The Eloqua-Salesforce Integration is a 2 way synchronization of contact, lead and account data. The de-duplication of contacts and leads occurs is based on a unique value assigned to an Email Address. Eloqua supports integration with the following CRM systems: Microsoft Dynamics CRM, Oracle CRM On-Demand, and Salesforce etc.
- Working on the Eloqua-Salesforce Integration can commence once the following items have been completed by the client. An Eloqua Salesforce User with adequate permissions (to view all segmented data, create reports, create custom links, modify page layouts) will be provided to Eloqua/Partner. The preferred user ID will be Eloqua@client.com. The password associated with this user should not expire. The username and password for this license should be provided to Eloqua PRIOR to integration.
- The Eloqua CRM Worksheet has been completed by the Partner/Client and submitted to Eloqua Partner Services.
- A data model/customization meeting has been completed with the client to determine how the client’s business needs or process will be built into Eloqua.
- Cloning of Salesforce Fields in Eloqua
you will likely need to clone some Salesforce Custom fields in your Eloqua installs, specific to a client’s business needs in order to complete the integration. The client may also currently be using a web-to-lead tool to allow leads to be created in Salesforce from a capture point such as a web form. These fields should also be considered as part of the Eloqua-Salesforce integration, should their associated values be necessary for marketing in Eloqua.
It is important to first evaluate the data types and field types currently being used in Salesforce. Many of the automation and data management tools in Eloqua require that fields be configured correctly to ensure that advanced processes and operators can be run properly.
String: A combination of numbers and letters.
Numeric: Numerical values, including those with decimals. These values can be evaluated against other numeric fields with mathematical operators.
Date: Multiple date formats can be used in Eloqua. These fields can be stamped by the system. These values can be evaluated against other date fields with time span/time range operators.
Text: Allows for the storage of up to 100 alphanumerical characters
Single Select: Allows for the selection and association of one values from a list which is defined in the system (e.g. State/Province, Country).
Checkbox: Allows for the selection of a True (checked) or False (unchecked) value. Often a checked value is represented by a ‘1’ and an unchecked is represented by a ‘null’ value
Multiselect: Allows for the selection and association of multiple values from a list which is defined in the system (e.g. Product Interests).
Individual records in Eloqua are stored in the Contact data table. This table is de-duplicated on unique Email Address. Both Salesforce “Leads” and “Contacts” will be migrated into this Eloqua table.
Following steps will help you to Clone Salesforce Fields in Eloqua:
- From the Setup menu, select Management.
- Click the Integration tab.
- From sub menu External Systems select External Systems Manager
- Salesforce should appear as the External System. Select List Fields
Why we need Integration?
Eloqua will capture all new and modified records from Salesforce. Additionally, any new records created in Eloqua through form submissions or list uploads will get written into Salesforce. Eloqua makes the assumption that Salesforce is the system of record and treats the data in Salesforce as the gold standard.
In a typical integrated Sales and Marketing approach, the Marketing team uses Eloqua and the Sales team uses the Salesforce to manage their workflows.
- The Marketing team generates Marketing Qualified Leads.
- Eloqua pushes these Marketing Qualified Leads to the Salesforce.
- The Sales team converts Marketing Qualified Leads to Sales Qualified Opportunities.
However, what happens to our Marketing Qualified Leads that do not get converted? These leads are marked as Unqualified Leads in Salesforce. Salesforce then pushes all the Unqualified Leads to Eloqua, where they are captured as a Shared List. Our Marketing team uses this Shared List to run a Nurture Campaign.
In this blog, you will learn how to implement integration between Eloqua and Salesforce quickly to synchronize your data.
What is Data Synchronization between Eloqua and Salesforce?
The Eloqua Integration makes it easier than ever to synchronize marketing and lead data with salesforce.com contact and pipeline information—giving your sales team accurate, up-to-the-minute information on how marketing campaigns are influencing deals. The Eloqua Integration provides a packaged out-of-the-box connection to salesforce.com, while still giving you the flexibility to keep pace with your evolving business requirements. Eloqua Integration is:
- Flexible: Pick and choose which fields you wish to synchronize
- Intelligent: Minimize the need for expensive data storage or API calls
- Resilient: Easily restart synchronizations in the event of an error
- Reliable: Get quick access to error logs to quickly identify problems
- Extensible: Integrate across the salesforce.com platform, not just the sales cloud
Integrating to salesforce.com gives your marketing automation a power boost
If you are not sharing your marketing data with sales, they are missing out on all of the digital clues that your prospects are leaving behind. When a sales organization has easy access to marketing data they can sell more confidently and focus on high quality leads based on the marketing activity they have at hand.
Solution: Eloqua Integration
The Eloqua Integration provides proven reliable integration capabilities paired with the ease-of-use and flexibility required to evolve along with your business. Eloqua Integration makes it easier than ever to connect your new Eloqua marketing automation platform to salesforce.com.
