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The Automated Webinar Campaign Planning tool will help plan and predict the outcome of your next successful Automated Webinar Campaign.



This template contains several tabs:


Tab 1: Automated Webinar Timeline

Tab 2: Automated Webinar Planning Brief

Tab 3: Automated Webinar ROI

Tab 4: Webinar Vendor Comparison Table.

Last week I had the opportunity to attend the FutureM conference in Boston as well as the Inbound Marketing Summit.  Wow—it was full of killer content and ideas and the energy in the room was palpable!  As a fellow marketer, you understand the importance of innovation and implementing cutting-edge practices into your campaigns, so I’d like to share some of the key takeaways with you.

Optimize for the human experience.  Think Mobile first, desktop second!  Already 68% of web traffic comes through a mobile device and yet most sites and content are designed for a PC experience.  Another benefit is that designing for a tablet or mobile device makes you really think about what matters to the user and what their experience should be.

  • Clean designs and user experiences win in search rankings.
  • Social proof is imperative for content ranking and building trust and credibility—authors need to build authority and have a relevant community behind them.
  • If you're not using Google+ then you’re missing the easiest way to get your content indexed by Google.


Attention is the new currency. In an over saturated marketplace, if you can successfully garner someone’s attention and turn it into intention then you’ve reached a level of success.  This happens by having people do a little to get a lot in return (think Foursquare).

  • Link your audience to better and more engaging content based on their behavior (i.e. if they are active on your website or in your email campaigns then push them to that juicy content you can’t wait to show off)!
  • Rich media, like videos, in the right places really pays off.  A “TV Style” webinar or webcast yields longer viewing times and more clicks then a boring power point presentation.  What about chopping it up into meaty 5 minute segments and including in an email nurture campaign?  And don’t forget to monitor your content and social media circles to see what is being digested and shared the most frequently.


Most importantly—tell a bigger story.  It’s not about what you sell but it’s about how you help make people’s lives better.  It’s your company’s mission statement, soul, value proposition, reason for being . . . and all of these things need to be conveyed in your emails, be felt on your website and emboldened through  your social circles.  Without this you’re just another company trying to sell someone something that they really don’t want or need.


Please let me know how you plan on implementing these into your Eloqua Marketing Campaigns!  If you’re already doing some (or all) of these things, what kind of successes have you had?

I want to share an idea on topliners,  I was asked to track click-through from emails sent through Linkedin ignoring their email address and without asking them to fill a form with their email address.


It is of course a bit hand-crafted solution (far from automation) , but it is compliant with anti-spam rules and much more efficient than many other solutions.

The average email open rate on Linkedin is much higher than any other solution. The targetting with proper functions is also much more acurate than any other database.  When the profile allows it, you can send emails to contacts that share same group as yours, and if you get a paid account you can send "inmail" to contacts that accept inmails if they do not share any group or do not accept emails from group members.

I'am aware this is a tedious job, but with little organisation you can have this job made by a trainee if you want to drag traffic to a high value content landing page (video or white paper).

The second part of the constraint was to avoid the recipient to abandon the click-through by asking him to type his email address to access the asset. I must say that in EMEA people pay much attention not to be tracked, and are reluctant to type their email to access assets. (this is probably due to low faith in privacy policy) . Anyway, building a tracking solution with this additional restriction was compulsory.


The solution I used is building a query string parameter that I called "LinUser".. I do not know if there is a better solution, but we get a report on who has clicked through the link without knowing his email adress nor asking for it.

Then I append the end of URL for each email sent by Linkedin with  " ?LinUser=firstname_lastname"


(On the picture, the URL contains the Query string but it is hidden in the email in order to be discret.)

121030 lien masqué.JPG


The report can be seen in Insight webanalytics query string overview or other report including query string.

To get this report we need to upload the different values of the query string parameter.

(In the picture the two names are test value "toto" & "tata")

121030 querystring LinUser insight.JPG


Please fell free to comment if you have a smarter solution or any hint that will help to automate this process.

As a matter of fact this solution is far from mass emailing solution. I'am also aware than this can be built with any webanalytics solution such as google analytics and that this is not specific to Eloqua.

But it is still usefull for high potential small targets that are very hard to get in touch with.

How Would You Rate the Integrity of the Data in Your Database?

If you are like most digital marketers, your database is full of incomplete or "dirty" data.  I spend a lot of time scrubbing client's Eloqua contact tables to weed out bogus email addresses, properly and consistently format phone numbers and find other fields that lack necessary information pertinent to a successful marketing campaign.

Now I am not complaining, afterall it is job security, but wouldn't it be great if the data going into your database had checks in place to prevent adding useless or incomplete data?

"If you are not using good form validation to ensure required fields are being filled out or that emails and phone numbers are entered correctly and properly formatted, you are adding costs and inefficiencies to your marketing efforts."

Maybe you are not aware of form validation scripts, or perhaps you do not have the technical resources available in which to implement good validation.  Whatever the case, the development team at Iron-Point Marketing is sharing its latest validation script to help you improve your data integrity.  The best part is that it is easy to use and integrate with your marketing forms and you don't need to have any prior coding experience!

Customizable Options and Features

The Plug-n-Play Validator Script allows you to set custom error messages for any given field to override the default messages.  When an error is detected on a field it will display the message inline underneath the field rather than being displayed in an ugly pop-up box.  The script uses <h5> tags to contain the error message, so they are easily targeted with CSS to style them within your form design.

You will also have the option to simply display only the first error that is found in any given form submit.  You can alternatively choose to display all errors found in the form on each submit.

Regarding each field in your form (text, textarea, select, checkbox, etc.), you can set them to be required or not. In addition, you can set fields to check for proper formatting on email addresses, urls and phone numbers. Your users will be able to enter phone numbers in a variety of formats (, (xxx) xxx-xxxx, etc.) but the script will format the input consistently before going into your database as (xxx) xxx-xxxx.  You may also specify if you want to validate domestic, international or both types of numbers.

The script has other options to validate field input such as for alphabetical, numeric or alpha-numeric values only.  It also contains an option to specify any custom character set that you might want to allow in your inputs.

Finally, a Plug-n-Play Form Validator Courtesy of Iron-Point Marketing

To see the script in action or download the complimentary Plug-n-Play Form Validator Script visit my blog.

Once you plug in the script the remainder of the setup takes place in the form's HTML. Now that was easy, right?


Program Builder Slowness

Posted by pshilton Oct 24, 2012

I'm noticing across a number of instances of Eloqua that programs in standard mode are actually processing in intervals closer to 30-45 minutes rather than the regular 15 timeframe.


Looking in the program evaluation history this seems to have been increasing or becoming noticeable over the past couple of weeks. Has anyone else spotted this?

Segmentation is important because relevancy counts.  People want to get content that is relevant to what they are interested in.   When you define your target audience you should filter on everything you have available to find the contacts that are interested in a particular topic. 


Six Segmentation Ideas:

  1. By Lead Source – Example:  Segment by tradeshow, online ad or webinar attendees
  2. By Behavior – Example: activity on your website, click-throughs on emails, responses to particular offers, event attendance
  3. By Lead Stage – Where are they in the buyer’s journey – in the beginning as a net-new contact in your database, or someone that is already talking with sales
  4. By Contact Type – By customer versus prospect versus partner
  5. By Demographics – By region, job function or industry
  6. By Past Purchase History – great opportunity to cross sell.  If they have product X, then we should inform them about product Y that compliments it.


Segment on any of these and/or combine criteria. Provide your contacts with only assets that fit their interest.  Segmentation is easy to do and yet so powerful.  The more relevant the message, the higher the open and click through rates and ultimately, the results will be campaigns with higher conversion rates. Use segmentation to your advantage!

I'm trying to find out a way to remove or at least change the default validation from forms.



This is annoying because it increases the form height and because it's in English when the form itself is in Finnish.


Can I remove or change the validation (and the border) somehow?

What's your strongest prospecting channel within your marketing mix? If you said Sales, you are one of many modern marketers within the B2B industry that benefit from a sales sourced model. In fact, Sirius Decision's "benchmark data shows that even best-in-class marketing organizations source only 30 to 40 percent of overall sales pipeline, a number that drops significantly in account-based or heavy cross-sell/upsell environments. Smart marketers don’t fight this fact – they join with sales to help reps more efficiently and effectively create demand of their own."

As a modern marketer, you should embrace your sales led demand creation as a critical channel within your marketing channel mix that will help you generate and accelerate pipeline. In addition, you should make sure you have established a great working relationship with marketing and sales operations to help your manage your CRM.


As a Marketer: 

  • Discuss and assign the correct roles within your marketing organization and marketing operations team to facilitate a sales-led demand creation
  • Sign up for increased responsibility in contributing and accelerating pipeline


If you agree that your role is to facilitate sales-led creation, you should work with sales to create specific lead scoring models and nurture programs to increase the effectiveness of the sales-led demand creation.


"How does your lead scoring model(s) improve information,communication and effectiveness within my sales organization?"  "What's my Go-To Market Strategy and Sales Coverage model?" "Should I use a individual or account based lead scoring model?"



B to B percentage break-out is from Source: Sirius Decisions Summit 2013, “Sales Qualification Phase: The Pursuit of the Collaborative Sales Generated Demand”, presented by Meghan Heuer.


"What type of Nurture programs should you make available to Sales?"

    • Does sales need marketing to add NET-NEW prospects to a Welcome program?
    • Does sales need marketing to add HOT prospects, associated with a set of top targeted logos, to a specific Welcome/Accelerate Nurture program?
    • Does sales need marketing to add NET-NEW prospects within existing client accounts to Welcome/Cross Sell/Up Sell Nurture program?
    • Does sales need marketing to add rejected sales Leads to a Welcome/Re-Engagement Nurture program?
    • Does sales need marketing to add the Sales Accepted Leads (SALs) promoted to Opportunities to a Welcome/Accelerate (Blended) Nurture program?



In addition, you should work establish the organizational framework to educate, train and monitor sales effectiveness.

