Skip navigation

The Communication Cadence Conundrum

 

The Challenge

If you ask a hundred marketers how frequently you should email your database, the chances are you would get a fairly broad range from days to weeks or even months.

 

The reality, is there is no definitive ‘best practice’ when it comes to determining how frequently to email your database. There are so many variables that can have an impact such as Industry, Data Maturity, Region and Seasonality to name but a few.

 

So how do you solve communication cadence conundrum?

 

Know your numbers

According to Sirius Decisions,

 

Organizations must monitor their deliverability rates, as well as their frequency rates, against best-in-class companies and their own benchmark metrics to identify areas for improvement.’1

 

The specially designed tools in the Eloqua Analytics reporting suite, is a good place to start for this. For example, within the Classic Insight reporting module is the Benchmark Dashboard. This dashboard shows your performance trend compared to other Eloqua clients.

 

 

Another useful tool available from the newly released Dashboards option under the Analytics tab is the Email Analysis Dashboard, which gives a great overview on the volume of different types of communications being sent and how they performed in terms of clicks/opens.

 

As a marketing agency, we are often asked by clients to provide advice on 'best-practice' and benchmarks for their industry in terms of email performance and these report provide data at that level. Having tools like this at your disposal has certainly allowed us to make much more informed decisions when optimising and improving campaign performance for clients.

 

And whilst email is the primary channel for communication in Eloqua in email, through the Oracle Cloud Marketplace, you can extend your options for reaching your database, through channels such as SMS messaging, offered via third-party vendors. Most vendors will offer you their own analytics, so be sure that whatever standards you are using to optimise your email cadences, apply across all channels.

 

 

We’d hate to see you go – perhaps we just need a break?

Keeping unsubscribes to a minimum is a goal all marketers should aspire to and, with the right messaging to the right people at the right time, this is achievable. However, there are always going to be the disaffected few amongst your nurture base that feel enough is enough.

 

Subscription Management using Eloqua’s Email Group functionality is a great way to allow contacts to take control of the types of communications they receive from you rather than just opting out of everything in the future.

 

 

If contacts really do want to call time, with a little customisation, you could insert a simple checkbox form on a page to request a little more info on why they have decided your relationship must come to an end.

 

By implementing an 'Unsubscribe Reason' step like the screenshot above for a client, we were able to use the findings to identify patterns in the types of sends that prompted a higher rate of unsubscribes where the reason was 'Your emails are too frequent' and make recommendations on the frequency of theose communications in the future. With very little customisation or coding we were able to offer an effective way of monitoring feedback and using it to improve deliverability in the future.

 

Putting your research into action

OK so you’ve done your research, you’ve made an educated decision on how frequently to communicate with your database, so how do you put all this hard work into action? When it comes to controlling your candences, Shared Filters are your friend!

 

There are a number of ways in which you can use Shared filters in segments or canvases, but the key thing to consider is how, when and where to use them.

 

One option is to exclude contacts from entering a campaign if they have received an email within a specified timeframe. For example, if you have an ‘always-on’ campaign with a segment that continually feeds contacts in based on certain activities, you may want to add an exclusion filter that prevents them entering the campaign until they have gone long enough without any communication. As both the segment and shared filter are dynamic, contacts will be fed in at this point.

 

However, you may have decided that your contacts should be entering a campaign regardless of how recently they have been contacted but still need to avoid over-sending, you can use the shared filter decisions step on the canvas.

 

One possible setup is what I like to call ‘the loop’ – you would add this timing loop before each email send to check if a contact has received any email within a specific timeframe and, if they have, send them to a 1 day wait step before looping them back into the shared filter decision step. This will continue until such time that they have not been contacted for the desired amount of time and will move onto the next email send.

 

 

One thing to note with this approach, it will always render a campaign as lowest priority as this step will require the contacts to have received no other emails from any other campaign before moving on. This approach is good for drip-feed campaigns designed to keep prospects from going cold due to lack of engagement.

 

The above method can still be applied to higher priority campaigns, however, all that is needed is a slight tweak to the Shared filter setup. For example, if you are using Email Groups to identify email type, use the ‘Sent emails from Email Groups’ filter instead and you can hold people back only if they have received certain types of emails.

