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5 Highlights From The Eloqua Fall Release

 

When you log in to Eloqua today, you should notice some differences immediately. Eloqua is a bit fancier, it has new icons and an updated foldering structure. After poking around, you’ll discover that these updates extend way beyond the user interface.

Yesterday, Eloqua released the Fall ‘13 updates to their platform. The update has targeted a better UI experience, deeper reporting, and more flexibility in customizing the platform. Below are the five features I’m most excited about.

  1. Visual click through report
    With nearly 300 votes for this feature on Eloqua’s Support Portal, it’s no wonder this made it to #1. With the visual click through report, you’ll be able to analyze what links in your email led to click throughs. You’ll see a snapshot of your email, overlaid with performance metrics. Those on E9 are already privy to this report, as it was a feature removed when E10 was introduced.

    There are improvements in the release in E10. For example, if you use the same link throughout the email, you’ll be able to see aggregated statistics for that link.
  2. Lead score history
    If you’re using Eloqua’s Lead Scoring capabilities in E10, you will now be able to track a lead’s historical scores. You can see the associated activities that have pushed the lead to a new score.

    A pain point for users around lead score history has been the overwhelming amount of data points that are given in the summary. Every time the lead scoring program runs, the history is there. For many leads, this can mean the same score shown on the screen. Now you no longer see the history every time the scoring runs, but instead when they change.

    The productized lead scoring is being used more and more by clients, as with each release it becomes more powerful. Specifically, the speed of the engine is activity driven, instead of pulling data (like the program builder). It is also much simpler and easy to create and modify. For some clients, the program builder will still be the best option, as it is more robust. It has the capability to be more granular.
  3. The Unique Identifier is not just for emails
    For Eloqua, the Unique Identifier for contacts is email address. This makes sense for most customers as it is how they reach out. For those that are sharing contacts through business units, product lines, or have contacts sharing an email address, such as a couple. This, again, is a feature only release on E10.

    Multiple Identities is a huge change to the data model. Store the same individual by different ID, for example SFDC Lead ID, SFDC Contact ID. This is great for anyone that has an inquiry based model, where an inquiry creates a lead.
  4. First-party cookie support option
    Eloqua has always used third-party cookies. Benefit being that they can track across domains and different properties, giving marketers a holistic view of of their buyers.

    The support for first-party cookies is being driven by growth of third-party cookie rejection. This change is coming from both users blocking or deleting third-party cookies and browsers not supporting them. Apple’s Safari has been defaulting to blocking third-party cookies for some time, and Chrome, Firefox & IE have stated that they will as well.

    With first-party cookies, marketers can continue to track a lead’s digital body language and should see an increase in mobile traffic visibility.
  5. Sandbox to production
    Although a “sandbox” has been available for Eloqua, it was in essence a separate instance with no link to its production counterpart. This was limiting, as keeping the two in synch was a manual effort. With this release, admins and IT users have on-demand replication of production to sandbox for a true testing environment.

    Keep in mind that unlike Salesforce, there are no change sets to push changes from sandbox to production. Meaning that changes to the sandbox have to be recreated in production manually. Hopefully that will be a feature in future releases.

For more details, visit Eloqua Topliners.

See how you can take advantage of Eloqua updates and drive innovation in your Marketing department with the guide, The Three Pillars of Modern Digital Marketing.

Learning from SMBs: How Small and Medium Sized Business are Embracing Modern Marketing

October 29, 2013

2:00pm ET / 11:00am PT

Register Here

 

BtoB: The Magazine for Marketing Strategists is hosting a webinar on October 29, featuring 2 members of the Eloqua community.

 

This webinar will look at research conducted by BtoB in partnership with Oracle | Eloqua that defines the characteristics of an ideal modern marketer and how SMB marketers are embodying that ideal and making use of the technologies that enable them to craft powerful marketing campaigns. See Eloqua customers Jessica Davis, Marketing Operations Manager for Avalara and Kate Burns, Vice President, Marketing and Creative Services for Leading Authorities, Inc., present their experiences, tips and tricks for being successful Modern Marketers in the SMB environment.

 

Please register at the link above to join us!

Leigh.Burke-Oracle

G2Crowd Review

Posted by Leigh.Burke-Oracle Oct 15, 2013

Looking for another way to earn a Topliners badge and more points??

