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12 Posts authored by: Mindy Barenblat-Oracle

It's easy to add Dynamic Content to the Subject Line of your email...

 

IF you know these two things.

 

1. Keep the Dynamic Content text only.

2. In order to drag and drop your content into the Subject line, watch your cursor. What do I mean? If you try to drag the actual content on top of the Subject Line field, it doesn't stick. (See screenshot and notice that my mouse is ABOVE the Subject Line Field.)

Dynamic Subject Line-Not Correct.jpg

 

Instead, watch your cursor as you drag and drop the content. As soon as your cursor is inside of the Subject Line it changes from an arrow to a line. Then release your mouse and voila the Dynamic Content sticks in place. (Notice in the screen shot I have circled my cursor which has changed from an arrow and is inside the Subject Line field. Even though the Content appears below, when you release the drag and drop the content will now stick in the Subject Line.)

 

Dynamic Subject Line - Correct.jpg

 

Go forth and be dynamic!

 

Also, just as an FYI dynamic content that references Custom Objects will be a part of an upcoming Eloqua University class. If you are attending Modern Marketing Experience London in a few weeks look for the Effective Marketing with Custom Objects class on the Continuing Education day. The London class will be a two hour version. A three hour version of this course will be available for All Access Pass holders soon.

There is a great step-by-step post for finding the Shared List Asset ID using Program Builder. However, while teaching at EE13 todd.sprinkel opened my eyes to an easier way to locate the IDs for Shared Lists.

 

Asset IDs can be handy. Here are just two scenarios where you might crave the Asset ID.

  1. Talking to support about a particular asset. It isn't always easy on a phone call to relay a long asset name (since you are all using superb naming conventions I do know asset names can be extended).
  2. Also Asset IDs are needed in E10 if you want to use the processing step configuration to trigger based on picklist. For example, you want to add form submitters to the correct Shared List based on their lead source. You can capture lead source on the form and then use a picklist to match their lead source to the Shared List you wish to add them to. However, you need the Asset ID to do this.


Locating Shared List Asset ID:

  1. Navigate to a Shared List (Contacts > Shared Library > Shared Lists)
  2. Open the Shared List
  3. Go to the Action Gear drop down in the upper left
  4. Click on Run Deduplication  or Run Update Rule
  5. shared list menu.png
  6. Look at that pop-up window url (You will see something like: secure.eloqua.com/agent/LeadGen/LeadGenModalToolDedupe.aspx?OpenInModal=True&Context=Contact&ContactInfoID=57&xsrfToken=c0282653-4ee8-4639-ae1d-e74003be9555)
  7. The ID is the number that comes after ContactInfoID… so In the example above … 57
  8. You can close the pop-up as soon as you have looked at the url.

 

Side note: Campaigns, landing pages and emails all have the campaign ID in the URL at the top of the editor screen. Super easy. You just navigate to that asset inside of Eloqua and check out the url in the address bar when you arrive.

Locating other Asset IDs (such as Campaign)

  1. You navigate to a campaign canvas
  2. The url appears in the address bar as secure.eloqua.com/Main.aspx#campaigns&id=239
  3. Therefore, this Campaign Canvas ID is 239

I'm sure you all know that you should never copy and paste from a word doc directly into the email or landing page editor in Eloqua. This means you get to open up the trusty notepad as the intermediary. Personally, I am not a fan of needing to follow this series of 5 steps just to copy and paste...

  1. Ctrl+C
  2. Open Notepad
  3. Ctrl+V in Notepad
  4. Ctrl + C again
  5. Ctrl + V into the Eloqua Editor

 

PureText enters stage right to save the day (or at least the moment). PureText is a simple (and free) program that allows you to strip out formatting by simply using Windows Key+ V instead of Ctrl + V. This cuts out steps 2-4.

  1. Ctrl + C
  2. Windows Key + V

 

I've just saved you seconds. Your welcome!

I have been enjoying this discussion thread about whether to moderate a corporate blog... I believe moderation is essential for creating a unified, corporate blog voice (I like to think it sounds like Morgan Freeman). However, I am intrigued by the idea of crowd sourcing content. I was just reading about BlogSync which is actually specifically for education and teachers. Here is how it works:

 

  1. Every month a topic is decided by BlogSync
  2. Bloggers “sign up” to write on this topic by the deadline
  3. Everyone blogging as part of that month’s #blogsync advertises the links to each others entries
  4. The BlogSync site acts as a co-ordinating hub, advertising the topics and the blogs written under each month’s heading.

 

The idea being... there is a lot of teacher brilliance out there, why not coordinate it so that ideas can build off of each other rather than growing and percolating in silos. I don't think this method would work as the content source for the main corporate blog. However, a really cool concept for coordinating customer, partner or thought leaders so that they are all talking about the same idea at the same time. Thus, creating an exchange of ideas, that, while not spontaneous to begin with, can morph into the realm of the spontaneously awesome (a business term).

 

What are your thoughts or experiences with crowd sourcing and coordinating multiple voices?

Oracle Eloqua provides Sales Teams with the powerful Tools of Profiler, Engage and Discover in order to provide real time digital body language insight to sales people. Used correctly, this insight creates a more tailored buyer experience.

 

Sales Teams who adopt these tools enjoy increased revenue and shortened sales cycles. However, these results are only achieved when members of Sales understand the benefits of Profiler, Engage and Discover, as well as how to use each tool.

 

To encourage and enable your Sales force to effectively use the Oracle Eloqua Sales Tools, Eloqua University offers a 1-hour self-paced course available to All Access Education Pass holders on Eloqua University or as an Enterprise License. An Enterprise License allows your organization to host the self-paced course in-house for the period of 1-year. During that year, an unlimited number of people in your organization can view the course and if Eloqua University makes any updates to the curriculum, you’ll receive access to the latest files for loading in your environment.

 

The enterprise approach is ideal for equipping a Sales force, who typically do not need full Eloqua knowledge, but benefit from education for building the necessary Profiler, Engage, and Discover skills.

 

The Oracle Eloqua Sales tools course available through an Enterprise License includes the following information:

- Why Sales Tools are necessary, including ways in which the sales process has fundamentally changed

- What the Sales Tools do, including functions, features, and demonstrations

- How to use the tools, including best practices for optimal usage

 

Interested in learning more? Read the full abstract or talk to your Account Director for more details.

I do not claim to be a SEO genius. However, this simple tip can help you optimize as you create new landing pages. First, a couple of terms with non-technical definitions:

Index: The magic algorithms that present web pages to you when you search

Crawl: The creepy digital spiders that find new pages to add to that index

 

All landing pages created in Eloqua are indexed by search engines by default. They are crawlable and at some point the spiders of Google will find their way to your landing page. This is great if you want that page to appear in search results and the page is part of your overall information architecture, but…

What if you are launching landing pages with duplicate or close to duplicate content? This can negatively affect your SEO because it spreads the visits across multiple pages instead of concentrating on one.
What if you are featuring a download that you only want people to find if they are sent the hyperlink in one of your nurture emails? This means you don’t want that page to ever show up in search result…
What if you are planning an event that will have informational pages that will only be relevant for 3 weeks? SEO does not appreciate short-term pages. You don’t want the event pages showing up in a search after they are no longer relevant.

 

There are many reasons why you might choose to have some of your pages non-indexed. This is easy to accomplish in the Eloqua easy editor, by simply adding this meta tag to the page head:

<meta name="robots" content="nofollow">

<meta name="googlebot" content="noindex">

non index image.png

 

At first, I didn’t know where to start to add this meta tag. Follow these step-by-step instructions for landing pages built inside of Eloqua 10:

1.Open the Landing Page easy editor
2.Click on the Red Tool Box
3.Choose the far right tab, the Page Snippet Tool tab
4.Make sure the Head option is highlighted in blue
5.Copy and paste the meta tag text into the lower gray work area
6.Click the plus sign to add the meta tag
7.The meta tag will shift to the top white screen
8.Save your Landing Page

For more, check out the Power Hour on SEO and Demand Generation. The entire Power Hour is great, but if you want to focus solely on tips and tricks for which pages to index versus non-index, skip to the 20 minute mark. EloquaU Power Hour: SEO and Demand Generation

 

As Marketers we preach that content should:

• Get to the point

• Be short and sweet

• Use bullet points.

