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Eloqua offers some great tools and insights for sales teams, particularly when integrated to your company's CRM system like Salesforce or Oracle CRM On Demand. But, what happens when you don't enjoy an automated integration between Eloqua and your CRM tool? This is the situation my team has found itself in for the foreseeable future, so we've had to look for creative ways to be good partners with our sales organizations. The good news is: even when Eloqua isn't integrated to your CRM, there's still a ton of valuable insights and process improvements you can deliver for your marketing and sales partners. Here are some tips from our team to yours:

 

  1. Align Eloqua's data architecture with your CRM.  Just because your two systems don't talk to each other directly, doesn't mean they shouldn't speak the same language. Going through the same mapping exercise and naming conventions your team would step through when building a working integration will make many processes much simpler, and will allow for cleaner, more comprehensive data. Make sure that column headings in CRM exports and field names in Eloqua match perfectly as this will allow for automated mapping when importing data to Eloqua. Also make sure that picklists and boolean variables match between systems, and create a comprehensive data dictionary that can be shared with stakeholders who might be involved in providing direction for segment or report building. You can find a handy Data Dictionary template here.  Oracle Marketing Cloud Academy's courses on Data Cleansing and Integrations provide great background on how to arrive at the most effective data architecture for your organization.

  2. Set a schedule for regularly importing and exporting new data from both systems, and stick to it. Knowing how fresh and accurate data is in each system, and being able to inform stakeholders on when the last bulk updates were made is a great step to building trust. Marketing users will have assurance that Eloqua contains the latest contact and account data available for targeting their campaigns. Sales will gain confidence in marketing's responsiveness to lead generation goals, and will know that their work to keep CRM records clean and updated is being incorporated in marketing's activities.

  3. Take advantage of form notifications.  Our sales teams consider form submissions to be a high-value activity, and doesn't want to wait until we synchronize data between Eloqua and our CRM. Form notifications are the perfect way for marketing to recognize the value and time sensitivity of these activities. To keep this process manageable, our team worked with IT to set up a collection of vanity email distribution lists and shared mailboxes we can add and remove individuals from as personnel changes occur without having to update all of our Eloqua forms. I've seen it happen a number of times where forms on websites or in campaigns are tied to an individual's email address, that individual no longer works there, and form notifications fall through the cracks. In one particularly horrifying instance, while at a previous employer, I uncovered an old web form with some workflows triggering email alerts to a mailbox that hadn't been monitored in 2 years, and form submissions weren't captured in a system like Eloqua. I found hundreds of hot leads with Fortune 500 companies desperately trying to get in touch and make purchases, all of which went unanswered.  Don't let this happen to you!

  4. Collaborate on and implement lead scoring models. This is where the magic happens, and we become true partners to our sales organization. Oracle Marketing Cloud Academy has an excellent course to help guide you through facilitating lead scoring for your organization, as well as a handy matrix template for capturing relevant information on profile and engagement criteria of interest. Our sales teams were looking for marketing to deliver insights that would help them prioritize leads. To deliver on this expectation, marketing has implemented lead scoring models aligned to each sales organization's market and product portfolio. We then set up automated reports on contact lead scores, containing all the key relevant contact profile fields, and send these exports to sales at their desired frequency so that they have a prioritized list to reference when following up with leads. 

  5. Leverage Prospect Profiler. Onboarding our sales teams to Prospect Profiler puts a punctuation mark on our successful collaboration with sales. They have a keen interest in gathering intelligence on the specific behaviors leads have taken as part of their qualification process. In our case, external activities for things like webinars, demos and tradeshows are considered of particularly high value to sales, and they want to view these alongside standard Eloqua activities like form submissions, landing page views or email opens. Prospect Profiler gives them the full vantage point of marketing activity they can't get in our current CRM environment. Sales takes the lead scoring reports we send to them, and then looks up those records in Prospect Profiler before embarking on their outreach and lead qualification processes. To learn more about Prospect Profiler, check out this Oracle Marketing Cloud Academy course.