Keep your data reliably synchronized
Data can be pulled from any salesforce.com object and its related objects. Eloqua supports integration with Professional, Enterprise and Unlimited editions of salesforce.com.
Eloqua pulls all recently modified and newly created leads and contacts into salesforce.com, and updates the related records within Eloqua. This also includes changes such as a deleted a lead and/or a lead converted to a contact.
When visitors submit web forms, they are checked against the Eloqua database to stop duplicate lead records from being created in salesforce.com. As leads update their information through these forms – the new information is pushed into salesforce.com and the related record is updated.
Synchronize the data that matters
Eloqua typically synchronizes the key data elements needed to maximize the combined value of the marketing platform and salesforce.com. These include:
- Campaign members
- Custom objects
Eloqua can also track and send actions back to salesforce.com to allow sales users to know if a lead has been browsing the web site or opening emails you have sent. Activities include:
- Website visit
- Form submission
- Email opt out/unsubscribe
- Email bounceback
- Email click-through
The Eloqua Difference
The Eloqua Integration provides the ultimate in flexibility when integrating to Salesforce.com. Several unique features ensure that minimal error is required to manage the platform and that data duplication and API calls to salesforce.com are kept to a minimum.
Don’t lose any data: In the event of an interruption to data synchronization, Eloqua simply pauses and restarts when the problem is resolved.
Don’t miss a beat: If there is a more serious issue, Eloqua emails an alert to help you fix the problem and get back to the business of driving revenue as quickly as possible.
Don’t duplicate efforts: Eloqua allows you to pick and choose which fields to synchronize with salesforce.com rather than duplicating data unnecessarily.
Plan ahead: Eloqua doesn’t just stop at integrating to CRM, but also provides tools to connect to salesforce.com’s data.com and Radian6, and soon - Chatter.
Save money: Eloqua stores custom objects only in the marketing platform, avoiding the risk of exceeding storage limits in salesforce.com that could result in unexpected fees.
Eloqua <=> Salesforce Integration Process
Following Steps will help you how to create and configure integration between Eloqua and Salesforce CRM:
Eloqua <-> Salesforce Integration Diagram
CRM Integration Functions
- From Eloqua, Navigate to Setup -> Integration.
- You will see the below tabs for each functions.
Status - Allows you to monitor the status of your CRM Integration from failed calls to completed calls.
Inbound - Allows you to manage the Data Synch from your CRM into your Eloqua Instance. This includes managing the fields that are flowing back into Eloqua, disabling certain synchs and viewing the synch history.
Outbound - Allows you to manage the outgoing data from Eloqua to your CRM. You can see all the External calls and modify the fields in those. You also have the ability to disable/enable the Marketing Events that are written to your CRM.
Configuration - Lets you get back to the initial one-click Wizard so that you can make any necessary edits to your Integration. You also have the ability to make changes to the Password associated with the CRM user if the password expires. Finally, you have the ability to set up notifications to alert you when CRM errors occur.
Program Builder - Used to set up automated Programs used with CRM integration functions to route Contacts and Leads to the correct create/update actions.
Salesforce Integration Configuration
- User must have a Salesforce account.
- Login to your Eloqua instance -> Settings ->Setup -> Database.
- Integration -> Configuration -> Manage CRM System Users.
- Click on Add CRM User.
- Enter your Salesforce account ID and Password and Save.
- Password must be along with Salesforce security token. Please refer to below screenshot.
Outbound or External Call Configuration
The Outbound tab allows you modify outbound data that gets written into your CRM system. More specifically, you can Enable/Disable the Marketing Activity Events from writing into the CRM system. Additionally, you have the ability to modify which fields are being written to your CRM via the External calls.
When you first navigate into the Outbound tab, you will see that it's further broken down into two tabs:
- Internal Events determines which series of external calls to trigger and in which order. These are further broken down by Activity, Campaign, and Custom Events which include the Lead/Contact actions.
- External Calls are the external CRM systems calls that Eloqua uses to perform an action such as Create Lead, Update Contact, and so on. These are further broken down into calls that retrieve data from the CRM and calls that send data to the CRM.
External Call wizard setups:
Following steps to be followed to Create External Calls
Navigate to Setup->Integration->Outbound->Internal & External Calls
Step 1. External Call Details and click Next
Step 2. Select Target Details and click Next
Step 3. Select the required Field Mappings and click Next
Step 4. Event Mappings setup and Click Finish
Step 5. Test your External Calls by selecting a contact/CDO record as shown in below screen shot.
