Skip navigation

Immediately after Eloqua Experience 2011, we were able to get out a Chart of the Week that showed a trending timeline of the volume of tweets over time, where we highlighted significant events (such as keynotes, and yes, 2 earthquakes). Also included was a word cloud. Because we have had a lot of interest in how we did accomplished this, we decided to write up a blurb on how we used Eloqua tools to extract this data.

 

To capture this data, we used 2 cloud connectors. One pulled in the specific tweets, and information about the tweeters. The next took that information and captured the Klout information for those records. I am going to highlight how we set up both of these to capture the data, and what the programs looked like. I’ll start with a quick overview of the process, and then dive into the specifics.

 

Using the “Tweet Feed” Cloud Connector, you define what search term you want to capture. For Eloqua Experience, we captured the hashtag #ee11sf. This cloud connector takes data about both the tweet and the tweeter. The tweet information gets stored in a custom object (one entry for each tweet). The information about the Twitter user (such as a description and the number of followers etc…) gets stored on the contact in Eloqua.

 

This contact is then fed into a program, which uses the Klout Cloud Component. This component grabs the twitter handle and does a lookup on the associated Klout score, which gets written back to the contact.

 

Now, to set this up, the first thing you need to do is create a custom object (https://ssl.salesforce.com/articles/User_Guides/Data-Cards?popup=true). Name it something descriptive. For example, we named ours EE11SF Tweets. Add the following fields:

  • Tweet ID Field
  • Message --> This should be set up as an extended character field
  • Message Time --> This should be set up as a date

 

Define the “Tweet ID” field as the unique key in the table

 

The next step is to create the appropriate fields on the contact. The only required field is the Twitter ID field. Everything else is optional. The fields are:

  • Twitter Id field
  • Twitter Name Field
  • Twitter Location Field
  • Twitter Description Field
  • Twitter Followers Count Field --> this should be set up as a numeric field
  • Twitter Following Count Field --> This should be set up as a numeric field
  • Tweet Count Field
  • Twitter URL Field
  • Klout Score

 

You can create a contact group to hold the records and a contact view to contain the fields.

 

Creating the tweet feeder:

 

To create the Tweet feeder, navigate to this URL:
https://cloudconnectors.eloqua.com/StepTypeOverview.aspx?StepType=TweetFeederContact
If you do not have a login, please sign up.
Under the credentials set up, you will need to input the Eloqua install, a user and a password. This user will need to have API access to Eloqua enabled. Support can help set that up. You will also need to set the query frequency, which is how often the data is pulled. You can leave the step disabled for now, but you will need to remember to enable it later.
Under the configurations tab, you will need to authorize a Twitter account. This is only used to authorize the API to capture data from twitter. Nothing will be posted to this account. You will also input the search query and the contact group. Under “Store Tweet Data in” select “Custom Object” and map it to the object that was created before. Click save.

 

Under field mappings, map the as they are created earlier. Click save, and you are ready to go.

 

Creating the Klout feeder:

 

The Klout score is stamped in a program using a Cloud Connector. The first step is to create the connector in Eloqua. To do that, visit this site (http://appcloud.eloqua.com/apps/klout) and select “Get Ap”. After that is done, you need to log in to Eloqua and create a simple 2 step program (or add it into your standard program flow). My sample program has 3 steps, but the top one is not necessary. See the annotated image below that includes all the configuration steps:

COW_behind.png

 

For the chart the data manipulation was done in Excel (we love us our pivot tables). The word cloud was done using a free tool called Wordle (http://www.wordle.net/)

 

Remember, you can sign up to have the Chart of the week delivered to you by signing up at http://benchmark.eloqua.com
How are you going to use this data? Let us know!

During a recent webinar, 76% of the attendees surveyed said they had not developed a lead management strategy due to lack of internal resources. This is a common issue facing many organizations, but is compounded further by not knowing where to start in the process.

Building out a lead management process is not an easy task, nor will it happen overnight.Just the sheer complexity of the process as well as not knowing what part of it to address first, can cause marketing organizations to feel overwhelmed and settle for the status quo.However, small steps can be taken to drive change which will go far to build momentum and organizational buy-in.

For organizations looking to develop an internal lead management process here are a few quick things you can do to get started.

1. Involve Sales

Many organizations look at lead management as a marketing-only exercise and begin to develop various processes in a silo with no input or collaboration from their sales counterparts. This kind of “go-at-it-alone” approach is doomed to fail as sales will not buy into anything that is just delivered or told to them. Their input, for example, on what defines a “lead” is just as important as and could differ greatly from marketing’s and needs to be considered. Knowing they are a part of the process will get sales to buy into the idea of lead management and go far in creating alignment.

2. Executive Buy-In

Getting your executives bought into the development of a lead management process is not just important, it is vital to success. They will not only control additional funding needed for resources or projects, but often times are the best route to removing any potential obstacles within or across organizations. In order to accomplish this, speak the language of revenue. Be prepared to show the amount of money the organization is losing and stands to gain by adopting a lead management process internally.

3. Know What You Don’t Know

We have seen many organizations begin to develop their own lead management process without first understanding what needs to be fixed. As a result the development of the new process is disjointed and disorganized, leaving many in the organization to question the approach and eventually abandon the project. To avoid this, start with a Lead Management Audit. An audit is an exercise that takes an honest and factual assessment of what is broken, identifies where the current gaps lie and what needs to be done to fix them. This is not about finger pointing or an exercise to assign blame, but instead one that is meant to reveal what is keeping you from improving your marketing and sales success. When conducting the audit, be sure to look at every area that impacts your demand generation practice including but not necessarily limited to marketing, sales, CRM and marketing automation technologies.

4. Prioritize Your Approach

Once the audit is complete there is a good chance you will have an extensive laundry list of gaps in your lead management process. The first step is prioritizing those gaps based on which will have the most impact on your organization. A good place to start is by addressing the biggest obstacles to revenue and then moving down to the least. Doing so will provide a plan on how to move to the next phase of process implementation and avoid the “boil the ocean” syndrome.

5. Get In The Right Frame of Mind

It needs to be noted that developing a process based lead management approach in your company is not an easy or overnight task. It is one that takes time, collaboration, change and a lot of effort. If you enter into lead management with the expectation that all involved will embrace change and will be completed in a matter of days you will most likely be very disappointed.

Understanding what lies ahead and being honest with what it will take will help you get through the work involved and keep a spirit of alignment through your organization.

"Attention is the new currency" - The rise of video in b2b marketing - That was one of the key takeways from yesterday's (Oct 6th) EMEA Sirius Decisions conference and a great presentation from Amanda Jobbins, Cisco's new VP of Global Partner Marketing. The appeal of video as a medium for communicating with customers and prospects is expanding.

 

 

 

This is a one of the reasons why I'm hosting a webcast with Cliff Pollen CEO of Visible Gains on 12th Oct 1pm GMT. Visible Gains knows a thing or two about selling using video and they are launching a new sales enablement tool that integrated nicely with ELOQUA. Join us if you'd like a closer look.

 

 

Here is the the link bit.ly/q9ZWoh

Filter Blog

By date: By tag: