The Latest in Virtual Communication and Marketing Automation
Written by: Tricia Heinrich, Senior Director of Strategic Communications at ON24
The enterprise communications and marketing environment is evolving rapidly. The need to maximize ROI has never been greater, yet budgets for these initiatives have never been tighter. Savvy marketing and corporate communications professionals are increasingly turning to new tools such as webcasting and virtual events to meet enterprise revenue goals, effectively and efficiently.
Eloqua has formed a Cloud Connector initiative designed to work with independent software vendors such as ON24. The goal is to achieve the interoperability marketers need to maximize revenue and ROI.
Eloqua’s integration with ON24-hosted events enables users to manage their ON24 webinars through the Eloqua platform. It also updates the contact’s profile with attendance-related information such as who attended, how long they stayed and whether they answered polls or surveys.
The partnership between the two companies represents tremendous value for users. Clients use ON24 to deepen relationships with their audiences by providing knowledge and value. Eloqua allows them to not only manage this process more efficiently, but also to deepen their knowledge of their prospects’ “digital body language.”
The seamless linkage now available between ON24’s lead generation capabilities and Eloqua’s Revenue Performance Management Solution means creating a powerful, integrated solution – the most sophisticated sales enablement in the market. The result is an integrated marketing automation ecosystem that drives revenue.
Eloqua Case Study: RetailChoice.com Retail Insights
The Retail Insights webinar series was developed to invite recruiters in the retail sector to get the HR insights they need without leaving their offices. The program promotional campaign was supported through Eloqua, allowing the RetailChoice.com team to track registration to the event and update contact fields directly in their database when new customers registered. Unique query strings were generated to track leads coming from the media, emails, marketing newsletters and sales efforts.
The ON24 dashboard was seamlessly integrated through the Eloqua Cloud Connector, giving real-time metrics on event registration and attendance directly into the Eloqua system for a consolidated reporting dashboard.
Summary: How Eloqua Uses ON24 and Why
- ON24 and Eloqua’s Cloud Connector allow real-time and automatic loading of webcast leads.
- ON24 event intelligence becomes a key part of the lead-nurturing process within Eloqua.
Intelliwave SiteSense boosts APTIM material tracking
“We’ve been engaged with the APTIM team since early 2019 providing SiteSense, our mobile construction SaaS solution, for their maintenance and construction projects, allowing them to track materials and equipment, and manage inventory.
We have been working with the APTIM team to standardize material tracking processes and procedures, ultimately with the goal of reducing the amount of time spent looking for materials. Industry studies show that better management of materials can lead to a 16% increase in craft labour productivity.
Everyone knows construction is one of the oldest industries but it’s one of the least tech driven comparatively. About 95% of Engineering and Construction data captured goes unused, 13% of working hours are spent looking for data and around 30% of companies have applications that don’t integrate.
With APTIM, we’re looking at early risk detection, through predictive analysis and forecasting of material constraints, integrating with the ecosystem of software platforms and reporting on real-time data with a ‘field-first’ focus – through initiatives like the Digital Foreman. The APTIM team has seen great wins in the field, utilising bar-code technology, to check in thousands of material items quickly compared to manual methods.
There are three key areas when it comes to successful Materials Management in the software sector – culture, technology, and vendor engagement.
Given the state of world affairs, access to data needs to be off site via the cloud to support remote working conditions, providing a ‘single source of truth’ accessed by many parties; the tech sector is always growing, so companies need faster and more reliable access to this cloud data; digital supply chain initiatives engage vendors a lot earlier in the process to drive collaboration and to engage with their clients, which gives more assurance as there is more emphasis on automating data capture.
It’s been a challenging period with the pandemic, particularly for the supply chain. Look what happened in the Suez Canal – things can suddenly impact material costs and availability, and you really have to be more efficient to survive and succeed. Virtual system access can solve some issues and you need to look at data access in a wider net.
Solving problems comes down to better visibility, and proactively solving issues with vendors and enabling construction teams to execute their work. The biggest cause of delays is not being able to provide teams with what they need.
On average 2% of materials are lost or re-ordered, which only factors in the material cost, what is not captured is the duplicated effort of procurement, vendor and shipping costs, all of which have an environmental impact.
As things start to stabilise, APTIM continues to utilize SiteSense to boost efficiencies and solve productivity issues proactively. Integrating with 3D/4D modelling is just the precipice of what we can do. Access to data can help you firm up bids to win work, to make better cost estimates, and AI and ML are the next phase, providing an eco-system of tools.
A key focus for Intelliwave and APTIM is to increase the availability of data, whether it’s creating a data warehouse for visualisations or increasing integrations to provide additional value. We want to move to a more of an enterprise usage phase – up to now it’s been project based – so more people can access data in real time.