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Update to the post: This campaign is now a finalist at the 2013 European Markie Awards for Most Creative European Marketing Campaign. Thus I'm also a able to release the name of the client, which is Atos. The campaign was for 2012 London Olympics. So proud of Team BBN

 

I recently created the most complex campaign I have ever managed. The campaign had to run on its own while our whole office was on vacation and creating it was a huge challenge.

 

The campaign included the following:

  • Welcome campaign with 3 segments all in 6 languages
  • 150 emails and 60 landing pages in 6 languages
  • 12 documents that triggered the different mailers
  • Webinar invitations, consultation offers etc.
  • 13 campaign canvases, all linked together creating a flow and activating on their own at different times during the holiday
  • New people entering different phases during the campaign
  • Complex form integrations and pre-populations between servers and many, many lines of Java

 

While I was trying to figure out how I could ever keep such a complex set together I figured out a couple of things that helped a lot and thought I could share.

  • Create a dummy canvas with all the elements and settings. Then create a Template and use that to make copies of the canvas. This eliminates human errors on mishaps - or copies them to all the other canvases
  • Using feeder canvases that include segments, filters and condition checks and enters the contacts to different canvases depending on the rules, keep the actual campaign clutter free and easier to visualize.
  • Print all the finished canvases and pin them on a whiteboard. Draw lines to dependent canvases. Use different color for conditional flows to nurturing.
  • Be symmetrical. When the canvas elements are all lined up in rows and columns you can easily spot if for example there’s a connection missing between mailers, landing pages and forms.

 

Creating the campaign I experienced numerous moments of despair, success, inspiration and pride. Nothing even remotely like this could have never been possible without Eloqua and especially to a marketing professional with no IT training.

 

You can read more about the campaigns form structure (19 languages, 418 forms) from our system architects article.

 

CanvasFromHell.jpg

 

     The Canvas from Hell

Eloqua's out-of-the-box subscription options do a brilliant job of managing email subscriptions. If your company offers multiple types of email subscription choices, it can be challenging however to present all these in a way that doesn't overwhelm subscribers who actually take the time to manage their preferences. If the list is too long, subscribers tend to go right to the global unsubscribe option. If the options seem too hard to understand or manage, same thing.

 

In this short video I walk you through 2 great examples of custom email subscription preference pages that we recently helped develop for 2 high profile clients. We thank them for allowing us to showcase these.

 

Screenshot of Custom Sub Pref Center.jpg

 

The more products or services you have, the more countries you do business in and/or the more types of communications you offer, the tougher it is to get a good handle on managing subscription preferences in a way that supports not only your entire enterprise, but also the customer. Marketing Operations earns its keep on this one issue alone.

 

Have you executed a particularly successful custom subscription preference center?

 

Steve Kellogg

Eloqua Certified Marketing Automation Best Practices Consultant, Astadia


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Gartner recently published their first Magic Quadrant for CRM Lead Management and Eloqua and Marketo battle it out for the top spot in the ‘Leaders’ quadrant described as ‘best-of-breed functionality that supports B2B, B2B2C and B2C lead management processes across multiple channels’. Based on this research the Marketo vs Eloqua rivalry is as strong as ever.


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