Organizational Tactics

    • Establish a means to educate and train sales to capture net-new prospects and sales accepted leads within the CRM.
    • Establish sales executives as users or update profiles, set-up personalization rules and signature layouts for sales within Eloqua.
    • Establish best practice and policy to establish CRM as a feeder.
    • Establish notification and alerts for sales executives fueling your sales sourced model within Eloqua Insight.
    • Introduce the net-new prospect into an New Customer Acquisition campaign to and through a Welcome program and subsequent Nurture program. You may want to personalize the first email within the Welcome program using sales specific information.
    • Assess the appropriate follow-up Nurture program pathway for prospects and/or leads.
    • Establish preference profiles for the net-new prospects. The preference options available to net-new prospects should mirror those detailed within your subscription center.


Best Practice

As a Modern Marketer, it's critical for you to provide a consistent means for sales to add prospects into your Sales and Marketing Funnel. You must quickly assess the prospect against your customer ideal profile(s). You will use those Ideal Customer Profile(s) along with Engagement criteria to assess the stage the prospect is within their customer journey.  Review Lenovo's successful efforts to define their persona(s), ideal customer profiles and stages of each specific customer journey (The specified item was not found.

Adding prospects from Sales into the the proper Welcome/Nurture program will help your keep your brand top of mind with your prospects. Furthermore, prospects and/or leads will be more educated, engaged and responsive to any future communications from your company. As a result, you should see a lower percentage of inactive contacts within your database, stalled opportunities within your pipeline and an increase in won closed business (WCB).

Tip: As a part of your Welcome program, you should make sure to give the net-new prospects a way to review and select their preferred set of communications (i.e. categories, products, solutions and/or services). Establishing the proper preference profile for each net-new prospect through your Subscription Management page is a critical component to creating an effective contact and lead management.

Finally, you may also need to help sales to maintain and manage an accurate database of prospects and leads within the CRM through appropriate policy and governance.


Recommended Resources


Client Examples


Recommended Eloqua Education Course(s) 

  • RPM: Intro (WBT)
  • RPM: Effective Nurturing
  • RPM: Targeting & Segmentation
  • E10 Targeted E-mail Campaigns
  • E10 Multi-Touch Campaigns


Do you need to help your company find new business? If your answer is yes, you may need to plan a Demand Generation Campaign. The planning process is EASY. First, you will want to use our Campaign Planning Brief to help you define goals, target results, budget, risk/dependencies (i.e. product release schedule), target audience and campaign components.during the initial planning phase. Next, you will want to use the Eloqua's Demand Generation Tool to help you define the proper channel mix, set of assets, targeted personas, Eloqua segments etc.. Are you still unsure of things? Do you need more guidance on channel mix, activation and optimization and reporting tactics? READ ON!

FIRST Step: Select Your Channel Mix
You should begin to plan your channel mix by calculating back from your organization's revenue goals and timeline. (i.e. if you're asked to contribute X amount in additional revenue within the second half of the fiscal year and you're in the first month of the fourth quarter of that fiscal year with 3/4 of your revenue goal left to go - you may need to select specific channels that will offer your organization the fastest "speed to lead" at the lowest cost.)



I have worked with clients that have found success in leveraging their channel partner relationships through referral networks, website, forms and call center. Although, an effective channel partnerships can be costly (due to items such as terms, agreements, reimbursement, cost of administrating reimbursements, communications and collateral etc.) - not to mention channel partnerships may take more time to activate relative to other lower costs channels such as, PPC and webinars. Most modern marketers leveraging channel partnerships are awarded with the fact that channel partnerships typically deliver a greater percentage of highly qualified/valued leads that move to WON CLOSED BUSINESS (WCB) faster. Just as most modern marketers  know  industry events, although associated as a relatively high cost channel with a very slow time to close WCB, is the most effective means to get face time and close business with the C-levels.



As a modern marketer, you should identify the appropriate channels that you will use to fuel your New Customer Acquisition program given your organization's timeline and revenue goals. You will need to carefully consider your target audience, historical cost per channel/source (i.e. cost per lead, cost per-customer, cost per-customer-per-source) and available budget to make your final selections of each channel to include in your Demand Generation program. Below is a list of possible standard and additional channels.



Standard Channels:

      • Inbound (PPC, online media, blogs, social networks, webinars)
      • Outbound (telemarketing, radio, direct mail, magazine, print advertisement, trade shows, commercials, mobile, tradeshows, e-blast etc.)
      • Sales (inside sales and/or outside sales)
      • Channel Partner


  Additional Channels:

      • Referral Networks
      • Free Trails
      • Discounts
      • Community Events
      • Bundles


TIP: Renting a list of contacts to help your New Customer Acquisition program could hurt your sender score and brand. Buying or Renting a list of contacts should be used as a last resort (Why Buying a List is Never OK!). As a best practice, you would want to check the background of the list provider. You would need to test a small batch of contacts prior to signing an agreement with the vendor.

Second Step: Activate Your Channel(s)

You should make sure that you have the ability to activate your channels with the correct content, assets, tracking codes, vendor relationships and budget.

Third Step: Track, Report and Optimize each Channel


  • Eloqua allows you to track the track unique visitors to your website and landing pages in one of two ways - tracking scripts or query strings. Query Strings offers you a very specific way to track the original source.


