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Background:

Our previous lead scoring model put in place five years ago had been neglected.  The company grew from a scrappy start-up to an aspiring enterprise analytics firm, and the marketing team scrambled to keep up with ever-growing sales teams with an increasingly diverse set of needs.  The thousands of scored leads that Marketing sent to Sales over the last few years sat largely untouched in our CRM, and while some sales reps complained that they received too many leads of poor quality, other teams said they didn’t receive enough leads.

 

The Marketing team was hungry for change—and eager to stop the vicious cycle of manual list review and cherry-picking of “good” leads that seemed to follow every event and webinar. Our previous marketing automation platform was bursting at the seams with the volume of data we had, and only offered limited lead scoring management and reporting capabilities.  A key driver of our switch to Eloqua earlier this year was the opportunity to easily create, manage and report on multiple lead scoring models to better match the global and product considerations of our business.

 

Preparing for Launch:

After running a few campaigns (along with the obligatory accidental email send to a large portion of the database), we set our sights on developing and implementing four regional lead scoring models.  To learn lead scoring best practices and understand how the lead scoring module in E10 works, I took the Eloqua University Eloqua 10: Lead Scoring course and browsed the Eloqua 10 Lead Scoring Resource Center.

 

Defining and launching multiple scoring models required a combination of technical considerations for our Marketing and Sales Operations teams, as well as a large amount of change management to help “sell” the Sales teams on a new and improved lead scoring program—and why this time the results would be different.  While our Marketing team is not yet ready to commit to the number of quality scored leads we're providing to Sales, we've defined these success metrics (also listed in the attached lead scoring model launch template) to baseline, and eventually benchmark against, to measure our lead scoring success:

 

  • Number of scored leads created
  • Lead status summary by lead score
  • % of each lead score that convert and turn into opportunities
  • % of each lead score that close
  • Increased Sales acceptance rate
  • Decreased average number of days in the sales cycle
  • Increased revenue per deal

 

While the company isn’t new to the concept of lead scoring, both our Sales and Marketing teams were not ready to explore predictive lead scoring options.  We agreed that developing a solid lead scoring model would be a process. At first, Marketing and Sales would work together to define the demographics and behavior of an ideal lead, launch a model built on our hypothesis, and then use scored lead data to help refine the model.  

 

I configured the initial models for each of the four regions and then activated them to score contacts in the database.  There are a few options to test out lead scoring results before you start sending leads to Sales.  You can create a lead scoring view at the contact level to view how an individual’s activities fit with the model criteria, which is great for spot-checking the scores for a few contacts but not scalable for your entire database.

 

Another option for checking your model is within Insight.  The “Contacts” folder contains a helpful “Lead Scoring Dashboard” matrix that shows how all contacts in the database score against a model you can select via dropdown.  While this is helpful if you have multiple lead scoring models for different products, it doesn’t seem that you can adjust this report to only include contacts from a specific region. To allow our regional marketers the ability to analyze their model against their region’s unassigned contacts, I created a contact report in Insight using the Analyzer license.  To create your own, just pull in the contact fields you’d like to see and add the “Contact Model Definition” attribute and the “Profile” and “Engagement” attributes, plus whichever fields you use to distinguish an Eloqua contact from a CRM contact.

 

To finalize our lead scoring set-up, I found the web-based training (WBT) for the Eloqua 10: Program Builder Overview to be helpful in understanding how a shared filter could be used as a feeder to bring leads from each region into a lead scoring program based on their profile and engagement scores.

 

Then we were ready to start rolling out the regional models.  To help keep Marketing organized, I put together a simple checklist (attached below) to use before each launch and to keep Sales informed I created a cheat sheet (attached below) answering lead scoring FAQs.

 

When we’ve launched models, it has been critical for the Sales lead in each region to co-present with Marketing to help reinforce that this is a joint Sales and Marketing initiative. We’ve also developed a best practice where Sales leads will review a scored lead report in our CRM with their direct reports to see how many scored leads have been contacted, how many have converted, and how many are associated with opportunities.

 

While there’s still a lot of room to evolve our model based on the data we’re collecting and feedback from Sales, our Marketing team has taken one large step forward in our journey to deliver a lower quantity of leads with higher quality.

The Challenge

 

Our existing webinar program was very popular and growing rapidly, and expanding to cover new topics and products. We were running our webinars in Eloqua, but using a very manual process with no integration with our website or our webinar provider. Without automation the program was not scalable or even sustainable. In order to grow our webinar program, we needed an improved event management process that would better meet our prospects needs and increase the efficiency of webinar deployment and follow-up.

 

Goals

 

Our goals were to promote our webinar program as its own brand, to appeal to a larger audience, and promote our webinars as the premier educational resource for our vertical markets. The objectives were to create brand loyalty for the webinar program itself, to increase prospect and trade association engagement, and of course ultimately produce more sales opportunities.

 

Benchmarking

 

We were already running our webinars using Eloqua, so it was easy to document the current state of the program – we measured the number of webinars we were presenting, the number of registrants and attendees, the number of qualified leads generated and the closed-won business associated with those leads.

 

The program

 

We built a new website using the MODX content management system (CMS) and integrated it deeply with Eloqua and Citrix GoToWebinar using the API. We made numerous improvements to our webinar process, including:

  • Created new branding and design for the new website, including a revamp of all email communications, landing pages etc.
  • Developed a custom event management system for the CMS, to streamline webinar promotion by using a custom database and interface specifically tailored to our needs.
  • Established an affiliate referral program, allowing us to track prospects referred to us by industry trade associations and pay the associations for referrals.
  • Introduced of state-specific, topically focused webinars that have been particularly effective in lead generation.
  • Refined our Eloqua webinar campaign process, using customized features of our CMS to facilitate landing page and email design and streamline our registration process. We used our CMS to create auto-generated, self-hosted landing pages with Eloqua registration forms, as well as auto-generated email templates and followup pages.
  • Integrated Eloqua with our CMS using custom-built cloud connectors to share event and registration data. This allows us to display personalized webinar registration and attendance records to our prospects by providing them with a login to the website.
  • Integrated CMS with Citrix GoToWebinar using cloud connectors and the GoToWebinar API for automatic webinar registration and post-webinar attendance, polling data and followup.

 

interface.jpg

Custom Cloud Connector interface

 

Deployment Process

 

From the perspective of the marketing user, the webinar deployment process is simple:

  1. Create the webinar in GoToWebinar
  2. Duplicate the last webinar campaign in Eloqua
  3. Change segments and dates within the campaign as appropriate.
  4. Copy/paste the invitation email from the CMS into a new Eloqua email
  5. Configure the MODX CMS cloud connectors – enter the webinar data into the first connector, and simply select the appropriate webinar from a drop-down for the other connector
  6. After the webinar, upload the recording to Vimeo and enter the Vimeo video id into the CMS

 

Resources

 

In developing this program we used material from all of the “Fundamentals” series classes as well as material from Basic Event Management, Events in the Cloud, Progressive Profiling, and System Integration. However, since the project involved a lot of custom development and going beyond the material covered in those courses, we also made extensive use of the Topliners community, particularly the Code It forum and the API development guides. In particular, Fred Sakr’s PHP class library for interfacing with the Eloqua API was incredibly useful.

 

Impact

 

Overall, this webinar program has been our most successful marketing initiative across a broad range of metrics, from high-level brand impact all the way through closed-won business. The primary impact of this project in particular was to improve our efficiency. With this system, webinars were much easier to manage and we were able to immediately double, and eventually triple our rate of webinar presentation, expanding to cover other product lines and topics.

 

This resulted in significant increases in both the total number of webinar registrants, and the number of registrants per webinar, as shown below, as well as a significant increase in closed-won opportunities attributed to webinars.

 

registrations.jpg

Webinar Registrations

 

registrations-per-webinar.jpg

Registrations per Webinar

 

In addition, the program had a number of ancillary benefits, such as increasing traffic and link juice inbound to our website, and creating buzz within the industry and in social media. The program was nominated for a Markie award and won a Gold Key award from the BMA.

Our challenge

 

Having run a number of Webinar campaigns since joining Cloud Direct, ranging in topic, attendance & conversion rate. I wanted to explore the use of Eloqua to manage these live webinars better.

 

My aim was to increase:

  • Engagement
  • Percentage of click-through’s
  • Number of registrations
  • Number of accurate form fields submitted
  • Number of attendees
  • Conversions into marketing qualified leads

 

By optimizing at every stage:

  • Invitation emails
  • Landing pages
  • Registration forms
  • Follow up emails

 

Our previous marketing system was very labor intensive to manage a webinar campaign. You are tied to using the default email’s created by the webinar system. Then you need to export registrations / attendees using csv files and import these into the email marketing system in order to send out follow up emails.

 

If attendees were not ready to immediately talk to sales it was almost impossible to effectively nurture them into Marketing Qualified Leads.

 

With Eloqua’s ability to track digital body language across all our marketing channels, I wanted to more easily identify buying signals from those who attended or registered. Then to better nurture them, to ultimately convert them into Marketing Qualified Leads.

 

Though the use of the webinar system “Gotowebinar” and its cloud connector you are able to register attendees using our own landing pages and forms and manage the reminder, and follow up emails.  You can then get a feed into a shared list of all those who attended. Further info on how to set up the Gotowebinar cloud connector can be found here: http://topliners.eloqua.com/community/do_it/blog/2012/01/10/installing-the-gotowebinar-app-from-the-appcloud

Our goal

 

The main goal of using Eloqua to run our webinar campaigns was to increase the conversion rate to Marketing Qualified Leads, in order to do this we also needed to:

  • Increase the conversion rates of all of our assets using A/B testing
  • Take control from the webinar application so we can control the look and brand of every communication associated with the webinar campaign
  • Allow us to automatically track contacts who registered and nurture them further after the webinar
  • Increase the number of MQL’s as an outcome of registering with the webinar

Benchmarking

 

As a benchmark I identified the following from using the old system to run webinars:

  • Average number of registrations
  • Average number of attendance
  • Average number of leads

Implementation steps

A/B testing

 

When running a webinar there are a large number of elements that contribute to the number of registrations and attendees. There are no hard and fast rules as every industry and business is different, therefore A/B testing is one of the best ways to identify what variables factor towards a more successful campaign for your business.

