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Challenge:

Our business needs have evolved where delivering real-time, one-to-one communications has moved from an aspiration to a necessity. Managing this complexity requires that we combine customer and prospect data from multiple data sources. We have been delivering campaigns through a marketing automation platform for awhile, but our previous provider did not have a way to support custom tables beyond contacts and accounts. We could only support a limited number of campaigns because the only way to manage customer lifecycle data was manually in Excel. We had limited resources to perform this sort of work, so we could not support the full scale lifecycle communications that we knew we needed to introduce.

 

Goal:

Our goal was to be able to manage real-time communications and nurture campaigns according to a contact’s phase in the purchase process or customer lifecycle.  We also wanted to understand how each asset drove inflection points – either impacting purchase behavior or opting out of communications.

 

Benchmark:

On our previous marketing automation platform, we could manage time-based communication sequences, but had to manually manipulate data daily in order to remove prospects from our purchase nurture after they had converted to a customer.  That was as much as we could handle, so we were not able to implement additional nurtures at other critical points (based on purchase activity or possible attrition triggers). We also did not have specific insight into how each touchpoint was impacting the user beyond simple open and click reporting.

 

Campaign example:

Integrating purchase and customer status data into Eloqua’s Custom Objects has allowed us to overcome this data limitation. Even considering multiple data sources and a variety of product add-ons, we are now able to centrally house our customer data and link components together through segmentation in a way that we could have never done previously.

 

Here’s how it works: once a contact is in a nurture, prior to sending another email in a campaign, we have a decision rule to look at the custom object where we house purchase data.  If the contact has made a purchase, they no longer receive emails for the prospect nurture, and they are moved to a list that signifies that they purchased after the first email (as an example).  We have built in wait steps directly into the campaign canvas so we can visualize where we have significant engagement or drop off. If we need to drill down further, we have the data recorded on the contact lists, so we can see how trends are changing over time.

 

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Impact:

Not only are we able to build segments based on product usage on the front end, we can now analyze how different phases of our nurture programs impact purchase behavior. This allows us to quickly see how many people converted after the first, second, third or last email.  We conduct the same analysis to monitor unsubscribe rates so we are able to adjust assets which may be hurting engagement.

 

While we are still working through all of the nurture campaigns that we would like to implement, this new process not only provides more insight into user behaviors, but we don’t have to worry about the capacity limitations of continually manipulating data manually.

 

Eloqua classes:

  • Effective Marketing with Custom Objects
  • Fundamentals of the Campaign Canvas

Our Challenge

Recently we had found that a large amount of our resource was being used having to manually push through elements through our webinar campaigns in order to achieve the results that we needed. Even then I knew that we were not using elements of Eloqua to its full potential. We set out to resolve these issues and conquer them by automating these processes.

 

Our Goals

 

Goals

  • Automate actions such as Post Registration Emails
  • Configure the Campaign Canvas to help us with making webinar campaigns easy and repeatable
  • Include the use of pre-defined actions to help us maximize webinar attendance

 

The steps towards automation!

 

It turns out that Eloqua can be really helpful with automating a lot of processes. There are two main areas of which Eloqua can help automate webinar campaigns:


  • Event Module

The event module has been useful for us when setting up automated actions that can be executed based on certain triggers. An example of this would be sending Reminder Emails to those of which have signed up for the webinar.

In this area it will display the event and session details. Within this area you can also view the rules that you have set up and amend accordingly.

Event_Module.JPG

There are also other types of events you can manage within the Event Module:

      • On-Site Seminars
      • Monthly Online Demos
      • Customer/Employee Events

 

  • Campaign Canvas

 

Conveniently Eloqua already have a template to help provide a quick and easy event registration experience. The Eloqua Best Practice (BP) Basic Event template has been created to help generate the best possible way to manage communications for a webinar and other online events.

Basic Event.JPG
The first step in creating the campaign is to select the campaign template (See above).

