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Introduction

As campaign developers, we help the stakeholder set up campaign canvas and build Eloqua assets such as emails, landing pages, forms, and segments. Once these assets are created, we send them to the stakeholder to review before activating the canvas.

 

The challenge

One of the challenges I found was that building segments can sometime be very time consuming. The stakeholder will first set up a quick call and give us an idea of the campaign’s purpose, and then provides us a list of criteria to use for the target audience, from Job Role, to Organization Type, to Asset Focus, to Product Family and so on. We will then use these criteria to build the segment, then export the data and send to the stakeholder to review. Often, the stakeholder will make some adjustments to the list criteria to expand or reduce the target audience, and send it back to us.  We will then modify our search and send it back to the stakeholder to review when completed. This then goes back and forth several times until the stakeholder approves the list.

 

Goal

When a similar campaign has been used, the same audience can be retargeted by checking on the email sent or checking from which campaign(s). This will significantly reduce the time for building segments and cut the back and forth time with the stakeholder.

 

A step by step implementation.

 

There are many cases you want to retarget the contacts that you have previously contacted. One of the most common cases is you want to reach the same group of people for similar events or campaigns that you have reached in the past. To do this, you can use the Sent Specific Emails criteria.

 

Here are the steps:

 

1. First, create a new Segment from your preferred templates. For example, select the Events template and give a name to the new segment.

 

2. Click on the [+] sign on the left panel to add a new Filter Criteria

Step2.png

 

3. Then drag the Sent Specific Emails filter from the Right panel to the working area.

step3.png

 

4. Double click the Sent Specific Email filter, then click on the Down Arrow and choose the email from the Dropdown that you previously used for the similar campaign. For faster search, just type in the first few letters of the email asset name.

Step4.png

 

5. Click the Add button after you selected your email. This will then add the Email Asset to the main box as shown below.

Step5.png

 

6. Once you finished adding the email asset in the box, the final step is to choose the time frame that the previous email was sent. For example:

Step6.png

 

7. You can now Save the segment and see the total contacts you will be including in your new segment based on the previous email(s) sent.

    Note: If you have sent multiple emails within the same campaign, and you want to include all these contacts from different emails sent, instead of adding each email individually, you can also use Sent Emails from Campaigns filter.

Step7.png

This option will include all emails within that campaign, so you do not need to list each of the emails. You can also include multiple campaign names if you wish to include contacts from different campaigns.

 

Alternatively, if you want to have a higher conversion rate, you may also select the contacts only that have opened emails, submitted specific forms or visited specific landing page. The steps are the same, but with a replaced filter.

 

Summary

 

With these simple steps, I have saved a huge amount of time building the segment for the stakeholders and thereby increasing the overall productivity.

  • Time taken to complete a segment before: 2-4 Business Days
  • Time taken to complete a segment after: 1 Business Day

 

Courses that have helped me

 

The following courses have immensely helped me in implementing and developing the Eloqua segments:

  • B2B: Fundamentals
  • B2B: Targeting
  • B2B: Segmentation

 

Please feel free to write to me or comment below if you have any queries or comments on this.

Initiative Overview:

Our product/service subscription renewal notification emails were poor and were in serious need of updating. Originally they were being sent out of the ERP system, which only supported plain-text, and worked on a per-license basis. That means, if a single customer had 10 licenses for one product and 20 licenses for a second product, they would receive 30 individual emails! This was an extremely bad experience all around:

  • When customers wanted to verify and reconcile their subscriptions, they needed to find and review each individual email
  • The email content was difficult to change in the ERP, so the emails only contained the most basic information that was practically guaranteed to never require changes in the future
  • The emails were dull and boring, and didn’t reflect an industry-leading cybersecurity company in the 21st century
  • No performance metrics were available, so we didn’t know if customers were even opening the emails

 

Goals:

The goals for this initiative were mostly feature-based. The new solution should:

  • Send a single email for each contract, even if the contract contains multiple products
    • All products and serial numbers should be displayed in that single email
  • Send the same email to up to three email addresses (end user, distributor, reseller)
  • Have an easy-to-use email editor allowing
  • Support rich-text and graphical emails
  • Report on email performance
  • Stop ending emails if a customer renews their subscription

 

New Platform:

The company decided to utilize Eloqua for all external email communications, and with Eloqua’s rich email editor, extensive reporting abilities, and native integration with SFDC, we determined Eloqua was going to be the platform that the new solution was built upon. Using native Eloqua tools and functionality, we created auto syncs to pull data from SFDC and populate a Custom Object with customer subscription data on a scheduled basis, we created beautiful emails with images and an easy-to-read layout, and Insight reports to measure our emails’ performance.

 

One Slight Problem:

We ran into a slight problem: we received one record from SFDC for each license, but we wanted to send a single email for each contract, to each of three email addresses.

