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Many organizations use multi-level rules for their lead assignment. Leads may be assigned based on several criteria, such as geography, vertical and/or product line. Many govern that lead assignment and routing via their CRM systems.

 

For very practical reasons, many organizations have processes and councils in teams that manage the administration of the CRM system.  While this governance is best practice and recommended for ensuring consistency and productivity of the Sales and Marketing organizations, it is not typically adept at mobilizing for quick changes in process or routing that may need to occur due to changes in lead assignment criteria or the far too frequent changes in staff.

 

If you believe:

  1. Sales interaction with a Lead in the first hour of engagement with your website (eg. submitting a Contact Us form) nets the highest level of lead qualification effectiveness (MIT Multi-Media Response study)
  2. 30% of Sales people turn over each year and it takes an average of 7 months to ramp new staff (Jeff Ernst, author of The New Rules of Sales Enablement)

 

Then, it stands to reason that getting your sales team info about engaged, sales-ready Leads as quickly as possible is key.  Why wait for the methodical, but often slow, assignment of your standard CRM Integration process when you can use Eloqua's Integration Rule sets to get vetted names into the hands of your Sales team sooner rather than later?

 

Integration Rule Collections can be used to update Leads or Contacts by triggering External Calls in sequence based on multiple criteria. More complex than Internal event triggers and less time consuming than the CRM Sync programs in Program Builder, these Integration Rules are build using filters to identify only those Leads or Contacts who fit the defined criteria. They use Integration Events (a collection of sequential, prioritized External Calls) to assign the Lead and update with more complex logic than just an Internal activity (like an email click-thru.)

 

The "Run Integration Rules" form processing step can be used to trigger this type of complex Lead/Contact updating in your CRM.

 

Create a CRM Sync, Triggered by a Form Submit Using Integration Rules

 

1.  Start by creating the Integration Rule Collection

 

  • Go to the Integration area by following the Setup icon to Database > Integration (Eloqua9, start on your Eloqua Today Bar: Setup > Integration)
  • Go to Configuration Tab > Get Started Bar: Configuration > Manage Integration Rules and Click the Add Rule Collection buttonIntegration Rule Collections.png
  • Type in the name and description of the Integration Rule Collection, select the data entity type to be governed by this rule, enable the rule & click the Save button.Integration Rule Collection-Create.png
  • On the next screen, click the Add Rule button to open the Add Integration Rule window so you can build your first priority set of external calls to be run.
  • Name the first rule, select a filter of who should be included and excluded from being synced in this fashion, and select the Integration Event (collection of prioritized External Calls) to be run. (You can also select a temporary field to be populated during this process for additional logic used in other Integration Events or the like)Integration Rule Collection-Create2.pngIntegration Rule Collection-Create3.png
  • Follow these steps as many times as you need to to build out the logic you want for the sync upon form submission.Integration Rule Collection-Create4.png
  • Save and Close once you are finished.

 

2. Add this Integration Rule Collection to the processing steps of your form

 

Processing Steps.png

 

  • Select your Integration Rule Collection in the form's processing step
  • Trigger.png

 

This is a great way to take care of quick syncs based on form submissions.   Know that you can also use these Integration Rule Collections in Program Builder as well.

 

If you'd like to learn more about CRM Integration, Integration Rules, Integration Events, External Calls or just do hands-on exercises in a safe environment, I recommend taking The specified item was not found.

After February's Content Marketing Bootcamp event, I wrote a brief Topliners post on the topic of Content Marketing and Webinars. It was so well-received that ReadyTalk decided to partner with content marketing experts from Vidyard and Kapost for a 1-hour webinar taking a deeper dive on this timely topic. Join me, ianhutchinson and tobymurdock on Tuesday April 30th at 2pm Eastern for:

 

Where Do Webinars Fit in a Content Marketing Strategy?


REGISTER NOW!


As marketers, we can’t read a blog, attend an event or open a white paper without the mention of content marketing. Why is the topic of content marketing so timely? By now you’ve probably heard the Corporate Executive Board statistic that today’s buyer doesn’t engage with sales until they are 57% of the way into the buying process. Instead, buyers turn to Google and to their peers to investigate potential solutions.


It’s our job as marketers to provide content that speaks to their pain points, teaches them something new, builds trust, and eventually leads them down the path to our solution. As you map out the content marketing strategy for your organization, where do webinars fit into the mix? Join experts from Kapost, Vidyard, and ReadyTalk to learn:

 

  • Why content marketing is important to modern marketers
  • What types of content work best at each stage of the funnel
  • How to tailor your webinar content to persona and stage in the buying process
  • Tips on designing your webinar content with reuse in mind
  • Creative ideas for repurposing your webinar for ongoing content marketing
  • How to drive ROI from your webinar recording long after the follow-up email
  • Ways to leverage webinar and recording data in Eloqua

 

Speakers:

Toby Murdock, Co-Founder and CEO, Kapost

Ian Hutchinson, Video Marketing Specialist, Vidyard

Anita Wehnert, Director of Product Strategy, ReadyTalk


Date: Tuesday, April 30th, 2013

Time: 11:00am Pacific/2:00pm Eastern


Register: http://meet.readytalk.com/LP=312?elqCampaignId=467&RTOffer=topliners

My good friend & co-worker Andrew Couch wrote a blog about his experiences as a developer. He talks about the dangers of re-purposing code, something that is very relevant to all of us on Topliners.

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Andrew Couch, senior developer at Bluewolf, is known for his bow-ties, crazy hair & his blue bike he often rides right into work (which can be seen in our latest recruiting video)



I'm a lazy person. I consider it one of my best qualities, and it's because I'm lazy that I'm a good developer. This may seem odd at first, but consider that much of software development is abstraction, which is really just a nice way of saying "finding ways to reuse things you've done before to avoid having to do as much now."

If I spend a coffee break today automating a common task and I'm able to shave even a few minutes off it, I may earn myself an extra coffee break tomorrow and every day after. This is just the concept of investment, which is already widely understood in business.

Or is it? False economies are all around us. A false economy is an action that saves money or time at the beginning, but proves to be much more costly or time consuming in the long run. One of the fastest ways to improve your work is to be conscious in eliminating these false economies. Let's look at a few examples.

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Paste-driven development

Perhaps the most common false economy in development is copy-and-paste programming, also known as snarf and barf. I like to call it paste-driven development. We all do this from time to time: a method above has a few lines of code that are almost what we need, so we copy them to where we're working, make a few tweaks, and away we go. This false economy is very seductive, because "why type something all over again if it's mostly the same?" However, this approach has a few fatal flaws.

First, there's often not as much in common as you initially think. If the passage is short there is less you will probably have to change, but there is also less reason not to just type it out. As the pasted section grows longer, the amount that must change increases, as does the chance of error.

In my experience, developers spend far more time dealing with trouble caused by "copy-pasta" errors than they would have spent simply typing the code in the first place. If you find that copying and pasting is an acceptable option, you should improve your typing speed.

Second, duplicating the code is a replacement for the real solution, abstraction. It is all too common for classes to accrete by the gradual addition of many repetitive elements. Fighting these forces requires constant refactoring and a disavowal of paste-driven development.

A common programming idiom is "don't repeat yourself." Frequently, developers will apply the rule of three: you can do something twice, but once you do it a third time you must abstract it. When a passage is pasted once, it is almost inevitable that it will be pasted again. This is what leads other developers to the rule of two: there are only three numbers: zero, one, and infinity.

