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Challenge: Create a Form (Focus Group Opt-in) that enable Sales Reps to easily verify the data and pass it to a Fulfillment group to Setup Accounts


Goals:

  • Simple form that includes uneditable "fields" for submission (Closed focus Group)
  • Simple/Error Proof for Reps
  • Utilize as much Automation as possible


How this solution helped: Reps were sent a notification upon lead form submission which included a customized link to a form with pre-populated fields of the lead's information for them to verify/update.  This simplified the process, saved time and reduced transcription errors. 


Benchmark: Not Applicable as this is a new campaign

 

Success Metrics you may want to measure:

  • Conversion metrics of the lead form. 
  • Conversion metrics of the Order Confirmation form (how many leads are lost at this step after expressing interest?)
  • Focus Group results


Steps:


Create Lead Submission Form/Landing Page (LP=1)
LeadSubmit.JPG

    1. Landing Page had hidden form fields with contacts information and a comments field updating information
    2. Hidden field for URL included the base part of the URL for the Sales Confirmation Page "value="http://your.hypersite.com/LP=2?elq="<input type="hidden" id="URL" name="URL" value="http://your.hypersite.com/LP=1?elq=">
    3. Javascript grabs query string value of parameter elq ("?elq=") and ADDs it to the end of the value (prepopulation
                          • All links in emails from eloqua will include this elq number and using it allows the landing page to use that value for
    4. Processing Steps – Submission to Sales
                          • Sends the form submission to sales which will include the URL field value of: http://your.hypersite.com/LP=1?elq=1234567890
                          • They can click on the link to take them to the Order Confirmation page specific to that contact


Sample Javascript Code:

  <script type="text/javascript" src="http://ajax.googleapis.com/ajax/libs/jquery/1.4.2/jquery.min.js"></script>

<script type="text/javascript">

var queries = {};

  $.each(document.location.search.substr(1).split('&'),function(c,q){

    var i = q.split('=');

    queries[i[0].toString()] = i[1].toString();

  });

var name_value = queries["elq"];

 

$().ready(function(){

      // This sets the hidden form field value

$("#URL").val($("#URL").val() + name_value + " ");

});

</script>

 

 

Create Order Confirmation Form/Landing Page (LP=2)

VerifyForm2.jpg

    1. Page has Script and includes previously submitted form values as well as fields for updating prior to sending to fulfillment
    2. Includes additional questions needed for fulfillment
    3. Form Processing Step – Order Confirmation Email to Account Fulfillment
  1. BONUS: I formatted the Order confirmation page as a sales script which allowed them to simply read it off (including field merge values to verify/update) as well as additional data they needed to request.
  2. BONUS 2: This was for a focus group trial of a new product that lasted a limited time.  So users were added to a program that not only checked in on them through emails throughout the trial and provided resources but also sent them a notice that their trial is ending and a survey email to collect final feedback.

















Related Classes:

  • Personalizing Campaigns
  • Advanced Editing and Form Processing


Impacted Business

  • This project made it much easier to coordinate among Marketing, Sales and Fulfillment.
  • Kept the program a closed "invite only" focus group
  • It allowed sales to quickly fill out forms and verify instead of ask for information we already have.
  • Was called an “Eloqua Ninja” at my company for overcoming a complex problem that they didn’t think was possible.


We have a markie award winning, customer lifecycle program for one of our products. Sales and marketing had aligned a 100% to make this a success. This product line also offers several valuable add-ons catering to customers needs. Now, not always do customers see the need for these add-ons while making their initial purchase. What if they try to access these add-ons, which they don’t have access to? We like to call this action, a burn.

 

Marketing and sales got together and saw the need of an automated program that could handle timely messaging, based on the burn pattern of a customer. We needed the customer to know what they were trying to access and what the advantages of purchasing that add-on were. In order to achieve this we had to further partner with Technology: for the product usage data and Product Marketing: for Content.

 

We had to bring in product usage data to drive communication based on the burn counts. We aligned on technology feeding a file to an FTP site everyday. The file contained admin/primary contact information and usage data. Usage data was broken down by the add-on (Each ad-on had its own column of burn counts for last 7 days).  The file also contained some account information and additional usage information. We didn’t want to create a lot of contact fields for the same. Instead we leveraged a custom object. Using eloqua’s integration abilities, we set up an auto-synch to pull this file everyday and stored it in a custom object.

 

There was a need for 31 emails to account for the different burn combinations (A customer might access, add-on A only, or A and B etc). We wanted different emails to be able to report on individual combinations. But 31 emails is a lot of work. So, we broke down the email to have an introduction section, a section specific to the add-on’s information and a closing section with an action and a signature. Now, the first and last sections were the identical for all emails. It was just the product specific section that would change. So, we leveraged Activity driven content. The ADC would insert content into the emails, based on values in the fields that stored add-on burn counts. We had the first email created, made 30 additional copies and named them accordingly.

 

The emails contained clear and precise information, describing why one received it, the value of specific add-ons and a call to action. The CTA required the recipient to click in order to discuss the add-ons with their relationship manager. We already had information about the customer. So, we didn’t want them to fill out form on a landing page. We leveraged a blind form submit, which upon clicking would notify the relationship manager of the customers interest and also fire of a task to the CRM.

 

The program was created with several decision rules looking for various combinations of burn counts. As we had 31 emails to account for all combinations, the program was pretty big as well. We fed the custom objects into the program leveraging data card services. Based on the burn counts, they would branch out to their respective email send steps.

 

The highest performing email has an open rate of 58% over the last 4 months. We have received great feedback from sales for the burn alerts campaign, influencing 2-3x increased add-on sales. The ability of sending timely messaging and following it up with a meaningful conversation helped us see this success.

 

Future goals are to move this to campaign canvas (now that we are on E10) in order to leverage closed loop reporting and also leverage the product data further (reaching to trial subscriptions with a similar campaign etc)

 

The Fundamental series, email/campaign personalization, database configuration, system integration and form processing courses, along with the topliners community were influential during the conceptualization and build of this initiative.

If you looked at the E10 Lead Scoring Model before and decided not to use it, now is time to take another look...


My First Impression of the E10 Lead Scoring Model:

One of Eloqua10's new and appealing offerings is a module dedicated to Lead Scoring that allows an Eloqua User to create "Lead Scoring Models" using a sliding-bar "What You See Is What You Get" (WYSIWYG) declarative interface. A question I considered when upgrading from Eloqua9-to-Eloqua10 was, "Is E10's Lead Scoring Model enterprise-ready?" I typically work with enterprise-level corporations, so due diligence would be necessary to make an informed decision. Honestly, my initial thoughts without investigating the E10 Scoring Model was that it was likely a gimmicky tool to try and take a complex process, like lead scoring, and simplify it just enough to provide it as a sales pitch offering that would allow Eloqua to stay competitive with lesser marketing automation vendors that boast the same functionality and that it was probably suitable only for Small-Medium Businesses (SMB's).

 

Define "Enterprise-Ready" for Lead Scoring?

My definition of "enterprise-ready" for lead scoring means the existing E9 version that was built-out using Program Builder utilizes Custom Data Objects (CDO's) also known as "data cards", handles Contact Records in the millions and has multiple scoring programs for several business units and/or products. For a larger company, storing metadata on data cards instead of the Contact Table is critical for keeping the database clean, avoiding field-limitations and for querying data non-essential to other business units sharing the same install of Eloqua. It adds a bit of complexity to lead scoring and other areas of Eloqua, but is something smaller companies in the SMB market can avoid using, if they so desire.

 

My Initial Recommendations ...then:

When I first evaluated the new E10 Lead Scoring Module, Eloqua version 10 was starting to roll out to customers that opt-in to the upgrade process. I determined that for some customers I was working with that it was not enterprise-ready for their uses because it did not offer a solution for scoring on custom data objects/data cards and recommended those customers retain their old-fashioned Eloqua9-style Lead Scoring program(s) built within Program Builder, prior to the upgrade. For other costumers that did not utilize data cards, converting to the E10 Lead Scoring model was possible, but I couldn't justify the switch because the effort seemed to be more of a lateral move because the benefits other than a clean interface weren't abundantly clear. I knew of other consultants and vendors that felt this way and made similar recommendations.

 

The "Ah-ha!" Moment!

It wasn't until I attended the instructor-led "E10: Lead Scoring" online course in the Conversion Tenet of the Modern Marketing Luminary track that made me really rethink and re-evaluate my position on the Lead Scoring Model provided in Eloqua10. I learned quite a bit about the benefits: the speed of development by comparison of the older program builder method, the new features added-on (including custom object/data card and shared lists query capability!) and also how much more efficiently the E10 Lead Scoring Model operates over Program Builder. It was because of the Eloqua University training courses that I was able to change my position on the E10 Lead Scoring Model and determine that not only is it enterprise-capable, every business, whether they are big or small should consider using it!


