4-steps to get your data in-shape

  1. Know your buyer

    Marketing effectiveness begins with the customer. You have to know your audience if you want to communicate effectively. Who in your buyer’s organization is most critical to each step of the buying process? Which resources do your buyers consume at each stage of the buying process?

    Let’s find out. You probably already have the data and analytics, you just need to put it together in a meaningful way and then align your marketing communications accordingly.

    Are Sales telling you that they’re not getting enough quality leads? Our services help you focus your communications much more effectively, resulting in marketing influenced pipeline and revenue growth that can be tracked back to your nurturing efforts.

      Services include:

    • Identify your best customers

    • Define your segments

    • Identify your influencers and decision makers

    • Identify your most effective content by persona and stage

    Next step
  2. Upgrade your database

    Now that you know who your buyers are and which content they engage with at each step of the buying process, we can benchmark your current data quality and implement the specific processes that will drive the biggest returns.

    You must have complete and accurate data on the right influencers and buyers within the right accounts to drive great results. We will help you get there based on your distinct needs.

      Services include:

    • Benchmark your data: You have to know where you are in order to put together a plan to improve. We will benchmark your marketing database for completeness, accuracy, timeliness, uniqueness, and best customer account penetration.

    • Automated data standardization: Standardize all your critical segmentation fields and keep them that way. If you haven’t already implemented this or if you need it refreshed, we can help.

    • Data append: If you’re missing critical segmentation fields, then we’ll append your database for you. You don’t have to mess with other vendors, we’ll make it easy for you.

    • Contact to account matching: In order to get the most from your account based marketing strategies and your nurturing processes, you must know what is happening within your target accounts. Transform your lead based marketing database into an account based marketing database. Leverage your best customer based target account list as well as the data-driven insight gained from the best customer analysis to prepare your data for account-relevant interactions that will generate the pipeline your sales team wants.

    • Integration tune-up: If the best customer analysis determines that additional attributes are needed from CRM or other systems, we can help you create or update the integrations you need to effectively target.

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  3. Fine-tune your nurturing

    Nurturing is about effectively influencing your buyer’s positive and negative perceptions about purchasing your products at the right times during the buying process.

    You need to make sure that you have the right content for your buyers when the triggers for a solution to their business problem occurs.

    You need to make sure that you provide the answers to the most common decision factors and handle common barriers to selecting your solution.

    All of this communication needs to happen at just the right time and needs to be communicated to the right people.

    Finally – you’ve got the right message, to the right people, at the right time – so what’s next? The right context. We know that today’s buyers are moving across channels and across devices, expecting a seamlessly integrated experience as they move towards a purchase decision and beyond.

    We can agree that more often than not, the experience is broken largely due to siloed teams, strategies and processes. By considering a more holistic approach to your buyers’ journey and leveraging email, display search, web, video, mobile and direct mail, you can not only expect to drive more – and more accurate – attribution to pipeline and bottom-line revenue growth – you can also expect to achieve increased retention rates and customer lifetime value.

      Services include:

    • Identify which segments and at what buying stages additional nurturing is needed.

    • Identify enhancements to your nurture programs based on your segmentation strategy.

    • Identify the touch points that will be most effective by leveraging knowledge of the interactions that your most profitable customers have engaged with.

    • Ensure that all of your nurtures are working together effectively and that you’re not over or under communicating with your audience.

    Next step
  4. Optimize

    The ultimate metric to help us marketers understand what is working and what is not is the amount of revenue that our marketing programs are influencing. However, we also need to track other short-term metrics because we can’t wait for months to judge the success of our programs when our sales cycles take months or longer to close.

    We need to know more about who we’re influencing and whether or not it’s making a difference to the pipeline. Are you generating influence with the people that really matter in an opportunity? Which accounts are engaging with your nurturing content? Are your nurturing efforts improving the velocity and contract value of deals as they progress through the pipeline?

    We also need to be able to troubleshoot problem areas…Which accounts have gaps for key roles in our database? Which contacts are missing key information? Which accounts are missing key information? Which contacts are we not able to match to accounts?