Most importantly, pasting code numbs the mind, a developer’s mind is their greatest asset. Pasting is a substitute for thinking. Part of this has to do with abstraction as mentioned above, but it goes far beyond that. When you paste code you actively prevent yourself from considering the problem you are trying to solve.

A special case of paste-driven development is Google-and-paste programming. This unfortunate style removes the developer entirely from the development process. That is, after all, the very point of clipboard.

Haste-driven development

Another common false economy in development is something I refer to as haste-driven development. The conditions are all too prevalent: deadlines are imminent and a partial solution is in place. It seems like if we do things the down-and-dirty way "just this time" we can put a band-aid on the problem. Other times I see developers practicing haste-driven development as a matter of course, probably because they are so used to the process.

Haste-driven development manifests in many ways: writing lots of code and leaving the tests for later, growing a single method rather than applying a composition, failing to refactor code to reflect new information.

This last one is the worst for the long-term maintainability of your system. Software development is a learning process, and the software itself must come to embody the collective knowledge of the team. This means that as the team learns new information, it must be incorporated into the working software or inevitably it will be lost to the frailties of human memory or organizational change.

This blog post was inspired by this article on Ward's Wiki.

Are you looking for cloud application development? For over 10 years, Bluewolf's custom application development team has helped businesses build innovative cloud applications that make organizations more efficient and innovate their business processes.


Joe Gelata

Contact Routing Made Easy

Posted by Joe Gelata Mar 22, 2013

For a full version of this post including illustrations, additional use cases, tips, and considerations please see the original submission on the Revenue Engineer Blog at Eloqua Contact Routing Made Easy.

 

Summary

 

One particularly painful challenge that Eloqua users often face is contact routing between programs.  Eloqua is extremely flexible and built to manage routing effectively.  However, new users often don’t understand the full depth of flexibility causing this piece of the puzzle to be overlooked early in a deployment.  Unknown to Eloqua Admins the problem grows until one day it rears it’s ugly head – often too late to easily fix.  This post outlines some tactics that can be used early on to make contact routing very easy and ensure smooth sailing no matter how large a deployment grows.

 

Before we get started it’s important to note some general concepts for routing contacts in Eloqua.  This post focuses on static routing of contacts after they submit forms.  This means you are using a form processing step to move contacts to a program – often a Lead Scoring or CRM integration program.  This is a ‘push’ method.  If you are using a dynamic method of routing contacts this post is not for you.  An example of dynamic routing is using a contact filter in the program to feed contacts in.  In this ‘pull’ method the form is not ‘hardwired’ to the program.

 

Typical Eloqua Routing Scenario

 

The image above (see Eloqua Contact Routing Made Easy) depicts a typical routing scenario in Eloqua:

  1. Contacts submit a form
  2. A form processing step pushes contacts to a specific step in a specific program

This method is fast and ensures all contacts get to the proper program.  However…

 

The Problem

 

As your marketing automation skills grow and you start to enhance your system you may decide to add a new program to the mix.  For example, you may decide to implement the Eloqua Name Analyzer to filter out bad data before it’s sent to your CRM.  After building the Eloqua Name Analyzer program you are ready to add it into the flow.  You build a step at the end of this new program that adds contacts to the start of the CRM Integration program.  Then you look at routing contacts from your 347 live forms to the Eloqua Name Analyzer program…ouch!

 

In order to build a simple connection from your forms to the Eloqua Name Analyzer program you need to update 347 individual processing steps.  This would have been simple 2 years ago when you started using Eloqua and only had 5 forms.  Now your problem is much bigger (hopefully you aren’t one of the unlucky Eloqua deployments that have over 600 forms!).

 

The Solution

 

Fear not – there is a solution!  And it’s quite simple and easy to implement as long as you do it early in your Eloqua deployment.

What you need is Grand Central Station in Program Builder.  Essentially a Hub Program that acts as a central program to route contacts to wherever they need to go after they submit a form.  All forms will route contacts to this program via a form processing step.  The program then routes contacts to the next program they need to go to such as the CRM Integration program.  The following image outlines this flow (see Eloqua Contact Routing Made Easy).

 

The program itself is as simple as it gets.  It is a single step that moves contacts to the next program.

 

Once this is in place it becomes extremely easy to add new programs into the flow.  You no longer have to rerouting 347 individual forms.  Instead, you simple update one setting in the Hub Program to route to a different program (e.g. the Eloqua Name Analyzer program instead of the CRM Integration program) and you’re ready to go!  If you ever decide to build a full Contact Washing Machine program and want to swap it for the Eloqua Name Analyzer program – just update one step and your contacts don’t miss a beat.

 

I hope this helps save you time and effort!

@RevenueEngineer

 

For a full version of this post including illustrations, additional use cases, tips, and considerations please see the original submission on the Revenue Engineer Blog at Eloqua Contact Routing Made Easy.

How-To: Persona-Based Marketing using Rich Media with Eloqua


Displaying personalized and relevant information to prospects is an essential part of capturing their attention, to accelerate your demand. The best way to do this is by designing campaigns that take into account prior prospect interaction history and their profile data from Eloqua. You can then apply a series of rules for serving targeted rich media content and ads, while delivering one-to-one relevance to each buyer or named account. Here is a step-by-step guide on how to setup persona-based marketing using Kwanzoo rich media with Eloqua:


In this example, we will build a persona-based marketing campaign with 3 polls (Developer Poll, Manager Poll, Default Poll). We will then set up rules so the right poll is shown to a prospect based on what we already know (a) about them in Eloqua, or (b) about their Company or Named Account.


*(Follow these links for detailed instructions on How to Build Rich Media Polls and How to Build In-Banner Lead Forms.) The polls enable you to progressively capture insights from prospects, as you nurture them across multiple marketing channels. The in-banner lead forms help you deliver specific content offers, while asking for the appropriate data at different stages of your demand funnel. And from what we have seen, they far out-perform re-directing prospects to longer landing page forms.)


Create New Campaign

  • Sign into your Kwanzoo account
  • Go to “Create New Campaign” and select the “Smart Poll” option

1.png


Name Your Campaign

  • Name your overall campaign and your first persona-based creative (ex: Developer Creative). Your campaign name should reflect the larger campaign (e.g. email, website, social, display) where you will place this poll.
  • Then continue to build the poll as you would normally (See How to Build Rich Media Polls for reference)

2.png


Create Different Persona-Based Polls for your Campaign

  • Once you've built and saved your first persona-based creative, return to the top and select “Copy” and then copy to “Current Campaign”
  • Rename your second persona-based campaign creative (ex: Manager Creative) and customize the poll copy, content, background image and offers for this specific persona.

3.png


Edit the Creative

  • Click on “Edit” and build out your poll as you would normally
  • Repeat these steps to create the various persona-based polls
  • Finally, make sure your default creative includes an in-banner lead form to capture information from new prospects

4.png

 

Setup Advanced Settings

  • Once all of your campaign creative has been completed and saved, proceed to Step 3 and click on “Advanced Settings”

5.png


Enable Rule Based Targeting

  • Select “Enable Rule Based Targeting” and then “Save”
  • Then select “Edit Targeting Rules”

6.png


Create New Rules

  • Click on “Create New Rule” and then select “Build Rule using Eloqua Contact Record Fields”

7.png

8.png


Specify Filters for Rules: Example 1

  • Name your rule (ex: Developer Persona)
  • Designate the criteria that will determine which creative gets shown to the user
    • Example 1: Show the “Developer Creative’ to all users who have a Job Title containing the words “Developer” or “Engineer”

9.png


Specify Filters for Rules: Example 2

    • Example 2: Show the “Manager Creative" to all users who have a Job Title containing the words “Manager”, “Director”, or “VP"

10.png

Account-Based targeting

  • For account-based targeting, select “Build Rules using Target Account Names”
  • Then indicate which accounts you’d like to target and which creative you wish to show those accounts
    • Example: Show the “Manager Creative” to any user from “Pfizer.com”, “Lilly.com”, and “Merck.com

11.png


Re-order Rules

  • Note: The rules are evaluated from the top-down. Simply re-order the rules with a drag-and-drop if you would like to change the order. All users who are unknown, or not covered by any of the rules, will be shown the “Default Creative” which includes a lead form to capture information.