We received data like this:

RecordIDContractIDEmailAddr-EndUserEmailAddr-ResellerEmailAddr-DistributorProductNameSerialNumberExpiryDate
1ABC0001chris_seepe@example.comalpha.bravo@example.comcharlie.delta@example.comSEP CloudSEP10000012017-12-15
2ABC0001chris_seepe@example.comalpha.bravo@example.comcharlie.delta@example.comWorkFlow ProtectionWFP2311112017-12-15
3ABC0001chris_seepe@example.comalpha.bravo@example.comcharlie.delta@example.comEndpoint EncryptionEPE001111382017-12-15
4ABC0022echo.foxtrot@example.comgolf.hotel@example.comcharlie.delta@example.comSEP CloudSEP10064782018-03-04
5ABC0022echo.foxtrot@example.comgolf.hotel@example.comcharlie.delta@example.comEndpoint EncryptionEPE001857362018-03-04

 

However, Eloqua can only field merge data from a single Custom Object record, and that Custom Object record needs to be linked to the contact who is being sent the email, so we needed to get the data into a format like this:

RecordIDContractIDEmailAddressExpiryDateProductTable
1ABC0001chris_seepe@example.com2017-12-15<tr><td>SEP Cloud</td><td>SEP1000001</td></tr><tr><td>WorkFlow Protection</td><td>WFP231111</td></tr><tr><td>Endpoint Encryption</td><td>EPE00111138</td></tr>
2ABC0001alpha.bravo@example.com2017-12-15<tr><td>SEP Cloud</td><td>SEP1000001</td></tr><tr><td>WorkFlow Protection</td><td>WFP231111</td></tr><tr><td>Endpoint Encryption</td><td>EPE00111138</td></tr>
3ABC0001charlie.delta@example.com2017-12-15<tr><td>SEP Cloud</td><td>SEP1000001</td></tr><tr><td>WorkFlow Protection</td><td>WFP231111</td></tr><tr><td>Endpoint Encryption</td><td>EPE00111138</td></tr>
4ABC0022echo.foxtrot@example.com2018-03-04<tr><td>SEP Cloud</td><td>SEP1006478</td></tr><tr><td>Endpoint Encryption</td><td>EPE00185736</td></tr>
5ABC0022golf.hotel@example.com2018-03-04<tr><td>SEP Cloud</td><td>SEP1006478</td></tr><tr><td>Endpoint Encryption</td><td>EPE00185736</td></tr>
6ABC0022charlie.delta@example.com2018-03-04<tr><td>SEP Cloud</td><td>SEP1006478</td></tr><tr><td>Endpoint Encryption</td><td>EPE00185736</td></tr>

 

Our Solution

We decided to leverage the powerful automation of Form Processing Steps, along with a CloudApp to generate the virtual form submissions based on Custom Object records.

The CloudApp takes the data from each CDO record, and creates the equivalent of a Blind Form Submit.

 

There are different CloudApp steps for each different email, so we can send different emails from the same canvas.

 

The Form Processing Steps build a single, new record with all of the required data by appending data from each source record along with the required <tr> and <td> HTML tags.

 

The result is a single email that contains all information related to that single contract:

Results:

As this initiative was just implemented a couple of months ago, we don’t have concrete results yet, but preliminary results suggest a unique open rate above 75%. There have also been 20% fewer complaints from customers about subscriptions expiring without them knowing, reducing the workload on customer support and preventing a bad customer experience. Additionally, we have actually received feedback from customers, distributors, and resellers on how much they like the new email format.

 

Influential Courses:

  • B2B: Advanced Editing and Form Processing
  • B2B: Blind Form Submits
  • B2B: Effective Marketing with Custom Objects
  • B2B: Insight for Reporters
  • Eloqua 10: CRM Integrations (WBT)
  • B2B: Program Canvas (WBT)

When I joined Cisco, I realized that they were using Oracle Eloqua for marketing email automation. At first I was not aware that Oracle Eloqua is more than just marketing email automation. Then I joined Oracle University - Marketing Cloud Education, it was a wonderful experience. I was going through both online classes and online video with reading material. The instructors were really polite and experienced and cleared all of our doubt in or after online class.

 

When I joined my main role was to build the AppCloud connector for integrating Eloqua with internal Cisco application. The main role of the AppCloud API was to send the leads to the campaign so that we can send them adoption emails.

 

Challenge and Goal:

At the starting of November, I was asked to create a campaign for demo for our product webex with associated Landing pages with forms and emails. Since this demo is always ongoing, I was asked to create a dynamic date selection. It was quite new to me, but thanks to Oracle Eloqua training, I knew what I should be doing. Before I created this form, we used to ask users on which date they would like to take a demo and sometime they used to give a date on which either it used to be holiday or our demo person used to be very busy.