 

The main variables that should be tested are:

  • Number of invitations
  • Date and time of invitations & reminders
  • Invitation content / subject line
  • Personalisation and targeted content copy
  • Email Call-To-Action
  • Landing page style
  • Landing page copy
  • Form fields
  • Form Call-To-Action
  • Confirmation email
  • Reminder email

 

There are a few other great Topliners blog’s to check out around which helped me identyify the key areas to A/B test:

 

All of these elements can be easily tested using the campaign canvas using a technique where you split your contacts using a filter based on their Eloqua ID. You can find instructions on this: Using filters to filter contacts using id number http://topliners.eloqua.com/community/do_it/blog/2011/12/13/e10-how-to-run-ab-email-testing-on-the-campaign-canvas

 

The latest Fall 2014 release of Eloqua offers you the ability to run A/B testing on single emails. http://topliners.eloqua.com/message/53853#53853 This looks awesome and I look forward to Its available as a step on the campaign canvas

.

Social Sign-on

 

The next aim was to increase the accuracy and number of form fields submitted on a webinar registration form. For this I experimented with LinkedIn social sign-on. This gives the option to register using their LinkedIn profile and returns a wide range of fields (http://topliners.eloqua.com/community/do_it/blog/2012/05/29/social-sign-on-fields-returned ) that can be recorded using hidden fields on the form.  Instructions on using this can be found in a quick cast or as part of a live class:

Using Gotowebinar – registration cloud connector

 

The simplest way to use the Gotowebinar Cloud connector is on the campaign canvas, instructions can be found here: Installing the GoToWebinar App from the AppCloud
http://topliners.eloqua.com/community/do_it/blog/2012/01/10/installing-the-gotowebinar-app-from-the-appcloud

 

However I found that there was at least a 15 minute delay after registration, before the contact would receive their GoToWebinar confirmation with calendar invite.  As most of us know when you register on a webinar you want the confirmation to arrive as quick as possible so you can put it in your diary. 15 minutes later is not really good enough.

 

Then I found out you could actually trigger the cloud connector directly from a form processing step: Cloud Connector as processing step “Events in the cloud” Class http://www.eloqua.com/content/dam/eloqua/Downloads/Education/Abstract_EU_EPI-EVCA.pdf

This makes things much quicker.

 

However in the past 6 months I have been having issues with intermittent faults with Gotowebinar registrations, about 25% of people filling in the form do not get registered with Gotowebinar.

I identified this by:

  • Exporting registration list from “form submission data”
    Screen Shot 2014-12-14 at 12.18.34.png
  • Exporting gotowebinar registration report
  • Then de-duping all email addresses
    Screen Shot 2014-12-14 at 12.27.51.png

As there were email addresses not on both lists they need to be registered.

  • Uploading list of these email addresses as a segment
  • Create campaign with the segment and send them to the cloud connector again.

The main problem with this is that those that did not automatically get registered by the cloud connector will not have received their calendar invite just after filling in the form. If they receive it more than 30 mins after registering it is unlikely that they will put the invite in their diary and attend.

 

Gotowebinar - registration Cloud Connector problem and how to fix it

 

Having waited for a number of months for Citrix and Oracle development teams to fix this intermittent fault with registrations, I found the following simple solution on my own.

 

The idea is that you can use the campaign canvas to check to see if someone who submits the registration form is actually registered on the webinar. If they are not, it attempts to register them again. It keeps doing this until they are actually registered. Simple

 

The easiest way I saw to do this was:

  1. In the registration form, ensure the “Gotowebinar registration key” contact field (a custom field you must add) is blank. It could already have content in it if they have attended a previous webinar
  2. In the cloud connector setup ensure that under the mappings section the registration key is mapped to the correct contact field in my case its “Gotowebinar registration key”
  3. Create Segment
  4. Create filter criteria for that segment and select ‘compare contact field’ select field ‘Gototwebinar registration key’ select ‘is blank’
    Screen Shot 2014-12-14 at 12.45.02.png
  5. Save segment then right click on the filter and select share
    Screen Shot 2014-12-14 at 12.46.56.png
  6. This shared filter can be used for any webinar so give it a name like “Gotowebinar ID is Empty – So has failed”
  7. Then on the campaign canvas after the email that is to be sent out. Create a step that asks if the registration form has been submitted. If it has then
  8. Create a 30 minute wait step to give the cloud connector time to work.
  9. Create a filter step and add the filter “Gotowebinar ID is Empty – So has failed”. If yes then.
  10. Create a campaign canvas cloud connector for “Gotowebinar – registration”, edit the connector information as before.
  11. After registration loop it back to the 30 minute wait step. As seen in the screenshot below
    Screen Shot 2014-12-13 at 16.34.36.png

This appears to solve the problem, and ensures that registrations that fail initially will receive their registration email quicker than if I were to keep checking it manually.

Results

 

So after a lot of A/B tests, a lot of playing around with different ways to fire and fix cloud connectors. We now have our webinars preforming better than they were before.

 

Stats

 

To summarise the results of our A/B testing. Obviously every business and targeted segment will behave differently, however the following achieved higher conversion rates for us:

  • Text based personalized emails had a higher click through rate than graphic heavy ones
  • Strong call to actions in a complimentary colour
  • 3 emails before the webinar: 14 days before, 6 days before, 1 day before.
  • Reminder the morning and 1 hour before the webinar
  • The use of the presenters photographs

 

The use of Eloqua to manage our webinar campaigns has resulted in a x 4 times increase in registrations. And a 3 x increase in actual attendees. Our actual increase in Marketing Qualified Leads from those who attended the webinars has gone up by at least 4 times. However we were unable to accurately track leads before the implementation of Oracle Eloqua. We hope by increasing the frequency and reach of our campaigns and by making them more targeted we can increase these figures even more.

 

Post Webinar nurturing

 

Nurturing those who attended and who did not attend with a video recording of the webinar on a landing page using the Youtube cloud component (http://topliners.eloqua.com/docs/DOC-4133) , along with a gated transcript. Gives more opportunity to record digital body language to identify levels of engagement. These emails can then be followed up with more Learn/Justify or evaluate emails and content dependent on where in the buying stages the webinar was aimed at in the first place.

 

What would I do differently going forward.

 

The A/B testing has been a long, drawn out and continuing process, I plan to regularly revisit past tests to see if our target audience have changed their behaviour at all.

 

I plan to change the fix for the Gotowebinar registration issue into a program that can be triggered from any campaign canvas.

 

Going forward I will be experimenting with Webinars that are targeted at different buying stages. Answering different questions and using polls to automatically segment our attendees. Watch this space.

The Challenge:  Increase the number of registrations to our training courses.

 

  • Training registration system was manual, spread across 3 systems
    and inaccessible through digitals channels
  • Sales leadership wants sales reps to focus on selling NOT
    marketing/training
  • Campaign Queue not available in SFDC
  • Website is hosted in AEM – we don’t have a template to support
    training registration
  • Speed to market is essential, ensuring we can use the new
    training registration system immediately, while retiring the old

 

Business Benefits: Training courses create a personal connection, builds trust
between a company and its target audience, and these interactions generate
business. We see an increase in capital system purchases, increase from
disposable revenue and software updates help support the new product releases.

 

Objectives:  Automate registration process in Eloqua to increase attendance at training. Align with
sales to engage with key accounts to increase sales and expand pipeline
opportunities.  Increase in training
attendance by 10%; stabilize disposable revenue in key accounts. Schedule at
least one fleet audit after each training class.

 

Strategy: Utilize marketing automation tools to
organize and streamline marketing tasks, and support team through adoption of
new systems.

 

The Solution: Marketing & Sales Resource Training Portal

The training portal has all the information the customer needs
to register for training in 1 place There are multiple tabs, with the relevant information
on the training events, where, where, etc. Content and resource tabs and the
registration form with the processing steps syncs to the event module. By using
the event module and dynamic content, for the first time we are able to send
out personalized communications to the registrants, confirmation email,
reminder email and post event emails. The post event emails has the call to
action to set up the audit with sales. This will help drive sales.
I also created sales and marketing enabled invite form so sales
can target key accounts, these are personalized emails from sales usingTraining.PNG
signature rules. Used BIZO for site re-targeting to expand the reach to unknown
contacts.
Using the survey gizmo component to capture feedback.


The Results:

  • Registrations have increased by 20% in first quarter of the launch
  • Rep enabled  emails that
    use signature rules and are personalized are performing better 10 -12% better
    than the emails sent to the existing database
  • The event module has automated a once manual process and now we
    are able to track the registrations and the engagement of the registrants
  • The training team does not have to fund the third party
    registration system saving the team thousands.
  • Sales have completed two fleet audits from the training courses
    that have completed.


Looking Ahead:

To build on the success we want to create WBT to support our
global partners. Roll out training portal to support other key sales initiatives
like our Peer-to-Peer events. Start using Demandbase to continue to target our
key accounts.


EU Classes That Influenced This Solution:

I would like to thank all the instructors at EU, the Topliners
community, and the following Eloqua University courses for helping me with this solution:

 

Advanced Editing & Form Processing

Events in the Cloud

Personalizing Campaigns

Insight for analyzers

 

 

I will continue to update the post as we gather more results and tweak the campaign to support the business.

