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The challenge

We had a new Inside Sales team and we needed to assess their performance through a short survey, completed by the customers.

 

The goals

The short term goal was to measure and improve the performance of the inside sales team using customer feedback. In the long term, this would improve inside sales effectiveness and lead quality.

 

Bench-marking and documentation

This was a new initiative and the results of this survey were bench-marked with results from other Sales teams. The process was documented in our project management platform as follows:

-Briefing with the Inside Sales team. Requirements were determined.

-A Weekly meeting about the state of the project was taking place and the further requests and feedback was logged on the project management platform

-The testing process was documented. This included tests from the automation team and also “real-life” tests by inside sales.

-A presentation of how the process works was provided and presented before project launch

 

Description of initiative

Initiation

The new inside Sales team manager requested a solution that would allow collection of customer feedback without asking the customer for their email. The marketing automation team hosted a meeting with Inside Sales to clarify requirements and set objectives. The next action was a proposal from the Marketing Automation Lead.

 

Proposal

The proposal included a new landing page with a survey, a new Eloqua Engage template with the landing page link, a new custom object, a program that was fed by the custom object and that wrote the survey feedback to Lead and Contact object in Salesforce.com and two autosynchs that allowed Salesforce Contact IDs and Lead IDs to be stored in the Eloqua database.

The proposal exceeded the expectations since it included a fully automated solution that would allow Inside Sales to pull reports from their platform (Salesforce.com) and not from Eloqua. So no exchange of data was needed.

 

Implementation Steps

1)     Landing page build: Short landing page with a rating section and a comments section

2)     Eloqua Engage template: A new Eloqua Engage template was created. Sending the survey through the Engage template made sure that the email was tracked by Eloqua so there was not need to ask the customer to enter their email. The email was needed to populate the custom object data with.

3)     Custom Object: The custom object saved the email, feedback score and comment information. At the same time, leveraging Custom Object Services, the CDO sent new data to the program that took care of the transfer of the data to Salesforce.com contacts and leads.custom object services.png

4)     Program: The program took the data from the custom object and passed it through an integration event based on an external call that updated Salesforce.com Lead or Contact with an Activity.

 

 

program.png

5)     Autosynchs: The Autosynchs were designed to bring information from Salesforce.com to Eloqua. This helped the previous program to update Leads or Contacts in Salesforce.com based on their Lead or Contact ID. The autosynchs were run every hour to make sure that the database is regularly updated.

 

autosynchs.png

 

 

Oracle Marketing Cloud Academy courses that influenced this initiative:

a) B2B: System integration

b) Eloqua 10: Program Builder Overview

c) B2B: Advanced Editing and Form processing

d) B2B: Effective marketing with Custom Objects

e) B2B: System Integration

 

Results – Impact to the Business

As mentioned before, this was a new initiative for the business and the Inside Sales were absolutely amazed by the capabilities of the platform. The final solution exceeded their initial expectations and this helped especially with the rest of the larger scale project that included alignment of Sales and Marketing functions.

The results were very good. The feedback was easy to report on from Salesforce.com side, and the reports helped the Inside Sales to identify inefficiencies and develop a plan to improve customer experience. A key learning from this process was that the customers were very happy to reply to the survey and promptly provide feedback to the team since they considered this as a key element of a great customer experience. The overall feedback was excellent, above 95%.

Marketing Challenge

Securing buy-in for digital marketing isn’t always easy within my organization, particularly with business partners who have a traditional view of marketing (i.e. print, events, etc.). But I knew I could drive more interest if I could show the impact of a digital campaign on something the business already understood: events.

 

As a business, we spend a lot of money on events—far more than any other marketing tactic. When my business partners come to me for event support, their goal is usually to drive “awareness” of sponsored presentations and sessions, as well as get people to visit our booth. Often, I hear people push back on these goals, arguing that “awareness” is not measurable.

 

I disagree. With the right perspective, you can not only quantify awareness, but provide valuable insight into the impact of specific channels and tactics.

 

Benchmarking & Goals

My goal was simple; digitize an event.