 

What I did:

First of all, I create a form which was supported to used in the landing page. In the simple and sweet with only 4 fields :

  • First Name
  • Last Name
  • Email Address
  • Phone Number
  • Demo Date
  • Country

 

From the training, I realized that we should keep our form as simple as we can with few necessary fields. Update contact, send to campaign and add to shared list was added in processing step .After creating the form, I created a landing page which was showing on our webex.com site. In that landing page, I added the form. Since I wanted to add the css and some javascript code, I copied the html code of the form which I created. After that I added a javascript code to create a dynamic date in the demo date field. The logic for the demo date field was it should only show the working date not holiday date. After adding form and some content in the landing page. I selected webex.com domain for the landing page with the url name.

 

Since the landing page was linked with the webex.com page, we don't have to send any email to user and the main role of the landing page was to get the date from user when they would like to have the demo.

Email html copy of already created someone in our team. My job was simply to add that html code in the eloqua email asset.

 

Now it was time to create the campaign. In the campaign, I used the date decision widget to check whether today's date is equal to a day before the demo date. This date decision widget was really helpful, without the date decision widget, it was impossible to implement this logic. Of course, before using it I installed the date app on our Eloqua instance. I activated the campaign after verifying it. Screen Shot 2017-12-15 at 6.58.16 PM.png

 

Impact to the business:

 

Before Eloqua, all the process was not automated. A person used to send the reminder email manually to the user who wanted to have demo. And it used to be really hard to see the performance of the user.

After we implemented this in Eloqua, our process is automated and reliable. With Eloqua reports, we know how our campaign was performing.

 

Since I just started working on Eloqua, I did not get the chance to implement complex campaigns and other Eloqua features. But moving forward, it's going to be interesting and I hope I will implement the other concepts that I have learned in the training.

 

Marketing Cloud Courses that helped:

 

By utilizing the best practices of OMC Academy courses it has helped me achieve these goals, especially:

 

  • B2B: Targeting
  • B2B: Analysis
  • B2B: Program Canvas
  • B2B: Technology

Earlier this year, our B2B marketing department embarked on a journey to switch from one marketing automation platform to Eloqua. The previous platform was in a bit of neglect due to multiple teams managing it over the years and lack-luster documentation. In order to control data quality and provide reporting as requested from that system, many processes that should have been fully automated had manual steps. This included double- and triple-checking field merge data and creating individual emails per segment as opposed to using a dynamic content process.

 

Challenge and goal

 

Our challenge was to run a campaign with three different sets of 6 qualifiers resulting in 18 possible versions. Our hope was to reduce our manual creation of emails to one with the use of dynamic content. We also made it a requirement to be vigilant with our setup, implementation, and documentation of Eloqua to guarantee our future ability to be nimble with our campaigns and trustful of our data and reporting.

 

Benchmarking current-state

 

Our journey began with the first wave of a three-wave campaign to award one of three achievements to potential clients. Wave one was sent off our old platform. The system was integrated with our CRM, Contacts were loaded as Members into a Campaign with specific Statuses that were determined by sorting the data manually into the segments requested. The multiple emails were then built in the platform, rigorously tested, and the sends were triggered to each segment. We then gathered the results to compare against wave 2.

 

What we did

 

To accurately and effectively implement the different versions, much of the process took place in meeting rooms. Communication between stakeholders was key, as was agreed-upon use of naming conventions, delivery mechanisms, and timelines. Meeting with our internal client allowed us to discuss the requirements and question any details that may not be clear in to avoid issues.

 

The final determination of segments was as follows:

  • Job function: C-suite, Marketing, Quality-related
  • Award: Achievement 1, Achievement 2, Achievement 3
  • Final qualifier: Have they received this distinction in the past, or is this the first time?

 

For this campaign, we loaded our award data in to a custom object field which would allow us to filter based on the type of award, and if it had been won in the past.

 

We created copy and design assets and had them pre-approved, ready and waiting in a shared folder for our Eloqua platform manager, so it was easy to create the dynamic content. One change we made was to create three emails, each specific to one award, as opposed to one that would serve all three as initially planned. This made more sense in review of the content, and more easily allowed us to report on the results of each award.

 

In this screen grab, you can see an example of the variations as well as our naming conventions:

Dynamic-content1.PNG

 

Impact

 

Some of our learnings from this send included a need to further data-cleanse certain fields in our CRM system, including the “Job Function” field. We were not able to fully utilize the system because this field was not standardized and instead, we created a custom data object for the CRM campaign member and decided on an unique status name for each segment. For the future wave 3, we will be able to segment using the "Job Function" field versus use the Campaign Status.

 

Dynamic-content2a.png

 

 

In comparing results, our open rate did go up, leading us to believe our customization of subject lines made an impact. Finally, this use of dynamic content was the first step towards a best-practices-based use of Eloqua, and one that we will only continue to build upon.