 

 

 

 

 

 

Closed-Loop Reporting can redefine how organizations track important web activities in a visitor's Digital Body Language. It also helps them appreciate how having an ROI-lens to marketing-campaign can enable them to quantify and communicate the value of their marketing efforts in an organization.


These were the two big gains that one of my clients has achieved by implementing CLR. Describing the old process that they had, and how CLR has streamlined it along with the organization plan to expand the power of CLR will help put things in perspective.

 

Prior to CLR, the client relied on banner-ads in industry publications that took the user to their online resources - whitepapers, videos, datasheets, and their event registration pages. When the visitor would arrive at one of the client online resources or events, the client would not have visibility as to which banner-ad the visitor clicked-on to access resource as well as which level of interaction should result in having the lead sent to SFDC for sales-followup. All web visitors were simply sent to SFDC and the client relied on Google-ads tracking to get some high-level reporting on the volume of the visitors to the ad.

 

It was obvious that the client faced the following challenges with the current process:

  • Lack of lead-source visibility on the contact level.
  • Lack of actionable information to determine which contacts should be sent to SFDC.
  • Lack of understanding as to which ads were effective and how they should communicate the results within the organization.

 

Closed-Loop Reporting helped the client overcome these challenges by enabling them to do the following:

  • Establish the ability to define and report on Lead Source, Lead Source interaction and Lead-Source subcategory. This was done by creating a response type of "landing page visits" which would capture the traffic from some banner-ads on and report them as Campaign Responses. On the campaign level, we have used Eloqua Campaign fields to define the source, sub-category and also provide additional information about the source of the visit as well as the important page that the client visited. This information was influential for the client in understanding the effectiveness of their ads and provided their sales teams with much needed context - information sent via campaign fields.
  • The client can now determine which level of web activity is required to create a campaign membership in SFDC, allowing sales team to focus on quality leads instead of quantity. Certain landing page visits that have strategic importance to the client - strategic verticals that the client wants to focus on, resulted in a campaign response, while others did not. The company can also rank the importance of the response - a form submission trumped a webvisit.
  • For the first time, the client can report the number of opportunities that were created by marketing, and the dollar value generated from those opportunities.

In short, Closed-Loop reporting helped the company complete the marketing loop by knowing where they are effective in their online-ads, send high-quality leads to sales and focus on a dollar instead of visit volume in understanding reporting on how marketing impacted revenue.

I am now working with a company on implementing a gated-form strategy using Eloqua Progressive profiler by gating all-important assets with a landing page that has the Progressive profiler setup on it. Using Eloqua progressive profiler has the following advantages, especially in the context of the CLR implementation the client had:

  • The client does not have to custom-code a progressive profiling solution. Eloqua progressive profilier Cloud Component exempts them from doing that, especially that the look and feel of it can be completely customized to provide a seamless user experience using the CSS styling option.
  • The client can reduce their dependence on landing-page responses by converting some of the important information in it into assets that can be accessible by asking only for something as little as first name and email.
  • The company can increase the quality and completeness of data that they have about their contacts

 

Eloqua Luminary classes: CLR, advanced progressive profiling and data standardazation have been influential in solidifying my understanding as to how the client should go about addressing their challenges.

Throughout my experience in the digital marketing world, I have found that there seems to be a few pillars that companies would have to develop to be comprehensive and ultimately successful in their online marketing efforts.

These are the pillars:

  1. Understanding the company's own value proposition: The value proposition answers the question as to why a company should exist in the marketplace. What market gap does it fill? what needs, emotions, wants and questions does it answer? what differentiate the company's offerings from its competitors? why should customers buy the company products/services?
    A clear value proposition becomes the guiding compass for all the actions a company takes, including its marketing department. In fact, the power of marketing lies in its ability to validate and communicate the value proposition of the company.
  2. Data Dictionary: If you want to unleash the power of Eloqua, you need to have data that is Consistent, Clear, Current, and Correct as I learned in my Luminary Data standardization class. Companies would do well if they ensure the data that is entering Eloqua meets certain standards. The standards could be defined by Marketing, IT and Sales in a Data Dictionary that documents fields acceptable values. Technology could be of a huge help here in enforcing such standards. I have seen technology solutions that enforce SFDC validation rules, values, or company-defined values when users upload contacts, companies and campaign responses. There are also tools that ensure a consistent input by users during form submissions.
  3. Data Standardization: After a company does their due diligence in mitigating bad data from entering Eloqua, all data that goes into Eloqua should go through a process of standardization at some point - preferably as soon as it enters Eloqua. Data Standardization Programs or Washing machines can harness the power of Eloqua lookup tables, deduplication rules, and a wide variety of Data Cloud connectors that help ensure that the data in your Eloqua instance is consistent to the point where it could provide meaningful segmentation and analytical results. I think companies would benefit from feeding all of their new contacts and any contacts who have been modified within the last 24hours to a data standardization program. Companies should also establish automated processes and reminders to monitor the effectiveness of the data standardization programs - Schedule email reports, and periodically update the values that the lookup tables normaliize.
  4. Personas: After ensuring that your data has been validated and is up-to-date, you need to know where you should channel your marketing efforts. Personas can be a great tool in helping you understand who is likely to buy your products/services. Personas are a list of fictitious characters who would buy your products/services. Each persona would include a person name, age, job title, education level, interest, hobbies, aspirations and needs become all defining components of a persona. Your current and previous customers can be an excellent source of information for personas.
  5. Nurturing: Nurturing in my opinion should follow right after you defined your personas. Nurturing is another always-on process. Nurturing is at the heart of a successful marketing strategy nowadays because of the way customers now make their buying decisions: They search online and consume lots of materials on their own before they reach out to companies. This means that if your company is positioned to be there when the customer is looking for answer to their questions, or evaluating products, you will tremendously improve your chances of winning. Nurturing means educating the customers, putting yourself in their shoes and helping them make an educated decision.
    The power of nurturing and personas combined is that they allow to develop a well-informed content marketing strategy based on understanding what an individual would likely want to see in each stage in their buying journey. This includes what they would want to see when they Google your company, your products, your industry, receive your emails, go to your website, download your collateral. Personas help you map your nurturing content throughout the buyer journey.
  6. Scoring: Scoring is a collaborative effort between Marketing and Sales to determine the threshold to send marketing leads to sales. This ensures that your sales team is only busy with leads that are likely to generate. The power of scoring is amplified when you re-visit your lead scoring model on an ongoing basis and refine it to reflect the actual data that resulted from sales and lost deals. What assets did customer who end up buying visit? which forms did they submit? incorporating these learnings into yo
  7. ROI calculations: Marketing departments that want to associate an actual dollar value to the effectiveness of all of their efforts above should harness the power of Eloqua Closed-Loop Reporting which automates the attribution of revenue to marketing campaigns and offers a variety of ways to report that revenue.
  8. Integration with Social Suites and Big Data Systems: Eloqua is becoming at the center of Oracle Marketing Cloud with options to integrate with social relationship management systems and big data for marketing such as Blue Kai. These systems give us marketers an unprecedented level of insight into understanding customer behavior and brand perception, allowing us to make strategic marketing decisions.

While companies' needs for each one of these pillars vary, I found in general that the more of these pillars a marketing department has, the more they take the guess work out of the equation and the more consistent the results of their efforts become!

Do you know the difference between a trip and a journey? A trip is the act of going to another place (often for a short period of time) and returning. And a journey is going from one place to another – usually a long distance.


In our line of business, selling Online Business Software, we have seen a clear change in the way people buy software in the last few years. In our ambition to become a full web touch company we NEED to change our approach to marketing.


A couple of years ago we made a clear decision to embark on a journey to transition from a Traditional Marketing to a Modern Marketing approach. In order to be equipped to start this journey we introduced the Oracle Marketing Cloud B2B Cross-Channel Marketing service (Eloqua) to our company to help accelerate the process.


With 5 ‘travel tips’ I hope to help you plan your journey to becoming a Modern Marketer.


Make sure you have an itinerary

You will need to have a plan for your journey, especially a list of things you want to do.


When we started to travel we did not have a clear plan which resulted in getting lost on numerous occasions. This resulted in a bad experiences and a considerably delay. There is one thing I learned during travelling is that no one likes to wait.


While you are waiting it is good to sit down, take some rest and define what you want to do next. You should evaluate previous experiences (good and bad) and adjust the itinerary accordingly. In other words make sure you have a modern marketing strategy in place with clear milestones and evaluation points. This will help enjoy the ride!

You got to be careful if you don’t know where you’re going, because you might not get there.” ― Yogi Berra


Get your Packing List ready

Having a packing list will make sure you all the essentials to start the journey.


The goal is not to make packing a nightmare. Our packing lists are our Marketing Playbooks which are developed in order to support our efforts in generating more impact with the marketing campaigns we roll out across all the countries where we offer our solution Exact Online.


The Playbooks are created for specific target audiences and contain a complete ready-to-use Demand Generation campaign for all countries in order to generate Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs). Some local flavor is added to the playbooks to make sure it will work in that specific country. All the playbooks are inline with Modern Marketing concepts.


Our ‘packing lists’ help us roll out marketing campaigns in a consistent way across multiple countries giving us less stress and makes us confident that our ‘bags are correctly packed when travelling abroad’.


Become a Person of Culture

One of the most overwhelming reasons why you should travel is to broaden the awareness of other cultures.


In order to appreciate your travels you need to learn and embrace cultures. To fully experience a culture you need to eat, sleep, and breathe the lifestyle. And yes, you will get a culture shock when you meet modern marketing people loving what they do. Experiencing this new modern marketing culture will shock you when you get in contact with these vibrant breed of marketers. But you should never be afraid because getting to know an entirely new culture is a tremendously exciting and liberating experience. And it teach you the valuable lesson that this world is a small place, and that despite our differences, we are all similar and interconnected.


Where to go for your shots of Modern Marketing culture?