 

And, as mentioned earlier in this post, you don’t want to neglect your other channels. Once again, Shared Filters are your go-to decision step and most third-party applications will support integration with Custom Data Objects. Play around with the fields that capture date-related information and use that to determine the recency of communication via that channel.

 

Whichever way you decide to manage cadence across multiple active campaigns the key is to be consistent and always bear in mind what campaigns and/or campaign types should take priority.

 

 

Key Things to Consider

  • Do your research! There is no ‘one-size fits all’ approach to how frequently you should be keeping in touch with your database, use all the tools and channels available to you to make an informed decision
  • Don’t be afraid to ask! If you can keep your prospects and customers happy, all the better, but if you do lose a few along the way, see if you can find out why they want to part ways and look out for patterns that you can address
  • Consider all your channels! Email is likely to be your most common channel for communication but make sure you know how and when you are contacting your database through all available channels
  • Get your priorities right! Make sure that, if you have multiple campaigns running at any one time that a contact may be entered into, that you have a clear idea and setup to ensure which campaigns will take priority

 

 

Useful Academy Courses to consider:

  • B2B: Custom Subscription Management
  • Eloqua 10: Working with Insight reports
  • Best Practices: Email Deliverability

 

1 https://www.siriusdecisions.com/Blog/2014/Sep/Three-Email-Delivery-Strategies

 

The challenge was to create a successful nurture campaign as part of a new product introduction strategy. The product is an integrated system of wireless sensors paired with monitoring software and wireless test tools. It is net new to the company and also to the market and a nurture track would be a perfect addition to the marketing mix for the launch.

 

What we set out to do.

We had three primary objectives for success of the Eloqua campaign:

  • Awareness: Introduce the new product line to existing and prospective customers.
  • Demand: The nurture track was responsible for a certain percentage of the overall sales target for the year. (sorry folks, this information is confidential)
  • Engage: Try using a more conversational and engaging voice in the content to see if it got more people to click through.

 

How did we do it?

We followed our typical process for creating a nurture track, but this time we made sure to be very thorough for each step. Often time is of the essence and although we want to be as thorough as possible, we may rush through different areas or frankly, not even complete them at all. GASP! We brainstormed options, generated a long list of ideas, and narrowed them down to what we needed to start. We took the rest of the ideas and stack-ranked then for future campaign enhancements. Then we went into execution mode.

 

Here’s what we did:

  1. We started by auditing our existing content, aligning it into the different stages of the buyer's journey. This helped us to identify gaps where the marketing team needed to generate new content.
  2. We determined how many emails we’d need to create and which assets would be in each to help us meet our leads goal. We also generated new templates to support the content.
  3. We discussed options for using targeted content by segment. We considered, key industries, job roles and lead sources as ways to segment. Dynamic content was something we wanted to try, but decided not to use that strategy at the beginning. We were on a tight deadline and decided we could add it later as we learned more and optimized the campaign.
  4. We documented the design in visio (to share externally) and then built the campaign canvas and flow logistics. We determined email frequency and timing; when we should consider removing contacts who weren’t engaging; the kinds of filters we should use; and options for segmenting our email lists to feed the campaign.
  5. We decided what to measure and report. We looked at some typical benchmarks against our own metrics, but we wanted to push ourselves on this campaign. So we looked at our best-performing campaigns and took the best of their open, click-through, unsubscribe and conversion rates as our goals. We created daily and weekly automated reports that fed an external report with the performance metrics. The report included the plan vs the actual numbers of email campaign metrics, funnel metrics (potential dollars added to the sales funnel by each lead) and conversation rates.
  6. Finally, we put it all together and tested…and tested some more. We double-checked all the link tracking for accuracy. Made sure leads passed from Eloqua to CRM with correct attribution. We also tested areas where people could fall out of the campaign, making sure the logic and filtering worked correctly. We also made sure that people were removed from the canvas when they became a lead.
  7. We launched (finally!). Everything functioned well, but it was clear from our initial response rates that we’d need to change up the content a bit. By this time, we had more content to work with, thanks to identifying the content gaps up front.
  8. We revised, reorganized, cutover and re-launched. We even had a facilitated discussion with the Eloqua team to review the campaign and provide feedback.

