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4 Posts authored by: @bethlambert

The following set of steps should help you set-up your campaign canvas, establish your registration connector and integrate your registration connector, as a part of your Before the Event - Automate your Webinar Registration process.This is the first post of a three part series detailing before the event, event and post event activities you should take to automate your next webinar.


I will refer to the ReadyTalk Cloud Connector through-out this series to deliver you the level of detail that you will need as you take the initial steps to automate your webinars. I will outline these steps at a high level. I will refer to the ReadyTalk Cloud Connector through-out this three part series of posts. I recommend you review and refer back to the Topliner Do It: Installation Guide for ReadyTalk.


You may need to use Eloqua's product support organization to help you work through any product specific questions and/ or issues (i.e. Data Cards). Please note, the Eloqua’s AppCloud offers you various Webinar Cloud Connectors (i.e. Adobe Connect, Go To Meeting etc.). The installation and features of each Webinar Cloud Connector is a bit different. Check this post OUT! AppCloud - Differences between Events Providers


Let’s Begin!

Here’s the customer scenario. “The sales team has asked you to help them create additional leads given a recent release of a new solution. The solution is specific to those existing clients within a particular industry. You use industry and role as filter criteria to for establishing your segments within Eloqua. The sales team is assigned to certain territories.”

 


STEP ONE: Eloqua's Campaign Canvas

  • Launch the Eloqua's BP Basic Event Template
  • Create and Use Assets: Webinar Registration
    • Emails:
      • Invitation
      • Still-time invitation reminder for non-registrants
      • Registration confirmation
      • Day-before event reminder for registrants
    • Form
      • Event Registration
    • Web pages:
      • Landing page with the registration form
      • Confirmation page following the registration
    • Shared Lists:
      • Capture event registrants from Form submission
      • Capture event attendees from Cloud Connector
  • Add CloudConnectors to Campaign canvas:
      • ReadyTalk Registration Cloud Connector
      • ReadyTalk Post-Event Cloud Connector
  • Add Feeders to Campaign canvas:
      • ReadyTalk Contact Feeder

 

STEP TWO: Schedule Your Webinar
Go to the ReadyTalk platform to schedule your webinar


STEP THREE: Create Your Webinar Data Card

Create an Eloqua data card to house webinar-related data returned by ReadyTalk. At a minimum, you will need fields for the unique “join meeting” URL and the unique ICS file as well as attendance status. You may also want to create fields to capture additional attendance statistics, polling questions and responses, and post-event survey questions and responses.

 

STEP FOUR: Add Cloud Connector to Eloqua’s Campaign Canvas

The ReadyTalk Registration Cloud Connector sends the Registrant to ReadyTalk and returns back meeting details as well as a unique "join meeting" URL and an ICS file that contains this unique URL.

 

Add the ReadyTalk Registration Cloud Connector into your Campaign Canvas following the Wait Period following the Shared Filter sending those contacts that have registered to attend.

 

STEP FIVE: Configure the Registration Cloud Connector

Enter your ReadyTalk account credentials and select the meeting you scheduled in Step Two from the drop-down list. Select the Eloqua registration form fields to send to ReadyTalk and map the data returned by ReadyTalk (including the unique “join meeting” URL and the unique ICS file) to fields on the Eloqua data card.

STEP SIX: Leverage Your Participation Data
Personalization

Personalize and send your Confirmation and Reminders emails from Eloqua. Be sure to add all of the information registrants need to join your event, including the meeting date and time, the audio joining information, and the unique "Join Meeting" URL and its associated ICS file.* This will allow you to maintain the campaign flow, follow-up and reporting all through Eloqua.


* Note: The meeting details plus the unique join meeting URL and the ICS file with a unique join meeting URL for each registrant are captured on the Eloqua data card.


Lead Scoring

You should consider establishing Event Participation Scoring Criteria prior to your event. For example, you may want to increment a prospect’s lead score if they register for the webinar or based on how someone responded to a specific question on the registration form.


Step Back: Gain Back Your Hours: Automated Webinar Campaign Planning Tool


I wanted to thank Anita Wehnert, Director of Product Marketing for ReadyTalk. I found her demo presented at the Road to Revenue in Dallas to be very comprehensive and powerful. She has contributed the supporting product specific information.


Recommended Resources

  Additional Resources:

Client Success Stories

 


Recommended Eloqua Education Course(s) 

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.

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


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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

Track:

  • 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.

Report:

  • 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.

Optimize:

  • 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

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