Share your experiences

Hearing about amazing travels from inspirational travelers inspire others to follow the same path and even to go beyond it.


On this journey we made sure when shared our experiences, good and bad, with our close friends (co-workers) and other enthusiasts (marketers and partners) hoping they would also be inspired to join us on our path. We have clearly seen that sharing has helped us grow an understanding of Modern Marketing within our company but also allowed us to meet and greet some really other inspiring travellers.


Joining the Oracle Marketing Cloud Advocate Program we hope to inspire and be inspired even more!

Sometimes, reaching out and taking someone's hand is the beginning of a journey. At other times, it is allowing another to take yours.” ― Vera Nazarian


Don’t fly solo (at least not on this journey)

While some journeys in life you need to do by yourselves some travels you need to do as a group.


To make this journey to become a Modern Marketer a lasting success and one of the best trips of your life it is best make use three companions:

  • A great tour guide
    We are very fortunate to have a great tour guide (a.k.a. our Global Marketing Director) that shows us the way, makes sure that we keep to our itinerary and makes sure our enjoy and share the our adventures.
  • A great travel guide
    Making use of the Eloqua Education Services will definitely get you some great insights into the basics of Modern Marketing but also how to use the tools to support you in your daily routine. This travel guide is a must ‘read’ and will equip you with the right knowledge you will need during this journey.
  • A great travel agency
    Planning a trip is a time-consuming and complicated process. Travel agents simplify this process for their customers in addition to providing consultation services and entire travel packages. Talk to the people from the Marketing Cloud Success Program
    as they will support you on your journey towards modern marketing excellence.


Hope these travel tips will help in your journey in becoming a Modern Marketer!

The company I work for is actually a software users group. We measure our success by user participation statistics, believing that the more involved a user is within our user group, the more satisfied they are with their software product. We had been growing at a 4% rate per year when our Board President presented us with this challenge: “What would you do differently if you were tasked to double our user engagement within 4 years?”


Our staff took on this challenge in mid-2013, which meant we needed to make drastic changes in our marketing efforts to achieve doubling our members conference attendance, online webinar attendance, special interest group membership and paid membership by the end of 2016.


Our Board of Directors approved the purchase of new technology, including Eloqua, which was needed to dynamically target our email communications effectively to over 50,000 diverse users within our customer base.


Our campaign strategy was to convince at least 20% of our active individual member contacts to complete/update their profile information, while contacting all company primary contacts to update profile information for their 10 designated staff - and to participate in an “Engagement” conversation with our membership staff (goal 15%). This engagement discussion provides participation recommendations for each contact within a company’s record.


Our goals included making sure:

  • All corporate membership accounts had all 10 people assigned and taking advantage of the member benefits
  • Suggesting specific employees should join at least one special interest group(SIG) based on the software module they used and the industry the company serves.
  • Defining which employees, based on their corporate role, should attend specific conferences.
  • Pointing out which upcoming free online webinars specific staff should register based on their corporate role.


To determine our starting point, we counted how many companies had open member spots within their record and how many member accounts did not have staff engaged with our company. We determined our current profile data completion rate by counting contacts without all 5 of our core demographic fields completed.


Internally we worked with our corporate IT team to develop ways to validate new contact information prior to it being entered into the database,  and cleaning up existing data that would have prevented us from using field merges.


We knew the engagement conversations would impact all four areas of participation, so we developed a campaign with two stages.


Stage 1 - We sent an email to existing corporate customers that listed the contacts they currently had assigned to their account, asking they verify/change the contacts to be sure they were correct and to fill in blank member slots, as well as participate in an “engagement discussion” with our membership team.


Stage 2 - Engaging companies who did not have any staff participating in our community with an offer of a free one year corporate membership in exchange for participating in an engagement discussion with our membership team. The campaign was designed with a 9-email approach (in 6 waves), with each email providing a different benefit their company would receive by accepting the free membership offer; once the contact completed the form requesting the engagement conversation, they were removed from the remainder of the campaign.


9-Email Campaign.png


In hindsight, I would have made different forms for each wave of Stage 2 to make it easier for the membership team to associate which wave initiated each engagement request  submission. I also would have setup a multi-step “Welcome” nurture campaign to educate newly assigned member contacts on the benefits they can now access.


Every Eloqua class I took gave me at least one new project I want to implement to improve our data, processes or reporting. The two classes that had the most impact for me were:


Data Cleansing - This class highlighted our data problems, provided solutions such as the contact washing machine, data entry analysis and data formatting best practices.


Personalizing Campaigns - Since our database is comprised of two distinct software product users, with a variety of roles within each software module, personalizing our messages will be key moving forward. We will be working with Eloqua Professional Services in the next month to define our personas and have them automatically defined within each contact’s profile for use in segmentation and dynamic content messaging.


Topliners is such a great resource. Whenever I ask myself “I wonder if I can …..?”, I find the answer on Topliners. I recently found out how to add dynamic content to my emails’ subject lines from a Topliner’s post - it really helped to increase our weekly newsletter’s open rates!


We definitely are happy with our  revenue, response rates and campaigns during 2014.


The response rate to Stage 1 of our Engagement Conversation campaign was better than we would have hoped, with 68% of the primary completing/updating this information and 22% requesting the engagement discussion.


Our goal was for Stage 2 was to get a minimum of 64 companies to take us up on the offer; to date 63 have accepted this offer with 8 of the 9 campaign waves still active.


Our Corporate 2014 Overall Participation Increases toward 2016 Goal were all achieved, with three of the four areas exceeding goals.


Paid Membership: Goal - 8%; Actual - 12%

Active SIG Membership: Goal - 5%; Actual - 40%

Webinar Attendance: Goal - 4%; Actual - 16%

Conference Attendees: Goal - 14%; Actual - 14%



That's right!!! It all starts with the right targeting.


What? How?? When??? Why???? Makes Sense!!!??

 

Maybe if I can relate it rightly.

 

You start with an appetizer, move on to starters, then comes the main course and then the desserts. A fantabulous lunch!!!

Or get the main course at one go. No No No!!!

 

Or if I can relate it much better, getting to know with too many questions on the first day of your date. Turn off! Spoiling your chances!!!

 

Am used to manage several campaigns and was looking at the performance of each campaign. From targeting point of view, I was simply not happy looking at the performance. "What was going wrong???"

The challenge for any marketer is to perform better than the previous campaign. Point taken.

 

My analysis resulted in many insights & thought provoking questions. Had to cross check the industry benchmarks. Way to go.

Let me be more specific with my analysis.


The Business Challenges We Faced

We took a lot of insights from analysis of different teams in our larger marketing fraternity. Our measurement of success was always to rightly engage the right profile who can be a potential prospect, a buyer or an brand evangelist.


We as a business of course needed to double our marketing efforts to achieve our business success. Increase the business conversions through more quality qualified leads and make less the period of sales cycle. For example more Webinar / Physical Event attendance and sales conversions in 2014.

 

As a benchmark, I analyzed the data from 1000 forms over a period of one quarter and quantified the conversion rate. Say submission of forms per unique visitor to the landing page.

"Have I asked too many questions in one go, did I choose the right target, is he/she interested in the topic???"


The benchmark helped us understand that we need to target the right target instead of batch and blast, educate & engage the prospect to make them our customer as well as advocates.


Our management decided to the application of new technology including Eloqua with dynamic targeting and engagement.

 

"Yes its high time and as soon as possible, let me apply what I learnt @ the Eloqua 10 class - The Progressive Profiling."

 



Progressive profiling is just one of many tools available under  the umbrella of the Social Suite. The suite consists of modern marketing tools which allows marketers to create awareness, strengthen engagement, enrich profile data and obtain insights into campaign performance.


What is Progressive Profiling?


  • A technique to increase form conversion rates and profile completeness.
  • Incremental gathering of information over time.
  • Building a more complete visitor profile with each visit.


There are some more related classes to this which helped me a lot.

a) Personalizing Campaigns

b) Data Cleansing


"How many questions to ask in one touch?

Which all questions to ask?

Let me give a better experience to my right target? Yes that's right."


I must say we applied it across the campaigns what we manage.

Lead generation campaigns, high profile campaigns and many more.

 

The Campaign

Let me mention one particular example where our challenge was higher lead conversions and engagement .


This campaign was spread across 2 quarters with content designed and assets created to match the critical levels of the buying cycle. We arrived at 5 touches.


To highlight the targeting method which we arrived at is as follows.


  • To understand the behavior of prospects/customers
  • To understand the behavior of decision makers roles, recommend based roles and researchers/students etc.
  • To understand the behavior of brand evangelists


steps PF.jpg

We started applying forms to make them as easy as possible to submit, including using form pre-population and using progressive profiling. Also served Eloqua's Social Sign On allowing traffic to access the content with their social sign profile.

 

 

Let me explain in simple 5 steps how we applied the progressive profiling using Eloqua Cloud Components.

 

Step 1: The form (Component Code) was loaded to the Web page.

 

Step 2: Audience arrived at the Web page which triggered the Component to launch code that reached out to the 3rd party application.

 

Step 3: Component retrieved the specific data based on the configurations and settings within the Component.

 

Step 4: Component inserts relevant code into the web page to load dynamic content into component space on the landing page.

 

Step 5: Code was rendered and the component (the form) was then viewed by the audience.

 

Here I have to mention about our Topliners Community. This is really amazing and the right place to visit constantly to learn, unlearn, relearn and share. I will have to highlight one of the content which helped me in my journey.


"Appetizer done.

Starters were wonderful!

Main Course was blockbuster!!!

Now up for the desserts..."


"Yes that's right, let me also put it across what was the results like."

 

The Business Results

The Unique Open Rates were almost 7x times higher than the benchmark.

The Click Through Rates outperformed the benchmark by 5x times.

The Clicks to Open Rates...Do i need to say. Awesome!!!