 

When our company attends a high priority event, we tend to buy a huge sponsorship package. These packages include lots of spiffs like pre-show mailings, bag inserts, logo placements, booth space, sponsored presentations and more. While most of these elements aren’t technically digital, all of them can have a digital footprint—as long as some work is done up front.

 

I knew that if I could give our investments that digital footprint, it would help us a company to find efficiency in our event investments.

 

The Project

At this event, our sponsorship package included a sponsored presentation. To me this was no different than a webinar and I treated it as such. We wanted to drive people to the presentation, capture their information for follow up and help them see the relationship between the information being presented and our products. The presentation was not product-specific, just topic-specific with a Key Opinion Leader (KOL). We wanted to position ourselves as a thought leader on the topic without hitting people over the head with sales, yet still prove the value of the financial investment.

 

The build out of my campaign included an event registration with a wait list, a landing page, multiple pre- and post-event emails to a pre-registration list, ad placement on the event website, bag inserts at the event, 3rd party emails and finally a hyperlink on the event’s agenda to our sponsored KOL presentation. In short, there were online and offline tactics already purchased through our sponsorship. I wanted to be able to pick apart these tactics, identify high performers, and understand correlations between presentation attendees and account activity or revenue.

 

Now, I am an analytical marketer through and through. Anyone who is a regular user of Google Analytics knows that it’s impossible to get personally identifiable information out of Google Analytics – it’s against their privacy policy. However, I use UTM parameters to track activity from campaigns all the time; it’s a habit of mine. So I realized, if I did the work to track activity from each tactic in Google Analytics, and if I already had a form for this campaign, wouldn’t there be a way to pull that information into Eloqua? The answer was yes.

 

I knew it was possible, but I wasn’t exactly sure how to execute on the theory. But I did feel sure that I was not the first person to have this "ah-ha" moment.

 

The Solution

I searched through Topliners to see if someone had already solved this problem. I found lots of content about UTMs, but I didn’t feel I was finding the complete solution. Finally I found a comment that referenced a Do It post from 2013 called Getting Google Analytics Sourcing Data into Eloqua. It was exactly the solution I needed.

 

I had already created a landing page with a form to register people for the KOL presentation, and had made it clear to my business partners that I needed to provide them with either an inbound link or a vanity URL for all the assets we were going to distribute at the event. The next step was to retrofit my existing Eloqua assets to capture my UTM parameters. To do this I created 4 query strings in Eloqua by going to Assets > Website Setup > Query String:

Pro Tip: For simplicity’s sake, I kept the Display Name and the Parameter the same. I found this helped me to "get it right" the first time.

 

Next, I went back to my form and added 4 hidden fields. I named each field the same as the Display Name/Parameter of the Query String I'd just created, making sure that its HTML name was also identical:

It's very important that the hidden fields of the form are part of the form on your landing page.

 

Lastly I went back to my landing page and added the following script, which references the form by its HTML name, the form fields I'd just created and the Query String:

<!-- Start Query String Capture -->

<script src="https://ajax.googleapis.com/ajax/libs/jquery/1.12.0/jquery.min.js"></script><script>

  var qs = function(){

      var keyvals = location.search.substring(1).split('&'),

        _qs = {}

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

    _qs[keyvals[i].split('=')[0]] = keyvals[i].split('=')[1]

      }

    return _qs

  }()

window.onload = function(){

    document.forms['Form-HTML-Name'].elements['utm_medium'].value=qs.utm_medium;

   document.forms['Form-HTML-Name'].elements['utm_source'].value=qs.utm_source;

   document.forms['Form-HTML-Name'].elements['utm_content'].value=qs.utm_content;

   document.forms['Form-HTML-Name'].elements['utm_campaign'].value=qs.utm_campaign;

  }

</script>

<!-- End Query String Capture -->

 

Next Steps

Once I had all my campaign pieces in place and the campaign was activated, I watched as the disparate channels I'd tagged starting driving traffic to the KOL presentation's registration. I was able to see all the channels in my form submission reports, and used that data to show channel attribution for every registrant and (eventually) attendee; something that was not possible with pure Google Analytics data.