Benefits of E10 Lead Scoring Models vs. E9 Program Builder Lead Scoring:

  • Fast Model Development! Let's face it, building a lead scoring program in Program Builder is a long and tedious task. If you are using one of the older Best Practice templates, the lead scoring process is 3 programs that feed each other: "Explicit", "Implicit" and "Apply Rating"--these programs running in bulk mode each take 2 hours! If your company has a newer version, they are all commingled into one massive program that runs in bulk mode in 2 hours. A Lead Scoring Program I had developed in Program Builder/E9 previously was several pages long and had countless branches that scrolled off-screen; however, within the E10 Lead Scoring Model interface--I was able to replicate all of this in under an hour and replace in Production!
  • Simple Interface! Program Builder is not for everyone. Literally, many users are blocked from it as a best practice to mitigate risk. The new E10 Lead Scoring Model doesn't require heavy Program Builder knowledge like the older methods do. This means more intermediate-level Eloqua Users can easily make changes or create new models without requiring a vendor or high level admin. More users can now share this responsibility.
  • Easily Support Multiple Business Units and Product-Level Scoring! As you saw in my bullet point above, you can definitely create a robust scoring model fast. The E10 Lead Scoring Model supports the use of many scoring models for many different purposes like accommodating rules that are unique to business units and/or creating scoring models per product!
  • Efficient and Intelligent Processing! With the older Program Builder method, a Contact modified for reasons outside of Lead Scoring (legitimate marketing automation uses unique to the business rule/process) would qualify that Contact to enter the Program Builder's Lead Scoring program feeder. This is not efficient to have a constant loop of Contacts not intended to go through the scoring process doing so and it clogs up program's evaluation speed and ability to score necessary Contacts--thus significantly delaying net-new Contact entry and updating of existing leads into the CRM. The new E10 Lead Scoring Model scores Contacts with no activity once every 24 hours. This allows ONLY the Contacts that are stagnant to decay their Lead Score and only those Contacts are evaluated. The one-time 24 hour scoring cycle only applies to Contacts that did not have any activity since the last re-score. Contacts that do perform an activity are placed in a separate queue for immediate re-score and their Lead Score is updated. The CRM will only receive new scores for Contacts that had entered the CRM Update programs.
  • No more looping! Program Builder's Lead Scoring method makes a modification to the Lead Score field on the Contact Record and triggers a change to the "Date Modified" field which, in turn, qualifies a Contact to enter into other Programs outside of Lead Scoring for further marketing automation via Program Feeder logic, thus creating a vicious cycle. The E10 Lead Scoring Model and it's field that retains the final score value is on a completely separate table from the Contact Table and does not modify a Contact Record or its "Modified Date" field--as it is a linked Object, instead. This resolves this age looping old problem without further tweaks to all of your programs!
  • E10 Lead Scoring Models score much quicker than Program Builder!  E10 Lead Scoring Models have their own dedicated processing engine not governed by Program Builder's evaluation limitations.
  • Spare Contact Table Fields! Due to the fact that the E10 Lead Scoring Model is a separate engine and uses a separate, but related table, the many Contact fields that were once necessary for the E9 Program Builder to render a Lead Score are no longer needed and can be removed thus making more room for important Contact fields unique to your corporation. It is quite easy to fill up the allocated number of fields allowed on the Contact Table, so here is some relief for you: each E10 Lead Scoring Model you create and it's final score value field does not count against your allocated field amount!

 

Build the Business Case to Transition from Program Builder to E10 Lead Scoring Models:

Question: "How can I present this to management? Change tends to make people nervous, especially when you intend on changing a process with heavy impact and visibility like lead scoring that is already working to an Executive's expectations..."

  1. Highlight the benefits mentioned above that are critical for your marketing automation and lead delivery process.
  2. Outline the goals and set to achieve them. (This hint tends to get the approvals you need: E10 Lead Scoring will get Leads Scored faster and entered into the CRM quicker for Salesperson follow-up.)
  3. Demonstrate the success in an Eloqua Sandbox environment or in a carefully built Eloqua Production environment using a Proof-of-Concept
  4. Based on your discovery, determine if the E10 Lead Scoring module is the right fit for your organizations unique business rules, logic and processes.


Should you Abandon E9 Lead Scoring in Program Builder for the E10 Lead Scoring Model?

From what I have learned about the E10 Lead Scoring Models through Eloqua University courses, Topliners posts, Eloqua Support tickets and my own development, I would highly recommend doing the due diligence for your Eloqua instance and decide if converting your E9 Program Builder Lead Scoring Programs is plausible for your org and if so: do it--which is a stark difference of what my original recommendation was when E10 first rolled out. If you are an experienced Eloqua User, Consultant or Vendor/Partner that ruled out the E10 Lead Scoring Model previously, I think you would be doing your employer or customer a disservice by not re-evaluating the potential positive business impact made by transitioning to this module.


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