Now when we analyzed the bigger picture, the actual conversions or the business created. This was high impact campaign.

The leads generated and the leads converted were almost the same. Almost 90%. That means we targeted the right audience and engaged them with the right messages through critical touch points.


We had infact created more qualified leads and more appointments set. Comparing the benchmark, we have achieved 10x times qualified leads and 90% conversions.

I was thrilled and excited while briefing the case study of this campaign to my stakeholders. The management was excited too!!!


The takeaways I could observe,


a) Higher Conversion rates

b) Better Insights into prospects / buyers persona - Sales Team was also happy getting the highly qualified leads!!!

c) Better Customer Experience


*Disclaimer : The descriptions & insights provided in the blog post is on my own observations.

Hey there! I’m Erin Foy, and I’m a member of the global email marketing team for Dell’s software business unit. As a campaign manager for several years prior to moving to this team, I knew what Eloqua was and how to build a campaign from a strategic perspective, but I didn’t get the chance to “get my hands dirty” in Eloqua, and really start to understand its capabilities, until I moved to the email marketing team in 2012. Our team works in two instances of E10 and one instance of E9, and I’ve chosen a program I built in our E9 instance for this blog post.

 

And now on to the topic at hand: Using Program Builder in E9 for Recurring Webinar Management


Background:

 

Our email marketing team began to receive several requests from campaign management to promote a live demo for one of our many products. From here on out, let’s call it Product Awesome. At the time, the demo was kind of recurring – it was scheduled once a week but not necessarily at the same day and time so the invite, reminder and follow up emails and program were unique each week. All of you Modern Marketers are already seeing a big opportunity here! We definitely had a need to automate this process and get away from the need to set up these emails and programs week after week.


Challenges:

 

There were a few of challenges right off the bat:

  • We are still using E9, which we know does not include all of the features available in E10.
  • The campaign manager preferred setting up one WebEx event to be used for ALL sessions. This was good and bad: good because I could set up one reminder email with one common attendee link and bad because I couldn’t use the WebEx cloud connector to pull in registrants and attendees after the session.
  • All of our forms are external to Eloqua and built in our CMS, which generates a unique code for each possible activity (each white paper download, webinar, etc). Each form submit creates a new custom object record, which includes the unique code for each demo session. This unique code follows specific naming instructions that includes the date of the demo. The problem: I couldn’t figure out a way to bring this date information into the event module without having to set up some decision and update rules in program builder first, so I figured I might as well set up one flow in Program Builder to handle everything rather than use the Event Module.
    • Side note - if you want to learn more about how we use custom objects to store activity records, check out our Sr. Manager of Marketing Operation’s presentation from EE13.


Solution:

 

The first step was to work with the campaign managers to:

 

  1. Determine segmentation. We agreed to send the demo invite to all contacts who have downloaded something related to Product Awesome in the last 90 days, were not already in one of our other campaigns (i.e. a PreMQL) and had not received an invite to a demo in the last 90 days.
  2. Ensure the demos were scheduled for the same day, same time each week. We chose every Tuesday at 1pm.
  3. Ensure one landing page was created with each session option in a list. This landing page contains demo dates within a specific time frame – anywhere from 5-6 dates to every week for the quarter.
  4. Create generic email copy so we could use the same invite, still-time invite, reminders and follow ups each week.

*Our standard promotion schedule for all webinars follows the best practices outlined in the Basic Event Management course with the initial invite sent two weeks before the event, still-time invite one week prior, reminder the day before or the day of, and the follow up emails sent as soon as possible after the event. The Product Awesome demo promotion schedule we were building adhered pretty closely to the best practices, except we decided to send the initial invite every Thursday, still-time invite every Monday and the reminder two hours prior to the demo on Tuesday.

 

Now I could move on to building everything in Eloqua. The first few steps of the program are pretty standard for an event:

 

  1. Built the feeder to pull in our target segment.
  2. Configured the first invite email to send every Thursday afternoon
  3. Set up a decision rule to check for demo registration four days later (every Monday).
    • As mentioned above, we tag all activities with a code unique to the action taken. The unique code used to track registrations of each demo follows the same naming convention with the name of the demo and date at the end (i.e. ProductAwesomeDemo_103014, ProductAwesomeDemo_110614, etc.). I set up a filter to look for unique code contains ProductAwesomeDemo, because at this point I just need to know the contact registered for one of the demos in the series.
  4. Set up the “no” path to send the still-time invitation immediately after the decision.

 

These next few steps were a little tricky and involved a bit of trial and error! First, I needed to set up decisions with filters to determine which demo session the contact registered for, then I needed to post that information to a custom object I created to hold all demo registration information for this program. My plan was to send the reminder email based on the demo date posted to the custom object.

 

  1. Set decision rules with filters that determined the demo date the contact had registered for. For example, if the demo dates were Oct 30, Nov 6, and Nov 13, I had one decision rule for each (three total) with a filter in each decision rule that looked for the code unique to that specific date. Then, if the contact hadn’t registered for the Oct 30 demo, he would move to the Nov 6 decision rule. If he hadn’t registered for the Nov 6 demo, he moved on to the Nov 13 decision rule, and so on.
  2. Set up a step after the last demo date decision rule to send the contact to a contact group and then send an email notification to myself using the “Send Process Member Report to Owner” action if the demo unique code was not one configured in this program. In theory, no contact should reach this point but I needed a backup plan and found this great idea on Topliners!
  3. Configured cloud connector steps using the “Form Submit: Contact” cloud connector. Each demo date had its own step to post the contact email address and demo date and time to a form I set up specifically for this program. The form processing steps then created a record in the custom object with the email address and demo date and time.

*I’m not going to walk through the steps for setting up the form and the custom objects, but if you have questions about this piece let me know and I’ll be happy to share. Or, refer to this Data Card User Guide for E9 on Topliners.

 

Screenshot of steps 6-8:

 

Flow screenshot.png

 

Screenshot of the “Form Submit: Contact” cloud connector settings:

 

Form Submit CC screenshot.png

 

That was it for the tricky part! Once I had the proper formatting of the demo date and time in the form submit configuration (this was the part that took a few tests), I was able to easily set up the rest of the program.

 

  1. Configured the reminder email to send on Tuesdays, but set up the “Always execute this action” option to send only if the value in the “Demo Date” field of the custom object is within the next day.
  2. Set the decision rule parameter to determine if the reminder email was sent to the contact by selecting the “Sent Email” decision rule with the email sent in step 9 in the decision rule parameters. If “no”, the decision rule step will check every four hours for one more day and then send back to the reminder email send step (step 9). Contacts move to Step 10 once the decision rule answer is “yes”, indicating the reminder has been sent.
  3. Used decision rules to look for the code unique to each demo to determine whether or not the contact attended in order to send the appropriate follow up email. (Remember - I couldn’t use the WebEx cloud connector because the same event in WebEx is being used for each demo session.)

 

The plan is to set up one program to run for the entire quarter to accommodate the need to promote these weekly demos. This requires a time investment each quarter to set up the demo date decision rule and cloud connector steps (steps 6-8 above), but frees up bandwidth for the rest of the quarter and allows us to focus on other email campaigns.


Results:

 

Since implementing this approach, the average open rate of our Product Awesome demo invite emails has increased by 25%, the click through rate increased 4X, and the unsubscribe rate is 0%!


Closing:

 

I’d like to thank the academy, the Topliners community, and the following Eloqua University courses for helping me with this program:

 

  • Basic Event Management, for the validation that our standard webinar promotion schedule is, in fact, a best practice
  • Events in the Cloud, for giving me the idea of how to replicate the process in our E9 instance using Program Builder

*This is also a great course if you need an introduction to custom objects

  • Personalizing Campaigns, for the overview on dynamic signature rules (I didn’t cover it, but all emails in this campaign dynamically populate the appropriate sales rep information based on the contact’s state)

 

I’m interested in hearing from you! What do you think of this approach? Have you implemented a similar campaign for managing recurring webinars in E9?

The Challenge

We work with a client who is a financial institution who just enabled Eloqua and needed a way to store and update all of the account and loan information without the use of a traditional CRM. The marketing automation platform they were previously using did not allow for any integration for systems other than salesforce.com and, therefore, the only way to extract data from their current system was to export it, reformat, and upload a final list to their email platform. This was a very manual and time consuming process. This also involved the help of IT to pull this information from the system. Account and loan data is valuable and necessary for marketing to use for segmentation and targeting campaigns as well as sending transactional information related to these accounts.


To add further challenge this situation, each contact can have multiple accounts, account types, lines of credit or loans, therefore standard contact fields cannot be used and email address cannot be the unique identifier for these custom objects.


The Eloqua University Class E10: Database Configuration and Advanced Segmentation as well as Topliners Post Schedule file import into CDO aided in finding a solution for this problem.


Goals

  • Automate weekly data imports from Data System into Eloqua, thus simulating some form of integration with the CRM
  • Allow multiple email addresses with multiple of the same account types to be uploaded in 1 file
  • The ability to segment on this data for personalized campaigns


The Project

Tools Used:

  • Custom Objects
  • Auto Synchs

 

Create an Upload file 

Working with the IT group (who owns the CRM), a file was created from an export weekly of the database that stores account information. In doing this, we also had to configure a unique code for each contact per each account they had open. Due to the constraints of working in a highly sensitive industry, account numbers could not be passed in these files, thus we had to create our own code to provide a linkage between contacts and account data.  This was created by combining a few data points from the records on the CRM side: account type code + email address + unique ID from data system. Once this file is created, it is then uploaded onto the SFTP site.


Create Custom Objects

Custom Objects were used to house the import data for a few reasons.