 

How has it performed you ask?

During our daily 15-minute team stand-up meetings, we review the reports with the greater team, stakeholders and leadership. We monitor inflow of leads, conversion rates and revenue against the plan and determine any immediate actions to take. Additionally, we perform deep dives into the data at least once a month for more in-depth learning.

 

Email has generated 12% of the overall leads generated by marketing. In our email performance metrics we are outperforming our targets by 87% for click-to-open rate and 133% for open rate. We believe this proves the conversational tone is much more engaging than our standard campaign tone.

 

Helpful Academy Classes

  1. Advanced Segmentation
  2. Personalizing Campaigns
  3. Progressive Profiling
  4. Advanced Lead Nurturing

 

In addition to all the helpful classes I also leveraged Topliners when we needed to create a cut-over strategy from the old campaign to the new campaign canvas. I was able to come up with an elegant way that left the flow for the contact seamless and uninterrupted.

 

The best thing about Eloqua all projects is that there are seemingly infinite ideas to try and we have a giant list of them.

Here is the thing -- a marketer usually spends a vast amount of time editing perfect engaging emails, designing suitable templates and drafting appealing email subject lines in order to obtain open and click-through rates skyrocketing and generate leads.

 

But wait a minute! Before you even think about sending those emails, first you have to consider and ask yourself, "Would my customers even get the chance to open and read my email?"

 

You have to account for the imprecise and inappropriate marketing, or even spamming customers, factors which can diminish marketing campaign return on investment. These types of emails can weaken customer relationships and result in the loss of valued customer relationships. Here is where the Touch Governance framework can help us to prevent customers from over touch or inappropriate marketing touch.

 

Basically, here in the company, the Touch Governance policies were designed to cover all direct marketing communications across all media types through our internal systems of records used in marketing campaigns or customer list pulls. The framework and policies were developed in conjunction with both worldwide and regional stakeholders. But let’s define a few points:

 

  • A marketing touch is a direct marketing interaction with a customer and/or contact through direct marketing campaigns, this could be by email, telemarketing and/or direct mail.

  • A marketing systems of record for campaign list pulls and also applies to all marketing communications media types for all campaigns, like workshops, seminars, events, data quality and customer acquisition campaigns.

  • These touches have to follow with frequency some guidelines, eg: it's established across all segments and all media types using either rolling 30 day logic (phone, Direct mail) or weekly rolling logic (email) to protect customer contacts from “over-touch”, meaning that a touch should not exceed the maximum frequency guidelines per media & the total number of customers touches as shown.

  • Opt-in subscriptions are not counted except where local practices require a more conservative approach.

In brief, a marketing touch is defined as direct marketing interaction with a customer.

 

At this point maybe you’re asking yourself, "What’s all the fuzz with the Touch Governance and the touches definitions?" Well, all this is the background so it can be clearer for you. Now I'll start getting to the point.

 

A few months ago we had a problem. Previously when a contact entered in a nurture campaign, these contacts automatically obtained touch increments and these contact increments were updated in Target builder and as a result, these actions turned the contact unavailable for other campaigns where Touch Governance were applied. Currently, this step was retired from ELQ based on next GEN framework, enabling Contact to be pulled into multiple campaigns.

 

Touch governance is applied in Eloqua to prevent contacts entering multiple nurture campaigns at the same time.


Eloqua touch Counter approach

 

  • Adds +1 to contact when they enter into nurture campaign

  • Deletes +1 values when contact is removed from nurture campaigns

 

Master Exclusion List: List of contacts/Email domains setup to exclude from all Eloqua campaigns executed in following situations.

 

  • Contacts though they are unsubscribed through Eloqua could be changed to opt in by any changes made in SFDC.

  • Also Contacts belong to certain domains like oracle etc. need to be suppressed from nurture campaigns

  • Target builder receives all privacy updates from CID and are available for suppression in campaign list pull. However Eloqua uses Master exclusion template in addition to be sure.

