Page tagging is an often underutilized tool in Eloqua. Assuming you have Eloqua tracking scripts on your company website, you can access web activity for powerful segmentation. Hint: tracking scripts can also be implemented manually on off-domain pages that your company owns and those pages can be leveraged in page tagging as well. If you are referencing just a few key pages in a segment, you can add them individually by URL. But if the number is around 20+ and being regularly updated, then page tagging is the best way to scale using these URLs.
A marketing team from a BU recently transitioned from a batch and blast ESP to using Eloqua. In Eloqua, they have built a variety of nurture campaigns based on marketing funnel stages for key technologies (nurture Level 1 ‘top of the funnel’, Level 2, and Level 3). The nurtures are successful, however better nurture placement could improve engagement since currently most contacts are being put in top of the funnel campaigns based on the event, webinar, or registration page that they opted-in through. There was not a process to look holistically at all contact engagement to find the best fit nurture campaign.
We know that a couple of undesirable things are happening:
1. Some contacts are opting-in when they are middle or bottom of the funnel and are being sent irrelevant, top of funnel content.
2. Some contacts are being pushed through different funnel stage nurtures faster than they are progressing in their journey. Enabling page tags to measure funnel position will allow contacts to be routed to the most appropriate nurture campaign ending the drip campaign process.
Benchmarking and Goals:
Our benchmark is the results we have collected on the original nurtures. Our goal is to increase email performance and, more importantly, to increase the rate of conversion to MQLs by sending contacts through the right nurture at the right pace.
To transition to a smarter nurture that reacts to contact behavior, the project team performed a content audit of important web content related to the key technologies and assigned a funnel stage to each piece of content. This process is something that will need to be manually updated for now, though we hope to implement auto-tagging in the future. This document on Topliners is a great starting point for organizing a content audit: Content Inventory and Mapping Worksheet. At the end of our audit, we had lists of URLs associated with all three funnel stages for each technology. We took those URL groupings and created corresponding page tags for each, then uploaded all the URLs to the newly created page tags. We plan to add new URLs monthly, while prioritizing pages that have the highest engagement as shown by Google Analytics.
Utilizing these page tags, we created segments and filters to use in the nurture campaigns. Level 1 is top of the funnel pages, so we needed to exclude anyone who was also a fit for Level 2 or Level 3 in our segments. To clarify, if there is overlap between Level 1 and Level 2, contacts will go to the Level 2 campaign. Here is an example of how the Level 1 segment is set up. It includes anyone who has viewed at least 5 pages in the page tag Technology 1 Level 1 in the last 3 months. It excludes anyone who has met the same criteria for either Technology 1 Level 2 or Technology 1 Level 3 page tags. We have the default exclude filter built in and other criteria for includes or additional excludes could easily be built in based on company needs.
In the campaigns, we use decision rules to remove contacts if they qualify for a campaign further down the funnel. Here is an example of how that looks for a Level 1 campaign.
Our first implementation just includes web activity, but Phase 2 will be revised to include webinar registration and attendance criteria. We also want to create a CDO to capture current funnel stage based on these criteria and keep some records and data that can be used for reporting created outside Eloqua. We also plan to analyze how contacts are moving through the nurture and use that information to drive our decisions on where we need to expand content. An example of this could be extending the number of emails in a campaign or adjusting CTAs if we find contacts are not moving down the funnel as expected. There is also a plan to create re-engagement campaigns, which will complement the funnel stage campaigns.
This infrastructure is just about to go live, so we do not have any results yet. As a marketer would do with a new lead scoring module, we will be carefully monitoring counts and adjusting criteria as needed to drive the best results.
Relevant Eloqua Courses:
RPM: Effective Nurturing, Eloqua 10: Advanced Segmentation, Eloqua 10: Web Profiling