 

I've been previewing this data with business partners, and it's sparked conversations about the optimization of campaign assets and the channel investments we will or won't make in the future. For example, I know from Google Analytics that less than 1% of registration page traffic came from an ad placement, which cost us $3k. By blending GA and Eloqua data, I also reported that the conversion rate of that small amount of traffic was less than 10%. Data points like this enable me to guide the business toward better utilization of marketing funds, while still demonstrating the positive impact of digital.

 

Once the show was over and all show leads (booth visitors) were added to Eloqua for follow up, I could also see what percentage of booth visitors attended the presentation and vice versa. This helps me answer questions like:

  • Did the presentation result in more qualified leads?
  • Did the presentation increase the velocity of active accounts or did the account express interest in a product that they currently didn't buy?

Also, our integration between SFDC and Eloqua enables me to see the influence of this event on existing accounts and new business.

 

What’s next? Now that the groundwork has been laid, the next step is to start layering on account-based marketing tactics.  Not only will this help us reach a broader audience at target accounts, but we’ll be able to show the impact for reaching some of our most high-value customers.

 

Through these steps, I was able to generate more internal buy-in for digital marketing tactics, lay the groundwork for increasingly in-depth analysis, and help our business optimize their investments in future events. I hope this post can help you do the same.

 

Relevant Eloqua Courses

B2B: Basic Event Management, B2B: Advanced Editing and Form Processing, B2B: Fundamentals of Forms & Landing Pages

Objective


We tried to implement a campaign to provide knowledge on our latest solutions/services/products available for our end user customers to utilize, in the form of various assets like PDF documents, Infographics, Whitepapers and solution briefs.

 

Also, we wanted to analyze the behavior of the customer across various assets, such as the number of downloads for each and who has clicked on what asset, so that our LDR's can have a followup with them personally to discuss more.


Actually, we thought to have a gated form for each asset, but we realized that it would be difficult from end customers point of view and it was a great challenge for us.

 

Solution (Which we tried to implement)

 

When we explored on blogs and social sites, we came across the Eloqua Blind form submissions and tracking the source value from the URL courses, blog materials which made us to try implementing the blind form submission in the landing pages.


Implementation steps

Generally What is Blind Form?

 

It is used to capture the details of a contact based on the pre-defined responses ans mainly provides the better user experience for the customers.

 

Usually, we would have seen the marketers using blind form submits for emails, but we can try to extend their usage for landing page as well. It helps to have better tracking and to identify who has clicked on what and further we can even more improve the customer Journey, from there by identifying their interest.

 

How to achieve it:


Create a form in Eloqua with only the email address field, pick the HTML name of the field as below, from display settings.


 


Wherever in the emails, we have used the landing page links append the field merge value for email address at the end of the URL and shown below.


 

 


Next What Happens

When the user clicks on the link in the email, their email address will get added at end of the URL and we can see it in the URL as shown in the below screen shot.

 


Next Step

 

Using the script “get query string parameter value”, we may need to get the value of the email from the URL and store in a variable. We can even achieve the same using JQuery functionality as well.


Many scripts are available in web to retrieve the value from the URL.

Here is the sample script:

function getParameterByName(name, url) {

    if (!url) url = window.location.href;

    name = name.replace(/[\[\]]/g, "\\$&");

    var regex = new RegExp("[?&]" + name + "(=([^&#]*)|&|#|$)"),

        results = regex.exec(url);

    if (!results) return null;

    if (!results[2]) return '';

    return decodeURIComponent(results[2].replace(/\+/g, " "));

}

Var a = getParameterByName('emailaddress');

We are done!

Now for any asset in the landing page, add the blind form link to it by including the “a” parameter.


http://s[siteID].t.eloqua.com/e/f2.aspx?emailaddress=a&elqFormName=[FormName]&elqSiteID=[siteID]

So what happens next, whenever the user clicks on the asset in the landing pages, their email address will be captured and the form will be submitted based on the predefined responses.

