What I Mean By “Community”

by Contributor on Thursday, October 25, 2012 in Digital Marketing

We talk a lot about community at Eloqua. So often I get asked, “What is the Eloqua Community?”

Is it our premier customers? Our offices packed with modern marketing experts? Our community of Topliners, where global marketers come to share and inspire? Or is it our deep network of partners and developers?

The quick answer is all of the above.

In our always on, networked world community can’t live in a bubble. Communities grow organically, around all the people you touch. Not just your employees, but also your customers, the people your customers trust, and the partners that help extend the value of your products and services.

In other words, you can’t concentrate on any one group. You need to cultivate them all.

That’s why we’ve put so much time into our Topliners community, growing it from a fledging online forum to a weekly stop for modern marketers looking for answers, wisdom and innovation. With 7,400 registered users, the network is rich and vibrant – a place where you can drop in, pose a question or offer a thought, and expect a lively discussion.

And it’s not just best practices and dialogue. Businesses depend on a growing number of apps to test innovative ideas. They need these apps to break free from silos and work together to get things done.

That’s why we launched the Eloqua AppCloud –a first in our industry – last year. Since then, developers have flocked to us, producing an unrivaled marketplace with 75 apps that touch every aspect of marketing, from social media and webinars to direct mail and mobile. Just as telling, 80% of our customers are using at least one app from the AppCloud. That means thousands of marketers are testing new concepts and dramatically expanding the reach of their messaging.

Finally, building a modern marketing community means you need to constantly enrich your customers, partners and employees – often in person. That’s why we’ve grown the number of regional events for marketers. It’s why Eloqua Experience will be bigger than ever this year, with more keynotes, more education sessions, more partners, more networking and more attendees.

When a fellow CMO asks me, “How did you build the Eloqua Community?”, here's what I tell them: It’s about the technology. It’s about the expertise. It’s about the people. You can’t sustain any one without the other.

And if you’re reading this right now, chances are you’ve helped make our community stronger. So thanks. Together we’ve truly created the marketing nation.

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