Skip navigation

An easy way to improve attendance at your events or to have people "save the date" to have them create an appointment in their calendars with your event information. You may find that up to 50% of your event registrants don't actually show up to your events so it's crucial to leverage all the features at your disposal. Giving people a quick and easy way to get the event details into their  calendar is one simple way to smooth out the path to great attendance by eliminating one way in which they might simply forget to attend. This can simply be done by creating an .ics file with your event details that users can easily download.


In Eloqua9, you can create the .ics file directly in Eloqua. For others that may not have this feature, you can easily create an .ics file and insert a link to it in either a landing page or email. Here are the details:


UPDATE: Thomas Reyto provided this awesome tip. You can skip step 1 and use this free tool instead. It quickly and easily generates an .ics file.


1. Create calendar item in Outlook    

  • Go into Outlook and save an appointment in iCalendar   
  • In Calendar, create or open the appointment you want to save. Add in the event details (date, time, call in number, link etc…) 
  • On the File menu, click Save As. 
  • In the Save as type box, click iCalendar Format (*.ics).

6-15-2011 10-00-29 AM.png

2. Upload the calendar item to your webserver or to your Eloqua asset library


3. Add this link to your reminder email and/or confirmation page.

  • This should be easy to add to any email or confirmation page. When a user clicks on the link, it will open the calendar item.
  • In Eloqua10, go into an email or landing page and click on Insert > Hyperlink > and choose Link to a 'File in File Storage". Look for your uploaded .ics file and your done!
  • Optional: Create an “add to calendar image” to promote this feature. Here is an example:

6-15-2011 10-09-33 AM.png

     In Eloqua10, upload your image and from the email or landing page area click on Insert > Image and choose your image. Then select the image and follow the steps above to hyperlink the image.


Nothing beats a great speaker and compelling, original content for  driving attendance at a webinar or seminar, but the more you can help  your registrants to remember the details of the event, the better your  ratio of registrants to attendees will be.

Wouldn't it be nice to view a SFDC Campaign member's email status in SFDC? Wouldn't it be nice to break down the statuses in an SFDC Campaign Member Report? I was asked if it is possible to send these email statuses to a SFDC Campaign and after a trail run it turns out it is very possible with Program Builder.


Before Sending Email:

Set Campaign ID Field in Eloqua (In my instance it is ZZ - Last SFDC Campaign ID) to the SFDC Campaign in which the status updates will be sent.

- This can easily be done by adding all the Eloqua Contacts to a Contact Group then using Data Manipulation -> Field Values to set all Eloqua Contacts to the desired SFDC Campaign.


Sending the Email:

Create simple program to send the email and then add contact to the Set Campaign Status Program created for the specific email.


What this Set Campaign Status Program does:

Sets the Eloqua Contact's SFDC Campaign Member Status to Bounced, Unsubscribed, Opened or Clicked-through and updates SFDC with this status.


The Set Campaign Status Program:

Decision Rules used in Program:
Fist Set of Decisions Rules.png Clicked-through Decision.png


- During the trial I noticed some statuses of Opened and Clicked-through ended up unsubscribing so I added in an extra delayed Unsubscribed decision rule to weed out those instances.

- I now copy this program for each email I would like to use it for and choose the email in the Opened Email? and Clicked-through Email? decision rules.

- I explored making these decision rules any email in the last day but filtering a few of my groups indicated there normally are a few contacts who have opened an email within a day.


Overview of a Set Status path:

Set Status Path Bounced.png


Breakdown of each Set Status Step:


Set Status to Bounced:

Set Status to Bounced.png


- Same action used for Status Settings. For Example, Blank. Update Rule Set created to Set the ZZ - Last SFDC Campaign Status" field to ""


Update Status in SFDC:

Associate Lead With Campaign.png


- Used Lead as example. Contact is the same but with Contact ID.


The Report in SFDC:

(In SFDC Campaign: View All Campaign Members --> Hide Details --> Summarize Information By: Member Status)

SFDC Report.png

The Full Program:

Set Campaign Status Program.png


How this program has helped me:

I currently send out open reports for about 3 emails a week. Implementing this program with these campaigns will not only eliminate the need for me to send the report which will save me a good amount of time but it will also give the end SFDC user much more insight into the lead's email history.

