes, could take us weeks or even months.

May 15, 2021

Segment Marketing with Oracle Eloqua

Why keep emailing people who aren't engaging? Build smarter segments with Eloqua's Digital Body Language.

Your email database needs to be treated with respect & increasing regulatory changes across multiple countries are making this an even greater pressing business need.

After all, your contact database is made up of people, people who at some point have expressed interest in your organisation and perhaps even purchased products or services from you, or perhaps donated to your cause.

March 26, 2021

Why Marketing Automation?

An introduction to Marketing Automation for the CMO.

My work gives me the chance to meet with some of Australia and New Zealand’s leading marketers, some are CMO’s, some Marketing Directors and others, managers. I have a unique opportunity to support these marketers and their use of Oracle Eloqua.

August 28, 2020

How can Marketing Automation help with the new normal?

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How will the remainder of 2020 shape up and what long term changes can we expect? Does Marketing Automation have a role to play in this new normal? I think it does, I’ve outlined my thoughts below.

2020 has certainly taken us all in a direction that none of us could have imagined. I’ve been WFH (working from home) for almost four months at this point. I have my first work related face-to-face meeting this coming week at the office, there will be just four of us with two joining by ZOOM.

July 5, 2020

How about consumers take some ownership

How about consumers take some ownership.

The Australian Communications and Media Authority (ACMA) recently issued an infringement notice for AU$1,003,800, the biggest fine the regulator has ever issued*. Does the consumer have some responsibility in this process? I think they do. Personally, I don’t believe the “customer is always right”. That statement is ludicrous when you really take it apart. Some people will cringe at my view. It’s a sentiment largely pushed from the US and has permeated its’ way around the western world.

May 31, 2020

A Guide to testing your Eloqua Campaign Canvas

A Guide to testing your Eloqua Campaign Canvas

The process of testing any type of technology means you need to have a good understanding of how that technology works. Here are a few things you should consider and also understand about Eloqua.

April 13, 2020

New to hosting webinars? My 5 top tips.

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If you’ve found yourself thrown into hosting webinars, I have some tips for you. I’ve been hosting a monthly webinar for almost three years and I’ve learnt quite a few things along the way.

March 29, 2020

Managing your own brand

Long before social media and the manufactured personas some people choose to present, all we had was our reputation. There were no “Likes”, just people’s perceptions of you based on your own physical behaviour or comments made by others, about you.

February 2, 2020

Take time to think about your CX

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Speaking with a new Eloqua user recently, they were seeking advice on how to use Eloqua to deliver their annual national roadshow registration campaign.

December 17, 2019

Marketing Automation Specialist, the #3 in-demand job for 2020.

If 2020 feels like a career change is just what you need, then it’s worthwhile understanding which jobs are in demand. In Linkedin’s recent 2020 Emerging Jobs Report Australia, as reported in news.com.au, you’ll find the #3 job is Marketing Automation Specialist.

August 17, 2019

Your Preference Centre needs to be more than a way to unsubscribe.

Providing engaging content is one part of the plan. You also need to think through the user experience and how you’re going provide the content needed to respond to people’s preferences.

July 22, 2018

When you don’t know what you don’t know

I met with a client recently and was a little distressed at some of the incorrect assumptions they’d made about Eloqua and specific functionality they weren’t aware of. It developed into an interesting discussion, I’ve tried to capture some of that discussion here.

May 2, 2018

Trends in functional aspects of emails, remember mobile 1st

I recently downloaded the Litmus 2018 State of Email Report. I’ve summarised the key points I believe are important for Modern Marketers and provided some context for Oracle Marketing Cloud Eloqua customers that they may want to review as they move forward with their campaigns in 2018.

March 21, 2018

3 B2B Marketing Automation Observations

There are no shortage of blog posts and people sharing their views on the e.g. “3 big trends” in CX, marketing automation and other related topics for 2018. My frustration is that there are few examples from the B2B world.

January 29, 2017

Are you really in control of your Social Properties? #AltFacts

As a business owner or CMO, you need to know exactly who has access to your social properties and your website. You need to be clear about access levels and you need to know who can post on behalf of your brand. This post provides some things for you to ponder about when it comes to digital security at your organisation.