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2 Posts authored by: Patrick Muir

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

A primary reason for licensing Eloqua was to improve account management. I work for a company that manufactures vehicles and other machines and sells them through a large 900+ independent dealer network. Corporate sends various communications that they believe the dealerships consume. It is the responsibility of an account manager to make sure dealers take action, but it is difficult for account managers to see what messages dealers consume and what dealers ignore. There is no transparency which makes it difficult for an account manager to respond to what is happening. Instead, account managers are proactive and automatically re-communicate any message sent from corporate creating more noise without adding value.

 

Eloqua's ability to send mass emails with dynamic content that also generate data seemed like a good solution to our problem, but out of the box, Eloqua does not work for account management. Eloqua gives a stream of activity data, but does not authorize the end user to alter the way the Eloqua formats the data. It would take an account managers too much time to understand what each account is consuming.

 

Eloqua did their best to solve the problem, but eventually hooked us up with a third party developer who could adjust the data to display activity by email. An account manager would not have to sort through the continuous activity stream, but observe the activities by email sent. The problem is that the third-party integration was not in real time. Eloqua does not send over enough information in their API, so a workaround was necessary. That workaround could only send over information once a day.

 

To make Eloqua work as an account management tool, we reached out to Salesforce developers. We found one that can rearrange the activity data in Salesforce once Eloqua passes data through the standard integration API.

 

The trick is that each "link" activity has to be associated with the email ID. This will require extra work designing the email, but save hundreds of man hours for the account managers who will not spend time understanding what messages dealers consumed and what dealers ignored.

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