12.png


Embed Polls

  • Return to Step 3 and select where you would like to feature your polls. Then copy and paste the code in the appropriate location.

13.png


All Done!

  • You are now ready to deliver personalized offers and start collecting valuable data and insights from your prospects, across all marketing channels!

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If you have any questions or need assistance setting up your own persona-based marketing campaigns, contact us at 408-216-7025 or info@kwanzoo.com.

Folks, I just put this on the deliverability.com blog as well.

 

The Federal Trade Commission released updates this week to what is known as the Dot-Com Disclosures, guidance for how marketers can make ad disclosures clear and conspicuous across all platforms. The FTC issued the original Dot Com Disclosures in 2000 (before Twitter, Facebook and apps on mobile devices.), and the recent revision provides guidance with respect to technologies new since then. Although the fundamental rules have not changed, the guidance provides useful direction on how the FTC believes advertisers should comply with the law when making claims in various media.

One of the biggest reminders (not changes) from the FTC is screen size issue. For instance, if the legal and privacy disclosures on an advertiser’s website look fine when the site is viewed on a desktop, but they may not be sufficiently clear and conspicuous when viewed on a mobile browser then the advertiser needs to stop and ensure they are clearly and conspicuously displayed in all such media no matter the device it is viewed on. If not, the ad could be found to be deceptive or unfair. “If the disclosure cannot be made clearly and conspicuously on a device or platform, then that device or platform should not be used”

The FTC in the prior guidance said that such disclosures need to be put near or on the same screen/page as the ad claim. At the same time, they  advise advertisers to avoid using hyperlinks for disclosures that involve product cost or certain health and safety issues. If it is not possible to make a required disclosure clear and conspicuous in a particular medium, then the advertiser should either modify the ad or not run it.

A few highlights:

  • A disclosure will be more effective if it is placed near the qualified claim.
  • To be clear and conspicuous, a disclosure must be prominent in the context of the ad
  • Disclosures should not be buried in long paragraphs of text or in unrelated pages, such as a website’s Terms of Use.
  • Considerations for scrolling. If the placement of a disclosure might require that a consumer scroll (in any direction — consider viewing a website on a mobile device) to see it, the ad should encourage the consumer to scroll to see it.
  • Simple disclosures should NOT be placed behind a hyperlink, and neither should disclosures that are an integral part of a claim or inseparable from it.
  • If a disclosure is placed behind a hyperlink, the link should be named specifically to indicate the nature and importance of the information behind it
  • Disclosures must be effectively communicated before the decision to purchase.
  • Space constraints, such as in social media (Twitter), do not relieve advertisers of their consumer protection responsibilities

 

Remember folks, the FTC has the authority against unfair or deceptive acts or practices broadly covers advertising claims, marketing and promotion, in almost every sector of the economy, and in all media. So, you need to consider ANY ad no matter the channel. It has long been a staple of advertising law that, if a disclosure is necessary to keep an advertisement from being deceptive or is otherwise required by law, then it must be presented clearly and conspicuously.


You and your legal/privacy teams should review this latest update carefully. There is no set formula for making a clear and conspicuous disclosures.


Read it: 2013 Dot-Com Disclosures


-Dennis

Oracle | Eloqua

Don’t Just Send, Deliver!

It's a distressing truth, but your email marketing database degrades by about 25% every year. Your contacts' email addresses change as they shift from one company to another, they avoid of your email communication, or they dump that old AOL address they only use to fill out forms on websites.

As a marketer, it's your job to make sure you're frequently adding fresh contacts to your email marketing campaigns so you can keep your numbers moving up and to the right.

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  • 1) Create noteworthy email content. Your content needs to be incredible if you want people to stay subscribed -- and if you want them to forward it to their friends, family, and colleagues that aren't already on your email list.
  • 2) Generate a new lead-gen offer -- like a free eBook or whitepaper -- and require visitors to provide their email address in order to download it.
  • 3) Create a free, online tool or resource and have users sign up with their email address.
  • 4) Add a QR code to your print marketing collateral that people can scan to opt in to your email database.
  • 5) Encourage an online contest like a free giveaway, and have applicants sign up or submit with their email address.
  • 6) Add an email signup call-to-action as a custom tab on your Facebook page.
  • 7) Run a promotion on a partner or affiliate website to collect email addresses from a fresh source.
  • 8) Collect email addresses at offline events like trade shows, and import them into your database. Be sure to send these contacts a welcome email that confirms their opt-in to your list.
  • 9)  Short or Long? Subject Line Length:

The subject line is probably the single most important element that drives open rates. Bad subject lines, poor open rates. Good subject lines, good open rates. But what role does character length play?

We Think “shorter is better but email marketers still prefer “longer” subject lines to short ones, I recommend is 25-60 characters.

Uasdntitled.png

 

  • 10) Subscription Age Tracking:

Open rates by subscription age

My observations show that for the First 12 months after sign up, the newer the subscriber, the higher the open rate. Recipients who signed up for your newsletter a month ago or less tend to open messages more frequently than those who signed up 3 to 6 months ago. However, subscribers who have been on a list for more than a year are more responsive, perhaps indicating that it takes time to build customer loyalty and sustain interest. This provides yet another reason to communicate with customers.

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  • 11) Timing Is Everything:

     Open and click rates by day of the week

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Open rates will vary significantly for the same email sent on different days, so timing is critical! This is another aspect of email marketing that is very easy to control in order to optimize your results.

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  • 12) Encourage your current email subscribers to share and forward your emails by including social sharing buttons and an "Email to a Friend" button so their networks, friends, and colleagues can sign up for your list. Include a "Subscribe" link at the bottom of your emails so those receiving the forwarded emails can easily opt-in, too.
  • 13) Create a Google AdWords email capture ad or simply leverage paid search ads to link to a landing page with and email sign-up.
  • 14) Create multiple email subscriptions types that you use to send more targeted content to specific segments of your marketing personas.
  • 13) When creating content for guest blogging opportunities, include a call-to-action and link for readers to subscribe to your site's blog or email database in your author byline.
  • 14) Promote one of your lead-gen offers on Twitter. Create a Twitter campaign to promote an offer like an ebook or a free resource to your followers that requires an email address to redeem.
  • 15) Use your Facebook business page to promote an offer that requires an email address submission. In addition to creating a tab dedicated to email sign up, promote offers in your timeline and encourage your leads to share and like your offers on Facebook by adding a social sharing button on your landing pages and thank-you pages.
  • 16) Target offers redeemable using an email address on your LinkedIn Company Page or in appropriate and relevant LinkedIn groups, or recommends an offer as the answer to someone's question in LinkedIn Answers.
  • 17) Promote offers and email signup through your Google+ business page by making use of your Google+ updates and your Google+ about section.
  • 18) Leverage your company's YouTube channel. Add calls-to-action and URLs at the end of the videos you upload to encourage people to subscribe to your list, and include links to relevant landing pages in your videos' text descriptions.