  1. Custom Objects allow multiple records to be created – this gave a history of account information over time that was not available prior to utilizing Eloqua or this integration.
  2. We did not want to use contact fields to store all this data since any given contact could potentially have need for hundreds of fields from this import process over time if using fields on the contact record.
  3. Custom object records do not have to email address as a unique identifier, therefor we were able to have multiple account records for a given email address in a way that would not have been possible utilizing simple contact fields.
  4. Additionally, the limitations on the creation of custom contact record fields (250 custom fields) meant we did not want to waste them unnecessarily on data that might not exist for every record.


One Custom Object was created with custom object fields to match the import file. This included the new unique ID. When creating the Custom Object, we needed to ensure the unique ID field was a text field so it could be marked as the Eloqua Unique Field to match on. We did make sure to also bring over the email address and map the custom objects to the contacts based on email address so we were able to segment on this stored information.


Automate the file import

Once the Custom Object and all the fields have been created, we then chose to upload custom object records and chose the option for “file over SFTP.” Following this wizard we were able to set the upload schedule as well as create an Auto-Synch automatically.

Next, we went into the integration to confirm the auto-synch was set up correctly and enabled and ran it to test the import. As with any integration project, there is continual monitoring of the auto-synch to check to make sure there are no errors.


Segmenting with Custom Objects

Once the data was in Eloqua, we then did testing to verify the linkage was working properly. The Advanced Segmentation class was helpful and instructive in showing how to leverage the information in the custom object fields for creation of targeted segments for campaigns. We created a cheat sheet of all the values in the main fields that we would segment on to ensure the best and most consistent results when using filters.  Ultimately, this allowed us to provide very personalized messages to contacts at the right time.


Results

After implementing this, we were able to provide an easier way to import the information securely and in an automated fashion. This has proved to be extremely beneficial when segmenting and targeting contacts for various nurture and promotion email campaigns.  Creating segments with this implementation has cut the clients manual data import time from 3 hours a week (not including wait time from IT for the initial export of data) to less than 30 minutes now.  Although we have only activated 1 campaign since these improvements have been mae, we have already noticed a 5% increase in their email click through rate.  The usage of custom objects rather than contact fields has also left the marketing department with more options for utilizing the 250 custom fields that are available in a scalable manner.  We look forward to the upcoming programs the client will be taking on in the New Year (including their customer onboarding nurture) and increased engagement rates.

When an organization has multiples lines of business, there is probably a difference in how well the sales teams understand the full array products and services being offered. As an organization grows, adding more products and more sales associates, the likelihood that everyone maintains a complete understanding of products delivered becomes increasingly difficult. The result can either be high levels of unqualified leads being passed from one line of business to another, or Sales focusing just on those products they already know and have been selling for years. This is the challenge my organization was facing.

 

We decided a nurturing campaign could be a simple way to educate those prospects and make sure they are better qualified when forwarded to the relevant sales team.  We set benchmarks and key performance indicators by measuring the percentage of leads coming from our main sister company that were qualified, as well as annual revenue from that channel.

 

The first step was determining what the campaign needed to meet our goals of:

  • More sales-ready leads who fit our target customer profile
  • Higher visibility as a provider of thought leadership
  • Higher revenue from this source of business

 

Next, we got started on the emails, working through the important information a prospect needs to know in order to decide the best path for them in regards to the particular pain points their business was experiencing. These topics are based on discussions with the sales team regarding questions that prospects often ask, or more technical areas that our sister sales team may not be as familiar with as people described by our typical prospect profile. Each email contains a link to a resource on our website for more information (videos, whitepapers, webinars, etc.) Where necessary, we developed content specifically to support the topic or messaging to increase the value of the email.

 

Then, we set up the campaign canvas and synced the campaign with our CRM. We have a sales cycle of about one year, so we set up 16 emails to go out one every three weeks. Down the road, we expect to tailor the frequency based on people’s activity and subscription preferences.

 

The last step will be training the sales team to understand the goals for the campaign, how to determine the appropriate prospects to enter into the campaign, and any technical instructions. We hope that having clear, shared goals with regular communications as to how we’re doing with meeting those goals will help with the momentum of the campaign.

Classes that were great references in getting everything set up were Fundamentals of Emails, Fundamentals of the Campaign Canvas, Email Deliverability and Privacy, Lead Quality, and Effective Nurturing.

 

As this is our first campaign in Eloqua, we plan to use what we have learned through this process and expand on it. In addition to more qualified and educated leads, this campaign sets the stage for future initiatives – we will initiate a second phase where we add campaign elements and additional campaigns based on individual prospect activity and dynamic lead scores, creation of a subscription center that will include various campaigns, newsletters and product updates. Taken together, these tools will provide us with a more powerful and effective thought leadership portfolio, one that will serve current prospects well and also work to attract new prospects.

 

By this time next year, we hope to:

  • Have campaign click-through rates of at least 15%
  • Increase our sales qualified leads from our sister company by 20%
  • Increase revenue from this channel by 30%

The Challenge

 

We had a lack of automation in survey delivery and integration of the responses between the survey provider and Eloqua. Since our company services small local companies to multinational companies we wanted a deeper view into what we could do to provide our customers with more customized and personalized communication. We needed more information than what a preference center could provide us. In order to do this, we needed to facilitate responses to surveys, drive referrals, and actually access that information and utilize it effectively.

 

The Eloqua University Class Advanced Segmentation and Topliners Post Installing and Using the SurveyGizmo Cloud App aided in finding a solution for this problem. I discovered the integration between Eloqua and Survey Gizmo and the segmentation and reporting possible with Custom Objects.

 

Goals

  • Drive referrals and increase response rates
  • Automate the process of bringing survey data into Eloqua
  • Target customers based on survey results
    • Tailor the customer experience

 

The Project

 

Tools Used:

  • CloudConnector – Survey Gizmo
  • Custom Objects

 

Create a Shared List

A shared list was created to house all the contacts that were created or updated by the feeder for easy viewing of all the contacts that have participated in the surveys. This aided in segmenting for all participants.

 

Create Custom Objects

Custom Objects were used to house the survey responses for a few reasons.

  1. The Suvery Gizmo Feeder imports responses into Custom Objects
  2. We did not want to use contact fields to store all this data as surveys can be taken more than once and storing that information on the contact record was not feasible if we wanted to maintain a historical record of all responses.
  3. Additionally, the limitations on the creation of custom contact record fields (250 custom fields) meant we did not want to waste them unnecessarily on data that might not exist for every record.

 

A Custom Object was created for each survey that was conducted. A custom object field was created for each question in the survey along with fields to store unique identifiers such as Survey ID. Something that we had to keep in mind was that we would use the Survey ID as the unique identifier to allow a contact to have more than one survey submission. With this ID along with the email address, Eloqua either connected each individual submission to the corresponding contacts or created a contact linked to the custom object record. This linkage allowed us to segment contacts based on the information stored within the custom objects.

 

Set up Survey Gizmo Feeder

We chose Survey Gizmo as the survey provider since it integrated easily with Eloqua. The Topliners post Installing and Using the SurveyGizmo Cloud App was very helpful when it came to configuring the feeder.

 

The only thing we found while setting the Feeder and the Embed up was that the instructions for embedding the survey onto landing pages were outdated. Survey Gizmo has had upgrades since the instructions were created. We no longer had to use an iframe embed code, we were able to just select the default link. However, this did affect how the survey rendered on the landing page, and some manual tweaking of the dimensions had to be done for it to display within the frame. In the end we found it was easier to just have a link to the SurveyGizmo site for our clients to take the survey and relied on the feeder to bring the responses into Eloqua.

 

Segmenting with Custom Objects

The Advanced Segmentation class opened our eyes to all the data that we can use to segment on; data that we knew was there but hadn’t thought about using for segmentation. This is when we realized that importing our responses into Eloqua would be the easiest way to communicate back to our customers in an appropriate manner after they submitted their surveys. What better way than to use the detailed information they were providing us to segment that data and interact with those contacts.  So we created shared filters that would update as more responses flowed into Eloqua and would then feed into the appropriate campaigns.

 

Results

After implementing this, we were able to provide an easier way for our clients to provide feedback resulting in an increase of responses. The feeder solved our automation problem; and now with the integration and the automation of these responses flowing into Eloqua, we no longer had a bunch of data that was sitting somewhere unutilized. We were now able to take action and integrate the data gathered from the surveys to create communication that was better tailored to our customers needs and interests. We could speak to them in a more personalized and direct manner that engaged them more. As the integration has just recently gone live and we have a small number of responses, we have not been able to gather substantial data on the impact of the additional segmentation points but feel confident that it will provide us greater value in the long term.

 

Measurement and Metrics Going Forward

In the past we were segmenting on job title or industry, or similar attributes that didn't allow us to tailor our communication to the specific needs of our clients and what they were looking. We were looking to gain a better understanding of their purchase history, their happiness with their purchases, and their willingness to purchase again. In the future we look to see a 5-10% lift in engagement with these much more highly segmented emails. We also hope to see at least a 10% increase in marketing influenced revenue as it relates to cross-sell and up-sell opportunities based on being able to segment on who was a happy customer, and who was willing to purchase again.

In this post, I will share how I started with an active recycle campaign. My campaign is awfully large and I won't share details of the emails, landing pages, forms, cloud connectors, blind form links etc. that I used to build it, but rather a high level overview of what I did to get started formulating my master plan. As you can see a number of different Eloqua University course have helped me with the knowledge required to build this campaign, however I can point out two that actually mention active recycled campaigns RPM: Effective Nurturing and RPM: Lead Quality.

 

First, let's clarify what an active recycled lead is. It is a lead that a sales person actively passes back to marketing vs. passive recycle when a lead becomes inactive or expires from lead stage. The challenge is to nurture these leads that "fall out of the funnel". As we know, not all leads follow the linear path to purchase, so what happens with the leads that get rejected by sales or leads that are not ready to buy? How do we effectively nurture leads so that they become marketing qualified again?