  • Eloqua provides you with multiple reports to help you track the campaign performance of anyone channel through Eloqua Insight. I recommend that you to pull the Campaign Analysis and Website reports. In addition, I recommend you consider your actual cost structure per channel and attribution of that channel to help further your efforts to calculate your Campaign ROI.
  • You can also receive further revenue performance metrics if you have enabled Closed Loop Reporting and entered your actual costs of your New Customer Acquisition campaign.


  • Select a set of stakeholders. Ask those stakeholders "What would you define as KPIs". Establish the set of metrics based on the final set of KPIs. Identify the appropriate reports within Elqouq Insights. Create and distribute the reports to the stakeholders on a regular basis. Set meetings with stakeholders to gather feedback. Give a follow-up email to all stakeholders outlining the action items you will take given the feedback to optimize. Always remember to make sure the executive sponsor of the New Customer campaign is OK with you distributing reports to a larger group.
  • Optimize your channel mix based off Eloqua Insight reports. For example, it maybe time to adjust your channel mix if you are seeing your PPC channel is delivering the highest number of unique visitors to high value landing page or registrants for webinars at the low cost per-lead, but a low number of unique visitors and registrants at a higher cost per-lead from those sourced through direct mail or events.

Now that you have identified the proper channel mix given your audience, budget, historical cost-per source and audience, you should begin to plan your Demand Generation program and lead process flow for your high value, lost cost net-new prospects.

Recommended Resources

Recommended Eloqua Education Course(s) 

  • E10 Fundamentals
  • E10 Eloqua Insights

This post will hopefully help you as you try and put the pieces of Eloqua together to create a simple campaign that will send an email and direct them to an Eloqua hosted landing page and form. It also assumes that you would want the form submission to be passed on to your CRM.



  • You've taken E10 fundamentals and the Landing pages course. This is not a training post.
  • You have your CRM integration all setup
  • You already created your Campaign Assets and tested them: Segment, Email, Landing Page, Form


Steps to Configure Your Campaign


  1. Create the Campaign in the Canvas. Drop the basic pieces on to the Campaign. It might look something like this (you can make it more complex based on your needs):
    10-17-2012 6-38-24 PM.png
    We added the Form and Landing Page on the Canvas to ensure that we are able to see the number of forms submitted (leads) and conversion rate as well as the email response metrics on the Campaign Analysis report.

  2. Configure the Campaign Steps. Add in the Segment, Email (ensure that there is a link to the landing page that you dropped on the Canvas), the form and the landing page (it's assumed you dropped the form on the Canvas onto the landing page). It will look something like this:
    10-17-2012 6-46-42 PM.png
  3. Configure the Form to Pass Data to the CRM. Before you activate the Campaign in Eloqua, you're going to want to ensure that your having the form submits pass to the CRM as well as appending the record to a Campaign in your CRM.
    a. Add a hidden field that you can add the CRM Campaign ID to. You can either enter it as a static field per below (copy the ID from and paste it as an example) or you can capture the data from a query string as outlined here: How to Capture Referring Sources to Landing Pages and in Forms using Query Strings10-19-2012 5-58-42 PM.png
    b. Make sure that Campaign ID form field is being saved to the Contact record:
    10-19-2012 6-03-07 PM.png
    c. Add in a form processing step to push the form data to the Eloqua/CRM integration program. It should look like something like below
    10-19-2012 6-05-44 PM.png

  4. Check your reports. I recommend the Campaign Analysis Report as it's a rolled up report of the emails and form conversions.
    10-19-2012 6-11-43 PM.png


That's it. If you're using Eloqua's Closed Loop Reporting Module, step 4 would change as Campaigns in the CRM would be completed automatically. Another reason to get that setup!


Any other tips you recommend?

I noticed as I was bookmarking more and more posts, I was feeling more and more unorganized.  So, I looked for a way to group my bookmarks and get better control of the content.  heatherfoeh shared a great tip by showing me how to tag these bookmarks and then filter by tag.  It's exactly was I was looking for.


First, click on one of the items that you have bookmarked and choose Edit from the right side menu:

Topliners Bookmark1.png


You then get this window to make modifications:

Topliners Bookmark2.png


Finally, when you look at your list of bookmarks you can see or filter by tags:

Topliners Bookmark3.png


Thanks Heather!


I'm terribly confused. Have I missed someting or when has the linking to a landing page changed and why?ö


Previously when I wanted to create a link from an email or landing page to an Eloqua landing page (not a website or a document) clicking the folder icon to select the Landing page gave me the Landing Page Chooser. Now instead of a landing page browser, it gives me the Landing Page Hypelink Chooser.







This is immensely annoying because all my landing page foldering becomes totally useless and all the automatically created links are just in a long unfoldered list. Support called this a feature...


What is the point in this change? Making our lives miserable?

Not sure this is a benefit to the larger community, but for those of you i.) using the New Lead Scoring module & ii.) wanting to derive values from the newer lead score ... this could be of use.