 

Recommended marketing cloud courses

 

Modern Marketing (MM): Email Deliverability

Engagement:  B2B: Personalizing Campaigns

Topliners posts related to dynamic content tips and tricks were also instrumental!

I have been working at Wolters Kluwer since the beginning of this year, it's a very big organization with a very big challenge: Implement and introduce Eloqua as all-round marketing tool in more than 10 different countries/business units.

 

I joined the company in wave 2, which meant that already four of these countries had joined, the rest of the countries/bu's were still to follow.

 

Fortunately, my colleagues who worked on this before, created a data model blueprint, which enabled standardization of implementation in each country.

 

This blog is about:

  • Status quo
  • Where to next?
  • Lessons learned from implementation and on-going support.
  • Conclusion
  • University courses using during this implementation.

 

Status quo:

At this moment, all countries have been implemented with Eloqua and we have a governance structure in place.

This means that every country/BU has a local admin (customer administrator but with less rights) and a marketing champion who represents the business.

 

We try to assist and let them grow in the use of Eloqua by:

  • Jira (support management portal).
    • In this portal, we (customer administrators) are able to resolve defects, service requests and change requests.
  • Confluence (knowledge management portal)***(Figure 1.0)
    • In this portal best practice knowledge is placed, as well as information about change requests, FAQS and resolved tickets (solution building).
    • Solution tagging is applied, which makes it easy for local admins find solutions easy. (this accumulates)
  • Workshops
    • One data model workshop has happened so far, where the data model blueprint was updated. As marketing automation knowledge grows among end users, so does the need for more automation for new possibilities.
  • Operational calls (this is a moment where local admins can speak about their tickets, but can also request help from other local admins)
  • Training Tuesday (this is a moment where a new topic or addition to our Eloqua instance is shared/explained.)
  • Best practice sessions (a place where marketing automation champions share successful stories/campaigns to inform other countries their MA champions.

 

 

Where to next?

As a Customer administrator, my personal challenge is to keep/turn every country as enabled as they can be in marketing automation.

However, this also means strict regulation of changes towards the data model and/or APIs. We safeguard this by severely QA testing new apps or other additions towards the Eloqua instance.  We’ve lined up some ideas that we’re currently or are going to work on in 2018; to make the end-users as enabled as they can be.

 

Communities:

  • creating a local admin community
  • creating a marketing automation champion community

 

This will give them a way of speaking to each other and addressing the business growth points where me or my colleague from an operational point of view won’t get too as fast as they might.

These communities will be, in a sense, their own responsibility, but we have some ideas outlined for the future that we can push like: ROI reporting, marketing funnel and add-ons for Eloqua that can assist them in their future needs.

 

User role acceptance tests:

We are also going to work out a test-plan in 2018, which will enable newly created end users to create a series of assets in Eloqua, testing their Eloqua knowledge and skill. Based on this an appropriate user role will be given to this person.

 

Tighter change request process:

The most important aspect of change requests is communication, technical understanding comes after this. I'm mentioning this because early this year me and my colleague were facing the implementation of several countries, while taking care of support towards other countries. This made for situations where a lot of backtracking was needed.

 

To avoid this we applied the following improvements:

- Use a template in confluence to register change request instead of a Word document. This allows for one place where every change request is stored. (this can also be linked back to our support portal, Jira)

- After this, the architect then estimates the effort on Eloqua side, but also the API side.

- Finally this is then presented in a Change request advisory board (CAB) where this change request can be approved/paused or rejected.

 

Knowledge management:

Eloqua knowledge is pretty rigid, meaning it doesn't change that much over a big period of time. However there is a lot of information out there! We try to give that a place in Confluence, where the communities can share opinions and discussions. That is the place where the knowledge will get challenged but also applied to several topics.

 

We're currently working on expanding this, to inform different kinds of stakeholders in one place about everything Eloqua related that they might be interested in. Please see picture for overview.

(Figure 1.0)

Right now we’re seeing that often successful cases are being shared in the best practice sessions, but I believe it to be incredibly valuable when countries will start talking about their moments where something went wrong or just simply did not have the expected result.

 

Lessons learned from implementation and on-going support.

 

Create a firm data model

One of our learning points was that the data model piloted for just one country, was not sufficient. It should have been at least 3-4 countries looking at the entire scale (10 countries)

This would have saved a lot in time and effort in reloading and re-adjusting API definitions with Eloqua in the beginning of the project.

 

Check limitations of the tracking script.

One of our learning points was that we were unaware that working with all countries in one instance, makes it so that the tracking script would eventually hit a limitation of an X amount of million records per day. If we had split the countries over multiple instances with multiple tracking scripts, we wouldn’t have had this problem. To be fair, this was not communicated to us, but it’s a lesson none the less.

 

Design a labeling workflow that works for all countries, but in a smart way.