And, we can retrieve the data from the form submission report.

 

Key Results - Achieved based on this implementation

Really, this implementation resulted for us to have effective campaign measurement and accurate results, based on that we were able to identify our customer needs and it really helped our sales people to have a better communication with our customers & help them, which resulted in successful customer Journey and increased the sales pipeline.


Other Benefits

This implementation yielded the following benefits:

 

  • We can try to provide the better user experience, by avoiding numerous form submissions.
  • Traffic (Number of downloads for each asset) can be measured accurately, which helps to improve the campaign setup for next time.
  • Easy follow-up can be done based on the engagement of customer & their interest.
  • Nurture campaigns can be initiated to the customers based on the results.
  • Effective Results.


Helpful Courses:

Below is the list of Oracle Marketing Cloud Academy Courses which helped me to achieve this requirement fulfillment in my project.

B2B: Advanced Editing and Form Processing, B2B: Blind Form Submits, B2B: Templates and Assets Management, B2B: Email Custom Subscription Management, B2B: Testing Campaigns and Assets, B2B: Effective Marketing with Custom Objects.

 


Thanks!

Problem Statement : Campaign responses is the most important activity in Eloqua and sending it correctly to CRM not only helps sales to identify the source of the lead but also links contact to correct campaign. It not only makes linking Opportunities to Campaigns easy but also helps marketing in identifying and calculating ROI of their campaigns.

 

Every lead qualified activity should have a campaign response. So, we need to make sure all the inbound data that can be sent as lead have its campaign response generated in Eloqua which can be later sent to SFDC or any other CRM.

 

Inbound data in Eloqua that has ability to generate leads can either come from direct uploads or from form submissions or from external forms or from API integration.

 

Solution:

 

We will briefly go through each data source and explain how we can generate campaign response for each of them;

  1. Direct Uploads: Direct leads uploads are mostly done by Lead and Response management. In most of the cases they use a third-party tool which can add campaign response manually and send it across to Eloqua which then can be pushed to SFDC.
  2. Eloqua Forms: Whenever we launch a campaign via a channel web – event, most of the responses flow through form submission data. It is important to capture that data and send it across to sales as lead (If Qualified) and make sure it has campaign response generated as well.

 

Adding Campaign responses to the leads coming through form submission data is simple if we are using only one form per campaign. It gets complex when we use same form for multiple campaigns.

 

 

For single form per campaign all you need to do is to add Form for reporting and Activate the campaign.

 

Now every form submission will have campaign membership associated to it and same will be send to SFDC

 

3. Eloqua forms associated to multiple campaigns.

 

This one is little tricky, normally this happens when you are hosting your form on your website. You want to capture responses from the web activity, say if someone does a trial download of your product and each product will be associated to different campaigns, in that case you want to make sure you can identify the correct campaign based on the interest.

 

If we follow the same process that we did in step 2, add that single Form to multiple campaign canvas’s, you will have multiple campaign responses generated and in your CRM you will see same lead with multiple campaign responses and it will have major impact on your reporting.

 

It is important to have form setup correctly on your website so that only one response is generated per submission. To do that you need to pass elqCampaignID of each campaign with form submission with which your lead should be associated.

 

First step will be to add this single form to each campaign canvas that are linked to this form and activate them all.

 

E,g Mr. XYZ lead shows interest in ABC product and you have campaign for XYZ product (ABC16Q2), you need to make sure when lead is generated for Mr. XYZ it is campaign response shows it has responded to Campaign (ABC16Q2).

 

Each Campaign has a unique campaign ID highlighted in Yellow. So when XYZ submits the form with Product Interest ABC, you need to pass elqCampaignID= 111111111 with form submission.

 

 

4. Integration using API calls using form as a middleware

Concept here should be same, link the form to all the campaigns on which you are expecting responses to be generated and add form in Campaign Canvas then activate the campaign canvas.

