The Content Marketer’s Guide to Eloqua Experience 2013

5 minute read

Upland Admin

Image Credit: Marc Tarlock

We’re gearing up for a big week at Eloqua Experience. The glitz, the glamour – the geeky marketing insight. It’s our kind of event.

But with so many topics covered (demand generation, nurturing tips, marketing tech, etc.) content marketers need their own guide. So we put together an agenda highlighting the best sessions and even some ideas for getting the most from your experience, all with the content marketer enjoy.

Read on and fill out your agenda!

Wednesday, October 23

5:30 – 7:30 PM: Crating Consumable Content with Vince Gilligan

Come for the executive keynote featuring top brass at Eloqua, then stay for the must-see session featuring Vince Gilligan, the creator of “Breaking Bad.” It’s hard to imagine someone who has more to say about storytelling right now than this modern showrunner.

7:30 – 11:00 PM: Grab a Cocktail and Mingle

By now, you’re probably ready to mingle. Hit the welcome session or grab a few close friends and head just a block down the street to Bourbon and Branch for a top-notch cocktail. Just remember: They demand you keep your cell phone in your pocket.

Thursday, October 24

7:30 – 9:00 AM: Grab a Bite

Hit the EE networking breakfast or grab a seat at Taylor Street Coffee Shop for caffeine and eats. Seating is limited so get there early.

9:00 – 10:00 AM: The Thought Leadership Series: Baratunde Thurston

Baratunde Thurston, standup comedian, former Director of Digital for The Onion and fellow philosophy major, has my attention. Nothing like a comedic pick-me up to go along with my coffee on Day 1.

10:00 – 11:00 AM: Networking And Refreshments

You paid for it. Get out there and meet some folks.

11:00 AM -12:00 PM: Seeing Is Believing: How Visual Storytelling Creates More Engaging Marketing Content To Increase Sales

During this year’s Content Marketing World, Kelly Kingman used her artistic and storytelling skills to create real-time visual representations of each Keynote session (check out the gif of her work). If you want some creative inspiration for your content marketing, grab a seat at this session with Tim Riesterer of Corporate Visions, Inc.

12:00 – 1:30 PM: Lunch

If you’re like us, your belly will be rumbling by now. Head over to the networking lunch or pick up a panini at Mango’s Cafe.

1:30 – 2:30 PM: Exploding the White Paper: Demand Generation in the Age of Content Marketing

Efficient processes. We all love them, but struggle to build them in our organizations. Head to this session to hear how Plex, Concur and Kapost use content pillars to create enough (and effective) content for paid, earned and owned channels. 

2:30 – 3:30 PM: Networking And Refreshments In The Partner Showcase

Thirsty? Go get a refreshment and wander the partner showcase. This is the time to meet folks. (And be sure by to say hi and Kapost booth #211.)

3:30-4:30: Testing Customer Interest Without a Split Test

Understanding good calls to action can be the difference between visitors and leads, a key conversion metric for content marketers. This session with Vanessa Bright, Online Marketing Manager at Emerson Process Management, focuses on CTAs in email and what they can tell us about prospects and customers. Also, for the content marketer, I expect this lesson will offer some solid insights that can be applied beyond email, including in eBooks, blog posts, videos…you name it. 

Friday, October 25

8:00 – 9:45 AM: Bite for Breakfast

The networking breakfast starts later on this day (9:00 AM). So if you’re an early riser, head over to Golden Coffee Shop.

9:45 – 10:45 AM: Multi-Channel Account Based Nurturing

If you’re going to engage the right people with content, it has to be where they’re already hanging out. This requires a multi-channel approach, and LinkedIn is one of the most successful executors of this strategy. Brion O’Connor, Head of Global Campaign Operations, will share how to find the perfect marketing mix and how to measure success across diverse channels. Nothing like learning from the best.

11:00 AM – 12:00 PM: The Thought Leader Engine: Using Eloqua To Power Research, Relationships And Referrals

Thought leadership is one of the most effective ways to earn the trust and respect of your target audience, but for most organizations, building that reputation often falls under the “easier said then done” category. Jackson Healthcare figured out how to build strategic relationships based on real data and marketing intelligence, reaching the right people with the right message. You’ll find me in the front row. 

12:00-1:15 PM: Lunch It Up

This is one of your last general networking opportunities. Get some food and chat it up with fellow marketers.

1:15-2:15 PM: Customer Experience Journey Mapping – Walking In Your Customers’ Shoes

On the afternoon of the last day of a conference, the brain can get a little fried. This “on your feet” session led by Peter Bronsted of Oracle | Eloqua and Brian Walsh of Oracle should shake things up a bit. And the topic is a good one. Understanding the customer journey is critical to producing relevant and effective content, and this hour promises to deliver helpful tools and tactics to bring home to your organization.

2:30 – 3:30 PM: Turn Retweets Into Revenue On Twitter [Social Spotlight Session]

DocuSign is, hands down, one of the most strategic and successful companies when it comes to digital marketing. Their 36 automated nurture tracks are enough to warrant a standing ovation, and now, they’re giving us a look into their social strategy. Not a session I want to miss.

3:30 – 6:00 PM: Dinner Date

Sticking around San Francisco for a bit? Why not grab a customer, prospect or just a friend and grab dinner. We recommend Biscuits and Blues for food and great music. Consider it your #EE13 swan song.

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