As the reader, I usually prefer blog posts and emails that I can quickly scan.

 

However, there are times content needs to be in long form in order to be useful. Think of some of your favorite Topliners posts. Some of them may require scrolling, but these pay off when you do a new ninja move in Eloqua.

 

How can we as Marketers use long form occasionally without annoying our mobile audience? Recently I came across a blog post that had a disclaimer directly under the title. It read something like this:

[Editor’s note: This blog post is over 5,000 words. You should not read this on a smartphone. Bookmark it and read it later.]

This author recognized that the post was not mobile friendly, but instead of shortening the post to the point where it would be useless, they wrote the disclaimer. I found this to be quite refreshing.

 

Long content cannot be fluff – there has to be a good reason behind the extra words.  Here is your new content mantra:

Be thorough, not just pithy.


What are your thoughts on how to incorporate longer content into your marketing strategy?

Noticing eye color and remembering birthdays is part of our human alignment project. The third human touch approach to Sales & Marketing Alignment should actually appeal to your nurturing side.

 

nurture plant.png

Do you nurture your Sales Team? You want them to use your campaigns, reference your content and follow-up on the MQLs you send their way. Why not open the lines of communication. Have you thought about building a newsletter specifically for your Sales Team? I am not suggesting a weekly communication that takes up your time to build. Nothing that formal or that frequent. Just an email that goes out quarterly or whenever there is enough good news to share. I am a big fan of Daniel Pink’s newsletter that has the tagline of “irregular and irreverent.” Pink waits until he has enough really good tidbits to share and then compiles an incredible newsletter. The sporadic nature makes it easier on you in Marketing and peaks Sales’ interest because it isn't a routine email.

 

This newsletter is not an email blast to be used as a megaphone for preaching the undying greatness of Marketing (though we do all know there is greatness to be had). Instead, include tidbits such as:

• New campaigns which may affect the overall sales cycle.

• Links to new pieces of content with pointers on how that content aligns with common obstacles in the sales cycle.

• Changes to lead scoring models.

 

Make it a point to gather stories from the sales and marketing teams:

• Big deals closed

• A new hire’s first closed deal

• Industry awards won

• People helping each other within sales or across teams

• Personal updates such as new family members or triathlon completion

These stories can be front and center.  When both teams start looking for ways to brag on each other, not only will you get more and more stories, but you will see dynamics start to shift.

 

You may read this and think, “No. Not my team. This is far too warm and fuzzy.” No problem. Take what you can and leave the rest. Perhaps you have already stopped by a sales teammate’s desk and asked about their weekend. Maybe you think a twice-a-year roundup email is a good starting place. Perhaps birthdays seems like a good fit for the personalities with which you work. Don’t forget you can use Eloqua for more than just your external marketing. Allow Eloqua to help you achieve both business and human alignment with sales.

Now that you have paid a little attention to your sales counter parts and can recite their eye color… let’s look at another way to appeal to the human side of candles.pngrelationship building all while using Eloqua automation.

 

In a previous job, I worked at a financial services company that had several thousand employees. I spearheaded an initiative to email employees on their birthday to wish them a great day and tell them we were glad to have them on the team... It always amazed me how appreciative individuals were to be remembered. Thoughtfulness is a powerful way to build trust and a bond.

 

The first step is a bit of investigation. Find out birthdays for the folks in Sales or if you have a large Sales Team, start with the birthdays of those in Sales who you work with on a regular basis. If it is a small number of people all in one office, you could bring in cake or, for remote employees, an actual piece of snail mail is a nice touch. For a large enterprise Sales Teams or anyone who wants to "set it and forget it," you can set up a Birthday Campaign in Eloqua. This campaign triggers a celebratory email on the sales person’s big day. I don’t recommend advertising people’s birthdays because not everyone is appreciative of the attention to their age. However, a quiet email is enough to make someone feel remembered and appreciated.

 

This can easily be achieved using Custom Data Objects (CDOs).