 

Here's a handy visual outlining key steps to achieve tips 4 and 5:

Luminary-Graphic-Lead-Scoring-Profiler.jpg

 

 

 

For easy access, here's a rundown of all the key courses from Oracle's Marketing Cloud Academy that I found particularly helpful in maximizing Eloqua's value to your sales organization in the absence of an automated CRM integration:

 

And here are those two handy templates I mentioned to help you on your way:

 

Do you feel more confident now that Eloqua can deliver ROI and process efficiencies despite not having a slick, automated integration with your CRM up and running?  I hope so, and please share any feedback or additional tips you have to offer on how your team has found success and delivered value to your organization without the presence of an automated CRM synchronization. I've found collaboration with sales stakeholders and data alignment between Eloqua and our CRM to be the most fundamental building blocks in realizing the power Eloqua can deliver. Our team has already seen a marked growth in trust between marketing and our sales stakeholders, and I anticipate seeing this relationship continue to blossom while delivering increasingly more dramatic process efficiencies alongside higher quality leads. Remember with lead scoring and CRM alignment, everything should be iterative, and subject to refinement, so don't be afraid to experiment until you find what works best for your unique business environment.

B2B_education.pngThe B2B Master title is our popular, first tier accreditation for Oracle Eloqua education. Earlier in 2016, we introduced the B2B Master course series in our training schedule that provides students the opportunity to complete the B2B Master Instructor-Led (ILT) requirements during a focused training period. The two-part series includes the B2B: Fundamentals Series and B2B: RPM Series.

 

Beginning with our August training schedule, the B2B Master course series offering will fully replace our individually scheduled B2B Master ILT courses. This change will allow us to present a more consistent, longer term schedule of offerings and will also serve to provide concentrated learning that helps students shorten their learning curve on the Eloqua platform.

 

How the B2B Master Course Series Works

 

Here is a brief review of how the series works:

  • The full B2B Master course requirements are presented in two separate series, the B2B: RPM Series and the B2B: Fundamentals Series, scheduled over 3 consecutive training days.
  • Full credit for all B2B Master ILT courses requires enrollment in and completion of both parts of the series, the B2B: Fundamentals Series (2 days instruction) and the B2B: RPM Series (1 day instruction).
  • These enrollments can be found in the learning portal under Training Schedule (see navigation steps below).
  • If you enroll in a course series, it is not necessary to enroll in an individual course. For example, if you enroll in the B2B: Fundamentals Series, the series covers all B2B: Fundamentals requirements. You do not need to enroll for individual B2B: Fundamentals courses (i.e. B2B: Fundamentals of Emails, B2B: Fundamentals of Forms & Landing Pages, etc.). The same applies for the B2B: RPM Series. Note also that beginning in August 2016, individual B2B Master courses will no longer be scheduled. These courses will be taught through the scheduled Series only.

 

To locate each B2B course series for enrollment in the learning portal:

 

Home Screen > Training Schedule > B2B: Fundamentals Series; B2B: RPM Series

fundamentals series.JPG

 

Individual courses will continue to be available in the Academy's June and July 2016 schedule. Students who have already made progress in some of the B2B Master requirements may want to consider completing the rest of their requirements before the change in August.

 

Questions & Answers

 

Below are answers to some questions about this scheduling change:

 

Why are individual courses being discontinued for the B2B Master ILT requirements?

Since introducing the B2B Master course series earlier this year, enrollment in the series has grown quite a bit in a short period of time. Many students working toward the B2B Master title have an interest in completing courses quickly and are looking for concentrated learning that leads to quicker accreditation. By offering these courses exclusively in a series format, the Academy can present a more consistent schedule with more regular coverage and offerings in all the geographic areas we serve.

 

How do I enroll for the B2B Master series of courses?

The enrollment instructions for the B2B Master series have not changed. You can view the steps to enroll in a B2B Master series in our related Topliners post. Be sure to click on Training Schedule from the home page to view the current offerings in your learning portal.

 

Can I enroll in one part of the series and not the other? (i.e. only B2B: Fundamentals series or only B2B: RPM series)

Yes, you may enroll in one series. However, note that if you enroll in and complete only one part of the series (i.e. the B2B: Fundamentals series only), you will need to enroll for and complete the other series at another time before taking the B2B Master exam. In order to complete the full list of required ILT courses in the B2B Master curriculum, you need to enroll for both series. This is the recommended process to ensure you are eligible to take the B2B Master exam for accreditation.

 

What if I've already started my B2B Master ILT training?

If you have already completed some of the B2B Master requirements, you may want to consider enrolling for and completing the remainder of the requirements during the months of June and July, when individually-scheduled courses are still offered. Refer to the Training Schedule in your learning portal for available courses.

 

How will courses be scheduled for the B2B Luminary requirements and other advanced courses?