      Services include:

    • Metrics recommendations based on your goals and marketing strategies.

    • Reporting setup in your marketing automation platform or CRM where possible.

    • External reporting setup and automation.


Hear it from our customers

  • Sojourn is a very knowledgeable partner that guided us through our Eloqua-SFDC integration. With their support, we cleaned up data in both systems, established 3 lead scoring models, and developed best practices to maintain a smooth integration. Lisa remains as our primary contact assisting with questions, troubleshooting, and changes on a regular basis. Woj and Adam also continue to wow us with their coding capabilities for complex landing pages, forms, and reports.

    Carly Byron, Marketing Operations Manager

  • Progress Software, leverages Allocadia’s MPM platform to align marketing to corporate objectives, while relying on Sojourn Solutions to design and optimize high-performing system integrations and campaigns. “Bringing this all together gives Progress true marketing ROI,” said Jenn Ortiz, Director of Marketing Operations at Progress. “Additionally, Sojourn Solutions has been a key partner in our marketing operations strategy and execution.”

    Jenn Ortiz, Director of Global Marketing Operations

  • Before Email Builder, we were spending 20-30 hours building responsive templates from scratch. I love coding but I hate coding emails – there are too many variables and the process wasn’t sustainable for our team. Once we added Email Builder to our process, our build time decreased to less than 4 hours. That time-savings lets us focus more on performance, testing and results. I highly recommend Email Builder!

    Jason Cooper, Marketing Technology Manager

  • Sojourn helped us strategize, build and launch a rather complex campaign series that’s resulted in significant pipeline impact and revenue results, plus a 2017 Markie Finalist Award. Their expertise in Eloqua accelerated our launch timeline, getting our messaging into market quickly and efficiently, generating ROI within 2 months.

    Marilyn Cox, Vice President of Marketing and CRM

  • Our challenge was accessing all Eloqua data tables for export to our data warehouse to conduct analysis and reporting – not just Contact, Account and Campaign tables, but ALL activity data. Sojourn helped us setup and launch Data Assistant for our Eloqua Production and Sandbox orgs, in support of our live programs and regression testing. It’s worked very well and Sojourn has been a great partner.

    Digby Knight, IT Application Manager

  • Since 2008, Sojourn has been our go-to marketing operations strategy and support team. They most recently helped us successfully move to Marketo from Eloqua which involved many integrations and complex use cases that required solutioning. We couldn’t have done it without them.

    Melissa Thames, Head of Global Marketing Operations

  • We needed a custom web tracking solution that would allow us to go beyond simply capturing the last URL parameters in a visitor’s session before form submit. We needed to track and capture the original query string parameters through an Eloqua form submit, regardless of site navigation or even session. Damian (at Sojourn Solutions) developed exactly what we needed and supported us in launching it as well. We very much appreciate his expertise!

    Marketing Consultant

  • We couldn’t be more pleased with the results of our lead management tune-up. Sue (at Sojourn Solutions) addressed our most critical issues – not only did we increase monthly lead volume by 200 leads per month, we also decreased overall integration errors by more than half! We’re now much more confident in our lead management funnel and our overall marketing influence on revenue.

    Brian Reams, Sales & Marketing Operations Manager

  • I’ve had the pleasure to work with Sojourn for years. They’re an essential part of my team and a trusted partner and advisor. Every Sojourn employee I’ve worked with is immensely knowledgeable, extremely competent, very helpful and really friendly. I couldn’t do without them! I would highly recommend working with Sojourn. In my opinion, they are the leaders (by far) in Marketing Automation services.

    Mike Cozens, Digital Experience Lead for Vodafone Global Enterprise

  • The Sojourn team is beyond doubt the best in the business. Many have been working in marketing operations and automation for years and our team was constructed so that we ALWAYS have a senior consultant working on our business and an experienced delivery manager. They are always passionate about the project and work hand-in-hand with our team – giving us that much-needed resource expansion.

    Jenn Ortiz, Director of Marketing Operations