  • Create a custom data object set called Sales Team Birthdays (or something like that)
  • Create a custom field for Birthday
    • Use the date/time formatBirthday Segment.png
    • Choose date output of MMMM, d (May, 9)
  • Upload the Sales Team and their birthdays as custom data objects within the Sales Team Birthdays data set and map to contact records
  • Build a Segment with a filter that locates individuals linked to this custom data object with Birthday dynamically equal to Today. This Segment will track down the right people.
  • Build a simple campaign with your Segment set to add members hourly until campaign is deactivated
  • Create a Birthday email and add to campaign canvas
  • Add a schedule to the email so that it triggers between 9 and 11 am … really you can pick any time, you just want to avoid having the birthday message go out right at midnight.

 

As always, test your campaign to make sure everything is functioning correctly. You will also need to periodically update the Sales Team data set to add new employees. You might want to add your own marketing teammates to the campaign... it doesn't hurt to extend some internal alignment as well!

 

So far, our human alignment mission has focused on face-to-face connections to notice eye color, as well as, tips to help you automatically remember birthdays. Next up, one more suggestions for how you can apply your mad, modern marketing skills to the human side of Sales & Marketing Alignment.

Eye color doesn’t set until 6 months of age. My son is 5 months and was born with deep blue eyes. Blue eyes are not in our family in the remember-able past, so my husband and I gaze intently into eye color blog.pngour son’s eyes… looking for hints if they are shifting to green or hazel or toffee or perhaps staying the lovely navy they are now.  This focus has made me realize that there are plenty of people in my life who I have never noticed their eye color. There aren’t many Anderson Coopers out there where you can’t help but notice. Most of the time we make eye contact and notice wrinkles, eye shadow, glasses or emotion, but, at least for me, I don’t always take note of eye color. However, really noticing the details about people – how they look, how they interact with others, how they do their work – is one way to show genuine interest and create a bond. If someone tells me “You look nice,” my first thought may be a snarky one. Such as, “Do I usually not?”  In this case the generic compliment backfired. Whereas, “That shirt makes the green in your eyes really pop,” is a compliment that I appreciate more. I feel seen.

 

Alignment is about streamlining processes, but more than that it should be about really seeing others  and appreciating who they are and what they bring to the table. I realize that the fact that my son’s eye color makes me think about Sales & Marketing alignment reveals a new level of modern marketing nerdiness, but bear with me...

 

You hear Eloqua talk about sales and marketing alignment here on Topliners, in our Eloqua University classes, on our blog, on the Chart of the Week, in the Aberdeen RPM study… you get the idea. We know alignment is one of the keys to successfully implementing the Revenue Performance Management (RPM) strategy. We provide all kinds of important business processes, service level agreements and committee recommendations that will definitely help in the process of attaining alignment.

 

However, I wonder how many of us know the eye color of our counterparts in sales. Do we know the sales team as people or just as the persona we need to persuade? You can start Aligning the Human Way by noticing the eye color of at least one person on your sales team. It’s amazing what even an extra half second of direct eye contact can do. I’m not asking you to fall in love with everyone in sales, but seeing them as individuals is a great step towards alignment. There are many marketing and sales teams that havean extensive history of negative interactions. Sales may complain that the leads are never good enough or plentiful enough or anything enough. Marketing can easily get frustrated with never getting positive feedback and seeing Sales receive all the credit. Taking the time to notice eye color turns the monolith of the Sales Team into distinct individuals. They are no longer The-Obstacle-in-the-Way-of-My-Brilliant-Branding or The-Enemy-Who-Won’t-Use-My-Perfect-Content.  Instead they are individuals who...have kids, love golf, or maybe one has the same favorite food as you.

 

Building relationships can be just as important as building consistent business processes. This will not work if you aren't *actually* interested in knowing the sales team as people. This isn't just a check box on your road to marketing enlightenment. It is a mind shift to help you embrace the other team. Genuine interest is one of the highest forms of flattery in our high-speed world. I hope you can slow down enough to notice eye color.

 

In the next two installments of Alignment the Human Way, I will share two ways you can have the human approach and use Eloqua automation at the same time… stay tuned.

