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Chad Horenfeldt

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Director, Customer Success, Eloqua

58 points

An expert client services manager and account management professional with 10 years experience in developing long term customer relationships with companies of all sizes. Extensive expertise in managing and developing teams, client relationship management, IT/business consulting and project management. Proven reputation as a creative, solutions-driven leader.

Dec. 31, 2011

Chad Horenfeldt recommends this answer by Alex Shootman

What advice would you give someone with a marketing background who's about to go into sales?

I might start with the first line from the poem "If" by Rudyard Kipling, "If you can keep your head when all about you are losing theirs and blaming it on you". I have seen many successful people make a transition to sales and just ... more

Human Resources

Career Development

Nov. 10, 2011

Chad Horenfeldt and 5 other people answered this question

Is it smart to share customer success stories in your email newsletters?

For customers, pointing how other customers are using your product/service is a specific way to achieve success is the most impactful use of customer stories for a strictly customer audience.
For prospects, customer stories must be industry specific to have the greatest impact. In addition, ... more

Customer Success

Email Marketing

Sept. 19, 2011

Chad Horenfeldt answered this question at this roundtable

The Eloqua IPO and What it Means to the Marketing Automation Industry [9/15 @ 1 pm]

Why is there no Cloud buzz in this marketing automation space?

Hi Praveen - Have you heard of Eloqua's Appcloud? http://appcloud.eloqua.com/ There are a number of cloud based apps that now tie into Eloqua seamlessly. Let me know if you have further questions. more

Information Technology

Sept. 3, 2011

Chad Horenfeldt recommends this answer by Mel Kleiman

What are the most common challenges managers face?

Number one challenge they face is hiring the right people. To sum it up in one quick quote.
"The most important decision a manager makes every day is who they allow in the door to help take care of their customers." more

General Management

Human Resources

Sept. 3, 2011

Chad Horenfeldt recommends this answer by Steve Gershik

What's the difference between RPM & marketing automation?

Marketing automation is a name we give to a set of technologies that allow marketing departments to simplify work by automating repetitive tasks. Things like email subscription management, scheduling outbound messages and routing inbound responses are typically labor-intensive tasks that can be mechanized using marketing ... more

Marketing Automation

Marketing Services

Aug. 31, 2011

Chad Horenfeldt recommends this answer by Alex Shootman

What are the best practices for putting under-performing sales reps on a performance plan?

Craig,
We have a 2X2 grid - Getting it Done on the vertical axis; Doing it Right on the horizontal axis. You have to excel at both to be successful. The conversation is a quarterly conversation. Everyone is plotted on the 2X2 grid and each know ... more

Human Resources

Employee Management

Performance Plan

Aug. 1, 2011

Chad Horenfeldt recommends this answer by Chad White

What KPIs and metrics would you recommend to use and analyse for email performance?

While it is important to track opens and clicks and such, don't let that take your focus away from conversion- and revenue-based goals. Those are the only ones that management cares about. While opens and clicks have become more important as ISPs' filters take engagement ... more

Closed Loop Marketing

July 19, 2011

Chad Horenfeldt and 5 other people answered this question

Are there any good marketing automation conferences?

I have an obvious bias here but Eloqua Experience from October 19-21 in San Francisco is the only one listed here that is solely focused on Marketing Automation: http://www.eloquaexperience.com/2011/northamerica/overview/
This is of course geared to Eloqua customers. The major advantage of this conference is you ... more

Conferences and Events

Marketing Automation

July 18, 2011

Chad Horenfeldt recommends this answer by Jill Rowley

CRM vs. Marketing Automation

I am with Eloqua, the market leader in the marketing automation space. I've been with the company for eight years and spent two years at Salesforce.com prior to joining Eloqua. I'd like to share what one Eloqua client shared with me:
Business challenge Eloqua will ... more

Marketing Automation

July 18, 2011

Chad Horenfeldt and 3 other people answered this question at this roundtable

Modern B2B Marketing Strategies [7/12 @ 1 pm]

What are the traits of an ideal CMO?

There is a recent article on this topic that may be of interest: 5 Traits of the Successful CMO.
Here is a summary:
1. Focus on “the business”- not just “marketing”
2. A leader, not a manager
3. Curious and adventurous
4. Embrace accountability
5. Have both left brain and right ... more

B2B Marketing Week

Content Marketing

July 16, 2011

Chad Horenfeldt and 8 other people answered this question at this roundtable

Modern B2B Marketing Strategies [7/12 @ 1 pm]

Is it me or is sales-marketing alignment only being talked about by marketing?

Hi Candyce - really good points here. From what I've seen, marketing needs to position alignment around sales terms like opportunities, pipeline, revenue and quotas. Starting with terms like "marketing qualified leads" may not resonate with sales. You also need a progressive sales leader that ... more

B2B Marketing Week

Content Marketing

Inbound Marketing

July 16, 2011

Chad Horenfeldt recommends this answer by Baxter Denney

When should a company NOT invest in marketing automation software?