 

Does Target Builder have any rules on how many times a contact could be targeted by email campaigns even if contact has not responded (Rule similar to Eloqua’s 10-0-6 rule)?

 

  • TB has no such rules

  • Touch Governance and Privacy rules apply on contacts.

 

The solution wasn’t a big deal. We just had to identify the contacts from touch counter and prevent them to entering into multiple nurture programs and respond one single question: How to add touch governance for contacts in the following situations? We identified the following cases:

 

  • Contact in active nurture campaigns

  • Contacts for any future nurture campaigns

  • Responders for historical nurture campaigns

  • New contacts coming through active campaigns

 

The following steps were needed to solve the problem in the canvas:

 

  1. Open original canvas and deactivate
  2. Add Touch Governance steps
  3. Connect the more than 2 week feeder segments and lists to “804 - Any TG Excludes: All BUs”
  4. Open less than 2 week feeder segments and update response date to “within the last 2 weeks”
  5. Connect the less than 2 week feeder segments to “804 - Universal: Master Email Opt-Ins + Non-Bounces”
  6. Add  Increment/Decrement program steps to all entry and exit points, including email excludes and form submit app errors
  7. Save changes on original canvas
  8. Perform internal quality assurance for the canvas
  9. Reactivate canvas

 

 

After reviewing several campaigns and correcting a lot of canvases, we were glad this standard was working as expected.

We are currently applying this to every new canvas but, as we know, the only constant is change. Maybe in the future, we'll find an even better way to keep our contacts in the proper track.

 

Eloqua Academy Course Reference:

 

     Effective Marketing with Custom Objects

     Advanced Segmentation

     Integrating Custom Objects with Campaign Canvas

     Best Practices Email Deliverability

In today's Marketing world, we live in an Omnichannel approach to target customers. More than before, company and marketers use many channels like Email, Mobile Push Notification, Social Media, Paid Media, etc to attract new customers to their products or grab the attention of existing customer or prospects. This approach has multiple advantages, like better customer insight, more brand exposure and an increase in revenue. But sometimes that last advantage doesn't manifest and probably the reason behind it being many of these channels target the same set of people. This happenstance is great to get a better insight into a customer's behavior but not desirable when you are looking to bring in Net New leads. And especially in the case where campaign does cost a fair $$$, it becomes very important to understand which channel/campaign is attributed to getting the Net New Lead. This is, in many cases, a Key Performance Indicator (KPI) for many campaigns. So how do we attribute which campaign in the world of Omnichannel marketing brought in the Net New Lead?

 

Here is how we can find out.

 

Steps

 

     1.Segment Creation in Eloqua

 

 

New records entering to Eloqua can be identified easily with the help of contact field called “Date Created”. If a record’s date created field value lies within the last one hour then the record was created recently in Eloqua. The creation could be via list upload, web form submission or through Integration.

 

To find all such new contacts, you need to create a segment in Eloqua as shown below.

 

1.jpg

 

    2. Custom Object Creation in Eloqua

 

Once the segment is created, you need to create a custom object in Eloqua to store the newly created contact information along with the campaign that it belonged to.

 

To create a custom object, please follow the below-mentioned steps.

 

    • Create one custom object in Eloqua.
    • Name the custom object as same as Segment name.
    • In the second step, add contact fields which you want to capture for the record in Custom Object.

              2.jpg

    • In the third step, ignore header field configuration and save the Custom Object.
    • Select Email address field in the Display name, Unique code field and Email Address field sections and save the Custom Object again.

 

     3. Form Creation in Eloqua

 

Once you created the custom object, you need to create a form in Eloqua. This form is the bridge to transfer the records from Contact Object to Custom Object in Eloqua.

 

Please follow the below-mentioned steps while creating the form

    • Create one basic form.
    • Add the fields you want to capture for the record in Custom Object. For example, Email address, first name, last name, campaign.
    • For your easy understanding, provide the same name for form, segment, program and custom object.
    • Once you added the fields, provide HTML name for the form and go to processing steps configuration.

3.jpg

    • Now add the processing step “Update Custom Data Object – With Form Data”
    • Configure the processing step by selecting the custom object “New records in Eloqua” from the drop-down “Choose a Custom Object”. Once done, save the form.