The question came up in today's Power Hour... where can I get more information on best practices for Salesforce and Eloqua? If you search Topliners for "Salesforce" or "CRM" you will find lots of articles, but I vowed to give a starter's kit to help distill some information for you.

 

Where to Begin?

I will start with a short list for how to think about approaching the CRM + Eloqua relationship. It is a big topic, so if you are just starting the dive, here's the top 3 things to think about;

  1. Know how your integration works. There are some simple tips below. If you want to learn more, there is a Power Hour on this topic on June 17, 2011 (http://topliners.eloqua.com/docs/DOC-1468). If you need additional help, contact Eloqua Support.
  2. Check to see that everything is working as it should. From time to time, check the errors reports and do some manual tests. You can also check out the Eloqua/SFDC integration program and scan for issues.
  3. Do a data refresh from your CRM to Eloqua once a year. You can contact Eloqua Support to assist with this.

 

"But How?" You Say....

Here is a short list of resources that you may find very helpful as you explore how to get the most out of your CRM Integration with Eloqua. This is the tip of the iceberg and I encourage any readers to share their favorite factoids, blog posts, articles, etc. in the comments!

 

  • Where can I read about the true basics so I understand the foundations of CRM Integration? Open up your install of Eloqua, navigate to the Knowledgebase and search for CRM. There is a helpful CRM FAQs that explains what the integration actually achieves (i.e. two way synchronization of data, basic navigation and more).
  • What does my integration look like? Go into your Eloqua Install and take a look at your CRM Integration within Program Builder. First question to ask yourself, do I understand what this Program is currently doing? Second question to ask yourself, should I change or tweak some of the flow of information?
  • What information is being passed? To gain more insight, pull a report to see the Field Mappings passed between your CRM and Eloqua. Instructions for pulling this report are available on the Knowledgebase, simply search for "field mappings from CRM" to access the step-by-step instructions.

 

If you are currently thinking, "Yes! I have a clear vision for how my integration is currently running and I want to tweak this integration..." here are a some additional resources:

 

Now it is your turn... what is your favorite resource when it comes to taking the dive into CRM Integration?

I love using Signature Layouts in my emails to personalize the sender information. The layout is essentially just a collection of field merges pulling information from the Eloqua Agent's Signature Fields.*


 

When you build a layout you may wonder, "Hmmmm, I wonder if the Sales Users that are loaded into Eloqua** have information for all of the fields I have selected..."  For example, maybe you want to have the signature layout pull the sales user's first and last name, job title, a personal message, a mobile phone number and a land line.  Hopefully, each sales user has the first three, but do they have the personal message? Do they have a mobile and land line listed? It's easy to see this information.


 

After you build your layout, return to the signature layouts list (Communicate > Email Marketing > Email tab > Get started bar – Signatures drop down > Manage Signature Layouts). Locate your signature layout and click on the drop down arrow next to it. Choose Testing Options. There are two.

 

manage signature layouts.png

The top option shows you how the fields in your signature layout match up against all users loaded in Eloqua. If you choose the top option, you might see that Tom is missing a mobile phone number and Sue is missing a Personal Message. If Tom and Sue are the only two listed in this report, you know every other user in the system has information in the fields selected for this particular signature layout. Woo hoo! If you see that all of your users are missing a field, like Personal Message you may want to do a user upload for that field.


 

If you select the second testing option you will see how the signature fields match up against a particular Signature Rule. If Tom is included in the Signature Rule, then he would still show up in the report. If both Tom and Sure are not included in the Signature Rule you select then neither would show up on this second report.


 

This is an easy to use functionality, but one that I just learned about and I am excited to share. Go forth and test thee your signature layouts!


 

*Footnote Numero Uno: Want to check your own signature fields? Go to Setup > My Settings > Edit Agent Settings, scroll down and click on the General Info header.


 

**Footnote Numero Dos: Want to learn more about how to upload Sales folks into Eloqua without giving them access to change all of your beautiful assets?  Go to Setup > Management > User Management > Get started bar - Users drop down > Choose Upload users.  From this upload screen you can actually download a template for placing User information in a format that Eloqua can easily map. Make sure to leave the column called SecurityGroup blank so that the Sales Users have very limited access inside of Eloqua and they do not count against your user allowance.

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