Kind of story are you trying to share with your customers?

Product Demonstrations

That Video can help customers better understand their own potential use of the product.

Instructional Videos

Product demos can get customers through the door, but you can keep them coming back with educational and instructional videos that provide detailed training and help users master the product.

Case Studies and Customer Testimonials

It's an often-cited statistic that potential customers trust their peers more than they do advertisements, and that word of mouth is a potent but elusive marketing tactic

Thought Leadership

When knowledge or services are your business, distributing intellectual capital with video can give customers a taste of your content and help reiterate messages across different mediums.

Behind the Scenes

One of the best ways to attract and keep customers is to make your brand presence human and personal. Behind the scenes videos give customers a glimpse into culture and operations, developing a sense of privileged insight and investment in a company's brand and people

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  • 19) Promote an ebook or relevant offer through an affiliate or partner email newsletter that targets a new but appropriate audience. This will give you access to a fresh subscriber base.
  • 20) Encourage prospects in a traditional marketing campaign, like direct mail, to opt in to receive email communications instead. Include a URL to an online signup, and allow readers to opt out of direct mail. You'll even save some trees in the process!
  • 21) Link to offers that capture email signups throughout your website. Don't make people dig around your site to stumble across subscription options. Keep your offers up front, and include calls-to-action on just about every page of your website.
  • 22) Reinvigorate a stale email list with an opt-in campaign. Do you have an older list that you think is mostly decayed? Create an engaging opt-in message and send it to your old list encouraging contacts who wish to re-opt-in and promising to remove all contacts who don't respond.

 

                                                                                Market Research Chart Most Extensively used Strategies

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Here is a quick tip on how to quickly make a large picklist from a large repeated list of data in excel.

 

1) Copy the large list of repeated data into a separate sheet or column

 

2) Highlight the large list of data and select the data tab

 

3) Select the "remove duplicates" icon to remove any repeated items leaving just one incidence of each item.

 

Screen Shot 2013-03-13 at 10.20.02.png

 

4) Create another column and enter the "Option Names" required and Save as excel (xls) file

 

5) Within Eloqua enter the setup menu and select "manage picklists"

 

6) Click "Select List" top right and select "New Select List"

 

7) Choose a name and select "save"

 

8) Then select "Select List" top right of top window and select "upload select list"

 

Screen Shot 2013-03-13 at 10.29.14.png

9) Locate your file and Hay Presto.

We just complete our first big field marketing event of 2013, the B2B Modern Marketing Roundup.  We ran this program in partnership with Eloqua.  (Many many many thanks to Amy Bills, Anthony Best, and Tony Galindo for their tremendous support!)  I wanted to share how we designed the event and key takeaways that can help you deliver a successful program.

 

 

Seattle is a fantastic entrepreneurial community with tons of energy and fantastic business talent. However, high quality events for B2B Marketers are rare in the Emerald City.  Sure, there are plenty of social media events and standard business networking programs and lots of great parties. But high-value B2B marketing content is very limited.

 

 

For the 2013 B2B Modern Marketing Roundup we wanted to provide ideas that modern marketers could immediately put into action.  Most importantly – NO VENDOR PITCHES.  We wanted to share great ideas and encourage action and implementation!

 

 

The Mission We Requested and Accepted

Every event needs an objective and desired outcomes.  Our number one mission was curating and delivering content that Seattle’s Modern Marketers could use that would immediately help them build customer engagement and drive revenue. To support the mission we wanted special companies that could deliver the desired content. The kicker? We wanted sessions that were only 15 minutes each.  And we were going to deliver this great content in less than two hours and not the 4, 5 or even 8 boring hours many of us are used to. Honestly, do people really enjoy 60 minute slide deck presos? NO.

 

 

Here’s the Takeaway – Break the mold. Or at least change the shape of the mold. Just because everyone else does an event a certain way doesn’t mean it’s the right way.  One simple tweak on the length of presentations was a critical success factor for our event.

 

 

The Right Team

We are incredibly fortunate to have a great team at Heinz Marketing and we are heavily focused on a core set of values.  We all bring fantastic talent to any program with unique experience, strengths, passions, brainpower, and energy. No single person can build and execute a program like this alone.  The entire team at Heinz Marketing rallied around this event from the beginning.

 

 

Here’s the takeaway – Get the team behind your effort. The program leader should set the right example.  Give opportunities for ownership. Test ideas.  Make it fun. Provide constructive feedback. Celebrate success.

 

 

Content and Partners

Between Heinz Marketing and Eloqua we develop some of the most respected B2B sales and marketing content anywhere.  But I wanted to build a deep bench talent beyond Heinz and Eloqua.  I recruited NetProspex and Full Circle CRM to share their ideas and guidance on using quality data in B2B marketing, and how to effectively measure the results in Salesforce.com.  With four vendors on board, I could have rested.  But we wanted more!  I recruited Ryan Schwartz from DocuSign to share some of his incredible ideas how he and his team use Eloqua every day.  To top it off we were very fortunate to have Jessica Davis and Alexandra Evans from Avalara share their case study on using thought leadership to drive demand.

 

 

Here’s the Takeaway – Find the right partners and customers who can deliver high value content to support your event theme and audience.  Set the parameters and the objectives so everyone is on the same page.  Set deadlines for draft presentations. Provide a deck template that all presenters should follow. (Even though some won’t.) Make the content available on SlideShare after the event.

 

 

Event Format – Just Say NO to 60 Minute Sessions

Our presentations were going to be short and intense – only 15 minutes each.  No exceptions. We designed content tracks for Modern Marketers, Marketing Leadership, and Sales Leadership.  Attendees could mix and choose the sessions across the tracks as they wanted.  The 15 minute format was incredibly popular! Every single attendee and speaker I spoke with afterwards said the 15 minutes was perfect because the messages were focused. I had one attendee in particular tell me she would not have attended if the sessions were the typical 45-60 minutes each.

 

 

Here’s the takeaway – You can deliver high value content in a short session.  If you can’t, you are doing it wrong.

 

 

Promotion

We made the event “invitation only” by design.  Of course we still had people register or just show up who weren’t on our invitation list and that wasn’t a problem.  Eloqua, Full Circle CRM and NetProspex all helped promote the event in partnership with Heinz Marketing.  Most importantly, we had clients and colleagues encourage their network to attend.  We focused on selective email, blog, Eloqua Topliners, and a few social media channels for promotion.

 

 

Takeaways – Find the right channels to promote attendance. Don’t rely on any single channel or partner to drive attendance. Target the right segment with the right message.   Make events ‘exclusive’ to build interest.

 

 

Technology

We developed the segmentation and targeting strategy and targeted our outbound communications accordingly using Eloqua. We certainly weren’t perfect with the segmentation and execution.  But we learned a lot and developed some fantastic ideas for the next event.  We event tested some new Eloqua ideas that were invisible to the invitees but incredibly important to promotion and follow up.  Also, we made all event content available on SlideShare following the event.

 

 

Takeaways – Find the right audience for your event and reach out using the right mix of technology.  Technology is an event enabler.

 

 

Venue

We wanted a unique venue for this event.  The content was ready, the format was in place. What we needed was the perfect venue.  We chose the best venue for this program and that was the Columbia Tower Club.  The one challenge we had was getting more people to attend than we expected and that made two rooms cozy.  But the 15 minute format saved the day!  The views, service, and catering made the event perfect for the 2013 B2B Modern Marketing Roundup.

