The Goal

 

Around the end of 2014, our company -- a small-midsize software company -- decided to launch Eloqua as a marketing automation tool. We moved ahead with the implementation after receiving an initial training on Eloqua Best practices that was conducted for both our implementation team along with stakeholders. None of them had any prior knowledge of Eloqua, but were excited to dive into this new technology.  Our implementation team consisted of our marketing and business process SME, a technical counterpart and a business analyst. As a business analyst on the team, I was responsible for the testing of this new technology and integration with our CRM system. In a short time frame, I had to complete business process documents specific to our business. I also provided the needed support and training to our stakeholders.


All my fears were set aside working alongside this great team with one common goal, implementing a marketing automation tool to strive towards better and targeted marketing segmentation and providing more MQL leads to sales. With no prior knowledge of Eloqua, the implementation team came up to speed with this new technology by enrolling in Eloqua University (now Oracle Marketing Cloud Academy) basic marketing courses -- namely Fundamentals of Segmentation, Fundamentals of Emails, Fundamentals of Forms and Landing pages and Fundamentals of the Campaign Canvas.

 

The Challenge

 

In the past, our stakeholders relied heavily on a third party company for the campaign creation process and the process was outsourced to this company. This company charged us a high price for email creation and for all marketing effort. Before implementing Eloqua, we did segment pulls from the CRM system based on certain criteria and then provided our third party company both email content and contacts that we wanted to target for our campaign launch. We relied on them to provide us data on specific emails. At the end of the campaign, we would have to upload files into sales force as leads for the campaigns.

 

Mission Accomplished!

 

By the end of March 2015, we had implemented Eloqua at our company and launched our first nurture campaign. We introduced a buddy system to help our marketing managers understand and get comfortable with Eloqua. In order to help them understand all the elements of campaign creation, we put together detailed process documents for their reference that were specific to our company’s business process. As a business analyst, I was responsible for creating this documentation with feedback from my business SME and technical counterparts. We incorporated best practices recommended by Eloqua, like naming conventions for all our assets, folder structures, campaign cost worksheets and campaign calendar to schedule and maintain all the campaigns and emails that would be launched for the month.


We came up with specific segment, email and campaign templates to outline details on how these should be configured in Eloqua, depending on if it was a webcast, trade show, telemarketing event or an email campaign. We outlined detailed process documents for campaign and all of the asset creation like emails and segments associated with a campaign.

 

Examples of Segment Templates that we used to include or exclude in our segmentation:

We also built basic Shared filters to allow for easy segment creation.

 

  • Current customers
  • Current customers with titles
  • Alliances and Partners
  • Competitors
  • Prospects

 

Examples of Email Templates:

 

  • Newsletter templates
  • Product templates.
  • Webcast/Event templates

 

Examples of Campaign Templates:


  • Basic Event campaigns
  • One Touch & Muti-Touch Email campaigns.
  • Advanced Event campaigns

 

 

As a result of implementing Eloqua and following the best practices, we were able to reduce our reliance on a process, which was heavily outsourced into an in-house process where we had more control over our campaigns, data, reports and analytics. This also helped us save a substantial amount of money that we were paying to the outside third party company for managing our campaigns. In addition, after form submission, our leads showed up in our CRM system without having to upload them.

 

Results

 

It has now been more than a year since we implemented Eloqua and we were able to reap immediate benefits from this implementation. Some of them are outlined below:


  • Build and launch marketing Campaigns in one system versus multiple systems requiring less resources and expense.
  • More targeted segmentation based on contacts title or products licensed by customers, are just a few of the examples.
  • Campaign calendar to schedule our monthly campaigns and emails.
  • Tracking and monitoring of marketing campaign and email performance.

 

As we implemented Closed Loop reporting within one months of our initial launch, we were further able to leverage the benefits of closed loop reporting.

 

  • Real time lead creation in our CRM system after form submissions based on the external assets.
  • Send required Campaign information to CRM so that Sales team can access this information.
  • Run reports and dashboards for all assets using Insight.
  • Evaluate ROI reports to determine the effectiveness of the marketing campaigns

 

Helpful Eloqua Courses

 

Topliners was a great resource providing abundant information on many topics. In addition to topliners the following Eloqua courses were very helpful to the team in the launch of marketing automation.

Eloqua 10: Fundamentals of Segmentation

Eloqua 10: Fundamentals of Emails

Eloqua 10: Fundamentals of the Campaign Canvas

Eloqua 10:  System Integration

Eloqua 10: Advanced Segmentation

Eloqua 10:  Testing Campaigns and Assets

Eloqua 10:  Closed Loop Reporting

Eloqua 10: Basic Event Management