Other Academy B2B ILT courses, including B2B Luminary ILT requirements, will continue to be scheduled individually as they are currently. Enrollment for these courses and the B2B Luminary process remains the same. Review the update to our course delivery format here: Multi-Day Course Delivery for B2B ILT Courses: January 2017 Update

 

Oracle Marketing Cloud Academy's B2B training is designed to prepare students to successfully learn and apply the concepts of modern marketing in their use of the Eloqua platform. Whether your training goal is to get up and running fast with the platform, earn accreditations or to gain industry-leading knowledge, the B2B Master course series can provide full access to the training you need to reach your goals.

 

In order to enroll in and complete Academy courses, students must have access to the Academy learning portal. A training purchase can be made through the Academy Sales Team. Contact the team for information at academy-sales_ww_grp@oracle.com.

 

Please contact us at the Academy Help Desk with questions.

Introduction

 

As the Digital Services of a global company, we may receive campaign requests to be executed in a short deadline. In such cases, we are in need of simple solutions that would help to meet the requirements of that specific campaign.

 

Our Challenge

 

Our Stakeholders asked for a post event email campaign to deliver e-shop voucher codes to the booth visitors. As B2B does not generally require a Voucher Code campaign, we do not have an App Cloud system already installed in our instance. As the event was about to happen in a short while, our IT team was not able to meet the deadline to install the app. Thus, we were asked to think over a solution without IT development.

 

Our Goal

 

As we did not have a system to generate unique voucher codes, we needed to be provided with pre-generated voucher codes by the e-Shop team. Then, we had to assign one voucher code to each contact in our segment. Finally, a personalized email campaign had to be set up in order to deliver the voucher codes to the contacts.

 

The simplest, quickest and best option was to use Personalization with Custom Objects.

 

In order to have a personalized email with a unique voucher code, we used a Custom Object:

 

Step #1 - Add 2 new fields: Voucher Code and Email Address.

 

In order to assign a voucher code to each contact, we created a custom object as the field “Voucher Code” was not available in contact field level. Plus, we included the field “Email Address” as the unique identifier.

 

VoucherCodeField.jpg

 

 

Step #2 - Contact upload

 

Besides uploading the contacts to Eloqua in order to create the segment for the campaign, we also uploaded the contacts as an excel file, which included a specific voucher code on each row/contact, to the custom object that we created. Last but not least, we made sure that all the custom object records were mapped.

 

CORs.jpg

 

 

Step #3 - Create a field merge with Custom Object Field

 

In order to personalize the email with the assigned Voucher codes, we created a new field merge with the created custom object field.

 

FieldMerge.jpg

 

Step #4 - Preview several times to see how the contacts would see the email / if it was working as it was supposed to.

 

Once the field merge was added to the email body, thanks to Eloqua’s email preview feature, we were able to check with several contacts, who were in our segment, before activating the campaign to see whether they would be able to see the voucher codes that were assigned to them properly. The QA was successful. The field merge was working fine.

 

 

Preview.jpg

 

 

The Results

 

With this simple solution that Eloqua makes possible, we did not need IT development to be finalized in a short period of time and had all the requirements of the campaign in place. Plus, with Eloqua’s testing options for Campaigns and Assets, we were confident that the solution would work fine before sending the email out.

 

References

 

All the Luminary courses that I took are quite helpful with the challenging campaigns that I have come across so far. For this specific campaign, the following courses were my reference guides to cope up with.

 

Conversion #4 - Effective Marketing with Custom Objects

Engagement #2 - Personalizing Campaigns

Targeting #5 - Testing Campaigns and Assets


Oracle Marketing Cloud Academy is pleased to announce the expansion of the Data Management Platform (DMP) curriculum and training offerings to support the success of DMP customers.


The DMP course list now includes Instructor-Led (ILT) courses -- the first of which are available to training customers in our learning portal. These new ILT courses include:


  • Best Practices: Data Strategy (3-hour course, available for registration)DMP Data Strategy.JPG
  • Oracle DMP: Introduction to the DMP (3-hour course, available for registration late June)

 

The curriculum expansion also includes new Web-Based (WBT) courses that have been recently added to the course list and are now live in the learning portal. These newest WBTs include:

 

 

In addition to these new courses, plans are in development for a new DMP accreditation program, which will include a defined learning path and accreditation exam. This program is scheduled to be complete and available later this year.

 

You can view the entire DMP course list here. For access to the Academy's DMP curriculum, an education pass or training purchase is required. We now offer a product-specific training pass for DMP customers, which includes DMP offerings as well as our Modern Marketing Best Practices curriculum and QuickCasts.

 

For more information about DMP training or other Academy product training offerings, please contact our sales team at academy-sales_ww_grp@oracle.com

 


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