4.jpg

 

 

     4. Program Creation in Eloqua

 

Once you created the form, you need to create a Program in Eloqua.

5.jpg

 

To build a program, please follow below-mentioned steps.

    • Create a new contact program by clicking “Create a Contact Program” option.
    • Once the workflow window opens, drag-and-drop “Segments” from the left.
    • Configure the segment action with the help of the Segment (New records in Eloqua) you created in Eloqua.

6.jpg

    • Then drag-and-drop “Form Submit” action from left.

7.jpg

    • Then double click “Form Submit” action to configure the form in it. Click “Edit” image which appears next to “Click to configure the cloud action”.
    • Once the configuration tab appears, select the form "New records to Eloqua" from the drop-down. Click save and then manually close the window.
    • Now connect these two steps and then activate the program.

 

Once configured and enabled, the segment will feed the newly created records to this program, and this program via form submission will create records in the custom object. So every New Contact that enters our marketing cloud will now be registered in the Custom Object and the Campaign responsible for capturing it.

 

     Analysis

 

     We have been running this process for past 4 months. Over that period, we ran 27 campaigns varying from an email blast, list purchase, events, social media and paid media, At the end of the 1st month, we noticed that our social media marketing team was attracting a fair share of Net New Leads as compared to the Paid Media.  This was a bit shocking knowing the success rate for the Paid Media Marketing. But this paradigm wasn't true in the industry we belonged to. This helped us focus our resources to more effective channels.  Also, we started running the campaign much before our events as we learned we were pulling same leads with Social Media and at  the events. So by running the Social Media campaign before we could gather more information about the lead beforehand and made that information available to our event staff when the Lead registered at the event.

 

So overall this process is helping us streamline our Marketing Budget and achieve the 10% cost reduction by mid next year. There is also a plan to enhance this solution to capture all the campaigns the lead responded to. We then plan to design nurturing campaign based on these response behaviors, thus making it more targeted.

 

The Oracle Marketing Cloud Academy Courses that helped in this solution:

 

  • B2B Fundamentals of Forms and Landing Pages
  • B2B Effective Marketing with Custom Objects
  • Eloqua 10 Program Builder Overview

 

UPDATE: If you have been following the new changes coming to Eloqua, especially in the Program Canvas (here is the link to the recent webinar), you could easily use the listener program step in the Program Canvas. These listeners listen for contact creation and score updates. So instead of segmenting for contacts whose create date was in the one hour, you could use the Contact Creation Listener to truly identify your new contacts. This process is much better and fool-proof as this is real time processing and eliminates any chances of duplication within the one hour window.

We're pleased to announce several enhancements to the Academy training programs and tools, which will take effect in early 2017. These enhancements are related to planned updates to our learning portal design and training delivery that will further improve functionality and navigation in the portal. These changes also serve to streamline our accreditation paths as well as the enrollment and delivery processes. We've taken customer feedback into consideration for certain changes listed below and believe this approach reflects how many of today's marketing professionals want to learn and interact with education programs and systems.

 

Academy 2017 Updates

 

Organizational Update: As of October 2016, the Academy has joined with Oracle University (OU) and will be integrating certain aspects of our operation with OU in the coming months. Any future changes related to customer training will be announced on our Topliners group page and in the learning portal. The updates listed below represent changes to the portal, accreditation news and process improvements.

 

1) Multi-Day Course Delivery Expanded for ILT Courses

 

B2B Master ILTs Presented Over Three Consecutive Days

Since August 2016, the B2B Master ILT course requirements have been delivered via two separate series -- the B2B: Fundamentals Series and the B2B: RPM Series. Beginning in January 2017, these two series will be scheduled over a three-day period, which will cover all the ILT education necessary for the B2B Master accreditation. Students should still enroll for each individual series in the learning portal, but have the flexibility to enroll for one or both, as needed.

 

The B2B: RPM Series will be updated to a 1-day course that incorporates the current web-based education. See additional details here. Web-based training (WBT) required for the B2B: Fundamentals Series will continue to be required and is available for viewing in the learning portal.