 

This is how you should be passing form submission data using API calls;

 

 

Posting to URL: https://sXXXXXXXXX.t.eloqua.com/e/f2

{

elqCampaignId=111111111

elqFormName=Global Form for Multiple Campaigns

productType1=ABC,

elqtype=UserForm,

elqSiteId=XXXXXXXXXX ,

campaign=ABC16Q2,

 

FirstName = XYZ,

LastName = NA,

EmailAddress = xyz@mnp.com,

Company = MNP,

Title= Finance Office,

Phone=123456789,

Country=NA,

Zip= 1111,

Comments=Interested in ABC Product

}

 

Conclusion: Implementing this strategy has helped us in capturing all the responses correctly, especially on data coming from Web Forms, API's. This has helped us in publishing better forecasting results

 

Courses Used:RPM: Lead Quality, B2B Personalized Campaigns, MM Writing a Great Blog Post, B2B: Integration Custom Object with Campaign Canvas,  B2B System Integration

Unique Challenges:

Working for a European company that is sharing a single Oracle Eloqua instance across 40+ subsidiaries worldwide presents a unique set of challenges, particularly without CRM integration.  Our parent company not only implemented “Strict Mode,” but holds all subsidiaries to European Privacy Laws and has eliminated the possibility of gathering user contact information based on their actions in our email campaigns or by their website behavior.  This situation creates a number of disadvantages as compared to our direct competitors. Not having a solid starting benchmark made it difficult to determine whether or not our campaigns were effective.  Our goal was to reach out to specific segments of our existing CRM database, and see how many contacts would essentially self-qualify as a “sales ready lead,” deserving of being contacted by our sales force.  To accomplish this, we rely on the best reporting function that we have at our disposal, which is Form Submission Data.

 

Designing the Campaign:

risk-assessment300.pngOur campaigns were designed as such:  We would create a multi-step email campaign targeting a specific audience, catering to those in need of solving a specific application.  There would be three emails and, of course, reminder emails for those who took no initial action.  The emails would describe a targeted piece of content. We strive to create campaigns with high value content that establishes us as a thought leader in that specific market. The deliverable content included White Papers, Videos, and Case Studies, which we hoped would be of interest to this specific subset of our contacts.  If someone clicked on the button in the email showing interest in the content being offered, they were then directed to a landing page containing a form in which all fields were hidden with the exception of a (non- required) field asking a very specific, high level qualifying question, with a simple Select / Yes / No dropdown menu.  Because the field was not required, regardless of what was (or wasn’t) chosen from the drop down menu, anyone clicking the “Watch The Video” button would be directed to the same content without any knowledge that they’d actually just submitted a form.

 

We also used form processing steps to not only add those who said YES to a shared list, but we also created shared lists for those who said NO, and those who said nothing, respectively.  This allowed us to create segments of our customer database who had taken the initiative to both click through the email, and click the link on the landing page.  These lists can now be used for future campaigns on related subjects.

 

Qualifying the Lead / Gauging Interest:

Next, our challenge was to determine who were our most interested customers, even though we were providing the same content to everyone.  We did this through a relatively simple series of form processing steps.   Regardless of the user’s selection, a “Redirect to Web Page” process would deliver the content. 

 

The people we were really interested in reaching out to were those who took the time to select “YES” from our drop down menu.  If you submitted the form and selected “YES,” you were directed to the desired content, and an email was automatically generated to our Sales Services Group who would quickly determine the appropriate sales channel that Field Sales should follow up with the customer. They would then forward their contact information along with pre-written scripts created by our Marketing Content Manager detailing the exact action that they’d taken on a specific offer. This made it possible for our sales force to contact the customer with the most detailed information of what the customers really have an interest in vs. what we were able to extract from Eloqua in the past. 

 

How the Oracle Marketing Cloud Academy Improved Our Process:

We realized that how we were building the campaign was not optimal, as the user essentially had to click the same button (for example “Watch The Video”) twice,  first in the email and then again on the landing page to submit the form.  To eliminate this extra source of friction for the user, we implemented the techniques learned in the B2B: Blind Forms Submit course to create Blind Form Submits directly from the email, instead of driving to a landing page.  This eliminated the previously needed second click, reducing friction for the user, and resulting in higher conversion rates and the accumulation of more qualified leads.