Franciso Dominguez and Chris Chan jointly developed this solution.  My request was how can I take the New Lead Score (the combined A1-D4) and translate a numeric lead score.  In our case, the numeric lead score is specific to our business process.  Sales and Marketing agreed on one dimensional, numerical values and that's what we're doing.  The challenge was getting the new lead scoring engine working with a custom program to pick up new lead score assign a numeric value (to a differnet field).

Following is a screenshot of the solution in program builder.  Note, this is only a piece of the puzzle, addressing how to derive new values from new lead score.  Configuration of lead scoring, re-tagging website and hvc, crm integration, etc were all part of the larger puzzle.


Is this the most elegant solution?  Or is there a better way?  Say for example, you wanted to use jalepenos or stars, you might use this type of program to check new Lead Score, then write number of stars based on score.

Sometime its just not feasible to do everything data related in Eloqua. We do ask alot! Taking the data outside the system for processing and then returning makes more sense. Often I have found this is the case for fuzzy matching.

Fuzzy matching or Fuzzy lookup is a process that fills gaps in many standard data cleaning or filtering techniques. Matching two strings of text/number which are exactly the same is easy through vlookups. But what if you have two strings which vary slightly, say ABC ltd and ABC plc. This is what fuzzy matching does. It matches strings of varying degrees of similarities and in cases that are more complex than that example


The result of a fuzzy match will include some data that is not correct, but the addon will show you the degree of similarity that the match has returned. You can even set a similarity threshold.


Microsoft has released a free addon for excel that you can download from here. (Later I'll go through an example)

Download: Fuzzy Lookup Add-In for Excel - Microsoft Download Center - Download Details


Why might I use this?


  • Over time you may want to cross check data from different systems that aren't currently integrated.
  • Data cleaning and normalizing
  • Because its quick and simple and a great first step
  • You won't need to write endless wildcard rules
  • You can vary the levels of similarity and number of items returned


Why wouldn't I use this?


  • If you have big data files this will really drain your computers processing power and may prevent you doing other things for a bit.
  • If you wanted to use a third party provider with more sophisticated fuzzy lookup processing possibly pulling from multiple sources.
  • It is likely that you will still need to do a little manual checking of the answers (a nice third party provider would do that for you)




Lets say that your sales director has come to you and said that they have 5 top companies that they want to target in a specific campaign. They have provided you with a list of company names from a discussion and need to know if we already have any contacts in the Eloqua database that we are currently in contact with. The first problem here is that it is likely that the company names could differ in the system. Some contacts may have filled in forms entering a simplified version of the full company name or it is a different subsidiary. Therefore if we were to do a straight search on these company names, we would be likely to miss out contacts because the company name provided is not an exact match. So we need to do a fuzzy lookup.



Step 1.


Open up excel and place your two data sources on separate tabs. In this case I have the list provided by the Sales Director and in the other tab I have my Eloqua database. (This is mock data)



Step 2

Convert both tabs of data into tables




Step 3


Select the cell where you want the results to appear




Step 4


Turn on the fuzzy lookup addon




Step 5


Select the tables and then the columns that you want to match on. Then hit the icon to connect the columns ready for the matching.




Step 6


Select the number of matches you want to return. In this case this will be the number of matches I want returned per company name that it finds. (If this is set to 1, it will only return the details on the first person it finds and not their colleagues as well)

Select the similarity threshold (sometimes this takes a little trial and error to get right)

Then hit "Go". This may take a while and may prevent you from using your computer for anything else while this process is happening. If you want to speed it up, try reducing the amount of data.




The Results


You will then have on the left side (highlighted in red below) the company list from the "Target Companies" tab and next to it (in green) the data that has been matched against it



If you look to the right you can then see that a "similarity"column has been added. Your data may still require some manual checking for low similarity values to check that it is a match. For example on line 17 it has matched "Petranics solutions Pvt Ltd" with "B2 Software Ltd" but the similarity is very low at 0.43 so we could look at filtering out anything in that range.





The SurveyGizmo cloud app is made up of both a Cloud Component and a Feeder.


The Cloud Component is used for displaying a survey on an E10 Landing Page, while the Feeder allows you to pull in leads from survey responders, along with their answers (you can track up to a total of 10 questions).


But what if you are an E9 user...if you cannot use the Cloud Component, can you still use the Feeder?


The answer is YES, and here's why:


The Feeder is completely independent of the component.  It looks at your SurveyGizmo account, finds the survey that you have chosen, and creates contacts in Eloqua based on people who have taken the survey.  This includes all of the possible ways that the survey taker was driven to the survey.  Whether this was through an emailed link, from a link on a web page, or in the case of the component, a survey embedded directly on an Eloqua landing page.  No matter what the source, the data will be pulled in. (Note, in order for the Feeder to create a contact in Eloqua, you MUST have a question on your survey that asks for an email address.)


If you are an E9 user, and you want to embed the survey on your landing page, that is also possible.  To do this, you must log into your SurveyGizmo account, create an embed link, and then copy this link and paste it into your E9 landing page.  This will perform the same function as the component, it's just a more manual process.


