Inspired Marketing: Maximizing Marketing Impact: How Eloqua Drives Revenue and Engagement in Sports
Dive into the world of sports marketing with Michaela Patt, the Marketing Automation Manager at Paciolan, Kaisha Excell, the Email Marketing Manager at the University of Notre Dame, and Gabe Merville, the Analytics and Strategy Coordinator at LSU Athletics, as they discuss the transformative impact of Oracle’s Eloqua software on their marketing strategies.
Michaela shares her insights on transitioning their client base to Eloqua and the effectiveness of landing pages and invoices. Kaisha highlights how email marketing accounts for a significant share of their tracked revenue streams and her innovative approach to creating unique membership packages. Gabe discusses the importance of timing in fan surveys and the role of analytics in enhancing fan experiences.
The panel explores the evolving landscape of sports marketing, including the impact of invoices on season ticket renewals and the significance of Name, Image, and Likeness (NIL) in sponsorships and student-athlete relationships. This episode is a must-listen for anyone interested in how advanced marketing tools like Eloqua can revolutionize communication and revenue generation in the sports industry.
Tune in and Get Inspired To:
- Learn how Notre Dame revolutionized their fan experience and turned their preference center into a powerful tool for communication and upselling.
- Discover how LSU leverages the power of Eloqua’s segmentation tools to streamline and target their email communications and invitations.
- Paciolan clients formed a close-knit community where they openly communicate and support each other. Together, they work towards maximizing opportunities and enhancing the overall customer experience.
- The Relationship One Personalization Manager app offers exciting customization opportunities for invoices across these three organizational systems.
- The marketing departments are dedicated to empowering student athletes to share their stories and personal brand. They also assist in telling the student’s story on behalf of both the student and corporate partners.
Key Takeaways:
[1:40] A little bit about Michaela and her company at Paciolan.
[3:25] A little bit about Kaisha and her role at Notre Dame.
[4:30] A little bit about Gabe and his role at LSU Athletics.
[5:40] Michaela transferred their client base to Eloqua over two years ago and she shares some of her insights thus far.
[7:45] Kaisha shares that email accounts for the largest share of tracked revenue streams at Notre Dame.
[11:15] What has been the most impactful marketing/revenue channel for Gabe at LSU Athletics?
[14:35] Scott learned that you don’t want to send feedback surveys to the fans of a team that has just lost.
[15:05] What insights has Gabe learned from his sports surveys?
[19:00] Michaela shares that landing pages have been a very useful tool for them when they transition to Eloqua.
[24:15] How is Kaisha creating unique membership packages with Eloqua?
[26:45] How have invoices changed the way business is done in the marketing sports space?
[27:10] Customers can now get notified about their season ticket renewals without having to log into the platform. This is a game-changer!
[30:10] What is NIL (Name, Image, and Likeness) and how does it affect sponsorships?
[34:05] Kaisha’s huge focus is improving student-athlete relationships and helping them grow their brands.
[40:55] The world is always going to change and it’s up to marketers to adapt to the times and get creative and innovative with them.
[42:15] Scot asks his guests the final question of the show. What inspires them?
Quick Links:
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The Inspired Marketing podcast is produced by Relationship One. Our goal is to share real experiences and inspirational stories of marketing leaders that are transforming their organization using the marketing technology.
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