We had already worked with a labeling workflow, that labeled most contacts just once, unless re-labeled completely. The lessons we learned from our partner consultancy firm was that when adding a label first that is for the customer administrator (let’s say: label = ALL_Contacts) that this causes trouble* when the label gets deleted by manually putting this into a step that deletes the labels.

 

We upgraded this flow, to always check if a person had been modified in the last 24 hours, if it’s a floating contact (a contact shared by multiple business units), if so, it gets relabeled accordingly via a series of checks. Please see picture (figure 1.1)

 

*To clarify, we learned that when labeling contacts, you start from the smallest label towards the most global label that you can assign to this contact, if you don’t do this, and the contact needs to be re-labeled, this person will drop out of a campaign.

 

(figure 1.1)

 

4.      Branding VS HTTPS

Without Branding, you can have https, and with branding, you cannot have https, that’s the rule as it is in Eloqua. However, we discussed several months with countries about this matter, until it turned out that the https submission of data can still happen when you just change the link in the form submit button.

 

Note that we still bought SSL certificates for certain microsites, but branding can stay turned on, without having the lack of https. This would be a matter for concern for countries having clients using Google Chrome (this will more and more show warnings about insecure sites).

 

5.        Keep the change request simple

Looking back, I would say that: create the change request process as simple and tight as possible + always have an efficient way of sharing this knowledge with all countries.

 

Conclusion:

The project itself has been commented as one of the smoothest projects, but this was really due to the project team having severe project management skills, great consultancy partners with the necessary knowledge, and a willingness to commit to a timeline and resources/skill by the local countries.

 

We now have a marketing automation setup for around 10 countries/business units where I myself plus another are the customer administrator and the business process owner of Eloqua work successfully to support every business with their growing marketing automation needs. Governance is the key in this area.

 

It is now a matter of continuing the blueprint that was laid down, trying to keep the data model in place, and have continuous communication about changes that affect countries on local level, triggering input for improvements for other countries.

 

Hopefully above, and knowledge management measures we are taking will let each country focus more on:

- email marketing in an advanced way

- building welcome campaigns and personalized nurture campaigns

- more a/b testing

- more returned value (converted leads/ROI)

 

University courses used during this implementation

Academy Course – Eloqua 10: System Integration

Academy Course - Eloqua 10: User Management (WBT)

Academy Course - Eloqua 10: Database Security (WBT)

Academy Course - Eloqua 10: Database Configuration

Academy Course - Eloqua 10: CRM Integrations (WBT)

Academy Course -- B2B: Technology (1-day course)

B2B: Program Canvas (WBT)

B2B: Integrating Custom Objects with Campaign Canvas

Ashwini -Oracle

On24 Process Overview

Posted by Ashwini -Oracle Dec 15, 2017

Our Goal:

 

On24 is a webinar service provider, it is helpful for hosting Live/recorded webcasts. An integration between Eloqua and On24 is built such that, the responses are captured from Eloqua progressive profile form and is pushed to On24, which is in turn validated by On24, before allowing a user to watch the live / recorded webcast. This integration has reduced manual effort in uploading data into Eloqua from ON24.

 

Benefits:

 

* It improve customer experience

* And it is Mobile friendly registration page.

* It helps in Improving brand consistency and continuity.

* It has New responsive design templates.

* All emails sent via Eloqua confirmation, reminder, and thank you/follow up.

* Faster flow of Leads and Registrations

* Registrants captured on Eloqua.

* Automated flow of Attendees to CXD and Eloqua.

 

Setting Up ON24 Registration:

Webcast can be hosted on On24 by the Marketers themselves (via Elite Self Service Tool) or with the help of On24 reps (manual Form – no access to Elite).

 

ON24 Elite Tool:

ON24 Webcast Elite gives you the power to easily create and deliver professional, media-rich, and fully-branded audio and video webinars.

 

Setting Up ON24 Registration Pages (Live Webcast)

 

The On24 Live Webcast requires the following assets to be created.

1. Welcome Page

2. Form Page

3. Thank you/ Confirmation Page

4. Auto-response/Confirmation Email

5. Reminder Email

6. Post Event email (Thanks you or No show)

 

 

Setting Up ON24 Registration Pages (Recorded Webcast):

 

The process to set up a recorded webcast is similar to that of a promotional video Landing Page..

 

Below are the list of assets that are to be created:

1. Welcome page (with embedded form)

2. Thank you/Confirmation Page (Optional)

3. Auto-response/Confirmation Email

 

Guidelines For Setting Up Reminder Limitations of Eloqua For Automation

 

Contacts will enter the canvas only through segment.

For contacts entering dynamically, we need to select the 2nd radio button “Add members regularly until campaign is deactivated” in segment settings.

Also for dynamic entry, “Allow contacts to enter the campaign more than once” needs to be unchecked under the “Advanced campaign settings” section.

If contacts are entering dynamically then Eloqua will not allow duplicate records.