 

Conclusion:

Without standard metrics at our disposal, this method, directly influenced by the B2B: Blind Forms Submit course, has provided our organization a means by which to gauge the interest of our customers in the content we are providing.  As long as we are faced with reporting limitations, the techniques and principals acquired from Topliners and from throughout the Masters and Luminary tracts will be our most valuable resources.

A Blind Form Submit is a seamless way to get form submission data with just one click. We find that more people like to click through on emails than submit forms. Using this feature, users submit the form unknowingly by simply clicking a link in an email.

 

What is special about a Blind Form Submit?

  • Capture user data in one click directly from email
  • No form for user to fill out
  • No form landing page to create

 

What exactly is the User Experience?

Open Email ==> One Click ==> See Confirmation Page.

 

Total form fields user needs to fill out = 0.

 

What is a blind form link?

When a contact clicks the link, the form responses are submitted to Eloqua. For the contact, they don’t need to fill any form fields and they don't even know they’re submitting a form.  This will be useful for capturing contact information.

 

Where to use the link

  • RSVP responses
  • Newsletter subscriptions
  • Event registrations

 

With this one Blind Form Submit click, you can also execute more form processing steps, such as adding them to a shared list, or sending an email notification to the sales team or sending a confirmation email to the submitter.

 

Processing.png

Adding Blind Form Link to the Email

Go to your email, highlight the text you want to click and insert the blind form URL as a hyperlink.

 

Email link.png

 

Process to create Blind Form:

 

Go to Assets ==> Form ==> Create Blank HTML,

Choose the form name and HTML name as simple for better understanding.

 

Form Name.png

 

 

Click on the arrow icon and select view Html and select the Integration tab details.

 

Integration details.png

 

Steps for Blind Form URL:

  • Pickup the form action from "Integration Details"
  • Get the elqSite id
  • Add in the required fields & their span tags

 

And, finally the URL of the Blind Form will be like this.

 

http://ssiteID.t.eloqua.com/e/f2.aspx?elqFormName=formname&elqSiteID=siteID&emailAddress=<span class=eloquaemail>EmailAddress</span>&TrackedField=StaticValue

 

Site Id ==> Numeric id given by Eloqua.

Form Name ==> Html name of the form(In the above image, the HTML name of form is Blindform)

emailAddress ==> Html Name of Email Address field

<span class=eloquaemail>EmailAddress</span> ==> the field merge of email address generated by eloqua.

Track field ==> The value of custom field to be tracked

StaticValue ==> The Html name of the field to be tracked.

 

The number of fields which you declare in the form, those fields you have to call in the URL separated by "&."

 

And, if you want to track contact fields like email address, first name, last name etc., you have to mention field merge values in the URL and if you want to track the custom values, you can mention the html name of the field.

 

Challenge:

We got the requirement of when user clicks on the link, based on his country the page has to be open.

For example, if the user country value is 'India,'  the English page has to be open and if the user value is 'Norway,' the Norway page has to be open.

 

Solution:

We got this achieved by the following process.

 

Go to the form processing step, and select the redirecting web page and click on the conditionally and select the form field value in left side and and select the country and double click on the country filed and give the country name like below. (Make sure you have called the country field in the form and URL as well).

 

Redirect.png

 

Conditional.png

 

Country.png

 

So based on this option, you can redirect to number of pages based on the user country value.

 

Hope this post is helpful for you.

 

Thanks.

 

 

Helpful Courses: B2B: Blind Form Submits, B2B: Advanced Editing and Form Processing, and Fundamentals of Forms and Landing Pages.

Healthcare marketing is somewhat, let's say, 'behind-the-times.' Constrained by small marketing teams, government regulations, and slow adoption to modern marking practices, healthcare marketing is in need of a re-vamping. The advent of Eloqua within my organization is being implemented to address that issue. A transition from old 'mail shop' practices of batch-and-blast, into the more modern marketing practice of always on communications. A new way of thinking; a new way of marketing.