Hi, if you wish to test drive the SMS for Eloqua cloud connector solution with 250 free text messages, just ping me and I'll pass on log in details.


Datasheet of the service available as an attachment to this posting.




In an ideal lead management situation, you should have your telequalification team working in a CRM like This ensures that all teams have a complete view of the customer. The typical process should work in this way: web visitor fills out a form (integrated with Eloqua of course), it passes through Eloqua (may be scored, cleansed etc...) and then passed into the CRM for further qualification and to hopefully turn into a nice and shiny opportunity for sales. However, in some cases that I've come across with our customers, your telequalification team can't work in your CRM. Here's one solution to consider using some features of Program Builder that are don't get the recognition they deserve.


Using Eloqua's Routing Capabilities


Within Program Builder, Eloqua has the capability to route leads to certain owners or route them randomly (round robin). In the Program below, leads are routed to telequalification team members randomly. We have differentiated between those contacts that have responded to the campaign and those that haven't. This will help the telequalification team prioritize who they should follow up with and the messaging they use when they call them. The magic Eloqua ingredient here is a feature called "Ownership Rules". You can set these up on the Decision Rule.




In the example above, not only did we assign these contacts to members of the telequalification team in a round robin format, we're also able to allow the telequalification team to review these contacts and update/add additional bits of information depending on their calls. They can then  and decide if they these contacts should be sent on to be re-scored or to be removed from the lead management process and possibly be added to a nurturing porgram. This is done through a Decision Rule step called "Agent Yes/No" (another cool hidden feature). This program sits in the background and is not viewable to the teleprospecting team. We provide them a much simpler view that allows them to easily follow up with potential leads. Here's how it looks for an individual teleprospecting team member when they get contacts assigned to them:



When the teleprospecting team members login to Eloqua, they can quickly access contacts assigned to them from Eloqua Today. In top left, there are two groups - those that did respond to the campaign and those that didn't. The telequalification team member can drill into the contact to view their digital body language and update their record. You can then check records with either a "yes" or "no" depending on how you want them to flow through the program.


If you're looking for another solution, Jesubi, a salesforce automation tool, can be used as another solution as a Cloud Connector has been built which allows data from its system to be sent back to Eloqua.

This post is a continuation of the post on normalizing the titles of contacts in your database. The goal of these articles is to provide some direction on how you can create an automated process to clean up your data which can assist you with segmentation and lead qualification - essentially helping you get more out of your database. This post will specifically focus on cleaning up country and state/province fields but you'll be provided with a method that you can use to clean up other fields. If you have a database that only has United States in one format, I salute you. For the rest of us, you need an easy method to help cleanse your data and help you build more targeted lists. As a quick summary, you're going to create a program that will look for incorrect values in the contacts that flow through a program that will hopefully correct those values. 


To learn more about the concept of the Contact Washing Machine, see Why the Contact Washing Machine must be In-House. This automated process is not just something that we preach about here at Eloqua but we have built out our own Contact Washing Machine (and probably more like a dry cleaning factory) and live by this concept of clean data. I encourage you to check out Data Management and Marketing Automation - Video to see how we do this here at Eloqua.


This post assumes that you are familiar with Eloqua. You may need to do some research in the Knowledgebase on some of the specifics of the features mentioned. In addition as it uses Program Builder, I would check out the video on Program Builder in Eloqua University or the courses that are available.


To begin this process you need to have analyzed the country or state/province field in your  database and determined that it's need to be cleaned up. One tip worth experimenting with is using a free tool called "Google Refine" to help examine your data and look for trends. It can help you determine that United States is spelled in 10 different ways. This is needed when creating your Contact Washing Machine.



Step by step instructions:


  • Create a Data Cleansing File. The next step is to create a new CSV file that will contain all incorrect values in one column and the normalized values in the next column over (same row). In the example we used, the incorrect values are the different ways that Massachusetts was spelled and correct values are the ISO values of state. We're going to replace the incorrect version of Massachusetts with the ISO value. You don't need to do it this way - that's up to you.