If a contact is entered through one segment, then it cannot enter the canvas through other segments, we have to keep them in “Decision box” to use it further.

 

Helpful Marketing Cloud Courses:

 

    B2B Segments

    B2B Fundamentals and Email

    B2B RPM

    B2B Form and Landing pages

    B2B Engagement

    B2B Targeting

    B2B Technology

Over the past several years, supporting several Enterprise clients in diversified industries like Medicine, Retail (B2C), Advertising, Finance, Technology, Government etc., with everyone's different and unique business cases/processes, has given me an opportunity to look and understand in-depth at the clients' use cases.

 

Specifically the Marketing goals - strategically and operationally - has provided me with a different view and how efficiently these can be achieved in a competitive market impacting their revenue.

 

One of the main goals I have seen over time is increasing the revenue for the Sales Team and how to effectively get high quality leads.

 

 

Marketing Challenges:

 

This is the scenario I was dealing with an Enterprise client.

 

  • Main challenges we faced were:
    • poor deliverability metrics
    • low Clickthrough & Open rates
    • high bounceback rates.
  • The data was very inconsistent & non-standardized, junk data (for eg: ksdlfjsfkslkdjfs@abc.com), very low Profile field completeness.
  • Marketing budget was limited to ~$2M/year, and was already over-budget. We had to bring this down so it would not impact the renewal.
  • Where are the contacts flowing in the DB from? No defined process.
    • How can we effectively document and create a process flow to monitor this?
  • Sales Team had complaints about low quality leads.

 

Goals set at the start:

 

These are some of the goals that were created at the beginning of the discussions and the project to effectively monitor the outcome and the end goals.

 

Audit the existing processes and roles of Marketing Operations users.

  • What's working and what's not?

Discussion on what should we do that the renewal is not at stake?

  • Improve metrics and deliverability rates.
  • Document and analyze the quarterly revenues and what % of that revenue was directly related to the Marketing Team.

Create automation Programs for high data quality and not just "Garbage In = Garbage Out"!

  • Implement the Contact Data Washing Machine app.
  • Reporting strategy to effectively monitor the weekly performance of the campaigns

 

Benchmark current state:

 

I had to run several reports from Insight (Email Analysis Overview and Campaign Analysis Overview) and found that the hard bounceback numbers were consistently over 35% for majority of the Campaigns.

Some Marketing users were just uploading lists without verifying the audience from the 3rd party agency.

 

  • Know your audience? I did an analysis of the segments and based on the data found that some contacts were just sent multiple emails in a week and some were sent emails over months.
  • Why is the audience not engaging? Broken links and not too compelling email subject lines were a factor for the contacts not opening up the emails or clicking on broken links was driving low clickthrough rates.

 

The next strategy was what is being done once the Campaign has been deployed.

 

  • What is the end goal for deploying certain campaigns, since some were for product awareness vs promotions. So this led to differentiation of campaign types and determine if it was just certain campaigns that was driving this overall challenge.
  • There is a Marketing - Sales gap, there were no meetings or discussions between these 2 Teams.
    • Sales Team acknowledged that the leads that were being passed from Eloqua were not very high quality leads or the leads passed at times were not engaging.

 

Initiatives taken and steps followed to implement:

 

One of the 1st steps taken was analysis of all the hard-bouncebacks in the DB for a certain period, reviewed and filtered on why they were marked as a hard bounceback. These contacts were exported and saved on the data warehouse in case we need to refer them back rather than just delete them out completely, since once deleted they cannot be retrieved. The database had over 4 million hard bouncebacks; we did not want to just delete all of them at once prior to a deeper analysis of these contacts.

 

We created a Program in the Program Builder, which did a series of checks on the contacts like: is it part of a certain shared list, is it unsubscribed, invalid field data for certain fields etc.

 

Once the process was determined on which contacts could be deleted from the system, I built the Program accordingly to remove 100K contacts every 2 hours.

 

  • Setup Contact Data Washing machine app in a Program which checks for curse words in certain fields. It is helping us keep clean data with accurate scoring and personalization. What we found after several campaigns that the quality of leads has improved.

  • This is not just for the regular standardizing but also added steps to append data to the Contacts.
  • Marketing Users were assigned with roles on who would be adding new contacts and uploading those contacts to the DB. Permissions were re-configured and security groups were re-configured. This has led to Marketing roles being more defined.
  • Insight reports scheduled to be sent out on a weekly basis on the performance of the previous week's KPI's to the executive Team. These reports are then merged into master report for an overview of weekly performance.
  • Implemented Progressive Profiling - this has helped with higher percentage of Profile Completeness. Gradually built up the contact's profile information (now we know the audience).

 

We did an analysis of In-active contacts, especially those who were not engaged within the past 1 year. These contacts were added to 4 different shared filters based on the region and will be re-engaged to check if their business needs have changed.

 

 

Impact to the business:

 

With a focus on the end goals and precise objectives, I was able to properly plan and execute on it from the best practices I have learnt. This has tremendously helped me achieve these measurable metrics.

 

I would like to highlight them below:

  • Approximately 3 million hard bounceback and in-active contacts were removed from Eloqua.
  • The Program is active today and removes hard bouncebacks on a consistent basis on a set criteria. Automation at it's best!
    • Hard bounceback rate is consistently under 2%
  • The renewal was easy since we knew the business needs on how many contacts were needed and as per the forecast created.
  • Increased Sales conversion leading to increased Revenue. Revenue has increased 11% for the past 2 quarters.
  • Significant 30% increase in qualified leads to the Sales Teams.
  • We have seen high quality contacts (engaging and we know the audience) that are segmented.
    • These are targeted accurately with an increased Engagement.

 

 

 

Marketing Cloud Courses that helped:

 

By utilizing the best practices of OMC Academy courses it has helped me achieve these goals, especially:

 

  • B2B: Targeting
  • B2B: Analysis
  • B2B: RPM
  • B2B: Program Canvas

Strategic Objectives

We set out to create an Eloqua-based sales enablement solution for enterprise selling teams via account-based email content helping them to better engage with top-of-funnel prospects at target accounts, or to re-engage with qualified prospects that had gone cold.  A key to the strategy was to pivot off of compelling events to engage prospects via heavily personalized account or industry-specific content based on input from the salesperson.

 

The personalization engine was powered by rich internal research provided by internally produced, industry-specific research from specialized internal product marketers and experts.  Leveraging this rich content we knew we could identify key pains and priorities triggered by account-specific compelling events such as mergers, acquisitions, regulatory changes, leadership changes and more to create relevant content based on job role, company, industry, and other known characteristics.

 

The insight-driven, account-specific content was crucial to the success of the overall project.  In all, we needed to develop a content marketing model and supporting Eloqua automation scheme to enable sellers to enter parameters and get customized, account-based outbound emails with highly personalized and relevant messaging created after research into a prospect account’s current situation.

 

 

Output Objectives

1. Create customized content that sellers can use to secure the first interview with a new prospect, sent via email and focused on whatever relevant information can be utilized about the account.

2. Re-engage with a prospect that has gone ‘cold’ leveraging information that has been discovered in earlier conversations or based on a new, compelling event to create personalized content based on environment, requirements and pain points.

 

 

Solution

Step 1: A “modular” content approach was adopted to dial into the various industries, topics, and personalization objectives.  A lot of work was done to determine what are the:

  1. Compelling events that can act as the catalyst to make the timing for outreach seem organic
  2. Industry or account-specific insights that would compel a prospect to engage with the email

 

Depending on the customization selections from the salesperson, the final piece of content could adapt in form to create a relevant, account-specific message designed to compel a prospect to engage with the salesperson.  In a technical aspect, the modular content approach aligns with dynamic content format in Eloqua.

 

 

Step 2: An Eloqua form, hosted on a landing page, shared with the salespeople and equipped with a custom Eloqua database lookup function, was created.  This is the where the seller indicates the compelling event, job role, company, and industry for the prospect to be contacted. An important part of this form is bringing this custom content outreach information inputted from the seller onto a Custom Data Object that would drive the logic for the rest of the prospect-facing assets.

 

 

Step 3: Creating dynamic, personalized email and prospect-facing landing page assets using CDOs, dynamic content, signature rules, and field merges was the final configuration for the project.  Each of these in combination on emails and landing pages allowed us to keep the assets as streamlined as possible with high personalization and flexibility.  The prospect email directs the prospect to an account-specific landing page populated with relevant industry information, and with a premium content offer for download or accelerator links available that provide the prospect with an opportunity to indicate they would like to speak to the salesperson.  Conversions on the landing page and the direct inquiries to the sellers are the main metrics being tracked.

 

Screen Shot 2017-12-15 at 12.52.55 PM.png

 

Summary

In total, the coordination of all the efforts took many months.  Dialing into the right content was the driver for the program, as without account-specific and relevant content prospects will not be interested in engaging with the emails. Keeping the development in Eloqua streamlined with an easy UX was a delightful challenge and leveraged a wide range of the expertise I have developed through my Eloqua training. 

 

A main driver of this project was to drive engagement from targeted sources.  A lot of heavy lifting went into creating personalized, account-based content that we’re measuring the success of initial engagement through email opens and click-through.  From there we are measuring conversions on the landing page through premium content offered.

 

We are in the infancy of the program and gaining performance data, but the metrics that we’re measuring success and using to optimize this program are meetings set with sales, sourced and influenced Opportunities, and of course revenue from Closed Won Opportunities.