Step 6. External Call View
External call can be viewed by navigating to Setup->Integration->Outbound->Internal & External Calls->Click on External Calls Tab as shown in below screen shot
Inbound or Auto Synch Configuration
Auto Synchs are scheduled imports into your Eloqua system. Eloqua synchronizes data with your CRM system so that Eloqua maintains the most up-to-date information. There are situations where new lead or contact records are created in your CRM system. This data needs to flow back into Eloqua so that these records can be marketed to in the future.
Following steps to be followed to create Auto Synchs:
Navigate to Setup>Integration>Inbound>Create Data Sources>Create data source with external call
Step 1. Enter Auto Synch details and click Next
Step 2. Select Source Details and click Next
Step 3. Select the Salesforce Fields and click Next
Step 4. Fill the Filter Details and click Next
Step 5. Select Field Mappings and click Next
Step 6. Select Upload Actions and click Next
Step 7. Fill the Summary and Finish
Auto Synchs View
Auto Synchs can be viewed as shown in below screen shots
Navigate to Setup->Integration->Inbound->Management->Auto Synchs
Types of Auto Synchs:
1. Get Deleted Account Auto Synch
When an Account is deleted in the CRM system, the Account ID reference will be cleared out in the Eloqua Companies Table. Eloqua does not actually delete the record because this would delete all the History for this record. Instead, Eloqua removes the reference to the entity in the CRM system.
2. Get Accounts Auto Synch
This Auto Synch is used to import all new Accounts created in your CRM into Eloqua. The Accounts from your CRM are added to Eloqua's Companies table.
3. Get Deleted Lead Auto Synch
When a Lead is deleted in the CRM system, the CRM Lead ID reference will be cleared from the corresponding Contact record in Eloqua. Since Eloqua uses a Contact record to aggregate data that corresponds to both Lead and Contact entities in the CRM, the actual record in Eloqua is not deleted when the corresponding Lead record is deleted in the CRM.
4. Get Deleted Contacts Auto Synch
When a Contact is deleted in the CRM system, the CRM Contact ID reference will be cleared from the corresponding Contact record in Eloqua. Since Eloqua uses a Contact record to aggregate data that corresponds to both Lead and Contact entities in the CRM, the actual record in Eloqua is not deleted when the corresponding Contact record is deleted in the CRM.
5. Get Converted Leads Auto Synch
When a Lead is converted to a Contact in your CRM system, Eloqua will remove the reference of the Lead from the corresponding Contact record in Eloqua by clearing out the CRM Lead ID field.
6. Get Leads Auto Synch
This Auto Synch is used when a new Lead is created in the CRM system. Eloqua will verify if the email address of the Lead already exists in Eloqua. If it does, the CRM Lead ID reference will be applied to the corresponding Contact record in Eloqua. Otherwise, a new Contact record is created with the same CRM Lead ID reference.
7. Get Contacts Auto Synch
This Auto Synch is used when a new Contact is created in the CRM system. Eloqua will verify if the email address of the Contact already exists in Eloqua. If it does, the CRM Contact ID reference will be applied to the corresponding Contact record in Eloqua. Otherwise, a new Contact record is created with the same CRM Contact ID reference.
Key Benefits and The Results
My Organization created huge leads and contacts in Salesforce for sales need and reduced the elimination of data loss like Lead, Contact and Account data that was provided by the Sales. Synched correct data after Email Address change in Salesforce. Increased Marketing Qualified Leads count and able to find out the root cause and its solutions of the Unqualified Leads.
As per my Organization business requirement, once the contact, lead and account data stored in our Eloqua database through our various sources like List Uploads, Web form submissions, etc. The data will be Enriched and validated through some third party systems by applying certain BANT criteria (Budget, Authority, Need and Time Frame), Normalized through Normalization engine etc. to calculate the Marketing Qualified Leads(MQL) and these MQL will be sent to Salesforce for further processing through the help of External Calls(Outbound). These External Calls will be executed in the Program Builder “Run Integration Events” steps. Once the Internal Events get executed, data will be send to Salesforce for further processing.
Similarly the Inbound calls (Auto Synchs) are scheduled imports into our Eloqua system. Eloqua synchronizes data with our Salesforce CRM database so that Eloqua maintains the most up-to-date information. There are situations where new lead or contact records are created in our Salesforce CRM database. This data needs to flow back into Eloqua so that these records can be used as per our business requirement in the future.
Helpful Content and Courses:
Below are the list of Oracle Marketing Cloud Academy Courses which helped me to achieve Eloqua-Salesforce Integration requirement fulfillment in my project.
Database Configuration, System Integration, Advanced Segmentation, Program Builder Overview, Effective Marketing with Custom Objects, Integrating Custom Objects with the Campaign Canvas, Lead Scoring, Advanced Editing and Form Processing, Templates and Assets Management, Email Deliverability, Blind Form Submits, Custom Subscription Management, Data Cleansing, Testing Campaigns and Assets etc.