You will also want to add a "Company Name" (or Account Name) column and use a standard value such as "Data Normalization - State". We do this because we're uploading this data to the Company/Account content type in Eloqua and this will help us identify these records if need be.

To make this process easy for you, we have provided some CSV files that you can use. In both examples, the CSV file will correct country and state to a two letter code. For example, United States will become US:


TIP: There should be a record in the CSV for each field that is to be normalized (Zip, Country and Region, etc…).  In order to fully benefit from the Contact Washing Machine, you have to review what you already have in your database and update the sample CSV files provided. These files are not comprehensive and have not predicted all of the data entry issues that your company is experiencing. Before uploading these CSV files (e.g. for “State"), export your data to excel and compare the values you are trying to fix (e.g. State) in the CSV file (as suggested above you can use Google Refine to assist). Add values to the CSV file that are in your database but not in included in the suggested CSV file. For example, if you see "United States" spelled "United Stats" (missing the "e"), add that to the file. You can also label some junk values in your database “n/a” and perhaps remove or opt to fix this those records using another method. 


  • Create new Company/Account field. Create an “Incorrect Value” field on the Company or Account table in Eloqua (the name depends on your Eloqua version) to store your incorrect values in the Company/Account content type area. You'll want to do this for every type of data that you correct (State, country etc...). For example, for State, we created the “ISO State Fix”. These fields will used within your Match Rule to append the normalized value (explained below).

  • Create Company Groups. Create Company Groups in Eloqua for each CSV file that you've created (State, Country, Region etc...). This group is what you will reference within your Match Rule to normalize the data. For simplicity, call your Company Group "Data Normalization -State".

  • Upload CSV Files. Upload your CSV file into a Company group in Eloqua you created and ensure that the mapping of the incorrect values go into the new Company Field that you created (in this example “ISO State Fix”).The correct value (ISO in the CSV example above) can be mapped to "State or Province" (or a similarly named field that already exists) and the Company Name should be mapped the Company Name field.

    You may need to repeat this process if you have additional criteria such as country etc...


    TIP: When you need to make changes to your business rules, we recommend that you make changes in your CSV file and re-upload your file to the Company Group. You'll need to delete the existing data in the Company Group first so you don't create duplicates.



    TIP: To easily see the normalized information in the Company table, create a Company/Account View that includes the fields that you are using to normalize your contact data. For example: Company Name, State/Province, ISO State Fix etc..


  • Create a Match Rule. To update contacts with the correct state data we need to create a Match Rule that will identify and match the incorrect values that need to be fixed. We will be matching the incorrect value in the Contact record with the value we uploaded in the Company record. This match rule will be used as a “Step Action” within the Program Builder Contact Washing Machine we will create.

    Follow these steps:

    1. Create a Match Rule matches Contacts to Companies (default)
    2. Select "Exact Match" as the criteria
      1. Select the "State/Province" as the Contact field
      2. Select the "ISO State Fix" as the Company field
    3. Skip step 3 and call the Match Rule "Data Normalization - State Fix (Contacts)"

    This is what the Match Rule should look like:

    Repeat this step if you need Match Rules for other criteria such as country.For country, the match rule will be similar but the Contact field and Company fields will differ.


  • Add Match Rule Handler Set. Now that the Match Rule is created, we want to define the rules on how to update the state field once we've identified a match between the Contact and the Company fields. This is done by adding a Match Rule Handler Set to the Match Rule we just created.  This rule will update a Contact field (incorrect values) with the data from a Company/Account field (normalized values).  These rules are to be built for each field that is to be normalized.

     Follow these steps:

  1. Call the Handler Set "Update State Value In Contact"
  2. Choose "Update a field with with field values from matched record" on Contacts
  3. Choose "State or Province" as the field to update on the Contact record
  4. Choose "State or Province" as the from field on the Company record.

