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This guide will demonstrate how to sync campaign members from Salesforce to a custom object in Eloqua.  It will discuss why custom objects are a good solution, walk through setting up the custom object, the auto-sync to pull the data, and how to use the custom object in segmentation.

 

Part 1 - Why Custom Objects for Salesforce Campaign Members?


Unfortunately campaigns do not always originate from Eloqua, there are some sources you simply cannot get between (e.g. AppExchange, partner integrations, etc.).  As a result, campaign associations can occur outside of Eloqua, but you may want to segment on these campaign associations.  Even for some campaigns that originate from Eloqua, doing segmentation through the Campaign Member object can still be an easier way of achieving complex segments.  Custom objects will allow you to mirror the Campaign Member object in Salesforce in Eloqua, and segment on Campaign Member values the same way you would generate reports of Campaign Members in Salesforce.  This allows you to bypass having to do list pulls from Salesforce and list uploads in Eloqua.

 

Part 2 - Setting up the Custom Object in Eloqua


Step 1 - Load the Custom Objects area


Go to Contacts > Custom Objects

 

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Step 2 - Create a New Custom Data Object

 

Go to Events > New Custom Data Object

 

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Provide a display name, description, and folder organization, and click next.

 

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Add the Campaign Member fields you want to sync to Eloqua.  You can add fields by accessing the Data Card Fields drop-down in the top right, and selecting Add New Field.

 

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Sample: Campaign Name

 

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Continue to add the fields you want to sync - below is a screenshot of a set of fields you may want to start with.

 

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You can click Next on the Header Fields step (you can always make edits to fields later).

 

Step 3 - Configure the Data Card Set field details


To connect the custom data object record to a contact in Eloqua, you need to map the email address fields.  You also need to map the unique code field to the Campaign Member ID field so when the AutoSync fires it knows whether to create a new record, or update an existing record based off of the Campaign Member ID.

 

Update your field mappings, and click Save.

 

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Part 3 - Setting up the AutoSync to Pull the Data from Salesforce


Now that the custom object has been created to store the Campaign Member data, we need to create the AutoSync that will automatically populate the custom data object from Salesforce.

 

Step 1 - Load the Inbound Integration Page


Go to Setup > Integration and click the Inbound tab.

 

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Step 2 - Start the Create a new Data Source with External Call Wizard


Go to Create Data Sources > Create Data Source with External Call


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We will actually need to create two Data Sources, one for leads, and one for contacts, so we can map the lead id and contact id correctly, and so we can grab the lead or contact's email address for mapping to the contact in Eloqua.  This guide will walk through the process of creating the lead campaign member auto-sync, you will need to repeat this process for creating the contacts auto-sync.

 

Step 3 - Provide the External Call Details

 

Provide the external call details and the Data Upload Source Details.  Configure your auto-sync to mirror the screenshot below.

 

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Step 4 - Specify the Source Details


Select Retrieve as the action, and Campaign Member as the entity.

 

*Important* - Mark the checkbox to retrieve 18 character IDs.  Since Eloqua does not do lookups with case sensitivity, the 18 character id is required to ensure the unique code value is unique for lookup and matching.

 

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Step 5 - Select Salesforce Fields


Select the fields to populate your custom object fields.

 

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You will need to click on the Salesforce Related Fields - Campaign area on the right and select Name, that will be the campaign name for mapping in the next step.

 

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...

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Also, since this auto-sync is for the lead auto-sync, you'll want to open the Salesforce Related Fields - Lead object as well to select the email field for mapping in the next step.  When you create the contact auto-sync, you'll want to select the Email field from the Salesforce Related Fields - Contact object.

 

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If there are other related fields you added during the custom object creation process, you'll want to select those fields here as well.

 

Step 6 - Select the Filter Details


To create an auto-sync, you'll need to have it filter by last modified date and Last Successful Upload.

 

Select last modified date in the Salesforce Campaign Member Fields column.

 

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Select Greater Than or Equal as the operator, and click the drop-down carrot on the Expression and select Add Date.  Choose the Use the start date of the last successful upload option and click Save and Close.

 

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The result should look like this:

 

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Step 7 - Field Mapping


We now need to map the selected fields from step 5 to the fields we created in our custom object.  Since this is the lead auto-sync, we'll map the lead id, when you repeat this process for the contact auto-sync, you will map it to the contact id.

