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2 Posts authored by: grieben

How often does your lead generation team waste cycles identifying and qualifying leads that are actually just net new contacts that have entered your Eloqua Database? Wouldn’t it be great if you could identify those net new customer contacts and skip the whole lead stage altogether? How much would your account reps appreciate their new customers not getting included in prospect marketing communications and jumping right into customer nurturing?

 

Let me walk you through how we combined Salesforce formulas, and workflows with Eloqua’s match and update rules to skip create a process that allows Eloqua contacts who have a work email to skip the lead process and be created as a contact.

 

First off, this whole process relies on the company’s corporate email domain, so you need to create a Salesforce account and Eloqua company field to store that Email domain for example and add that to your account layouts.

Domain.png

Now add the fields to your scheduled auto syncs to push that value into Eloqua.

 

What if you aren’t sure what your shat your accounts email domain is, well if that is case we can make an educated guess. Most companies have an email domain that is very similar to their website so for situations where you aren’t sure what that value is we used a combination of formula field and workflows to populate the Domain field with a stripped out version of their website.

 

We created a second field called Domain2 which was a formula field with the formula MID(Website, FIND('www.', Website, 1)+4, (LEN(Website) - FIND('www.', Website, 1)+4)). This formula converts www.google.com to goggle.com which you can use to match against company email domains.

 

Next we used a workflow that ran every time an account was edited and had both the website field populated, and the domain field blank. Each time this workflow is triggered, it takes the domain 2 value and adds it to domain for syncing to Eloqua. Now you have a best guess match until you find out what the real domain is if it happens to be different.

 

Next we move to Eloqua. Once your synchs have run, you should have the domain field you created on your company record populated. You will then need to create the following:

1 A match rule to match contact domains with company domains

2 A match rule handler set to update Contact SFDC AcciuntID with the value in the Company AccountID field

3 A new Create Contact Internal Event and External call if not already created

4 New program steps to run the evaluations

 

First the match rule, go to you contacts tab and select data tools > match rules. Create a new match rule that matches the contacts email domain to the Company’s email domain field as seen below.

Match Rule.png

Now add an exclusion criteria and select the Company domain field is not equal to blank to ignore any companies without a domain.

HandlerSet.png

As always save your work.

 

Next add a Handler set that affects the members in Program Builder Step or Group from which the Rule is run and performs a field update a field with field values from matched records.

HandlerSet2.png

This is what you will use in your program builder step to evaluate if the contact has a domain that matches the email domain of a company already in your database and give that companies SFDC account id to the Eloqua contact. This will allow you to create a SFDC contact and identify which account it should belong to.

 

P.S. if it turns out your accounts use multiple email formats, this will also need to be repeated with a new field and match/update for each version of the email domains they use, but only if you are feeling extra fancy.

 

Next you need the components that will actual do that creation. If you don’t already have the internal events and external calls setup, you’ll need to create them. First you need a new internal event. Go to Settings > Setup > Integration > Outbound > Internal Events > Contact > Custom Contact Events and then of course Create new Custom Event. Man that must be the world’s longest click-stream. Once you do that, you will need to create the external call as well.

Event Mapping.png

Create your new external call using the external call wizard accessible from the carrot beside the name in your new event on the left hand side.

EventMapping2.png

Complete your call selecting create for your action, contact for your entity and SFDC Contact ID to store SFDC Entity ID.

EventMapping3.png

Map all your necessary fields, I recommend matching your update contact call for guidance if you aren’t sure what to map.

EventMappingFields.png

Then perform your testing as you would any new SFDC Push.

 

Now that you have the ability to match contacts to accounts, and the ability to create those contacts directly in the SFDC account, you need to have the program that uses these new assets and control. We decided to use our CRM update program so that it will check any new Eloqua contact about to go over to Salesforce. We built out the checks to run after first making sure that there isn’t already a contact or lead ID on the Eloqua contact. Once the contact fails the “has lead id” decision rule, we put them right into the match accounts rule. The match rule is set to run against companies and match members of the accounts group. Then run the domain match rule and handler set as shown below.

  ProgramBuilder.png

Then we add a decision rule to check if the contact has had their account ID populated, if yes, create the contact in Salesforce if no, create a lead as normal.

ContactorLead.png

Now you should be able to skip the whole lead process if needed for contacts you can already match to existing clients.

 

Now I know this doesn’t work if the contact uses personal emails, or makes a mistake with entering their email, but will greatly reduce the number of contacts that will need to be manually checked by your inside team for new contacts at existing accounts.

Tradeshows, traffic and the battle of objectives.


Marketers are continually looking for new ways to attract attention and generate engagement in their campaigns. This past year, integrating QR codes into marketing assets has been a growing trend, as is the case with all innovative tools. However, to be effective, you need to know when and how to use them.  In my last post (Campaigns….2D Code, or Not 2D Code, That Is the QR Question…) I offered some guidance that could be helpful if you are considering a QR code in your next campaign. Today, I want to share a situation where employing a QR code was the right choice – and not for the reasons you might expect.

 

The Background

Syngenta Canada is a world-leading crop protection product manufacturer, one that saw a problem with their event campaigns. Specifically Syngenta had trouble with the user experience and back-end processes of their onsite event data collection. Their customers are busy farmers, which makes it difficult to find time to collect data for segmentation, especially in a frantic tradeshow environment.

 

The question was: How do you drive traffic to your booth AND eliminate clerical duties (enabling your staff to engage in meaningful conversations) AND get the farmer to provide relevant information all at the same time? The high traffic and excitement of a live event simply do not always afford the accomplishment of all these goals.

 

The Solution

To resolve this battle of objectives, our team at Quarry took a two-pronged approach. Rather than try to accomplish everything on the day of the event, the objectives were split so as to not overwhelm attendees when their time and attention is most scarce. This was done by striving to complete the traffic generation and data collection activities BEFORE the tradeshow date, and focusing onsite activities on streamlining tracking and encouraging conversations with sales.

 

Here’s how this was accomplished using a blend of email, web form and QR code strategies.

 

QRflow.JPGTraffic Generation – Using Syngenta’s existing marketing automation platform, an email was sent to the farmers who were likely to attend the event. This email informed farmers that Syngenta would have a presence at the event, and offered visitors a free gift just for stopping by.

 

Data Collection – To receive this special gift, however, farmers would need to fill out an online form linked from the email. Attendees provided the information normally collected onsite in paper form. This ensured Syngenta got the information they needed, and in return, the farmer received a QR code to be presented at the booth to collect their gift.

 

Enable Conversations – The QR code that farmers received had to be presented at the event, and once scanned, the visitor was tracked as attending the booth. With tracking out of the way, representatives from Syngenta were free to engage the attendee, with no break in conversation and with no follow-up expense on data entry.


The Result

By implementing this process, a much smoother event experience for both vendor and attendee was achieved. The normal struggle of trying to entice booth visitors while simultaneously collecting marketing and sales information was eliminated, resulting in conversations rather than clerical work. By front loading their traffic generation and data collection Syngenta had a steady flow of visitors come looking for them on event day – instead of having to visitors to stop. With one scan, all the normal booth interactions were completed, allowing employees to get down to the business of consulting.

 

It’s an experience that was enabled by the use of a QR code that in the past would have been much more time consuming and labor intensive. When considering implementing a QR code in your campaigns, just remember the golden rule: “A QR code should make your life, your prospect’s life or both, easier.”

 

Do you have any success stories involving the unconventional use of QR codes, or have a campaign you think could be enhanced by using one? If so, I would love to discuss your experience. Feel free to share below, or contact me at mgriebenow@quarry.com

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