Marketing automation for vertical industries: Q&A w Marilyn Cox


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Marilyn Cox - Oracle EloquaWe are honored to share this interview with Marilyn Cox, Industry Marketing Principal with Oracle Eloqua. Marilyn has developed a fantastic series of content for Eloqua Experience 2013, focused on helping marketers in specialized industries such as Life Sciences, Non-Profits, Sports Marketing, Manufacturing and Financial Services. Oh, and she’s also a college football fanatic and loyal follower of The Ohio State University.

What is your role at Eloqua now?

After spending 6 years as an Eloqua customer, I now have the opportunity to “pay it forward” as a Marketing Principal with Oracle Eloqua focused on Industry Marketing solutions. Oracle Eloqua recognizes that the best way to empower the customer is to develop a solution and a series of best practices that directly address the unique challenges and needs of that customer’s industry.

We are continuing to invest in the customer by developing an industry solutions team consisting of product managers and industry specialists. Acting as the voice of the customer I bring marketing best practice insight to the development of the Oracle Eloqua Industry products, campaign blue prints, analytics and reporting, and enablement tools.

What challenges do marketers face in industries such as Life Sciences, Healthcare, Sports Entertainment, Non-Profits or Manufacturing?

Each industry has marketing objectives unique to their business and Oracle Eloqua wants to provide the tools that empower the customer to achieve those goals. When speaking with customers and prospects in different industries, Oracle Eloqua learned that while their horizontal solution can certainly scale across all vertical spaces and various company sizes, there was potential to do more for the customer.

Manufacturers market differently than a traditional software company because they often rely on channel partner engagement. Non-Profits are not concerned about lead scoring, rather membership growth and loyalty. Financial Services has a strong focus on advisors and agent enablement.

With volatile changes in the healthcare space, marketers for healthcare and insurance are now tasked with communicating to the patients and members as well as providers. The heart of Sports Entertainment is its fan base, and converting a guest to a fan is a primary focus.

How does Eloqua approach supporting customers in specialized industries?

The first thing we do, is listen to the customer. No one can better communicate the challenges and needs of an industry, than the customers that actually work in that space.

The Industry Solutions team has invested time and resources in listening to, and understanding, the customer. We’re defining what Modern Marketing means to each vertical space. With insight into these industries, and extensive experience working with Eloqua, the team is working to build a solution that will deliver the most value to the customer.

Leveraging digital body language to deliver personalized 1:1 communication will continue to be a focus. Developing data models, reporting, integration with other 3rd party industry software, and campaign blue prints for each industry product is certainly important. We’re also heavily focused on developing training, content, and other tools that will enable each industry customer.

Delivering value to the customer does not stop once the solution is implemented. Addressing the industry objectives throughout the entire customer journey is also a priority. I’m looking forward to the industry roundtable discussions at this year’s Eloqua Experience.

It’s an opportunity to learn more about the customers and validate many of the things the Industry Solutions team has been working on.

How does marketing automation help specialized industries connect and engage with customers?

Many of these industries are at an advantage when using marketing automation because it’s a competitive advantage. Adoption of marketing automation technology is not as widespread in these industries like you see in the tech sector. And while adoption is relatively new, it’s certainly needed.

Whether communicating with partner channels, members, fans, agents, advisors or payors, personalized 1:1 communication is necessary. The ownership of an organizations brand belongs to these audiences. They must develop a relationship with these individuals, and they can do that by capturing that digital body language, customizing messaging, and delivering relevant content at the right time.

Understanding the behavior and interests of their audience can also aid an organization in making smarter business decisions. Marketing automation can provide Financial Service firms with insight into advisor and agent revenue potential. Non-Profits and Sports Entertainment organizations can identify and leverage member and fan advocates.

Manufacturers can determine which channel partners are engaged and using the tools provided, as well as make decisions on channel resource allocation.

How does Ohio State football compare to Eloqua?

Ha! You mean “The” Ohio State Football … Well, aside from the Scarlet and Gray color wheel, both have a very passionate following. I can travel anywhere and run into fellow Buckeyes and Eloquans. It extends beyond brand recognition.

Eloquans and Buckeyes share sentimental ties to the organizations. They both have incredible leadership. It’s that leadership that develops strong unified strategies and recruits amazing talent. Both win, and they create the most amazing experiences for their fans.

Industry Marketing Sessions at Eloqua Experience 2013 – How Do We Attend?

If you’re not yet registered for Eloqua Experience 2013 you can do so here and then select from the Vertical Sessions hosted on Wednesday October 23rd.

If you’re already registered for Eloqua Experience 2013and would like to attend any of our Industry sessions, contact me at [email protected] and I’ll get you registered.

  • Wednesday October 23rd 8:30-10:00: Modern Financial Services Marketing Best Practices
  • Wednesday October 23rd 10:15-11:45: Modern Financial Services Roundtable Discussion
  • Wednesday October 23rd 1:00-2:30: Modern Manufacturing Marketing Best Practices
  • Wednesday October 23rd 2:45-4:15: Modern Manufacturing Marketing Roundtable Discussion
  • Thursday October 24th 12:00-1:30: Life Sciences/Health Care Marketing Q&A Lunch
  • Thursday October 24th 12:00-1:30: Sports Entertainment & Non-Profit Marketing Q&A Lunch
  • Friday October 25th 12:00 – 1:30: Manufacturing Marketing Lunch
  • Friday October 25th 12:00 – 1:30: Financial Services Marketing Lunch

About Marilyn Cox

You can follow and contact Marilyn on Twitter. Marilyn Cox is the Marketing Principal, focused on Industry Practices, at Oracle, Eloqua. She researches, strategizes, provides guidance and delivers marketing expertise to Eloqua customers by way of embedding industry-specific best practices as an integral part of marketing automation and revenue performance management solutions.

Marilyn received her degree in Political Science from The Ohio State University and is the author of She classifies herself as a left brain mind living in a right brain world. When not geeking out over marketing analytics, she enjoys Ironman training in solitude and Ironmom conditioning with her two children.

Republished with author's permission from original post.

Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty.


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