Marketing Automation is Not Just for "Marketing" Teams

Are other departments within your organization leveraging Eloqua?  If yes, great! If not, why not?

Eloqua is a Marketing Automation System but that does not mean that only the Marketing department can benefit from Eloqua’s robust features and functionality.  In fact, I believe that every department can benefit from leveraging Eloqua.  Continue reading or watch the video below for examples of how we (and our Clients) are using Eloqua beyond Marketing.


Tegrita is a virtual team. There are many benefits of not having a central location for our Clients and our Consultants.  However, one drawback is that it is often difficult to communicate important information to the team without overwhelming everyone with internal emails. We send out an “Operations Daily” email every morning with key updates.  This includes new client announcements, Eloqua release notes, policy changes, key learnings, and other relevant information.  The email also includes links to key internal and Eloqua resources, and a list of tasks that are due.  This email is created using an Eloqua Protected Template and includes an “Acknowledge” call-to-action so that we can validate that everyone on the team read the email. If any of our Consultants do not acknowledge the email, they will receive it again four hours later.  Our Consultants are required to respond to this email unless they’re on vacation.


Human Resources is the second opportunity to deploy Eloqua in other departments. We work with a small bank that has automated the onboarding process for new hires. When a candidate is hired, the HR person submits an Eloqua Form and that form notifies all the required individuals who have action items for onboarding.  On the first day on the job, the new hire is added to a nurture campaign, specifically designed for new employees, to send key information and reminders for the first few months after they are hired.  This, in my opinion, is pure brilliance.  Think about the last time you started a new job… those first few days are information overload.  You focus on retaining the key things to do your job but who really remembers how to request vacation or what the dress code policy is?  Very few people do.  Receiving a friendly reminder every week is a pleasant way to help ensure new hires settle in nicely.


After a customer makes a purchase, they begin the second phase of the Buyers Journey.  Your Customer Service communications and processes are a natural but often overlooked opportunity to continue to Engage and Nurture customers.  Some organizations fully integrate their Customer Service system with Eloqua. For example, one of our clients, a Manufacturing company, has found a way to use Eloqua to simplify the Customer Service team’s job.  For many manufacturers, product recalls can happen. When a product needs to be recalled, affected clients are added to an Eloqua Nurture Campaign to notify them of the recall.  Reminders are sent until the client submits a recall replacement request that comes in through an Eloqua Form. Every morning, the Eloqua Form Submission report is auto-generated and sent via email to the Customer Service team responsible for processing the replacement requests.  The report then becomes the team’s “To Do” list for the day.

Eloqua is a product that you grow into (and not out of).  These are just a few examples of ways in which you can leverage Eloqua across different departments.  The possibilities are endless! Is your mind racing now with ideas on how other departments within your company can benefit from Eloqua?  I hope so.

While it is exciting to think of the possibilities, there are several considerations as you develop a plan to expand your usage of Eloqua: 1) Distinguishing one audience from another, 2) who has access to what Eloqua Campaigns and Assets, and 3) how the change impacts Subscription Management.

If you need help figuring out more ways that your company can expand your usage of Eloqua or need assistance developing and executing a roll-out strategy I’m happy to help.  To learn more, Contact Us today.

About the Author

Brandi Starr

Brandi Starr is a true Modern Marketing Maven. She believes marketing magic happens at the intersection of strategy, creativity, and technology. Brandi's 15 year career has spanned a variety of industries and marketing disciplines. Brandi is an Eloqua power user turned consultant with almost 10 years of experience maximizing the power of Eloqua. Her expertise include demand generation and nurture strategy, business process transformation, controlling email frequency, custom security and she is the SME for the Higher Education vertical.

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