For more information on using the SurveyGizmo Cloud App, please see Installing and Using the SurveyGizmo Cloud App

A client recently asked me if there are any documents he could read in regards to the best practices around which activities he should write to his CRM. I did not find much so I decided to write down everything I have told previous clients and everything I have learned from other Eloqua employees. I distributed the information to a few Eloqua employees to make sure nothing was missing and this is the final result.

There is no best practice.


Should I elaborate?


It is hard to pinpoint a best practice as different practices work better for some organizations while others work better for others. It is important to know the options available and choose the best fit for your organization. The options include choosing where the activities will be written as well as which activities will be written.



Where will Eloqua write the activities?



A) Eloqua can write your activities to the standard area of your CRM (In Salesforce this is called the Task/Activity Object). This is usually the same place that salespeople would log their activities. Some organizations like this as they can easily see all their activities in one spot while others may like keeping what the salespeople are logging separate from the activities that Eloqua is writing.



B) You can have a separate object in CRM to log Eloqua activities . This allows the separation between Eloqua logged activities and CRM user logged activities.



It is important to understand the projected volume of activities when making this decision. The projected volume would depend on the next major decision point of this article.



What activities should be logged in CRM?



Below is a chart of the activities that are recommended to be enabled from Eloqua to CRM. Email Send and Email Open in most cases are left disabled because the value the data might add to the salesperson does not outweigh the space the data takes up in the CRM system. Email open also has become less of an indicator that a person has read an email which makes it closer in value to Email Send than Email Click Through. Prospect Profiler and Eloqua Discover should be taken into consideration when making the decision to turn on or off activities. Eloqua discover gathers it's information by looking at the activities in CRM. If you have Eloqua Discover your approach to which activities you write to CRM may be different than if you did not have Discover. Prospect Profiler reaches into the Eloqua system to display the activities, if you have Eloqua Prospect Profiler without Eloqua Discover you may choose to write less data into the activity object since your salespeople have access to the data regardless through the Prospect Profiler.







I hope this article comes in useful and please add any additional information, your thoughts and your own practices.



Thanks Omar.

This post is inspired by a question asked about validating in group of check boxes in a form. While some solutions were given, I thought I could take it further and actually get validation to work the way that out-of-the-box validation works in Eloqua. Here is the result.


Creating the Eloqua form

I used E10 to create my simple text form. To create the group of checkboxes, just select the 'checkboxes' option in the left-hand column under the heading 'CUSTOM FIELDS'.


In the Field Settings section, note the HTML name of your checkbox group. In my example, the name is 'checkboxes' (you'll need this later).


When you're happy with your form, save it, then under the settings dropdown, select 'View HTML' - copy and paste your HTML into your favorite HTML editor (I just use Notepad++).


Customizing Validation

Its good to understand how Eloqua validates forms before you go extended the code. Eloqua 10 uses a light-weight JavaScript library called LiveValidation to validate forms client-side. It has plenty of pre-built functions that make validation easy. But it doesn't do everything (like validating that a certain number of checkboxes are checked). But it does provide a custom function that allows you to validate a value against a custom function that returns true when valid or false when not valid. We're going to take advantage of this. You'll find your livevalidation CSS (for error styling) and JavaScript at the bottom of you copied code. In my example, I had made the email address field (id of field1) required. LiveValidation took care of this for us:




We're going to add validation to the checkboxes. All the checkboxes in the checkbox group have the same id (in my example, field3). You'll need to add this code to your livevalidation JavaScript:


var field3 = new LiveValidation( "field3", {onlyOnSubmit: true, insertAfterWhatNode:"cb_err_msg" } );

This field creates a new LiveValidation for field3 ( our checkboxes) and specifies where to put the error message. By default the error message ends up right before the first checkbox, which is ugly. In my example I gave the label element for the checkbox field an id of 'cb_err_msg'



field3.add( Validate.Custom, { against: function(value){ return isValidField(value) }, failureMessage: "Please Select 3 Values" } );

This code creates the custom validation. It will call a function that we will create that I've named isValidField(). The function is below:


function isValidField(){

var selectd_items = 0;

//need to call checkbox by name, not by id - bPCheckbox... is the form name

var numboxes = document.forms['bPCheckboxValidate-1348667791597'].checkboxes.length;

//counts the number of checked boxes

for (var i=0; i < numboxes; i++)



//if more than 2 checkboxes are checked returns true, else returns fals   

return (selectd_items > 2)? true : false;



You will want to place this function before the livevalidation calls. Now your checkboxes will validate like the standard validation in Eloqua.


Full example is attached. Hope this is helpful.

This post is the spin-off of a question asked here on Topliners. A request for a "hands-on" solution prompted me to create this for anyone interested in a possible solution to this question. The original question is posted at


There are many factors to consider when attempting to build this type of solution. The first, as is the case in the original question, is to revisit your lead scoring model. Are you passing the right leads to sales, and if so, why are they being rejected? When a tweak to your model isn't appropriate, you may consider a solution similar to what you will see below. This solution will apply a date stamp to a new "Lead Created Date" contact field, which we will check each time the contact flows to the "Create Lead" step in your CRM update program.


  1. Create a new contact field in Eloqua named "Lead Created Date".
  2. Create a new update rule to apply a date stamp to this newly created field.
  3. Update your CRM program to include a new decision rule which will evaluate if this lead passed through the "Create Lead" step within the past X days. In this example, I've set this value to 30 days.