     This is what the Handler Set should look like:


  • Create Your Contact Washing Machine Program. Now you can create a Washing Machine Program and run your contacts through the program using Program Builder.   
    • Go to Program Builder and create a new program. Name the Program and choose "contacts" as the default member type.
    • Once you've created the program, add an Action step as the first step in the program but don't add any actions to it.
    • Now, add a new Action step to the first step.
      • Select the "Run a Match/Dedupe Rule" action
      • Run a Match/Dedupe Rule against "Companies"
      • Run a Match/Dedupe Rule against members in the Company Group you uploaded
      • Choose the Match Rule you created
      • Choose the Match Rule Handler Set you created


It should look like this:



    • If you want to add an additional cleansing process such as a country cleansing Match Rule step, add it now.
    • Once you are done, you can add a final step that will remove contacts from the program.


  • Test. Test your Match Rules and make changes if needed to ensure that the majority of state/countries error types are accounted for so that they can are corrected. You may want to disable the final step in the program and review the data for the first few weeks. You may need to modify the records in your Company Group or upload new records based on your testing. Once you are confident that all is OK, let the contacts flow freely through the program.


TIP: To make adjustments, I recommend deleting all records in the Company Group, adjusting the original spreadsheet and re-uploading all records.


TIP (from Paulina Johnson): For the testing purposes, you may want to add an additional column to the State/Province CSV file called Email address. You can create test email addresses that will correspond to the number of the row of your future lookup. This will help when your testing certain scenarios to ensure that the data uploaded is correct. Here is an example:



Create a test Company Group in Eloqua “Data Normalization – State Test CG” - upload a CSV file that includes the test email addresses and associated ISO State Fix columns. This test data should match the CSV file. Run your test contacts through the program and then examine the results of the Group by exporting the the Company Group data and comparing it to the main CSV file to see if the data has been corrected as expected.


  • Recommended: You can now add Program Feeders that will automatically pull in contacts and cleanse them. Here are some examples:

    • On your Eloqua forms, have the data flow directly to this program instead of to a CRM integration program.

    • Create a Program Feeder that adds new contacts to the program

  • Recommended: You can also pass the data to your CRM integration program using the "Move to Another Program" program action:

    Your completed program may now look like this:

Remember to review your data and tweak the Company upload to account for new scenarios.



This is designed to show you about some of the data cleansing possibilities. Let us know about any other examples you have used to cleanse your data.

This post is for those that are about to setup their integration with Eloqua and their (SFDC) CRM, or are considering it. Here are just a few best practices - feel free to add more in the comments:


  • Ensure you use Campaigns. For any form or upload (say from a tradeshow), ensure there is an SFDC Campaign ID that is uploaded into Eloqua. This will ensure that Contacts/Leads are associated to Campaigns and will help you track marketing's contribution to the pipeline and closed deals. It will also help marketing determine where they should and shouldn't be spending money.

  • Get SFDC Accounts integrated into Eloqua for improved segmentation. This will allow you to segment based on such items as customer vs. prospect. If there are other SFDC objects you want to integrate with Eloqua, discuss this with your Eloqua Success team. Look at ways you can streamline how you build your email lists so you can automate processes and spend time on other tasks.

  • Have your lead scoring program feed into your SFDC integration program. This way you are scoring the leads before they get passed to the CRM. This also allows you to block low rated leads from flowing to the CRM. You may also want to consider running your contacts through a Contact Washing Machine prior to passing them to your CRM integration program.


  • Upload all contacts through Eloqua (instead of the CRM) as Eloqua will prevent duplicates from passing to the CRM and you can score/cleanse the data and keep your pristine.


  • Your sales team will now have access to new activity data that Eloqua produces - this is their prospects' digital body language. Train your sales team on how best to use that data to help them close more deals. You can also opt for Eloqua’s sales enablement tools. You will also need to train sales on how best to use these tools


  • Ensure that you have a proper lead management process in place. Take the Lead Management course offered by Eloqua University if you need additional assistance. There are also some great consultants out there who may be able to assist you if needed.


  • Take the revised Eloqua Administrator course coming out in June/July that will include CRM integration. Have a look at the Eloqua University.



  • Have the Eloqua implementation team walk through your entire Eloqua/CRM integration  so you understand how it works. As an example, can you optimize the transfer of data from  SFDC to Eloqua and visa versa.


  • Review your integration program to ensure that it’s working as it should on a quarterly basis. Do new fields need to be added?


Add any additional best practices that you have.

Filter Blog

By date: By tag: