Introduction / Background:
I work in the scientific / healthcare / academic industry. The company is large which makes changing and evolving a daunting task. By the time we get new and innovative ideas approved we are already 2 steps behind. It is frustrating to feel I am always walking in someone else’s shadow. My company adopted Eloqua a few years ago. We used it primarily for A/B testing and keeping all of our emails organized. It wasn't until recently that we branched out and began exploring the programs capabilities further. The company has always wanted to make our email campaigns more automated, but lack of knowledge got in our way. We also wanted to shy away from the usual "batch and blasts" that we were constantly sending. We wanted to create targeted segments that were more personalized to our customers. With all that being said, we buckled down, took the Eloqua training courses, and began our journey towards our first automated campaign.
The Challenge and Our Goal:
Our challenge was to create an "always on" campaign that took our customers through a "journey" over 6 months. We wanted a campaign that pulled people in constantly and added them to this journey without having to manually add a new group of contacts every week. Our New Lab Startup program was designed for people who are just getting their labs up and running. This campaign showcases all the tools and equipment they need at discounted prices. Our goal was to delivery these messages with an automated system that would run for 6 months.
At the time, we really didn't have benchmarks to go off of because of our lack of knowledge in marketing automation. We were hoping after the launch of our first campaign, we would be able to create actual benchmarks for our future campaigns.
Our team was to design and code 8 emails for this campaign. In each email, we set up 2 field merges to pull information from our contact's record. During this process, we also had to create a Custom Data Object because each person's Approval Date was different. The Custom Data Object contained the customers start date, which in turn gave us their completion date, 6 months later. The field merge was then able to pull that date and make it unique for each person. We created 6 other emails similar to this one. The 8th email was a survey for our participants to complete at the end of the campaign.
2. Segment / Form
We pulled in contacts that submitted our New Lab Startup Form. This created our segment. The contacts were automatically added to the campaign and thrown in a wait step for an hour before moving on.
3. The Campaign
This campaign was designed for our US and Canada customers. We had to carefully create this due to the language barrier between countries. After our customers filled out the New Lab Startup Form, we placed them in a 1-hour wait step. The next step was to set up a compare contact field where we separated our English-speaking customers from our French-speaking customers. Our French-speaking customers were then placed into a wait step where they eventually are sent into our French version of this campaign. Our English-speaking customers were placed into this campaign, where they will travel for 6 months. This was a great way for us to be able to control exactly when each email when out. It was important for us to be on a specific time frame. The segmented members you see to the left were people who filled out the form prior to creating this canvas. We had to place them in specific areas based on which emails they already received.
As you can see our campaign is still running. But we achieved our goal of creating an automated; “always on” campaign that effectively moves our customers through a virtual journey. We've had over 7,000 people complete the form and move in and out of this campaign. This campaign has strongly impacted our business by helping us to learn new skills that can help keep us organized and consistent when it comes to long-term campaigns such as this one. We are now able to implement these strategies into multiple campaign that we run yearly.
Classes that helped along the way:
- B2B: Personalizing Campaigns
- B2B: Advanced Editing and Form Processing
- B2B: Integrating Custom Objects with Campaign Canvas
- B2B: Fundamentals
-B2B: Fundamentals of Segmentation
- B2B: Fundamentals of Emails
- B2B: Fundamentals of Forms & Landing Pages
- B2B: Fundamentals of the Campaign Canvas
- B2B: Advanced Segmentation