Real-time blog post gets Eloqua CEO tons of B2B ink

UPDATE: Joe Payne told me Payne says that within two weeks of this blog post, Eloqua closed a deal with software company Red Hat that was worth more than $500,000 over two years. They also closed with TRUSTe, a major Internet privacy services company. The half dozen new Eloqua customers gained from this real-time communications effort combined to generate just under $1 million in business—business directly related to Payne’s real-time blog post.

++++++++++++

Imagine a huge company announces it is to acquire one of your competitors. It hit the wires five minutes ago.

What would you do right now?

Not tomorrow. Now.

How about writing a blog post about it in real-time?

That's what Joe Payne, CEO of Eloqua did when Oracle announced the acquisition of Market2Lead, a company that is also in the marketing automation arena.

I'm on the Eloqua advisory board and was having dinner with Joe, other advisory board members, and the Eloqua management team on May 24 in San Francisco when this went down.

Joe checked his blackberry and saw that the announcement had just been made.

The Oracle announcement contained only a North Korea style one-paragraph announcement. So Joe realized that there was a tremendous opportunity RIGHT NOW to write a blog post and define what the announcement meant.

In his post Oracle joins the party published a few hours later, Joe said (in part): "I expect Oracle’s entry to make a major difference in the attention paid to this sector. It’s going to open marketers’ eyes, and, as a result, expand the market. This is exactly the type of movement this industry needs. You see, the potential market for lead management systems is less than 10 percent penetrated."

Eloqua CEO owns the soundbite

Can you see what Joe did? Oracle announces an acquisition but provides almost no details. The media is hungry for something to say and someone to quote. Bingo, a Google search pops up Joe's post and now reporters, analysts, and bloggers have an authority to cite in their stories.

As a result of this real-time market commentary, Eloqua became an important part of the resulting stories.

Here are a few examples of the resulting ink:

BusinessWeek
InfoWorld
Customer Experience Matrix
PC World
Customer Think

Now, when people want to learn about this transaction, they find Eloqua in the discussion. If you're an analyst coving the market category or an existing customer of Market2Lead or are evaluating marketing automation platforms, Eloqua becomes someone you should consider.

Brand journalism at work.

I'm constantly amazed at what a real-time blog post can do.

When everyone else is pitching the media using traditional methods, why not frame the discussion with your own well-placed commentary on the news.

Real-time brand journalism works.

Comments

[Paynejoe]

David -- Thanks for the mention and for your counsel during those hours. Like you, I am a believer in real-time marketing - now more than ever after this event. Oracle's reaction was almost comic. They originally left the customers of Market2lead behind by acquiring only the technology. After my post they abruptly changed plans but I think maybe the customers did not appreciate this approach. We are engaged with many of them to come to Eloqua now. My advice to all your readers -- act quickly as the news cycles move fast. If you can be first, you win hearts and minds (and maybe some customers!). From London, Joe

[David Meerman Scott]

Thanks for jumping in Joe. I love this example. It proves what we've discussed so many times -- real-time marketing & PR is a competitive advantage.

David

[Tom Nolan]

I must say what a cracking strategic move and fast thinking by Joe Payne of Eloqua! That must be every marketers dream to have your brand mentioned straight after your competitors and in the authority!

[David Meerman Scott]

Tom - this was indeed a great move.Others can do the same!

The problem is most people will call in the "PR pros" and the lawyers and discuss it for a day or two and then the opportunity is lost.

Joe went for it. And he was rewarded.

David

[Keith Jennings]

Great actionable post, David. Bob Schlotman and I began our morning discussing this post and ways we can be positioned for opportunities like this in the healthcare arena.

The action item from your post is priceless: like a good surfer, be ready to catch the right wave and ride it like hell when it swells. The strategy behind your post is one you've pioneered: organizations MUST have their strategy and platforms ALREADY IN PLACE in order to have the opportunity to ride those waves. It's the new rules, right?

Thank you, as always, for your insights. (As of this writing, we're implementing Eloqua here at Jackson Healthcare.)

[AndyGCook]

This was really inspiring and an awesome move by the CEO Joe! I think an important point to make is that the entire company needs this kind of freedom to write a real time blog article. Employees should be able to make PR/Marketing moves without fear of repercussions. Try first and apologize later : )

[David Meerman Scott]

Keith - Love the surfing reference!

Andy - Yes. Employees need to be free to act.