 

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Step 8 - Specify the Upload Actions


This step is where we instruct the auto-sync to match the campaign member to the Eloqua contact record based off of email address.  Mirror you configurations to resemble the screenshot below.

 

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Be sure you've marked the Map data cards field and have selected the correct source field for the object's email address.

 

Note: You'll want to select the Contact: Email field when you repeat this process for contacts.

 

Step 9 - Configuring the Auto-Sync

 

The Summary page can be a bit misleading, because you might not realize you need to schedule the auto-sync in this step.  At the bottom of the summary, select the Schedule automatic data imports using these settings option, and configure the interval in which you'd like it to sync.  You can configure it to run nightly, or at an interval as short as every 30 minutes.

 

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Step 9 - Click Finish and Let it Sync

 

Once you click Finish you'll see a loading screen.  Do not leave this screen.  It may take quite a while to run for the first time because it's going to pull in all of the historical data.  Just let it run until it finishes.

 

Step 10 - Repeat this process for creating the contact auto-sync.


Execute steps 1 - 10 again, but this time configuring it for syncing contacts instead of leads.

 

Note: If an error has occurred, you can access the auto-sync configurations by selecting the "Management" tab at the top - and selecting "Auto Syncs".  You can then open an auto-sync and modify your field mapping, filter selections, and execution interval.

 

Part 4 - Confirming the Integration was Successful


You can confirm the integration was successful by either viewing the custom data object records, or creating a segment using the custom data object records.  I recommend first checking the custom data objects are populated and mapped to your contact records.

 

Step 1 - Confirm Custom Data Object Records are Populated


Go back to Contacts > Custom Objects.

 

Select the Salesforce Campaign Members custom object you created in Part 2 of this guide.

 

You should see a number in the Total Number of Data Cards field.

 

Click the View Data Cards button.

 

You should see a listing of the data cards, and in the right-hand column the Mapped field should be Yes.

 

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When you open a data card, the fields should be populated, and the mapped contact record should be displayed.

 

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Step 2 - Segmenting on the Custom Object


Now that you've confirmed the custom object records populated successfully, and the records were successfully mapped to Eloqua contact records, you can segment on this data.

 

Inside of a segment choose the Has Linked Record in Custom Object filter criteria.

 

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Double-click the placed filter criteria, and select the Salesforce Campaign Members custom object you created.

 

You can then add up to three filter criteria to search for the specific custom objects records you want to segment on.

 

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Conclusion


Custom objects are a powerful tool for evolving your Eloqua environment to a truly robust system for creating intelligent segments, nurture campaigns, and programs.  You can use custom objects for a wide variety of use cases, from campaign member tracking, to product usage tracking, to referrer source tracking.  If you have a highly customized Salesforce environment, custom objects can be a great way of porting over the custom objects from Salesforce into Eloqua for easy segmentation and scoring.

 

Cheers,

Ryan

Do you have zombies in your pipeline? You know those opportunities that have stalled out and are shuffling along or just stopped moving altogether. They are for all intents and purposes lost deals but the rep has usually forgotten to close them out or has kept them open in a vain attempt to resurrect the deal.

As we all know, the accuracy of a pipeline is only good if opportunities truly belong at a certain stages. So, how do we combat these “walking dead” in the sales and marketing pipeline? The problem can be attacked from two ends, reporting and management.

  1. One great way to measure pipeline speed is a Days Leads Outstanding (DLO) report. Take the average DLO for closed won deals and then compare it to the deals in a reps pipeline. A flag can be thrown when open deals DLO begins to reach the DLO for won deals. You could set up dashboards like the one below for each rep or territory:

 

 

DLO w zombies.jpg

In the example above, the pipeline of Rep 1 and Rep 4 would warrant further investigation.

  1. Having a consistent way to evaluate whether opportunities belong at a certain stage is also critical. Create definable and measurable criteria around each stage so there is not grey area between reps as to whether something belongs at qualify or investigate.  You can easily track this in the SFDC opportunity object by creating sections for each stage. If BANT is required to move an opportunity out of Qualify have fields for the rep to capture BANT on the opportunity record.
  2. Monthly pipeline reviews between the reps and their managers will also help flag Zombies. Using the DLO report above, managers can investigate deals that are approaching or have surpassed the Avg. DLO of closed won deals.

 

A new blog post on Bluewolf's website really stood out to me. The topic was so pertinent to what we speak about every day in this community - using the channels and technology available to us to better engage with our customers.