Here is a sample program flow. I will break out the two main steps to show the configuration used.



  1. Decision Rule - Lead created within last 30 days? - In this step we're comparing the new contact field, Lead Created Date, to today's date. We want to know if this lead was previously created, and if so, was it within the past 30 days? If it was, then it means Sales has likely rejected this lead, thus allowing the contact to enter this step in our program. At this point, if the contact was created within the last 30 days, we're going to remove that contact from our program, or send them to another path, such as to a nurture track, if appropriate. If the lead was last created more than 30 days ago, we're going to go ahead and pass that lead back to sales in hopes that it will be accepted.


  2. Apply Lead Created Date Stamp - This step will apply a date stamp, with today's date, to the Lead Created Date field after the lead has been passed to CRM. This will later be used in the Decision Rule above, should the lead be rejected and the contact re-enters this step in the program.

    And here is what the actual Update Rule settings look like:


    As I mentioned, there are many factors to consider before implementing a solution such as this. I expect that there will be a lot of discussion about this, and I will do my best to answer any questions which may come up. I hope this will help to spark some creative thinking!

You need to generate leads, you need to push prospects through the funnel, you need to close the deal --but at what cost?

You use emails as a tool to drive your sales, correct? Whether you have purchased lists from vendors who have the right to “share with 3rd parties,” or you are buying lists in bulk, sending unsolicited e-mail can hurt your sender score and waste valuable time that could be used to generate leads organically. 

Sending unsolicited emails through a list acquisition equals Internet spam - even if you acquired those lists legally through third party end-user acceptance. The fact that you acquired their name legally doesn’t mean your recipient will think your e-mails are any less “spammy.”



Wasted Time + Marketing = Bad News

Buying lists is an invitation to email marketing hell. Not only are you hurting your e-mail reputation, but you’re also wasting time that it takes to acquire the lists, upload them, create the campaigns, and execute – all to  then realize the response/opt-out rate totally killed your sender score and brand reputation.



The Path to Campaign Ineffectiveness

Wasting valuable strategic time may not convince you so let’s look at this from another angle, which includes more serious problems:


  • List overuse/ fatigue – how many other organizations purchased these lists and used them? How often is one contact being inundated with unsolicited emails? With today’s SPAM filters, a lot of these messages won’t make it in the inbox.
  • Quality of the prospects – Good email lists are never for sale. An unsolicited email isn’t going to generate excitement by the receiver.  I don’t know anyone to date that received an unsolicited email and thought, “Oh this is awesome! I kept waiting for an offer from a company I don’t know.  Look at that shiny pretty button – I must press it and go buy something.”
  • Unsubscribes/Hardbounce rates soar – When you buy a list, you have opened the invitation to be flagged as a spammer because of higher than normal unsubscribe rates. More times than not you will also see a higher than normal hardbounce rate. If you do any type of email marketing reporting, list buying will cripple & skew the real results of your campaign efforts.
  • Violating Anti-spam legislation and global policies - whether unintentionally or intentionally, when sending emails to purchased lists you have just put yourself on the front lines to be noticed -  just not the way you had hoped. Again, the probably of being flagged as a spammer is high, and that just sets you up for a rocky road of campaigning ahead. 



“Awww, Shucks…I Got Blocked”

Have you ever been blacklisted by Google, Yahoo, HotMail, other email providers and ISPs? It only takes the wrong attention one time to be in that position. Not only have you tainted your relationships with the provider that blocked you, but it could take days or weeks for them to unblock your organization. Do you really want to spend all that time on the phone begging for them to take you off the blacklist? They won’t remove you just because you’re begging and they aren’t open to hearing “I had no idea.”

This may seem extreme and you may feel this won’t happen to you because you paid a lot for that perfect list. Unfortunately, you are wrong. It may not happen the first time or fifth time, but you’re definitely treading in dangerous territory.


My “It Won’t Ever Happen to Me” Story

I was working with a well known national non-profit a couple of years ago. They decided to purchase a list against our recommendation and contract clause. They swore it was a carefully pulled together list based on interests that matched the organization’s cause. They uploaded 10,000 names into their database and hit send. Within 6 hours they were blacklisted by Google and Yahoo.  It took 3 days working with the email providers to be back to normal. You may not be as lucky and it may take longer. 




No one is safe from being “flagged”  when buying lists. When you purchase lists and send bulk emails, you’re drawing the wrong attention from service providers and email providers.



If I Can’t Buy Lists, How Do I Get More Contacts & Leads?

The answer is simple - you do it organically! Where & how do you market? What events do you host or attend? How effective is your website? Getting the interest and opt-in organically will come from Calls-to-Action on your homepage, landing pages, forms for whitepaper & webinars you are hosting, collecting contact information at tradeshows & events as well as through networking opportunities.

The best leads come from the ones you generated by people who actually GAVE you their information in the first place.


Other resources:

•    Lead Generation through Effective Calls-to-Action on your homepage (Topliners)

Steve Woods

Radian6 Buzz Widget

Posted by Steve Woods Oct 3, 2012

We've mentioned this a few times now and demoed it extensively at Dreamforce recently, as a key integration point between Eloqua and the marketing cloud.  For those of you who use Radian6 to engage with social audiences, you may have been frustrated by the fact the you often see great marketing assets - comments, posts, tweets that showcase your brand, products, and solutions in a great light - go to waste because they slip by and are lost by the next day.


Now, you can "curate" those great assets and use them in your marketing - to highlight not just what *you* say about your products, but what the world is saying about them.


Here's how it works:


To start with, use the Radian6 engagement console as you normally would, and when you find great posts, tag them - the product mentioned, the aspect of that product that's relevant (ie security, scale, training, etc), and the sentiment:



This creates a library of great social assets you can then use.  Go to setup and enable the Radian6 Buzz Widget, then when you are building a landing page talking about a certain product and highlighting aspects of it, drag in a Radian6 Buzz Widget from the Cloud Component library:




This drops it onto your page where you can resize it appropriately:



Click to configure, and give your Radian6 credentials:




Then, select the "tags" that you used to curate the great content that you found - certain product types, certain aspects, positive sentiments, etc:




And voila, on your landing page you now have curated social content telling a more powerful message than just your words alone:




Let us know your thoughts and feedback on the app, and any suggestions you might have.

For anyone who has wanted to split an incoming form into multiple forms before it entered Eloqua, there is now an app for that.  It's called the Form Splitter, and it's on under Apps->Power Tools:




What it does is take an incoming form, split it into 2 or more resulting forms, and send those forms on to their destinations.  One of the forms that can be configured is for the user experience, and up to three forms can be sent "server side" in the back end with no user involvement.  If you need to keep the form submissions "linked", a random token can be generated that is sent to each form (for example if you want to use SMS to send them a code and then have that code logged in their contact record).  Also, for each form, you can add any number of "static" fields, such as credentials that you do not want on the original web-facing form.


In essence, it looks like this:




To configure one, you do the following:


  • Set up your original form and point it to
  • Add a field in the form called FormSplitterGUID to identify this form splitter app.
  • Populate that field with the value you see below in the Form Splitter GUID field.
  • Optionally create a random token to "link" the form submits, configure a form field for the token
  • Configure one "client side" (user's experience) and one or more "server side" forms (back end only)
  • ALL the data from your original form, PLUS the token, PLUS any data you configure in static fields will be sent to each configured form
  • Check "Debug" to test your forms, or uncheck it to run live


And all configuration is done in a simple and friendly UI:




Enjoy, please provide any ideas or feedback you have.

Important: This Cloud Connector/Component will be decommissioned  after March 31st 2017. Please review the App Replacement Cheatsheet for instructions


Each connector executes as an action on the Campaign Canvas. Once a contact hits that step, the Connector grabs the contact and processes it based on logic defined in the Connector. When complete, the Connector sets the status of the contact in the Campaign, such that the contact continues along its path. To use the Box Data Lookup App from a Campaign, do the following :


Drag "Send to Cloud Connector" from the left toolbar onto the canvas :



Double-click on the "Send to Cloud Connector" step to show the search window. Search for an select "Box Data Lookup".


From here, click on the Edit button to setup the app. A window will open, prompting you to login to the Cloud Connectors site.

Login or register an account if you have not yet done so.



You will see the following screen.

Fill in your Eloqua Credentials to continue.

Note that the "Program Builder Step ID" should be prepopulated - do not change this value.


After clicking "Go" in you should be presented with the following configuration screen:



In order to access your Box files, you'll need to grant the Connector access to your account. To do this, click "Authorize Account".

The following screen will pop up :




Enter you credentials and click "Log In". Once successful, a window will display saying "Thank you. Close this window to continue".  Close the window, you've now granted access to your files!

Next, click "Select File" to see an explorer view of your box files.



Click a folder to load its contents or click on a file to select it.

Next, select "Edit Lookups" to define the lookup details. The following page will open :


The lookups follow a very simple pattern. If the top conditions are matched, then the actions below will be performed.


Testing the Connector:


The Box Data Lookup App can be tested by navigating to the "Test" area through the left navigation, under the "Run Manually" tab.


Enabling the Connector:


The Box Data Lookup app can be enabled by navigating to the "Credentials" tab on the left navigation and clicking enable.



After enabling the date connector it should start running periodically to update your contacts accordingly.


We hope that you find this helpful.




Like many marketers, part of my content marketing strategy includes content syndication through media groups that focus on my buying audience. These 'guaranteed leads' programs provide a stream of leads on a CPL basis, which get sent to me on a weekly basis in an Excel file. Very quickly, receiving weekly files from eight vendors became a hassle. So, being a marketer who embraces laziness automation, I worked out a little macro to help sort and augment excel files without having to do it manually. The code is pretty well commented, but essentially you run the macro, type in the name of the sheet you want to sort, and it creates a new sheet, arranging columns and adding columns if need be (in the example, I augment some columns).


One note: UsedRange.Rows.Count is not always accurate and can overcount the rows in use. You'll see in the attached example. You'll need to delete the extraneous rows.

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