  • The next step is to identify who will be the participants within this campaign, this will be decided when adding and defining your segment members.
  • The next step in this campaign is to contact your segment members with the Webinar Invitation. This email should include key details surrounding the webinar, such as: Presenters, Topic of the webinar, Event Schedule and also the registration link (Key for the next step)
  • The registration link you just created needs to go somewhere right? So you need to make sure that your link points to your Webinar Landing Page. Your landing page needs to retain the same information from your Webinar Invitation. You should also have your Webinar Registration form located somewhere on your landing page to allow your segment members to register for the webinar.

Webinar Campaign Canvas.JPG

  • If the participant submits the form, this is great news, not only are they added to the Webinar Registrants Shared List immediately but they are also moved into the next step where they will be taken to your Registered Landing Page (We hope you’ve already created all the necessary assets beforehand!) Soon after they will also receive a Confirmation email.  (Please note that the Registered Landing Page and Confirmation email are part of Form automation and will not appear within the campaign canvas)
  • Once these steps are complete, they are then added to the One day before wait list. This waitlist should have been configured to send the registrants the Don’t forget our webinar is tomorrow! Email one day before the event.
  • Once the email has been sent, your participants are so excited to be attending to your fascinating webinar. What’s next you ask? Once your participants have attended your inspiring and informative webinar they’ve moved into your Post Event wait step.
  • Now that your webinar is over, you’ve had fun and calls are going through the roof since the webinar. It’s about time you thanked those that attended by sending them your Thanks for attending our webinar email. Or for those that didn’t attend send them fresh and upcoming webinars or events in your Sorry you missed our webinar email.

And that’s it, Eloqua has completed most of the work for you! How easy was that? You’ve got some great new customers and you’ve also got to create some new ideas for your next awesome webinar!

 

 

How Eloqua University helped us along the way


This blog post was inspired from the E10: Basic Event Management Class. In this class they covered various informative topics, not only campaign automation but topics such as how to use RSS Feeds to automatically update information into your assets. Also adding neat little features such as implementing calendar appointments into your Auto Responder emails. This class helped us realise that we were dragging out our processes in our campaigns but we were able to compress our current process flow and increase productivity and use less resource on our campaigns.


How we did we do with our new campaign?


When we had run this automated campaign compared to our previous manual campaign, not only did our response rates soar above our previous campaign but the man hours that were put into this were dramatically decreased after using the Best Practice template rather than creating our own template from scratch. Not only were we pleased with our performance but our managers were too because we were able to easily implement new events whilst not having to worry about manually sending emails out to everyone and move them onto the next steps.

Oracle Content Marketing can be integrated with Oracle Marketing Cloud products and support any company's quest to provide the right content to the right audience at the right time. Learn about product details here.

 

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If you've searched the self-paced courses lately within Oracle Marketing Cloud Academy, you've noticed a growing catalog of Oracle Content Marketing courses to support you. Nora O'Leary-Roseberry, lead curriculum developer for Oracle Content Marketing courses, shared the following.


What is the one most important thing to know about Oracle Content Marketing as you try to learn to use it?

 

Oracle Content Marketing is more than a content creation system: it’s a dynamic and powerful application full of tools for ensuring you have a strategic and thoughtful approach. It’s a good idea to come together first, as a team, to define strategy components like personas, funnel stages, and keywords before diving right into content creation.

 

What, in your opinion, is the most fascinating feature of Oracle Content Marketing?

 

The workflows! Workflows benefit the entire organization and not just the marketing team in the creation of captivating and targeted content. Features include: customizable stage names and colors, deadlines and requirement rules, and detailed permissions that help govern how users interact with workflow tasks. It truly makes the process of content creation a breeze! Workflows are also really flexible, as in multiple workflows can be assigned based on variables like content type, category, author, or publisher.

 

What new Content Marketing courses can we look forward to?

 

Expect to be set up for success! Our foundational series, which traces the story of a fictional company called Wonder Way, outlines everything you need to know from basic administration to performance analysis. Soon, we will debut a catalog of courses with tips and tricks for more advanced and strategic approaches. We will also continue to stay ahead of trends and present guidance on best practices.

 

Follow  Nora O'Leary-Roseberry-Oracle  on Topliners for Oracle Content Marketing curriculum news and updates, and comment below with your thoughts.

 

You can view the entire catalog of Academy courses here.

If you've taken courses with Oracle Marketing Cloud Academy (formerly Eloqua University) in the last year, you've seen a myriad of new classes not just for Oracle B2B (Eloqua), but also for Oracle Data Management Platform (DMP - Bluekai) and Oracle Content Marketing (Oracle B2C - Responsys courses are coming soon). In this article, we're digging a little deeper into what's available to learn more about using the DMP.

 

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Let's define the Oracle DMP: It's technology that helps companies render usable marketing information from many sources of data, or big data. Big data is converted into knowledge about your customers and how to better target them.

 

While the purpose of the DMP may initially sound like a complex endeavor, Oracle Marketing Cloud Academy courses make learning how to use the DMP easier for modern marketers. Courses currently available specifically for the DMP are listed here, with new courses added every few weeks.

 

The following is from an interview with Greg Russell, the lead curriculum developer for the DMP within Oracle Marketing Cloud Academy.

 

What is the one most important thing to know about the DMP as you try to learn to use it?

 

Before using the Oracle Data Management Platform, it was critical that I knew the purpose of using a DMP and how a data management platform functions in general. Having a foundation in this allowed me to internalize what each tool and feature in the Oracle DMP facilitated and how they functioned. In essence, I felt that I had to know how a DMP worked before I tried to work with a DMP.

 

What, in your opinion, is the most fascinating feature of the DMP?

 

My favorite features of the Oracle DMP are the Audience Creation Tool and the Audience Discovery Report. The Audience Creation Tool is one of the most commonly used tools in the platform, because it allows users to explore the data taxonomy and compose target audiences based on highly granular data. Exploring the data taxonomy with its 30,000+ data categories can be fun, but it also can feel overwhelming, which is why the Audience Discovery Tool is my other favorite feature. This analytics tool allows DMP users to identify data categories from the taxonomy that are similar to audiences that they’ve already created. For example, if I have an audience that is converting well, I can use the Audience Discovery Tool to find audiences in the third-party marketplace that act similarly. Both tools are intuitive, powerful, and informative.

 

What new DMP courses can we look forward to?

 

Oracle Marketing Cloud Academy has a few exciting courses that will be coming out over the next few months, including some that will cover more about the analytics suite and reporting features, taxonomy and tag management, data ingest and classification, and integrations with other Oracle Marketing Cloud products as they are released. It’s an exciting time for the Oracle DMP, and we are excited to provide the highest quality, interactive courses to help Oracle Marketing Cloud customers learn to use the DMP in an efficient and engaging way.

 

Follow  Greg Russell-Oracle  on Topliners for DMP curriculum updates.

 

More ways to learn with the Academy will be announced in the coming months, so stay tuned for new passes, new accreditations, and new courses. You can view the Academy's entire catalog of courses here.

 

Remember to comment with your suggestions for new courses or DMP feedback below.

A few months ago, our education leader wrote a post about upcoming changes. In the weeks that have followed, you've seen the gentle progression of this process: classes are all Oracle Marketing Cloud Academy courses, the Help Desk email address has changed, and our new Sales team can be reached here.

 

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Soon you'll notice a revised Topliners group from Eloqua University renamed to Oracle Marketing Cloud Academy. You'll also find more courses and information for all Oracle Marketing Cloud products: B2B - Oracle Eloqua, B2C - Oracle Responsys, DMP - Oracle Bluekai, and Oracle Content Marketing (formerly Compendium). Go here to view a full list of courses available now.

 

In upcoming weeks, you will also see a new learning portal experience. We'll share more about that as the time for transition nears.

 

Thank you for learning with us and flowing through this process together.

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