Go to http://www.g2crowd.com/products/eloqua/reviews and provide a review of Eloqua and you can earn the following G2Crowd Topliners badge.

 

Gold-Seal_75x75.png

 

The badge is worth 175 points, but if you provide a review between now & October 20, 2013 you'll get bonus points for a total of 400 points!!  What are you waiting for, go provide a review today.

 

Note: the badges are manually assigned, once we receive notification from G2Crowd that a review has been posted and we are able to match the G2Crowd user with their Topliners profile.  If you  have any questions, please let me know.

Intro:

 

Nitro offers digital document solutions for both desktop and cloud (Nitro Cloud). Our revenue model is split between B2B (Enterprise) direct sales and B2C online sales. The dichotomy between channels is defined by the number of licenses a user purchases. Volume license inquiries of 11+ are handled by Nitro’s Enterprise sales team, while customers interested in less than 11 licenses are encouraged to purchase instantly from our e-commerce solution.

 

The Challenge:

 

Nitro has always had a top-heavy funnel due to the massive volume of free Nitro Pro trials downloaded every month. However, it was difficult to determine whether these inquiries were better suited to purchase Online (<11 licenses for B2C), or if they should speak with our Nitro for Business direct sales team (11+ licenses for B2B)—in other words, it was a challenge to decipher how we should be communicating with each lead. In order to bring more clarity to our communication and revenue strategies, Nitro integrated a predictive lead scoring model into our existing Eloqua framework. This way, new inquiries would be scored based on how closely their implicit behavior resembled the behavior of historic Closed/Won Enterprise opportunities.

 

nitro_demandgen_2_0.jpg

The Results:

By integrating the predictive lead scoring model with Eloqua, we have been able to effectively customize the communications we’re sending to top-of-the-funnel inquiries. With a more personal approach, Nitro is now receiving almost 100 personal replies a day—and they’re slowly increasing. Many responses are questions about the trial and/or product, which present a great opportunity to cut user frustrations off at the pass. Other inquiries are outright sales requests, which are of course directed to a Sales Development Representative for qualification, or to the Online cart for quick and easy purchasing.

 

Our new demand generation funnel, powered by predictive lead scoring and integrated with Eloqua, has increased sales efficiency and overall sales lead volume. Reps can see a new MQL “at-a-glance,” along with the correlating predictive lead score and Eloqua marketing lead score, and better prioritize the leads to follow-up with. MQLs more suited for the Online channel, or those who are still too early in the sales cycle, are flowed into a Recycle Nurture program which consists of a monthly Online or Enterprise Newsletter.

 

The personalization of the nurture programs has been a big win for Nitro, and we would not have been successful in its implementation without the predictive lead scoring integration with Eloqua. We’re now able to identify more sales opportunities than ever, and users are letting us know directly about their product and trial problems and questions, allowing our customer service and technical teams to jump in early on in the sales process. Users have been quite enthusiastic about the prompt and personal Nitro replies, which has translated into direct Online purchases of Nitro Pro and the conveyance of the positive messages on to Management for deployment consideration.

Out of the box Eloqua imports activity into Salesforce as a long stream of information. This wouldn't work for our Account Managers, who don't  have time to sort through the vast amount of information. We tried using the Profiler tool, but that also combined too much data and make it difficult for Account Managers to understand what their client was doing.

 

We decided to customize the marketing activities objective in Salesforce, and relate actions to a particular email, eliminating the stream of information including Opens and Clickthroughs.

 

Below is a screenshot of the first level of custom integration. Rather than listing all activities (such as opens) as a stream, activities are grouped by email, and tallied and reported in separate columns to show the relationship to that email.

 

Also, rather than requiring the copy and paste in the "Activity Detail," we have the URL string automatically pulled out and put in a separate column to hyperlink to the unique email. This makes it easy for Account Managers to click through to the email sent to their client.

 

Also, you'll see that "Website Visit" and "Email Clickthrough" are included the "Marketing Activity Name" column. We've already pivoted and blocked those actions from coming threw, because they're unnecessary. So an Account Manager can see the latest emails to go to his client, without seeing other activities that clog up object. Now when an Account Manager does want to see what happened in an email, they can click on the "Marketing Activity Name" to see all related activity listed (see below for a screenshot).

 

Salesforce Screen Shot 1.PNG.png

 

This screen provided additional information on activities that happened because of that email. 

 

salesforece screenshot 2.PNG.png

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