Marketing Challenge


The Beginning

Our journey started back in February 2015 when we started using Eloqua to accommodate our marketing needs. Our motive was to use the capabilities of Mass Emailing, Improved Deliverability and Contact Management by creating bi-directional integration of Eloqua with Salesforce CRM.

Challenges:-

  1. Mass Emailing
  2. Data Cleansing
  3. Effective Campaigns
  4. Email Deliverability

 

Business Scenario-

We need to inform our portal as well as our non-portal users about the upcoming events. Also we keep our public posting page and banner-ads updated with such events so that any visitor too can register and attend as most of these events are public events where-in anyone who registers for it can attend it. We relied on banner-ads in industry publications that took the user to our online resources – whitepapers, public posting pages and our event registration pages. When the visitor would arrive at an event, we 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 follow up. We need to assign a parameter to our leads for sales process. We also had to manage our deliverability rate by identifying the bounce backs, eliminating mails getting sent to invalid email addresses, hence improving our deliverability rate.


Resolution Applied-

Step 1. Integrate Salesforce with Eloqua to get all the contacts from Salesforce to CRM.

Step 2. Data Cleansing- To clean the existing data which is now available in Eloqua we have started with Country field standardization. A filter was created using Filter Criteria - Compare Contact Fields. Data was exported and more than 2000 records' countries were standardized.

Created a lookup-

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Update rule to update records using the lookup field value-

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A program was created to run update rule and filter created above is used as a feeder to program. When enabled and run, country values were updated and synced with CRM.

Step 3- We have created a form and landing page in Eloqua which is then being used for event registration, hence following the standardization for field values.

Step 4- A campaign was created to send email to all our portal/non portal users informing about the event along with a link to register, that navigated to form we created. Visitors navigated to this form were created as contact and hence were engrossed in our sales cycle. These contacts were then in sync with salesforce using an outbound data flow from Eloqua to CRM. This is a sample example of one of our campaign for an event.

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Step 5- With Eloqua’s ability to track digital body language across all our marketing channels, we can easily identify buying signals from those who attended or registered. Further nurturing can ultimately convert them into Marketing Qualified Leads.

Step 6- Deliverability- Another concern was email deliverability. Eloqua logs bouncebacks, unsubscribes for all contact records. We can segmented contact records based on filter criteria. At the time of sending, Eloqua suppresses any emails that are marked to contacts identified as hard bouncebacks or unsubscribes. This would automatically improve our deliverability rate.

Created a segment named as BounceBack and Unsubscribe with filter options selected marked as “Hard Bounceback” OR “Globally Unsubscribed”.

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Step 6. These contacts were then deleted from Eloqua but they would exist in Salesforce CRM and will not be synced again in Eloqua. Here’s a blog post I have referred https://community.oracle.com/community/topliners/do-it/blog/2012/09/03/effectively-removing-records-from-eloqua

Step 7. We have introduced Closed Loop Reporting to create a response type of landing page visits to capture traffic for banner ads and report them on Campaign Responses. This will give us the web activities details and also provide a qualified lead. We have used some campaign fields to gather additional information about the source, pages visited.

Step 8- This further helped us in identifying which banner-ads are effective and are sending high quality leads to sales.

 

Result-

As part of this integration, marketing team has started measuring amount of conversions we’re now making on the leads as compared to previous techniques by providing numbers to sales team. We now have conversion rate increased by 25% which we need to increase till 55% in the upcoming year. Using Eloqua to run our campaigns, there is an increase in conversion rate to Marketing Qualified Leads. A better control from the webinar application so we can control the look and brand of every communication associated with the webinar campaign. We can automatically track contacts who have registered and nurture them further after the webinar


What’s next?

We would be enhancing more on Close Loop Reporting and progressive profiler. We would also like to enhance our integration further to capture other custom objects- Application and Contract which would be associated with each contact. Each contact has an application created and upon successful conversion, a contract is being created having this contact as a primary contact. So we could perform a contact management for different contacts like Authorized Signatory, Billing Point of Contact, Notices point of contact, available on Application and Contract object. We would also be leveraging more on various metrics to get the reports on, like Email Metrics, Landing Page Activity Analysis.

 

Reference-

  1. E-10: Fundamentals of Campaign Canvas
  2. E-10: Advanced Form processing
  3. E-10: Advanced Segmentation
  4. E-10: Data Cleansing
  5. Eloqua SFDC Integration Guide
  6. Email Deliverability

Also the information I found on Topliners helped me setting up Eloqua at the early stages of project.