 

B2B Luminary Tenet ILTs Presented in Multi-Day Courses

Effective with our January 2017 training schedule, many ILT courses within the B2B Luminary tenet categories will be presented in multi-day sessions that cover all the ILT requirements for the specific specialty tenet. For example, the B2B: Engagement (ILT) tenet courses will be presented in a two-day session that can be registered for in the learning portal. The portal training schedule for January will reflect these multi-day sessions and will be available for viewing and registration by mid- to late-November. Web-based training (WBT) requirements will continue to be available for viewing in the learning portal.

 

By taking a multi-day tenet course, a student will receive credit for all the training topics within that tenet category (after submitting the evaluation survey). This means a student will register for just one course, i.e. the B2B: Engagement (two-day) offering, and this offering will include education in all categories (previously individual  ILT courses) within that tenet. For the B2B: Engagement tenet, that includes the following (note: these are 2016 requirements):

  • B2B: Social Suite Applications
  • B2B: Personalizing Campaigns
  • B2B: Basic Event Management
  • B2B: Events in the Cloud
  • Best Practices: Writing a Great Blog Post (WBT) (Student required to take this web-based course in the learning portal)

 

The available multi-day courses will be presented in the January 2017 schedule and the courses included can be reviewed here. Course topics not in the current list may be transitioned to multi-day offerings over time. Please refer to the Training Schedule in the learning portal for all scheduled courses.

 

2) New Learning Portal Interface Coming in 2017

 

A newly re-designed learning portal, including updated home page, training detail pages and product pages will become live in early 2017. This new interface will feature a simpler view of assigned training and required courses for Academy accreditations. In mid- to late-November, current customers will have the opportunity to view a beta version of the new interface when they log in to the learning portal for a preview of the new design and functionality.

 

After reviewing the sample portal design, students are encouraged to provide feedback and suggestions to our Help Desk at marketingcloud-academy_ww@oracle.com.

 

3) Earn New Academy Accreditations in 2017!

 

With newly released course content and defined accreditation paths, two new accreditations will be available for 2017. Accreditation programs for the DMP Master (Data Management Platform) and OCM Master (Content Marketing) titles will be ready in early 2017 and course requirements will be announced before the end of 2016. These accreditations will follow the basic structure of our other Master accreditation programs -- the titles will require completion of defined courses and passing of a single Master exam. After earning a Master title, a student will receive a completion certificate and a badge on Topliners.

 

Watch for more information about these new accreditations in the coming months.

 

16OMC-Acad-B2BLum_4x4.png4) Coming Soon! 2017 B2B Luminary Bridge Requirements

 

Each year, the B2B Luminary title features 'bridge' courses that must be completed for title renewal or by students continuing to pursue the accreditation from the prior year. For reference, you can view the 2016 requirements and bridge courses here: Requirements for the B2B Luminary Accreditation.

 

The bridge courses for 2017 will include both instructor-led (ILT) and web-based (WBT) training courses. The new requirements will be announced on Topliners in December and scheduling of these courses will be posted in the learning portal in early 2017.

 

Be sure to watch for additional details on each of these planned updates in the coming months. The Academy Help Desk is here to assist and answer your questions about these changes or about your training account.

It is with great pride to all involved “BT Global Services received the ‘2016 Rapid Transformation Markie.’ The award honours fast starters for their superb planning, execution, and results.”  a programme that combined.... Audit, Communications, Webinars, Trailblazers, Training through to  Execution.  John’s blog details an element of this, “Compiling our Naughty and Nice List – Cleaning Your Contacts at Christmas”. As we look moved beyond winning the award, we are focused on equipping individuals with more skills to master Eloqua to build more complex campaigns.

 

Enabling Uses

 

User adoption, onboarding and best practise needs continuous focus by us in marketing ops. Marketing is getting more and more complex. My function in marketing operations has widened in direct parallel to the widening marketing role and as a result, I have incorporated the method of upskilling the team marketers in some of these skills that are now required standard ways of working with speed. Global Services was already using WalkMe with salesforce to enable users to accelerate transformation within the sales community when I discovered the platform. The Marketing team was experiencing a similar transformation that needed a similar boost to ensure consistent use and attention with Eloqua . In the same way marketers are constantly competing for the time and attention of customers, I need to compete for the attention of marketers to get them work in a way base on the best practice I pick up during the Luminary training I have undertaken such courses as:

 

  1. B2B: Advanced Segmentation
  2. B2B: Templates and Asset Management (Form management)
  3. B2B: Fundamentals of Emails
  4. B2B: Testing Campaign and Assets

 

All of which we can reinforce with the user via WalKME.

What is WalkMe?

 

According to their website, "WalkMe™ allows you to easily add interactive on-screen Walk-Thrus™ to your website." The Walk-Thrus™ "appear as step-by-step balloon hints on top of your screen content," showing your end-users exactly where to click and what to enter. WalkMe™ is designed to be easy use, allowing you to easily create and view; non-technical folks can create the steps and end-users don't have to download any software. You can read more about WalkMe on their website.

What WalkMe Looks Like on Eloqua

 

After implementation, a tab appears on the bottom of the screen that reads, "Walk Me Though?" It is easy to see so any user is able to quickly find it if they need help with any common action in Eloqua.

 

Blog Picture1.jpg

 

First we wanted to address the challenge of ensuring the team following the naming convention that is so important to our organization but sometimes forget. We also miss out on the benefits of finding assets, reporting on and performing content management tasks if we forget how to perform the steps to execute these actions. With WalkMe, a Walk-Thru is strategically placed to facilitate these actions. A launcher nudging the user to remember to to click on the Walk-Thru and go through the steps has been helpful as they also provide a link to the tool everywhere the naming convention is required.

 

Blog Picture2.jpg

 

 

 

Our team also built a number of walk-thrus on tasks that users carry out often. For example, when creating a campaign canvas, one can click on the applicable query where the user is taken back to the “My Eloqua” screen. A call out appears showing the user where to click. After each click, a new bubble appears, telling the user what to enter, where to click, and when the full action is completed.

WalkME3.gif

 

As Eloqua users become more familiar with the marketing platform,  our team has a vision of creating new Walk-thru’s based on best practices for getting the most of the tool.  We will also continue to expand and maintain a library of WalkMe assets for future onboarding of employees. Knowledge we pick up via Academy courses need to be shared to really make it best practise be everyday practice. Eloqua as changed the way Global Services works, yet Eloqua change, taking user with the platform is fundamental to success we use Eloqua across 15+ countries and it is considered to be critical if we want to demonstrate the benefit in what we do.

Embarking on any new journey can be stressful and intimidating but there is no need to fret when it comes to the voyage of the Oracle Content Marketing Smart Start. Take it from someone who traveled the Smart Start from beginning to end, Lisa Vonk of NGAHR.

 

Nora O'Leary-Roseberry: Did the Oracle Content Marketing Smart Start help you achieve the two stated goals, of a successful implementation and the deployment of a pilot project in the first two months?

northgatearinso_jaarverslag_hr-10.jpg

 

Lisa Vonk: Yes! It definitely helped me. I would have never come so far on my own. It was really helpful, it was a good "stick behind the door" as they say in Dutch. The weekly goals sped up the process and guided me to the correct destination.

 

Nora O'Leary-Roseberry: What did you like best about the courses?

 

Lisa Vonk: The courses included the information I was looking for. The Smart Start Assistant gives you a guide, where to start, what to do in what steps, what you need to think about, it's a guide in your implementation journey. I also liked the structure of the courses, they give a structured approach.

 

Nora O'Leary-Roseberry: Before you began taking courses you ranked your comfort with the platform at a 3 or 4. What would you rank it now, after you have finished the courses within the Oracle Content Marketing Smart Start?

 

Lisa Vonk: I am at least a 7 or 8!

 

Nora O'Leary-Roseberry: What would you say to someone at the beginning of the implementation process?

 

Lisa Vonk: I was worried about the amount of information, but the Smart Start Assistant structures it. The Smart Start Assistant provides the guidance to keep you on track and the interactions help you think about what steps you need to take.

 

Want more proof? Here are two more advocacy interviews!

Filter Blog

By date: By tag: