Please describe the scope of their involvement in detail.
They've done a whole review of the program builder. They created a master exclude list for us, and then added that to the program builder for automatic exclusion, which saved me and others a lot of time so that we didn't have to remove our competitors. They went through an entire review of our field mapping and identified fields that were not mapped correctly in Salesforce, and we fixed those issues. Because I'm the Salesforce administrator, I was able to verify that, so we worked on that together.
They made configuration changes so that there were no duplicates being created. One of the major problems we had was with our event uploads – whether it was a webinar or a face-to-face event. When anyone would do an upload, duplicates were being created in Salesforce. There was no check to see if there was an existing record in Salesforce. They made changes to the configuration to prevent duplicate records from being created. That was a huge improvement.
They also helped improve our data quality, and this has to do with data integrity. They validated the country and state fields. They created a data washing machine that cleaned and standardized the existing data. Any new data that's being pushed through goes through the data washing machine to make sure that everything is clean and organized. For example, we had four different ways of describing that you were in the United States. We had "United States," "US," "USA," and "United States of America." As a result, if you wanted to pull a segment for your email that says, "I want to email everyone in the US," you had to add all four of those country codes. That is a good example of standardizing and validating our country and state fields. Again, they identified and fixed the inconsistency with the picklists, and that has been huge.
Just recently, they helped me with a WebEx cloud connector integration. WebEx is integrated with Eloqua, but it's not as simple as pushing one button and everything just follows nicely. It is so integrated, sophisticated, and intricate. It's one of those things that once you get it set up, you can just clone it and do it yourself the next time, but to set it up there are 25 little steps. If you don't mark this checkbox, if you don't identify that campaign, if you don't link every little thing … Every little step requires knowledge of what to do at each step to integrate and properly match the WebEx event with the Eloqua campaign, so that emails flow through, and Eloqua knows who's registered, who attends and who doesn't attend.
It's all based on that integration, which sends out the corresponding reminder emails according to the registration report, sends out the "Thank you for attending" or "Sorry you missed the webinar" messages. That's all based on the integration. That was a huge priority for us because we just started a new global webinar series. We had to rely on the expertise of 4Thought Marketing to set it up. Now that it's set up, the automation is such a timesaver – it's really added a level of sophistication to our processes and to the end-users.
How did you come to work with 4Thought Marketing?
Our U.S. general manager, who started right after I did, had worked with 4Thought in a prior life and suggested them to me. I thought it was an unusual name and so, for some reason, I remembered it. When I went to the Eloqua conference – their Modern Marketing Experience conference in Las Vegas a couple months ago – I walked into the vendor showcase area, and they were the first booth there. I thought, "Oh, 4Thought Marketing." I walked up to their booth and introduced myself. Right before that, one of their principals had introduced himself. He didn't know who I was and when he said, "I'm from 4Thought Marketing," I said, "I remember your name." I think it was all kind of meant to be, with them randomly coming up to me, and me being at that conference.
Could you provide a sense of the size of this initiative in financial terms?
We've spent around $25,000 working with 4Thought Marketing.
What is the status of this engagement?
The most recent project was completed just last week [August 2015].