Streamline Segmentation in Eloqua for Better Conversions
Did you know that technology marketing is in a segmentation frenzy?
It’s become nearly impossible for marketers to make their way through the overwhelming number of strategies available, let alone know what works best for them and their brands.
And the only way to win at marketing is for your audience to say – “This was crafted specifically for me.”
Enter – segmentation.
The marketing industry has long known that the most effective way to engage readers is through the use of audience segments.
And if you have Eloqua in your MarTech stack, you can scale your marketing automation efforts and create a custom audience to optimize the most value out of each campaign.
A well-executed segmentation strategy in Eloqua will inform the story of your brand and guide your decisions as it pertains to your customers’ journey.
In this article, we will go through the benefits of segmenting data, different segments in Eloqua, and some of the best practices for creating a segment. So, let’s dive right in.
What Are the Benefits of Segmenting Data Strategically?
Audience segmentation presents the best opportunities for connecting with target audiences in ways that are most relevant to them. Here are the top benefits for marketing teams of segmenting the data strategically.
Develop Customer Insights
Since predictive or behavioral segmentation turns you into a marketer who knows your audience, the insights that you can develop are invaluable.
What is their mindset? What are their fears? How will they react to certain words, images, and emails? Which offers will appeal to them the most? What kind of new products could they enjoy and what attributes should they have? All these questions lead to an optimal consumer experience.
Improve Customer Engagement and Brand Loyalty
By understanding your customers’ preferences and their behavior, you can understand what types of messages will lead to the most action. Why?
Because personalized messaging is both strategic and tactical. With an integrated marketing platform, you can make the most out of each campaign by focusing on specific groups. This way, you are giving every customer exactly what they want at the right time and place. They’ll be more engaged, more likely to purchase, and become loyal brand advocates.
Boost Lead Conversion
With Eloqua, you can create a custom audience based on any dynamic or segmentation data to optimize your lead generation campaigns. This way, you are targeting the right leads with the right message while converting them into customers.
Moreover, by understanding your customers’ preferences, you can also create segments based on people who are more likely to churn without contacting them first as a part of a traditional campaign.
How to Create Segments in Eloqua?
Creating segments in Eloqua is a breeze. Here’s what you need to do.
Step 1: From the top navigation bar of Oracle Eloqua, go to the Audience option. Next, click Segments.
Step 2: Click Create a Segment from the Overview screen.
Step 3: Choose a template or click Blank Segment.
Step 4: From the left sidebar, click Add to build a segment. You can select one of the following options:
- Filter Criteria
- Individual Contacts
- Upload Contacts
- Shared Filter
- Shared List
Step 5: Click Save.
Types of Segments Applicable in an Eloqua Instance
Customer segments can be both general and specific. Hence, there are multiple types of segments applicable in the Eloqua instance.
Some of the examples of segments are:
- Segment organized by job title
- Segment organized by sales territory
- Setting up exclusion criteria
Best Practices for Creating a Segment
Define Audience Goals
While creating segments, make sure to define your goals. What are you trying to accomplish? What do you want to achieve with these segments?
Understand the Right Data
Once your goals are set, you can then determine what types of data will help you accomplish them. The right information will make the process easier and more valuable for your business.
Track the Right Metrics
Make sure to track metrics that are relevant to your brand, to each segment, and all activity in between to maximize your efforts. A few examples include sales, leads, clicks, conversions, etc. As a result, you can see the progress and results of your audience’s behavior.
Using Eloqua, marketers can dramatically improve their campaigns by creating custom audiences based on predictions about their target customers’ responses and behaviors.
In this data-driven world, companies that know how to segment that data strategically will have a clear advantage over their competition. By doing so, you can reach your goals faster, convert more leads, and retain more customers.
With Eloqua by your side, you can strategically segment your data to shape the future of your business.
So, it’s time to get started with segmenting your data and get the most out of your Eloqua instance.
Whether you’re looking to grow your customer base or double your marketing efforts, segmenting your data is all you need to customize the right message to any audience. Should you want a deeper understanding of Eloqua, simply drop us a line at [email protected] and we’ll take it from there.