 

Corinee Sklar.jpeg

Corinne Sklar, Bluewolf's CMO, speaks about what it means to be a CMO today and how social media use is shifting.

Chief marketing officers (CMOs) who fail to realise social media's potential for customer interaction and customer retention are being left behind. On Twitter, Facebook and even on Instagram, brands are now being discussed and dissected; companies' stories asocialre being subverted and inverted.

The reality is, you no longer drive company and brand messaging – your customers do.
Consumers and sales prospects are interacting with your company in myriad ways across multiple touch points in this new interactive economy. Today's customers are empowered: they expect companies to give them what they want, how they want it.

In response, progressive CMOs are doing much more than launching a Twitter feed and a LinkedIn group or two to increase reach. And they are doing more than email marketing and simple data capture. These leaders recognise that the role of the CMO is evolving from an emphasis on acquiring new database contacts to building deep intimacy with customers. It's no longer a matter of who you know, but what you know about them. That means CMOs need to be focused on actively listening, engaging and responding to their customers.

READ MORE>>

When you start your customer journey with Eloqua you go through SmartStart program where you focus on implementation and then shortly after you compete your implementation you may join a Success Coach program, but what happens after that?  This post will help you with those questions.

 

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How to get started:  Engage Marketing Expert through your Account Director

 

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How to get started:  Engage Eloqua Professional Services through your Account Director

 

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All Access Education Passes are open to anyone. If you don't have a pass or have questions, click here to learn more.

 

 

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Just saw the new logo of Oracle - Eloqua at the Slat NYC Automating Customer Lifecycle Management event that took today.


The event was wonderful focusing on Automating Customer Lifecycle management framework throughout industries.The speakers included from DemandGen Report, Totango, Dun & Bradstreet, Mason Zimbler and Eloqua.

 

Besides drinks, food, and knowledge and connecting with peers, one the most exiting moment was to see the new Oracle-Eloqua logo.

 

Well here it is folks. Do pardon me with the quality of the picture but at least something for everyone to look at.

 

 

Enjoy.

Amit

I think Veruca Salt said it best as she sang to Willy Wonka, “I want it and I want it now!”

 

Cincom updated from Eloqua9 to Eloqua10 in February 2012.  As someone who spends a great deal of their day pouring over data analytics I was psyched to see what new reporting awaited me in this release.  While the new reporting was user friendly, many of the reports I depended on for analysis were now missing.  Eloqua did inform me that the reporting features would be enhanced with each release.  That was good news, but I didn’t have time to wait on releases.  At this time our Account Director recommended the Analyzer License.  This was a feature that would allow me to build out the reports I needed.  Great idea I thought, but I’m not a programmer.  I don’t build, program, engineer, or anything remotely close to that!  Knowing my options were limited I purchased the Analyzer License and started experimenting.  I was shocked and thrilled with how easy it was to use. In less than a day I quickly built out the missing reports, dozens of them. 

 

As I created reports and pulled data I started to notice all of the attributes and metrics I could now access.  I don’t think I truly understood the data available to me until I began using the Analyzer License.  I could approach our digital communication with a whole new set of eyes.  Knowing what data can be reported on allowed me to strategically build out communications.  I knew what information to query, how to collect it through our communications, and better understand why we had the results we did. More importantly, it allowed me to constantly improve our communications based on the output.  We started thinking beyond explicit data and high level implicit information.  We began to segment and build out our content with a more targeted approach.  Because I knew how to build out very focused reports I could also report on activity against contacts and accounts that our sales teams find extremely valuable.

 

The Analyzer License has allowed me to become a more strategic marketer and more valuable resource within our organization.  I’d summarize the 5 biggest benefits as follows:

 

  1. I’m independent and self sufficient.  I don’t need to submit support cases and wait for future releases.
  2. I can customize the reporting around the nuances of our company.  Because we function as separate business units I need very specific breakdowns of data, by product group.
  3. Everyone prefers to consume information differently.  With this license I can customize the reporting for each individual.
  4. Knowledge is the new currency and the analyzer license affords me even more access to this currency.  There is no data that remains a mystery.
  5. I can truly analyze data with the analyzer license.  The license allows me to build out reports in response to my “why” questions.

 

I totally suggest you check out http://topliners.eloqua.com/docs/DOC-3232 to learn more about Eloqua Insight reporting and the Analyzer license!

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