 

So what's the goal? What are we trying to solve for?

The goal is to communicate the right message to the right person at the right time. A transition from 'speaking' to 'listening.' A transition from all 'push' communications to a healthy balance of push, pull, and engagement based communications.

 

Our proprietary CRM is loaded with a myriad of predictive modeling capabilities / algorithms that take in patient data and output various patient scores and risk levels. These risk levels, and a healthy dose of other demographic data points, were the primary data points used for campaign segmentation criteria. The individuals that matched the specific criteria were pulled into a list, uploaded to our former automation platform and sent (batch-and-blast style.) Sometimes, our IMM's would include a simple 'drip' follow-up e-mail a few days later if no action was taking on the first e-mail send. Once that follow-up e-mail was sent, the individuals were exited from the program and were never communicated to on that service line again.

 

There are many things wrong with the approach stated above, but this was the crawl stage of the transition from a mail-shop to a digital marketing agency. With Eloqua, not only can we use the predictive models to inform who is at risk for certain service-line messaging, we can reinforce the messaging by capturing additional data points such as 'digital body language.' For example, who is more likely to engage in an e-mail communication: An individual that is pulled solely from predictive models based on clinical data for the cardiac service-line? Or an individual that is pulled from predictive models based on clinical data for the cardiac service-line AND within the past month has visited at least 2 pages on the hospital.com that were tagged with the 'cardio hvc' ? This is what we tested and the results were obvious; the latter won.

 

 

Segmentation Model:

luminary1.png

 

As you can see in the diagram above, leveraging online (digital body language) data and reinforcing that with our predictive models eliminates non-engaged targets. This minimizes the targets that will not engage and hyper-focuses on converting / nurturing those asking for messaging. This is the fundamental shift from 'batch-and-blast' to our newly founded 'always-on' methodology. By utilizing this type of segmentation, our engagements rose by 10%. As far as the campaign flow went, nothing had changed. We simply sent a single e-mail to the list, waited 3 days, and sent a follow-up to those who did not engage in the first. This was important as we were testing the following hypothesis: Refining campaign segmentation by leveraging digital body language data point will increase the CTOR by +5%.

 

Let's talk baselines:

The numbers / results stated above were calculated by taking the engagement baselines garnered from 'like' campaigns within the old marketing automation platform. We took cardio campaigns that utilized the 'batch-and-blast' methodology with very similar designs / CTA's across 7 clients. The data point we used for our major KPI was the CTOR. The industry average for CTOR in the healthcare space lands somewhere between 6-7%. Our baselines were a bit lower than that. They sat around 4-5%. The targeting of all individuals (engaged in cardio content or not) that match solely CRM criteria garnered high numbers of targets with lower e-mail engagement rates. By leveraging one additional data point (digital body language), we were able to contact lower numbers of engaged individuals increasing CTOR immensely.

 

Business Wins:

By communicating with engaged / predictive model reinforced individuals, we are able to contact less / higher qualified individuals. We lessen the cost of marketing while increasing the amount of downstream revenue attributed to these marketing initiatives. A jump from 4% CTOR to around 14% CTOR in the healthcare marketing space is a very big win. As we move forward, we will work on optimizing the balance of engaged individuals (digital body language) versus crm informed individuals (predictive models) by testing additional hypotheses. Currently, the data is trending toward an ROI of 15:1. There is data lag associated with the downstream dollar spend in hospital, so the trend analysis was completed using past outcomes.

 

Helpful Courses:

The B2B Luminary Targeting training was very crucial for this type of integration, specifically, the web profiling aspect of the course. This was a net-new capability within our organization. It set the groundwork needed to integrate this capability.

 

So in conclusion, we can see that the effect of one singular data point can have a great impact on your business. There is great importance in leveraging the Eloqua web tracking script, identifying individuals on your web entities, and using those additional data points in your segmentations. The enhanced segmentation practices help us engage the individuals who are looking for the service-line information. By reinforcing their risk levels with our CRM data, we are able to increase the messaged individuals' utilization within the hospital. Which is what hospitals pay us to do well!

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