 

 

Logistics

There is ALWAYS something that can be done better, or details that fall through the cracks.  AV equipment like microphones, projectors, and slide clickers are sneaky details.  For the sessions we had Heinz team members assigned to sessions to help the presenters and to watch the 15 minute clock.  We also had a team at the front desk for check-in.

 

 

Key Takeaways – No detail is too small. Don’t assume anything. Use a white board to map every detail when designing the attendee experience. Make sure everyone has an assignment and they are empowered to solve problems.

 

 

Reflection and Follow Up

Events like these take a lot of planning and preparation.  There are tons of moving parts and people involved. Get creative with new ideas for your field marketing event.  With the right team, compelling content, unique format and logistics, you can build a meaningful connection with your intended audience.

 

How do YOU build and execute a successful event?

 

 

(Image: The Heinz Marketing team after the 2013 B2B Modern Marketing Roundup with Eloqua, Full Circle CRM, and NetProspex

MMR 2.jpg

Hello Topliners Community!

 

I am creating a few forms using conditional processing steps. The idea is very simple, I want to gather the time and date a lead submits his/her first form - "Original Form Submit Time."

 

I know I can do this several ways, from java script to update rules to conditional steps. For this particular form I am choosing to use a conditional step.

 

I created an "Update contact with custom data" step and applied a date stamp. I then made the step conditional when "Original Form Submit Time" is blank. With just that condition, this step continues to stamp the field with a new value every time.

 

The only way that I was able to make this work is by adding 2 conditions.

  • "Email Address" is equal to form field "Email Address"
  • "Original Form Submit Time" is equal to blank

 

 

I couldn't tell you why this is the case, is anyone else seeing this?

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

 

See the attached document for instructions on how to send Video Digital Body Language to Eloqua using Questionmine.

 

Questionmine can also be found on the Eloqua AppCloud

The challenge was to get more accurate ROI reporting on our PPC investment.

 

What we did:

 

We created separate campaigns in Sales Force that mapped to each campaign ad group set up in ad words. We then added a query string to the end of all our PPC ads that included the campaign id, example: ?CMP=701A0000000OvPXIA0.

 

The next challenge was that our forms already had a campaign id on them so we created a second SFDC Campaign field to capture the PPC campaign. We also added a second external call that would create/update a campaign response from the second SFDC Campaign field. We updated all of our forms to include the profile field to capture the query string and update the contact records with the new PPC campaign in the update existing contact processing step.

 

Now when a lead comes in from PPC they get added as a response to the form’s campaign and to the PPC campaign in Sales Force. We can see exactly how many leads and oppourtunities were created from each ad group and this allows up to determine where we need to be spending our money in the new year and where we can cut back.

First and foremost, big thank you to francisco.dominguez for helping me figure out this setup!


NOTE: This document is intended to be used by anyone currently using Vidyard as their video provider and has installed Eloqua Discover in Salesforce.


If you are not familiar with Vidyard, be sure to check out the other Vidyard Topliners posts at the bottom of this guide.


Before you get started with Buy Signals, you must have already integrated your video view activities into your SFDC install. Check out Kristin Connell's post on how to set that up. How to Write Vidyard "Video View" Activity from Eloqua to SFDC

 

Step 1: Determine your Activity Type.

Eloqua Discover is preset with 6 standard activity types

  1. Email Click Through
  2. Email Open
  3. Outlook Email Open
  4. Form Submit
  5. Hypersite Visit
  6. Website Visit

 

Since Video View is not one of these and cannot be added, you need to choose one of these to use as your video activity type. I suggest using one that you are not currently using. I chose Hypersite Visit since we are not using that activity type for anything else.


Step 2: Change your External Calls to reflect this new activity type.

Go to Setup/Integration/Outbound/Internal Events/Custom/Custom Data Card Events and click on the Vidyard custom event you previously set up. You will then need to edit each external call you have set up under this custom event.

 

 

Click Edit then Options/View Field Mapping. You will need to change the Subject of your external call to begin with the name of the activity type you chose above. Since I chose Hypersite Visit, I changed mine to be “Hypersite Visit: Video Viewed” Once you have made the change, save the external call and repeat for the other one.

 

    


Step 3: Test your external call to a test lead in Salesforce in order for Eloqua Discover to recognize the Marketing Asset.

Within the External Call, choose Options/Test External Call. Search for the Data Card associated with the lead you are testing.

 

Select the Data Card

 

 

Click Prepare for Test then Execute Test. Once your External Call executes properly, you should see the video view within the Activity History of the lead record in Salesforce.

 

 

Step 4: Make sure your video view shows up as a Marketing Asset in Discover.

View the Eloqua Discover app within Salesforce and click on the Marketing Assets tab. View all then select go. Your new video view should show up as a Marketing Asset under your chosen type.

 

 

Step 5: Create a new Buy Signal.

Click on the Buy Signals tab within Eloqua Discover and choose New Specific Buy Signal. Name your Buy Signal something that makes sense to you. Use the search tool to locate the new Marketing Asset. Set the Activity Type to the type you chose earlier. Determine your Recurrence Timeframe and Check the box for Active.

 


Step 6: Test the new Buy Signal.

Now that you have your Buy Signal setup, send another test of your External Call through to your test lead in SFDC. Once this test executes properly, you should see the Buy Signal raised 1 time within Eloqua Discover. You can also view the lead record and choose Buy Signals within the Eloqua Profiler application. Your new Buy Signal should be shown here.

 

 

You are now ready to enable your sales team with video view buy signals.

 

I hear the ability to setup custom Activity Types in Eloqua Discover might be coming in Discover version 2.0. *fingers crossed*

 

As promised, here are some links to other great Vidyard posts on Topliners.

How to: Leverage Video in your Email Campaigns – Tips and Tricks

Vidyard & Eloqua PDF

Vidyard FAQ for Eloquans

Vidyard Data Feeder 3 step instructions

Using the Vidyard Cloud Component for Eloqua Landing Pages

Vidyard Cloud Connector Enhancement Suggestions

Webinars are the vanilla ice cream of B2B marketing tactics and that’s OK. But think about how much more interesting a scoop of vanilla is when it’s in a sundae! Webinars are a starting point that marketers can build multiple assets from for a rich content marketing program. Here is a great way to look at using webinars to build multiple content assets.

 

 

Chocolate Syrup – Transcribe It

We almost always recommend having a webinar transcribed. The raw transcription is the basis for creating multiple assets that support the presentation. If you have limited resources look at using a freelancer from eLance to transcribe the event.

 

 

Carmel Syrup – Blog Series

With some basic editing, the transcription can be turned in a blog, or better yet, an entire blog series. We recently worked with a company using this simple approach where we transcribed and edited the webinar into a 7 part blog series that can be published over a period of time. That is hugely valuable.

 

 

Sprinkles – Downloadable PDF Asset

Webinars are organized into logical sections of content that share ideas the audience can relate to. Listening to a webinar isn’t always possible, or desired. Take the transcribed content and turn that into a webinar content summary, checklist, or report, formatted as a PDF.

 

 

Cherry on Top – Inside Sales Assets

Get the inside sales team involved and provide them with the assets they can use in webinar-related conversations with prospects and customers. Webinar attendee and no-show follow up emails can include links to the on-demand webinar recording or blog series. Voicemail talking points can include brief details on the webinar.

 

 

Put it Together

A webinar is just the beginning, not the destination. Using the ideas I’ve listed let’s arrange the components into an ice cream sundae of content marketing. If your organization delivers multiple webinars every quarter, you can rapidly build a library of highly valuable content assets. Make sure to record the webinar for on-demand playback. Once a webinar is delivered, find a resource to transcribe the presentation and edit the notes. This may be something you or someone on your team or a freelancer.

 

 

Post the pre-recorded webinar to your website or host as a gated asset with your Eloqua platform. In parallel, edit the content for a blog or blog series. At the end of each blog, promote the link to the full recorded webinar, or even a complementary webinar. Think about sharing quotes or facts from the blog and webinar on Twitter and LinkedIn. The webinar transcription can be crafted into a subsequent document asset that summarizes the overall topic. You can also cross the webinar from this asset and encourage visitors to view the webinar.

 

 

A webinar can turn from a single scoop of lonely vanilla ice cream to a richly decadent content marketing sundae. Your audience will be grateful for the choices.

At NetApp we have started using video email and are finding the results to be successful. We used to simply have an image or text that linked to a video on our website but after learning that we could stream the video in email with HTML5 we wanted to take a shot at doing it. Not only can we get more plays of a video now that there is less clicks for a user to get to the video (from email to browser to clicking play on the video), but the user experience has been enhanced as well, particularly for mobile devices that can play video email.

 

There are vendors that can assist with video email but we've gone the route of doing it all through Eloqua. I must admit that it is a bit of a hack for us to get metrics. Below is our process to do video email. Enter your email address at our video email sample form to see it in action.

 

Would love any feedback on our process, especially if anyone else is also doing video email through Eloqua. Btw, we're on E9. Kudos to our Eloqua Support Rep Michael Seto-Oracle & Eloqua Expert Riley La-Oracle for helping us work out the kinks to get this working for us.

 

video-email-123.jpg

 

Overview

Instead of having a simple link to a video, we can now stream a video inside an email. For email clients that cannot play video a fallback link will appear in the email that will link to a playable video inside a browser.

 

Video Email

MP4 files are needed for video email. We use Brightcove and download a Brightcove MP4 file of a video and host the MP4 file in Eloqua. Reason for hosting in Eloqua is Brightcove has a rendition URL for MP4 files and the URL changes in Brightcove so we’ve decided to host the file in Eloqua as the URL will not change once in Eloqua.

 

 

Assets to Host in Eloqua

Video

Host the video file under Setup > Content Assets > Content Upload. Once uploaded, the Content URL will be used in the html of the email. In the screenshot below the Content URL is http://img.en25.com/Web/NetAppInc/260701648001_2041020744001_NETAPP-SAUBER-F1-BrightCove-CLEAN-V2.mp4.

 

01.png

 

Screenshot

A screenshot from the video will be used as the default image for the video in email. Have a 398 x 208 px image created and host it under Setup > Content Assets > Images. In the screenshot below the image URL is

http://images.communicate.netapp.com/eloquaimages/clients/NetAppInc/%7B8954116a-b50c-49ec-b3d2-08a16f7714f5%7D_235496_sauber-video-tmb-398x208.jpg.

02.png

 

 

Redirects

For metric purposes, the screenshot URL and fallback URL will need to have redirect URLs used in the html email.

To create a redirect URL go to Communicate > Email > Tools & Content Components > Redirect Links. Then click ‘New URL’.

03.png

Select option for Enter New Tracked URL and paste in the same URL for Redirect URL and Tracked URL then click ‘Save Redirect Link’.

04.png

Copy the Link Format URL then click ‘Save and Close’. In the screenshot below the redirect URL is http://app.communicate.netapp.com/e/er?s=1184&lid=48766.

05.png

 

 

Email HTML

A video tag will be used to place the link to video and fallback link for email clients that won’t stream the video. Below is sample code. This code is used in place of the traditional ‘View Video’ link that we typically use.

 

<!-- Video -->        

<video controls="controls" poster="http://app.communicate.netapp.com/e/er?s=1184&lid=48766" width="398" height="208">

    <source src="http://img.en25.com/Web/NetAppInc/260701648001_2041020744001_NETAPP-SAUBER-F1-BrightCove-CLEAN-V2.mp4" type="video/mp4" />

    <img src="http://media.netapp.com/images/green-arrow-12x9.jpg" width="12" height="9" alt="" /><a style="color: #0067c5; text-decoration: none" href='http://<elqdomain type=1/>/e/er?s=<span class="eloquaemail">siteid</span>&lid=48706&elq=<span class="eloquaemail">recipientid</span>' target="_blank">View Video</a>

  

<object width="398" height="208">

    <param name="video"        value="http://app.communicate.netapp.com/e/er?s=1184&lid=48709"></param>

  </object>

</video>            

<br /><br />   

<!-- Ends Video -->

 

For the video tag, the value for poster is set to be the redirect of the screenshot URL (http://app.communicate.netapp.com/e/er?s=1184&lid=48766)

For the source tag, the value for src is set to be the URL of the video hosted in Eloqua (http://img.en25.com/Web/NetAppInc/260701648001_2041020744001_NETAPP-SAUBER-F1-BrightCove-CLEAN-V2.mp4).

For the param tag, the value for value is the redirect of the fallback URL (http://app.communicate.netapp.com/e/er?s=1184&lid=48709).

 

 

Metrics

We rely on the redirect URL of the screenshot URL to count how many times the video could have been played from email. The redirect URL of the fallback URL will be used to count how many times the fallback URL was clicked.

 

Navigate to reporting through Evaluate > Reporting > Report Console and search for ‘Page Details’.

06.png

 

Click ‘Web Site’ and search for the screenshot URL (e.g. http://images.communicate.netapp.com/eloquaimages/clients/NetAppInc/%7B8954116a-b50c-49ec-b3d2-08a16f7714f5%7D_235496_sauber-video-tmb-398x208.jpg).o Ensure it is selected in the Search box and then click ‘Ok’.

 

07.png

Select the time span that you want to report on then click ‘View Report’.

08.png

Refer to ‘Total Page Views’ for the number of times the video could have been played from email.

09.png

This was a tip from Tiziana Barrow:

 

USE CASE: A client wants to score on 140 countries. 

 

Solution:

There is no current technical limit on the number of criteria within a model, rules within a criteria, or values within a rule. However you don't want the model to become too large to manage or takes too long to execute, but it would depend on the number, type, and complexity of the rules involved. 

It's more efficient to define 4 rules that cover 35 countries each than to define 140 rules that cover 1 country each, but both should technically be possible.  It's also more efficient to use "in set" or "equal to" operators instead of "match" or "contains", i.e. match on the exact country name or country code. 

 

Happy scoring!

 

Chad

To be clear, I'm using Vidyard with Eloqua and am working to better enable how my marketing and sales teams are leveraging the data captured and fed by Vidyard into Eloqua (and now SFDC). Familiar with Vidyard? Cool, keep reading... Not familiar? I've linked to a few Topliners posts at the bottom of this post that you can check out now or later.

 

So, let me set the stage for this post a bit more... You've purchased Vidyard. You've uploaded your video content and embedded it on your site, etc... You've configured the Eloqua Connector. You're starting to see the data flowing into Eloqua - Video Name, Video Attention Span, etc... - based on video view activity. That's where I was at - but I wanted to take it one step further and write the "video view" activity from Eloqua to SFDC - we do it for email, forms and web visits, so why not video views? Especially now that we so easily can!

 

Basically, we're adding the Vidyard Eloqua CDO members to a short program that fires a custom integration event to write the video view activity into the matched SFDC Lead/Contact Marketing Activity/Activity history table. If you already have Vidyard, the Eloqua CDO is all set - you just need to dig in to the Integration and Program Builder modules (two of my favorite oldies-but-goodies) to complete this setup:

 

Step 1: Integration - Go to Setup/Integration/Outbound/Internal Events/Custom/Custom Data Card Events

  • Click on the gray drop-down arrow to the left of "Custom Data Card Events" and select "Create New Custom Event." Name your new event, for example, "Video View," and click Save.

EloquaVidyard-1.PNG

  • Your new Custom Data Card Event should appear in the left-hand frame - click on the gray drop-down arrow to the left of the event name and select "Create New External Call."
  • The External Call Wizard will appear in the main frame:

1. External Call Details - complete your External Call Name, Description and other field options, selecting your Vidyard CDO (note that you'll be creating two calls (Leads/Contacts) - so for this example, we'll start with the Leads call). Click "Next" in the bottom right corner.

EloquaVidyard-2.PNG

2. Next up is your Target Details - the Action defaults to "Create," which is what we want, so leave it there. Then you need to select the SFDC Entity to write the call to - this will be whichever Entity you're currently writing Eloqua Marketing Activities to - in our case, it's Marketing Activity (you may be writing to the native Activity History table). You can choose to configure the External Call Return Value fields or note - we currently do not (any feedback on why we should is welcome). Click "Next."

EloquaVidyard-3.PNG

3. Field Mapping time - locate the CDO/Contact fields in the right column, then drag/drop them into the corresponding SFDC Activity fields in the left column (you can type the black text as shown below directly into Field Expression area). We're date stamping the CDO record in Eloqua (see how to do that in one of my responses to this post: Vidyard Cloud Connector Enhancement Suggestions. One more thing here - I requested my SFDC Administrator add a new Marketing Activity Type "Video View," which I hard-coded into Activity Type below - this gives us the ability to filter and report on it correctly in SFDC.

EloquaVidyard-7.PNG

4. Event Mapping - Confirm your new External Call is listed and click "Next."

EloquaVidyard-5.PNG

5. Testing - You can choose to test the call here or after you've completed the External Call Wizard. The screen shot below is from after the Wizard (from the External Call Details, click on "Options" in the top right corner). Either way you do it, go to "Search" and look up one of the Vidyard CDO fields - I used Video Name and searched on the name value I used to create my test record (note, your CDO member record needs to be mapped to an existing SFDC Lead because you're building/testing the Lead call now). Once you select the record, click "Prepare for Test," then once you confirm the data set has populated correctly for the test, click "Execute Test."

EloquaVidyard-8.PNG

6. Finish (Now repeat the above steps starting at "Create New External Call" to create the Contacts version).

 

Step 2: Program Builder - Go to Setup/Program Builder/Create New Program

  • Complete the Program Details, selecting the Vidyard CDO and naming your Default Member Type ""Data Cards." Select "Save" and then "Edit Program Flow" from the bottom right corner.

EloquaVidyard-9.PNG

  • The program is easy-peasy - just three steps:
    1. I always start with "000. Start - Add Members" (as a pass-through step).

EloquaVidyard-10.PNG

2. Next, you'll trigger your new calls "100. Run Video View Integration Event," making sure to select the New Custom Event you created above as this step action.

EloquaVidyard-11.PNG

3. Finally, you wrap it up with "XXX. Remove from Program" step action.

  • One last thing here - we need to "feed" the program via your Vidyard CDO - you can do this from Program Builder or by going back to your CDO. As of the time I'm writing this article, I'm getting an error when trying to create it from Program Builder, so here's how to do it from your CDO:
    1. From the Data Card Set Details, select "Data Card Set" from the top blue menu bar and then "Data Card Services." Click on "Edit New Data," select "Add to Step in Program Builder," select your Program and Start Step within the Search area, Save and Close. Enable the "New Data" Services.

 

Step 3: Test, Test, Test

  • I recommend identifying and testing your primary use cases (in all things) - in this case, I have three:
    1. Net New Lead - This use case failed as I cannot easily identify a method to recognize a net new lead within the CDO or Program Builder (based on allowing Data Cards to feed the program). I'm launching without supporting this case as currently, all native activity calls fail on net new leads because the call fires before the net new lead is assigned a SFDC ID. I suppose I could create a "wait" step in the program, say, for two hours, just long enough for the new lead to have been created and populate the SFDC Lead ID field, hmmm... Feedback on how we could best accomplish this is welcome.
    2. Existing Lead - BOOM! Testing the process through to SFDC, this is a snapshot of what that looks like - as you can see, you could create report filters based on Marketing Activity Name, Date, Detail, Type - it just depends on your needs. The one thing I'd like to see here, eventually, is the embedded video URL so Sales can click it to view the content exactly as they can to view emails, forms and web visits. I've already talked to Vidyard about this request - if/when it happens, I'll be sure to update this post.

EloquaVidyard-12.PNG

3. Existing Contact - KABOOM!

 

So that's it, Topliners - happy programming!

 

Best,

Kristin

 

Note: Current Topliners posts referencing Vidyard in the title: Using the Vidyard Cloud Component for Eloqua Landing Pages Vidyard Cloud Connector Enhancement Suggestions

This post by Marilyn Cox Spotlight on Success: 5 Reasons I Love the Analyzer License inspired me to write this quick post which may be a common scenario for you. You may have a sales team that is clamoring for leads from a tradeshow or an ongoing campaign. How do you send these on via a daily scheduled report if these contacts are in a Shared List? This solution is thanks to Owen Manning:

 

You'll need to customize a report to do this. I started by creating a prompt for "Contact List" (aka Shared List in Insight-speak). I then customized the Contact List report and added this prompt as a filter. As long as the fields you want to report out are part of the OOTB (out of the box) fields on the report, the result should do the trick.

 

Of course to create a customized report, you will need the Eloqua Analyzer license for Insight. The other thing to keep in mind is that newly added contacts to the Shared Lists take about 20 or so minutes to be added to Insight reporting. Happy report creating!

 

Chad

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

 

DataCard Evaluator Cloud App

 

This post will describe the DataCard Evaluator Cloud App, and how to use it within your instance of Eloqua.

 

With the DataCard Evaluator Cloud App, you can analyze multiple DataCards attached to a contact, and return values based on field comparisons (max, min, sum, or average values).  The returned value can be written to a contact field of your choosing.

 

In order to use the App, you must be registered at cloudconnectors.eloqua.com.  When creating your account, make sure the user whose Eloqua credentials you provide is added to the “API Users” security group to ensure it has API access.  Your Eloqua administrator will have to do this for you.

 

What is the difference between Appcloud.eloqua.com and Cloudconnectors.eloqua.com?

 

DataCard Evaluator Cloud App Components

 

The DataCard Evaluator Cloud App consists of the following Cloud Connector:

 

    • DataCard Evaluator - analyze multiple DataCards attached to a contact, and return values based on field comparisons (max, min, sum, or average values).

 

Components of the AppCloud

 

Installation and Configuration

 

To install the app in Eloqua, do the following.

 

Log into cloudconnectors.eloqua.com and click on the Apps menu.

AppsMenu.png

Click on Contact Data, then Data Card Evaluator, and the following screen will appear:

Install_App.png

Click on Install Connector.  You'll then be shown the installation screen.

Add_Connector.png

If you are an Eloqua administrator, you can click on Add Connector, and it will take you to the Cloud Connector Management area in your instance.  The install settings will be pre-populated.

 

You can also choose to do a Manual Install (note the settings above) and then go into the Cloud Connector Management area in your instance.  Enter the settings as shown below.

CloudConnectorSetup.PNG

CloudConnectorManagement.png

 

 

  Enter the following information:

 

To configure the App, do the following:

    • Add a step to your marketing automation program at any point you would like to run the data card evaluator connector on a Contact record.
      • Note: The Cloud Connector will run on any Contact that flows into that step, and return the result(s) to another field within the Contact record.
      • Make sure that you have an account on cloudconnectors.eloqua.com.
      • Drag a "Send to Cloud Connector" step onto the Canvas from the toolbar:

Canvas1.png

    • Double-click on the "Send to Cloud Connector" step, select DataCard Evaluator from the list, and click on the configuration button.

Canvas2.png

    • When the Login screen appears, enter your cloudconnectors.eloqua.com credentials and click Log In.

CC_Login.png

    • Next the first setup screen will appear.

Creds.png

    • The value for Step ID will automatically populate.  Select your Eloqua credentials, then click Go.

 

    • The Configuration page will then be displayed.

Config.png

On the Configuration tab, enter the following information:

      • Description (optional):  Some text about this connector instance
      • Rule to use: This is the rule that will be run on the set of DataCards attached to the contact.  The result of this rule will be written to the result contact field selected on the Mappings tab

Options are as follows

        • Average of Values:  calculates the average of numeric values in the Field to Evaluate.
        • Maximum of Values:  determines the highest (maximum) of numeric values in the Field to Evaluate.
        • Minimum of Values:  determines the lowest (minimum) of numeric values in the Field to Evaluate.
        • Latest of Date Values:  finds the most recent (latest) of date values in the Field to Evaluate.
        • Earliest of Date Values: find the oldest (earliest) of date values in the Field to Evaluate.
        • Count of Values:  determines the count of DataCards in the set mapped to the current contact.
        • Sum of Values:  returns a sum of the numeric values in the Field to Evaluate.
        • Field A where Field B is Maximum: returns the chosen contact field (the Field to Select on the Mappings tab) from the DataCard that contains the highest (maximum) numeric value in the Field to Evaluate.
        • Field A where Field B is Minimum: returns the chosen contact field (the Field to Select on the Mappings tab) from the DataCard that contains the lowest (minimum) numeric value in the Field to Evaluate.
        • Field A where Field B is Latest:  returns the chosen contact field (the Field to Select on the Mappings tab) from the DataCard that contains the most recent (latest) date in the Field to Evaluate.
        • Field A where Field B is Earliest:  returns the chosen contact field (the Field to Select on the Mappings tab) from the DataCard that contains the oldest (earliest) date in the Field to Evaluate.
        • Field A where Field B is Equals X:  returns the chosen contact field (the Field to Select on the Mappings tab) from the DataCard that equals the exact value in the Field to Evaluate.

 

      • Click Save Settings.

 

    • Next, click on the Mappings tab.

Mapping.png

 

On the Mappings tab, select the following (Note: in order to explain their use, ALL possible fields/settings are shown below.  Which fields/settings will show depends on the Rule to use that you have set):

 

Contact Fields

      • Email Address: the field on the Contact record containing the email address.
      • Result:  the contact field to store the result of the evaluated Rule to use.
      • Result (Number):  the contact field to store the result of the evaluated Rule to use (shown when the Rule to use is a numeric operation)
      • Result (Date):  the contact field to store the result of the evaluated Rule to use. (shown when the Rule to use is a date operation)

 

DataCard Fields

        • Email Address: the field on the Custom Data Object containing the email address (used to find DataCards mapped to a contact).

        • Field to Evaluate:  the Custom Data Object field used to evaluate the Rule to use.
        • Field to Select:  the Custom Data Object field to return when running Field A where Field B operations.

 

      • Click Save Settings.

 

You are now ready to Test the connector to make sure all is set correctly.  Click on the Test tab.

CC_Test1.png

Once your step is enabled and running, the Step Members testing tab will show you the counts of contacts in your step.

 

The Run Manually testing tab will allow you to perform a Dry Run or a Full Run of your step.

CC_Test2.png

A Dry Run will simulate a run, but will not actually write the data back to Eloqua.  A Full Run will perform a run of your connector, actually updating Eloqua.

 

Use the Sample Data tab if you wish to test your setup on select contacts.

CC_Test3.png

Enter their email addresses, one per line, and click Test Contacts. (these contacts must already exist in your instance).

       (Note: If you check the Full Run box, the data will be written to Eloqua, if left unchecked, it will simulate the connector and show you the results.)

 

To check the history of your step execution, click on the History tab.

History_Tab.png

Now that you have tested your step, it's time to enable it.  Click on the Credentials tab.

CredsTabStepNew.png

 

When you are ready to enable your step, click the Enable Step button. (Note: Remember to also enable your program in Eloqua)

 

As Contacts flow into the step, the app will look in the Custom Data Object that you selected on the Configuration tab, and find the DataCards mapped to the contact.  It will then evaluate the chosen Rule to use against the Field to Evaluate, and return the resulting value to the Result contact field.

Eloqua has already created an IP Warming program template. It take only a few minutes to setup, but prior to working in program builder you need to do two steps:

 

1) Build the email that will be used for the IP Warming Campaignip

2) Create a Segment that you want to send the email to.

 

Go to: Setup > Program Builder > BP- IP Warming

step1.jpg

It's recommended that rather than modifying the BP - IP Warming template, you create a copy.

step2.jpg

 

Add Members to the very first step called "100. Add Contacts" > Choose Source: Contact Filter > Contact Filter > Search for the "Segment"  you created > Press OK

 

step3.jpg

step4.jpg

 

The next step in the process to add the email. Scroll down to the step "All: 999 Batch Send": press the small arrow > Edit Step Default Action > Send Batch Email > And then search and choose for the email you already created > hit save and close.

 

step5.jpg

Those are the only two changes you need to make to the IP Warming Program Template.

 

The IP Warming program is setup to start on a Sunday. You could start the program sooner, by adding contacts to the "Y: Pre-Split Hold" step.

step 6.jpg

To activate the program select: Program > Enable Program > And then you should be able to choose Bulk or Priority mode

step7.jpg

step8.jpgip

Eloqua makes it possible to send radically different versions of an email by using the Dynamic Content functionality.

 

Sometimes there is a use case that the default setting needs to be BLANK and collapse the email so the BLANK space doesn't appear.

 

To be sure the content collapses completely, you need to use the HTML email editor rather than the WYSIWYG. You still create the dynamic content in the same way by using the Eloqua dynamic content option from the left navigation. But the default section needs to remain completely blank. You don't need to add any code whatsoever.

 

You then add the various rules need to make the content dynamic and then drag the content blocks into the source where they need to be added.

 

It's highly recommended that you preview the various possibilities to make sure the rules are applying the way you need them to and that the email is collapsing correctly. The system works surprising well for something that seems is complicated. Most likely if there is a mistake, it's because your contact data is bad.

 

My experience is with E10.

Every time I access my shared lists, I get this "Not Found" error.  I can simply bypass it by clicking OK, so I have ignored it.  Anyone else experiencing this problem, or know what is causing it?

 

Thanks!

 

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