Great posts so far. I'll add:
One should not invest in MA as a "solution" to problems inherent in marketing and sales within their organization without addressing those problems first. This really applies to any enterprise technology but I have seen first hand the disastrous results ... more

B2B Marketing Week

Content Marketing

June 25, 2011

Chad Horenfeldt recommends this answer by Joe Chernov

What's the significance of Eloqua's AppCloud? Will others follow suit?

Lauren,
As you might have heard, Eloqua is bullish on this Revenue Performance Management concept. While many of the companies in the emerging RPM category, Eloqua included, talk often about tighter alignment of marketing and sales, there's also a seldom discussed aspect to RPM. It's marketing ... more

Information Technology

Cloud Computing

June 25, 2011

Chad Horenfeldt answered this question

How can we get upper management to understand the value of email marketing?

Hi Sarah - to keep it short, you need to demonstrate how these marketing tactics are influencing pipeline and generating revenue - this is the basis of Revenue Performance Management. To get to RPM requires a combination of the right, people, process and technology that ... more

General Management

June 12, 2011

Chad Horenfeldt and 5 other people answered this question at this roundtable

The Email Marketing Unthinkables [6/15 @ 1 pm]

Is it smart to put in social media updates in your email marketing newsletters?

I haven't seen it used beyond Marketingprofs (which I don't feel is that effective) but I have seen it used in print newspapers effectively (yeah, they still exist). I actually like reading local tweets that the paper gathers as many are humerous and puts a ... more

Email Marketing

Email Marketing Program

June 10, 2011

Chad Horenfeldt recommends this answer by Justin Gray

What is the most common pitfall of marketing automation that you've seen?

Viewing Marketing Automation as anything other than software.

Lead Management

Marketing Automation

May 28, 2011

Chad Horenfeldt is now following Trish Bertuzzi and 2 other people

May 23, 2011

Chad Horenfeldt recommends this answer by Kent Lewis

How long should your registration forms be? How many fields should you make people fill out?

I agree with Matt. Less is more. The trick is balancing the need to pre-qualify (with more questions) vs. optimizing response rates (fewer questions). In most cases, the sales or marketing team need far fewer data points than are initially added to the form. For ... more

Content Marketing

May 14, 2011

Chad Horenfeldt and 10 other people answered this question

Does the "Revenue Performance Management" message actually work?

I have an obvious bias here working at Eloqua where the term was coined but as someone that has been in the Marketing Automation industry for a while now and works with marketers on a daily basis the term is not a flash in the ... more

Focusmarketingrt

Marketing Automation

May 6, 2011

Chad Horenfeldt recommends this answer by Jake Hodge

What is the best example of customer service you have ever seen?

A 7-11 in Long Island sell more cups of coffee than any other 7-11 in the world. The reason? A woman named Dolores. She sells 2,500 cups of coffee a day! She is personable, endearing, even emotional, and she cares deeply about each one of ... more

Customer Advocacy

Customer Excellence

Customer Expectations

May 5, 2011

Chad Horenfeldt and 2 other people answered this question

What strategies can you recommend for enhancing performance of email marketing campaigns?

Hi Elijah - To build on the great responses from Luke and Dan, here are a few tactics that work really well (this is from a B2B perspective):
-Content: The better and more relevant the content, the better the response. A recent customer of mine found ... more

General Management

Email Campaigns

April 30, 2011

Chad Horenfeldt recommends this answer by Steven Moody

Is email marketing working for you?

The best approach to improve your email marketing is to diagnose the problems:
1. Are your emails getting to the inbox?
2. Are your emails getting opened?
3. Are the links in your emails getting clicked?
4. Are your prospects unsubscribing at a high rate?
The first one is more ... more

Feb. 7, 2011

Chad Horenfeldt recommends this answer by Adam Needles

Why did Adam Needles say "email is not very good for acquiring leads at the top of the funnel"?

Needles answer: Because too many B2B marketers send emails to a.) people they don't know, b.) with offers that may or may not have anything to do with them and c.) with products/services that may or may not be top of mind for those B2B ... more

Feb. 7, 2011

Chad Horenfeldt and 3 other people answered this question

How do you extend marketing automation to benefit channel partners?

I agree with Will. The biggest challenge for some companies when it comes to leveraging corporate run nurturing programs is for their partners to provide customer data for these programs. While partners may lose some ownership of this data, they benefit by leveraging the highly ... more

Channel Marketing

Demand Generation

Nov. 8, 2010

Chad Horenfeldt answered this question

How are you using customer service agents to participate in external or internal social networks?

Hi Paul - we assign members of our Support team to monitor customer and external online communities. We also have an extended social media team that is across multiple departments that assists in finding items that are noteworthy and devising responses if necessary. more

Customer Service

Nov. 2, 2010

Chad Horenfeldt and 13 other people answered this question

Are customer service surveys effective?

We use a Netpromoter survey and we find this to be very effective. What makes this assessment significant is that it's tied to overall metrics of the company and the results and comments are read by senior management.
We've found that looking at the trends ... more

Customer Service

Customer Service Reps

Following 7 Topics

Customer Service

Email Marketing

Marketing Automation

Marketing Organization

Online Marketing

Following 3 People

Followed by 9 People

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