[Danevansjr.wordpress.com]

Great response by Eloqua's CEO and is a good example of the different playing field that private companies face versus a public company (Oracle), especially in public communications. With Reg. FD and the watchdogs at the SEC a public company (backed by a good deal of legal counsel) will always choose the safe route. With hundreds/thousands of public shareholders and a generally litigious society, it is nice to think that a company should give its employees the freedom to act in real time as Andy suggests, but reality dictates the repercussions can be disastrous without considering the outcomes to your shareholders - think Whole Foods CEO John Mackey. With this being said, public companies need to capture opportunities to communicate directly with its customers and shareholders that is a bit more innovative than a press release and absolutely a blog should be a part of the dialog. However, in reality they do need to act and react differently than private companies to fast breaking news such as this.

[PascalJappy]

Thank you David - I think a key rule is that when news affects someone (in this case Market2lead customers) and there is no direct human contact to assess intentions, speed of reaction is a great way to establish credibility.

Oracle should have provided useable information very quickly after their official announcement.

It was a brilliant move and, by the way, great monitoring by Joe. Very interesting post.

[Kevin]

David, just last week I inadvertently did something similar with a patient.

A woman came in with an MRI report that contained a bunch of big words and she was confused/alarmed. I created a blog post about all the big words and what they really meant in normal speak.

I sent her an email pointing her to the blog post, not thinking much about it. She was so impressed. I was completely shocked at the effect this had on her, as even her friend mentioned it when she came in.

Real time blogging in a small service business is way more valuable than I ever realized.

Great post.

[Bill Gluth]

You know, David, this such an inspiring story. It shows us all, in businesses both big and small, to keep our eyes open, be alert and aware of what's going on in our niche and even the world. Then use that awareness to gain amazing results.

Brilliant in its simplicity. Excellent information and something we can all act on as the moments unfold.

Thank you for sharing it, David.

[Jim Barbagallo]

David, it was a treat to hear you tell the Eloqua case history in person at the recent Boston PRSA event. Real-time marketing's time has come and marketing and communications professionals have all of the necessary technology tools to make it happen.

[Bob London]

Fantastic example of corporate jiu jitsu...using your opponent's size/strength against him (or in this case, it).

[Mike Urbonas]

"The Oracle announcement contained only a North Korea style one-paragraph announcement."

David, this comment was good for a LOL: I recall a graduate business communications class at Bentley in which our professor read in deadpan style official press releases from the "DPRK" - the self-parodying "real" name of North Korea - as examples of THE worst possible press releases. They were a laugh a minute.

Kudos to Eloqua - what a PR coup.

[David Meerman Scott]

Thanks Mike. Maybe I should add that schtick to my live presentations.

[Angela Moore]

This is by far one of your best posts! It's been in my head since you first posted and last week I had the opportunity to suggest this brilliant action for a client. He bought in, not as swiftly as I had liked, and went for it. Thanks!

[saddle]

Very interesting. And it sounds like a good idea.

But what's involved in getting your "news blurb" at the top of the first page of Google.

Not to mention you have to know the keywords people are searching and if you can even get it to the top of the first page.

Plus, does this work for smaller sectors and industries; can it even work for small niche businesses?

[nicola bingo jones]

always interesting to hear what you have to say

[Luigi V]

what an interesting content,

[increase traffic]

Hi there,

When I read your post, it makes me say the word " WOW ". I really want to know how could possibly he reach that kind of success. I am really interested on what process or strategy could he probably used.

[jsallen]

great post david.

[pa21]

Nice writing. You are on my RSS reader now so I can read more from you down the road.

[Charles]

Hi Guys,

Great Blog, this is my first blog,true. Very interesting. Won't be my last.

[Stephen Fleming]

Thanks,, I am always use this site information so once again thanks for this...

[Harry Howell]

I am every place is real time placement in the market.. so thanks for the information...

[brad]

Real-time blogging keeps your followers regularly updated. Good posting!

[GHD Styler]

waaa you r soooo cool

[Thomas]

I offer Tennessee web hosting solutions but I like the way Mr. Joe Payne acted when he received the alert on his phone. He jumped on the opportunity to take advantage of a good moment. I would have as well.

[Richard Aimant]

On time posting can take you ahead of the crowd. What a nice example.

[Paul Chernish]

Great article with outstanding points. With 30 years experience in the HR industry, I remain excited by the many new and innovative ways to orchestrate the job / career hunt in line with emerging technologies.

[eve isk]

I'm constantly amazed at what a real-time blog post can do.