Marketing Challenge: Webinars are cost effective substitutes for in-person events and offer a great opportunity for prospect engagement. When conducted properly, webinars can add great value to marketing efforts in many ways, including generating leads for the sales staff, as well as cross or up-sell new products to existing customers. Our client understood this logic and as a result, really wanted to ramp up their webinar marketing efforts. They wanted to save on budget while deploying campaigns that were effective and consistent on a global level. This was very challenging to overcome with having a dis organized system in place. We had to scale our efforts quickly and focus on documenting and standardizing the webinar process, as other parties were going to be involved and new to the process. We needed to figure out how to work with multiple systems for a client that wasn't fully integrated on a global scale.

 

Campaign goals: On a macro level, our goal was to standardize the webinar process by applying event management best practice wherever possible to provide the most successful and effective campaign results for our stakeholders. On a micro level, our goals were to make the content and layout of invitation and reminder emails more effective by advising on subject lines and inserting registration URLs and ICS files in multiple areas of each email asset, leading to higher open and click through rates, more form submissions and greater live event attendance. We applied the same best practice approach to post event emails as an effort to maximize our on-demand viewing conversion rates. Finally, we observed email analysis and email clickthrough breakdown reports from Insight to gauge the effectiveness of our email efforts, as well as form submission data to learn which efforts were generating the most registrations. 

 

Documenting/benchmarking current state: We needed to standardize the entire event management process and apply best practice in order to meet or exceed event attendance expectations based on our marketing efforts. The expectation or benchmark attendance rate is equal to or greater than 25% of registrants.       

 

Description of campaign and the steps followed to implement: We set up a webinar campaign template that included several recommendations from the Basic Event Management course. We wanted to ensure a seamless process and timely email communications for segment members. We built the event emails, landing pages and forms, and then associated the assets by embedding links in emails, configuring the form processing steps and customizing the HTML and JavaScript code of the landing pages. We added tracking source to our landing pages for tracking the results of external campaign promotions. Below is an example of the form processing steps we configured for our event campaigns:

 

 

 

See below a screen shot of a sample form submission data where registration tracking source is being captured by the Eloqua hosted landing page. Social promotions are being executed by applying strings at the end of the URL (i.e. ?registration_source=Facebook), and a value of Eloqua is being applied to those who registered via the invitation emails:

 

 

 

Here is the registration source code applied for tracking external promotions:


<input type="text" style="display:none" name="xxxRegistrationSource1" id="xxxRegistrationSource1">

<script type="text/javascript">

function getQueryVariable(variable) {

var query = window.location.search.substring(1);

var vars = query.split("&");

for (var i=0;i<vars.length;i++) {

var pair = vars[i].split("=");

if (pair[0] == variable) {

return pair[1];

}

}

return "";

}

var registration_source = getQueryVariable("registration_source");

  1. document.getElementById("xxxRegistrationSource1").value = registration_source;

</script>

 

 

We configured the canvas and applied the evaluation time periods on decision steps, as well as the wait steps based on the recommendations from the Basic Event Management course. See our campaign template flow demonstrated below:

 

 

 

Campaign performance/results: Our client does not apply closed loop reporting to our event campaigns. Thus, the revenue impact on the agency side is unknown. However, we can measure results or impact in terms of our email reporting from Insight and form submission data within Eloqua. The 3rd party webinar platform provider also grants us access to the reporting dashboard. The reporting dashboard provides webcast reporting and analytics for each campaign. As a result of our end-to-end campaign efforts and applying Eloqua best practices highlighted and demonstrated in the AAEP courses, our stakeholders have experienced an average attendance rate (live + on-demand) of approximately 30%.

 

Oracle Marketing Cloud Academy courses that influenced the campaign: Basic Event Management, Advanced Editing and Form Processing, Web Profiling, Insight for Reporters