Meet Nichole Marsano, Manager of Marketing Automation at Vertafore. Nichole will be speaking at Eloqua Experience in October in our “Do It” session on “Turning Unknown Website Form Submitters into Campaign Leads by Tracking Campaign Source”. She is also the brains behind Vertafore's cloud connector integration with Webex. To learn more about that, read here.
What’s your favorite part about being a marketer or about the discipline of marketing?
The combination of data and analysis with creative strategies. The best creative campaign can fall flat if the target audience is wrong. Then the analysis of campaigns helps to refine the next creative steps.
What steps led you to your role today?
After working for a few years at an advertising agency, I wanted to make a switch to the client side where I worked for a few different companies managing lead generation campaigns. Working directly for a company afforded me the chance to be more involved in the overall strategy of creating campaigns from list pulls and content creation to response mechanisms and analysis. After Vertafore implemented Eloqua, I became a power user in using Eloqua to implement our lead generation campaigns. When Vertafore expanded our marketing group and decided to invest more in demand generation, I was asked to head up the Marketing Automation team.
Where do you go for inspiration and new ideas?
Industry blogs and other online communities. Topliners has been a great resource for new processes we can adopt within our instance of Eloqua.
Have you seen a great marketing campaign recently that really blew you away?
I didn't actually see this one but I was calling a company for a reference on a vendor we were considering. The vendor delivered a campaign that included a custom list build, execution of a direct mail piece and email follow up and culminating in telemarketing to set appointments for their sales team. I loved the idea that it wasn't just about the creative but that you also had to identify the correct targets. They received a 25% response rate which is quite impressive.
What’s your favorite thing about Eloqua (either the product or the company)?
The exposure to online buying behavior.
Can you share one thing on your ‘bucket list’?
Visit Istanbul, Turkey and then make my way to Venice, Italy via train following the original Orient Express route.
Thanks, Nichole!