 

The modern marketer's answer would be to create a nurture campaign to address concerns and obstacles that are slowing down a marketing qualified lead (MQL) and ultimately, to re-engage these leads so that they are ready to purchase. To validate success of the campaign, the ultimate metric is the % converted back to MQL status and also the % of SAL and % of SQL thereafter. For me, I would break it down a bit further to determine what my goal was for these leads based on their reason for rejection.

 

For example, the reasons to turnback leads by sales could be:

  • Bad Phone/Lead provided a valid email only: Get phone number and improve lead quality by using progressive profiling
  • Unresponsive/Lead is not responding: The goal is to get any engagement from the lead (opens, clicks within the email), and then send them educational information after they've showed response.
  • Still Researching/Needs more info: Lead is simply not ready to buy. Nurture with engaging educational while building urgency around the need for the product, measured by web activity, form conversions, high CTR and Open rate.
  • Cleanup/Miscellaneous: Re-engage with the customer. Goal is determine whether they are still interested in the product/service and nurture them down the right path or remove them from the campaign

 

Benchmarking was difficult because there were no prior or existing turnback campaigns to compare with. The benchmark was against industry standard CTR and Open rate. But moving forward, I will be comparing to my % converted to MQL for my first few campaigns.

 

Getting Started:

  1. Determine reasons for rejection. Before you start, you need sales to give you a reason for rejecting a lead. I would recommend storing this information to a custom data object. This will help with segmentation and determining how to communicate with the lead and marcom assets to use in our emails. Set this part up long before you start these campaigns so you have data to work with!
  2. Target Audience. Define who you are targeting - which product interests or personas are you trying to target.
    • Relevant Message/content mapping: This includes providing content at the right stage of the buying cycle. It would be smart to use the reason for rejection to direct the messaging. Work with stakeholders to determine messaging and how many assets you have to work with.
  3. Treatment. Include and determine behavioral based decision rules that will route your leads according to their actions. Creating a visio diagram really helps visually show stakeholders your plan so that everyone is on the same page.
  4. Caveat. Keep in mind any sales SLAs that determine how many days the sales person has to mark someone as a turned back after they've become marketing qualified. You may want to keep them in the nurture campaign until that time expires. I have included a decision rule to remove the lead from the campaign only when their status date has expired the SLA period.

 

Results:

My active recycle campaigns are relatively new, so I've only launched them about a month ago. I have preliminary metrics that show signs of success, with a 32% lift in open rates compared to industry benchmark (17%), 14% lift in clickthrough rates compared to industry benchmark (3%), and the percentage of leads converted to MQL from those that responded is between 30%-50%. I will update this post with more recent results as they come in!

 

I hope this post helped a little with planning for an active recycle (turnback) campaign, it can be a large undertaking but definitely should be on your campaign map!

 

Saving the rest of the details for my Markie submission

The Challenge: Alignment of campaigns to support sales objectives and the ability for sellers to add contacts to these campaigns

 

 

Greater alignment and communication between sales and marketing is common challenge in any industry, but even more so in the healthcare industry.  Our sellers are in field based and spend most of their time in operating rooms and healthcare facilities.  Because our industry size and contact base is fairly static, our marketing teams are tasked with a more account-based approach to product awareness, demand creation and sales enablement.  The combination of our sales organization and marketing approach creates a unique challenge as our sellers are often the most aware of the buyer's stage in the buying cycle and therefore the content that is/isn't appropriate.  This means that without a high level of communication/alignment between sales/marketing, we could be missing the best opportunities to communicate with customers and prospects to create product awareness and interest and support our sellers by accelerating the buying cycle.  Our recent adoption of Salesforce.com and subsequent Eloqua integration, opened some interesting opportunities to increase alignment and communication via the API.


The Solution: Campaign Integration

We leveraged the newly built integration calls between SFDC/Eloqua to pull back campaign membership (contact details), status(active/responded), and seller info (rep owner) into an Eloqua custom data object (CDO).  This integration allows us to automate Eloqua campaign inclusion based on a seller adding a contact to a matching campaign in SFDC.  Our campaign segments are built on shared filters that query the CDO to include/exclude the appropriate contacts based on campaign membership and status.  There is an added level of complexity to our contact/campaign model in that a single contact will often be part of multiple organizations and could be speaking with reps that cover separate product lines all at the same time.  We solved for the multiple rep by writing the SFDC campaign member owner (rep who added them to a campaign) to a unique rep type contact field for each of our rep types in Eloqua and by configuring a signature rule based on this field so that each email comes from the correct rep.  Additionally, as our contacts often respond directly to the seller via phone or email, we built in safety checks on the campaign canvas between each email to verify that the contact has not "responded" in the SFDC campaign so that we don't email contacts that are actively communicating with sellers.

 

The Results:

12.2% increase in Unique Open Rate as compared to non-signature rule 'marketing' emails

1.2% increase in Unique Click-Through Rate as compared to non-signature rule 'marketing' emails

4,803 contacts enrolled in campaigns in the first quarter since launch

2,027 new contacts added to Eloqua via campaign integration (full SFDC-->EQ contact integration is not turned on currently)

94% of sellers in core launch are participating

Significant initial closed-loop reporting results via this integration

 

Considerations:

1. Email Privacy Compliance.  This has been launched only in the US based on current privacy regulations.  Additionally, we have enabled some traffic management steps on the campaign canvas to help avoid over-emailing and have an editorial calendar so that there are limited campaigns available each quarter that align with sales objectives.   

2. Content. One of the key wins in this was greater alignment on campaign content that directly supports sales objectives at specific stages of the buying cycle.  Take advantage of your seller's expertise and perspective when writing content for sales focused campaigns.

3. Sales Alignment.  We have started to frame the SFDC/EQ integration as the primary communication channel between sales and marketing.  Sales can let us know which contacts they need help with via campaigns and we can provide information back on marketing engagement at the account and contact objects both for these direct rep-initiated campaigns as well as for lead lifecycling.  This accountability and transparency have been very positive for the sales/marketing relationship and SFDC engagement.

 

EU Classes That Influenced This Solution:
Eloqua Sales Tools

Personalizing Campaigns

Database Configuration

System Integration

The purpose of this blog post is to share the ideas on one of our first nurturing programs. It is quite easy to set up, and also a good step to visualize the benefits of Marketing Automation throughout an organization. We are just about to launch this initiative ourselves. Unfortunately this means that I can’t share cool figures on business impact. Instead I will try to praise the audience with screen shots on how this is built in Eloqua. I think this is a quite straightforward initiative that many can use for different purposes. Hopefully this can guide similar initiatives and open up a little on what needs to be done.

 

The business challenge that we are trying to solve belongs to our inside sales team as well as the marketing team. Inside Sales spend quite a lot of time talking about and discussing things not related to products with our leads and this of course consume time that could be spent closing deals. Some of these calls are with leads that are not sales ready, and some of them are with contacts that probably never will buy.

 

The goal, as much as the challenge are two folded – we want to free up time for the sales reps to focus on the closing calls with the hottest leads and minimize non-converting conversations by automating and moving the conversation with cold leads to email.

 

We analyzed the current state by measuring how many of the incoming leads that converts and also, how many phone calls it takes on average for a sales rep to close the deal. We will follow up on these KPIs throughout the initiative – can we increase the overall conversion rate of the leads and also if we can enable sales reps to close the deals with fewer phone calls.

 

To reach our goal we are setting up Lead Nurturing Programs with the purpose of answering the most common questions identified by our sales team, as well as to introduce and educate the leads on the topics that drives conversion. Hopefully this allows the leads to move through our sales funnel and end up ready to buy.

 

Since these programs will be our first email nurturing programs we have decided that sales will add leads to the programs directly from our CRM rather than pulling them in via automation rules. We see several advantages with this set-up, the most prominent ones being:

 

  • We get a good quality check on the leads added to the program
  • We will get instant feedback on our content from a relevant target group (since sales always follow-up)
  • We visualize the Marketing Automation inside our own organization by involving sales to add leads and then getting them back – hopefully hot and sales ready!

 

The idea for the initiative is that the sales rep selects the nurturing program they would like to add the lead to via a picklist field in the CRM-system; the information is then synced via the integration to Eloqua. The lead is added to the campaign via a segment. The lead then flows through the given campaign. We then remove the Nurturing Program name from the picklist field so that it states that the lead is not in nurturing via a program. Then the lead is added to the CRM integration program that will create a task for the sales rep. telling him or her that the lead is back and ready to go ;-)

 

So how did we do it?

First of all we set-off to get the content right for our given target group, to do this we had a couple of workshops with sales as well as our agency. These work shops covered personas, content topics, timing and workflows. We especially tried to understand what our leads asks when in different phases – from the first to the closing call.  After this, content was written and Eloqua as well as the CRM-system was prepared. In Eloqua, we built the campaign, in four steps:

 

Set-up

In the Set-up we built out the components needed for the program and the campaign to operate efficiently. We created a field containing a picklist with the named programs, and then created the field that would be used. The same exercise was made in the CRM-system, to be able to match the fields. Screen Shot 2014-12-08 at 14.56.10.pngScreen Shot 2014-12-08 at 14.57.11.png

 

Program

We then created a Data Tool that sets the Nurturing Program to blank. We created a simple program where we added this Data Tool. A great first exercise in program builder I think!

Screen Shot 2014-12-08 at 16.04.18.pngScreen Shot 2014-12-08 at 15.23.34.png


Campaign

We built out the campaign. Starting by creating a Segment that adds the contacts to the campaign.

Screen Shot 2014-12-08 at 15.27.37.png

 

And then designed the simple nurturing flow, we decided to keep it simple when we start off. Sorry for keeping it anonymous.

Screen Shot 2014-12-08 at 15.32.12.png

 

Sync

Then it was time to add the field in the external call so that Eloqua would get the information that someone should be added to the campaigns and also to make sure that the CRM-System and sales know if a lead is nurtured or not. I won’t add a screen shot from our database. But here is a great Topliners article that taught me how to do this. It is on how to get Lead Score in to the CRM, same principle however.

 

Activating our first campaigns that are triggered from our CRM are just a couple days away. We have been testing and building this out for some time now and it will be very exciting to see how it flows, especially how the content works with the target group.

 

I would like to end my first blog post with a thank you to some sources of knowledge and inspiration:

 

  • This thread for the ideas on how to add contacts to campigns from the CRM-system.
  • Eloqua 10: Data Cleansing – for teaching me how to use the Data Tool which is used to reset the Lead Nurturing Field.
  • Eloqua 10: Program Builder Overview & Eloqua 10: System Integration – for opening up a little on the daunting Program Builder – at least enough for me to build the program for the data tool and to add the field to the external calls.
  • Eloqua 10: Fundamentals of the Campaign Canvas – where you can find info on how to build the campaigns. I would also like to thank Eloqua for the Canvas, intuitive enough for you not to need the course ;-)

 

…and everyone contributing at Topliners – I always find answers here…

The Beginning

Our journey began back in May 2013 when we signed both Eloqua and Oracle Sales Cloud. Our initial focus was to get both systems up and running independently and then work towards integration between both the systems.

We very quickly got up and running with Eloqua and the fundamental courses along with the smart start was a great place for us to get an understanding of the potential of this product and how to effectively use it. Sales Cloud did take us slightly longer, however we had a global rollout of Sales Cloud at the start of this year.

There was a great desire from management to see that the investment they had made in both Eloqua and Sales and one of the main goals we had was to fully integrate both products. The integration included both the Progressive Profiler tool and a full CRM integration. Our biggest challenge was that at the point of us integrating, there was no ‘out of the box’ integration and we had to work with a few people at Eloqua to help achieve the integration.

The key driver for us to integrate with Sales Cloud was so that we could begin quickly and automatically moving leads to the sales people and having up to date records within our Eloqua environment.

 

The Integration

By the time we had come to do the integration, we had sat a few more education classes which helped a great deal. The system integration and the database integration class gave us a great understanding on how the data would move and how we could control it and the program builder classes helped us towards the end of our integration.

The first step we took towards the integration was outlining all of the processes that we actually expected and hoped that the integration would do for us. The main piece to work out was what fields we would hope to integrate between the two systems, at what point they would be updated and what fields we’d like to map across during the creation of the record.

Attached you can find the mapping document we used to help us make sure we captured all of the fields we felt were required.

After we had confirmed and validated the field mapping, we next needed to make sure that the values in both Sales Cloud and Eloqua matched up. This was the most labor intensive task for us as we had to make sure that all the select list values matched the select list values in Sales Cloud.

Once we were happy with both the field mapping and ensuring that the data included in both was correct, we worked with Vic Almeida at Eloqua to help set up all of the external data synch's, inbound and outbound calls and the program builder program to push the data between the two systems.

After the integration was turned on, Vic gave us an overview of the integration dashboard and how we could monitor the calls to ensure that they were all working as expected.

 

Dashboard Inte.png

 

How we are using the integration

We are now actively using the parts of the integration to drive revenue within our sales team and send them high quality leads within a timely fashion. The sales teams now feel like they’re receiving leads that are actually relevant and have noticed an increase conversion of leads. We’re also able to pull better quality segments as the data we have in Eloqua is now up to date with the CRM data.

We’re able to automatically push leads in to Sales Cloud when clients reach a certain lead score, we’re including processing steps on high value forms to automatically push the lead in to Sales Cloud and we’re also including steps in the Campaign Canvas to move leads in to Sales Cloud if certain criterion is met.

We have enabled the Progressive Profiling tool within Sales Cloud against the contacts and the leads and the sales team are finding that this really helps them to get a clear understanding of exactly what their clients are doing. The sales reps are beginning to use the email notifications from within the Progressive Profiling tool to be able to keep tabs on their clients even when they’re away from Sales Cloud.

Sample Nurture.png

Measuring Success

As part of this integration, we had multiple ways of how we needed to measure the success of the project. Coming from the IT department, my key success metric was whether we could successfully integrate the two systems and this is something we’ve definitely managed to achieve! The business was extremely happy with how quickly and effectively we managed to get the integration up and running, very quickly seeing the benefit of the integration.

 

The marketing team are beginning to measure the success of this project by the amount of conversions we’re now making on the leads instead of how it was previously being measured which was by the number of leads being given to sales. This was a mentality that was hard to originally move away from, sales were worried about receiving less leads and required a bit of reassuring that although it would be fewer leads, they will be of much greater quality.

 

This is a continuous measurement and by the start of our next financial year, we’re aiming to have at least a 60% conversion rate.  We’re already seeing an increase in conversions by roughly 25% on the leads coming from Eloqua straight in to Sales Cloud.

We will also be using the CLR dashboards within Eloqua to assist us and give us a very clear view of how marketing is directly affecting sales, getting us away from hoping that a sales person has converted leads to opportunities and then let marketing know about them!

 

What’s next?

After sitting in on the E10: Closed Loop Reporting class, we realized this is a key piece of the puzzle that we are missing!
We have just begun the process of working out what external activities we require and what campaign responses we will use and we’re really looking forward to seeing great results from this integration when complete!

We’ve also worked with another one of our customers to fully integrate their CRM system (CRM On Demand) with Eloqua and they’re also seeing great results!

If you have any questions at all around any of the integrations (With Oracle Sales Cloud or CRM On Demand) or what courses I would advise sitting if you’re planning on doing an integration, please feel free to drop me a message and I’ll assist where I can!

dustin.barrington

Hit the snooze

Posted by dustin.barrington Dec 1, 2014

Marketing Challenge: As a large company with many products, we rely on email communication as a primary method for delivering our messages to our customer base.  While we do employ a robust email preferences center and encourage our contacts to update them regularly, there are times when a contact may want to give their inbox a break - without having to unsubscribe from the regular news they rely on.

 


Goals: Allow a customer to pause receiving email messages for a period of time and offer an alternative to opting out entirely from receiving our messages.  Give contacts an option for limiting emails while they are out of the office due to vacation, extended leaves, or other reasons.


Benchmark:  To benchmark our data, we took a look at the Insight report "Email Frequency" to help us see how many contacts might be affected by multiple email sends over a time period.  We also reviewed the data that we collected from customer feedback upon unsubscription to see the reason for requesting removal.

Insight Report.JPG

Steps to implement:  We updated our unsubscription page to include a new option: Snooze emails for 30 days.  Once submitted, the contact gets added to a shared group which feeds into the master exclude list.  The contact is removed from the shared list after 30 days and the contact will begin to receive email messages again.

snooze.JPG

The following assets were needed for implementation:

-Form with processing steps

-Confirmation landing page

-Shared list

-Program builder


Form

When the snooze option is selected and the contact submits the form, three processing steps are triggered:

1) Add the contact to a shared list.

2) Redirect the user to a confirmation landing page.  

3) Add the contact to a program.


Landing Page

A confirmation redirect page informs the contact that marketing emails will be paused for 30 days.  The redirect page also has a link to the preference center where they can opt back into messages at any time. By submitting their new preferences, the contact is removed from the shared list through a form processing step, and will begin to get messages prior to the 30 days.

confirmation.JPG

Shared List

The shared list contains the list of contacts that are currently paused from receiving messages (from the form).

Once the shared list is set up, add it to the Contact Group Members of the Master Exclude List to prevent them from receiving messages.

master exclude.JPG


Program Builder

The program builder has three steps:

1) Add contacts (fed via the form) and hold them for 30 days using a wait action.

2) After 30 days, step two will remove the contacts from the shared list.

3) Remove from program.

Snooze program.JPG

Helpful classes included:

 

Fundamentals of Forms and Landing Pages

 

Advanced Editing and Form Processing

Program Builder Overview

Advanced Segmentation


Implementation: With this being a fairly new addition to our preference center, we'll continue to monitor unsubscribe rates over the coming months.  However, already we have seen a number of contacts choose the snooze option instead of unsubscribing entirely from our database - a win from our perspective for sure!

I wanted to take a moment to introduce myself and make you aware of some exciting changes to the training programs within the Oracle Marketing Cloud. My name is Andrew Conlan and I’ve recently joined the Oracle Marketing Cloud as Sr. Director of Product Training. As many of you are aware, our product family has grown and the Oracle Marketing Cloud currently includes four service lines: B2B Cross-Channel Marketing, B2C Cross-Channel Marketing, Content Marketing, and Data Management. With all this growth it’s easy to see the need for more training.

 

What does this mean for you? Great things. In the coming months, we’ll be taking everything you know and love from our existing education programs and expanding to now support the entire Oracle Marketing Cloud. You’ll also see a new name – Oracle Marketing Cloud Academy. Don’t worry, the teams you have grown to know and love from Eloqua University and Responsys University aren’t going away, we’re just expanding.

 

We are looking forward to:

  • Offering world class training on all Oracle Marketing Cloud products using the same great delivery methods that our customers are used to.
  • Building a much deeper library of strategic content to help our customers be more successful in their job roles.
  • Creating a webinar series that will cover deep dives, new features, tips and tricks, and more, all conducted by Oracle Marketing Cloud product experts.
  • The release of the new Oracle Marketing Cloud website that will allow easy access to the Academy training.

 

As you can see, it is an exciting time for us. These changes won’t happen overnight and we will be in touch in the coming months with more details and information. We are committed to your success and fully expect you will receive the same top notch service and training during this time of change.

 

I encourage you to check back often to learn about our new initiatives as they are being rolled out. Thank you for being part of our learning community.

 

Regards,

Andrew Conlan

Sr. Director Product Training

Oracle Marketing Cloud Academy

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