 

Courses that helped

B2B: Fundamentals of Forms & Landing Pages

B2B: Blind Form Submits

Integrating Custom Objects with Campaign Canvas

B2B: Effective Marketing with Custom Objects

B2B: Personalizing Campaigns

By May 25th 2018, a new European privacy regulation called The General Data Protection Regulation (GDPR) will come into effect, and it will have a major impact on marketing and marketing automation. In this blog, I will share how we used Eloqua to deal with a couple of challenges the GDPR causes.

 

What is GDPR?
The GDPR regulates how companies protect EU citizens’ personal data and it applies to all companies selling to and storing personal information about citizens in Europe, including companies on other continents. Under the GDPR, individuals have:


1. The right to access – This means that individuals have the right to request access to their personal data and to ask how their data is used by the company after it has been gathered. The company must provide a copy of the personal data, free of charge and in electronic format if requested.
2. The right to be forgotten – If consumers are no longer customers, or if they withdraw their consent from a company to use their personal data, then they have the right to have their data deleted.
3. The right to data portability – Individuals have a right to transfer their data from one service provider to another. And it must happen in a commonly used and machine readable format.
4. The right to be informed – This covers any gathering of data by companies, and individuals must be informed before data is gathered. Consumers have to opt-in for their data to be gathered and consent must be freely given rather than implied.
5. The right to have information corrected – This ensures that individuals can have their data updated if it is out of date or incomplete or incorrect.
6. The right to restrict processing – Individuals can request their data is not used for processing. Their record can remain in place, but not be used.
7. The right to object – This includes the right of individuals to stop the processing of their data for direct marketing. There are no exeptions to this rule, and any processing must stop as soon as the request is received. In addition, this right must be made clear to individuals at the very start of any communication.
8. The right to be notified – If there has been a data breach which compromises an individual’s personal data, the individual has a right to be informed within 72 hours of first having become aware of the breach.

 

How we used Eloqua to deal with some of the implications of the GDPR
Obviously, the GDPR has lots of implications for all departments of companies, not just marketing or marketing automation. That is why a multidisciplinary project team was set up to inform and help out all departments to become GDPR compliant. This how we used Eloqua to deal with some of the implications of GDPR.

 

To deal with the right to access, the right to be informed, the right to have information corrected and the right to object for email marketing, we created a preference center with a double opt-in (DOI) service.

 

Preference center
In our preference center contacts can:


• subscribe and unsubscribe to emails about three business themes
• subscribe and unsubscribe to newsletters
• subscribe and unsubscribe to emails about seminars and events
• subscribe and unsubscribe to emails about training and education

 

These options are all connected to our Eloqua email groups. After the GDPR comes to effect, we can easily use the email groups in a segment to make sure that we only send out emails to the contacts who subscribed for it.

 

Furthermore, in the preference center contacts can also:


• check and change their contact details
• unsubscribe for all communications (when a contact unsubscribes, we ask him for a reason)

 

When a contact makes a change, he will always be asked to agree on the disclaimer and privacy statement, which are available on our website.

 

DOI process
To become GDPR-compliant a double opt-in is needed. Otherwise you can’t proof that your contact has given an opt-in. That’s why we created a DOI-process.

 

Scenario 1: Preference Centre
1. The contact gives an opt-in in the preference center.
2. The contact receives an email with a blind form to confirm (give a double opt-in).
3. When the double opt-in is given, the subscription is completed. The contact is redirected to a confirmation message in the preference center. In the preference center the contact can set-up other preferences.
4. All prove is stored in a CDO.

 

Scenario 2: Regular download or subscription to seminar
1. The contact gives an opt-in in a form, for example a form to download a whitepaper.
2. The contact receives an email with a blind form to confirm the opt-in (give a double opt-in)
3. When the double opt-in is given, the subscription is completed. The contact is redirected to a confirmation message in the preference center. In the preference center the contact can set-up other preferences.
4. All prove is stored in a CDO.
5. The contact also receives the download email.

 

scenario.png

 

The DOI-process is designed to make sure a contact in Eloqua will first confirm their email opt-in before they will get the globally subscribed status. When a new contact will enter the Eloqua database and gives an email opt-in (‘Yes’ on opt-in question), the contact will be globally unsubscribed. Immediately an email is send to this person with a link to confirm their global subscription. The link in the email will contain a blind form submit which will globally subscribe the person and confirm their subscription.

 

Contacts who do not confirm their subscription via this email within 2 days, receive a reminder email to confirm global subscription. This reminder email could only be send via a program builder step, as the contact has not confirmed their subscription yet (the person is still globally unsubscribed). For this reason the email in this program builder step needs to be send to unsubscribed contacts. Only by enabling the option ‘Allow email to be sent on unsubscribe’ the contact is able to confirm their global subscription, complete the DOI-process and be GDPR compliant.

 

CDO
All prove is captured in a CDO for future reference. For example:

• What is the source of the opt-in, e.g. a form on the website or someone provided their details during an event?
• What was the opt-in consent, what did they accept?
• On which date/time the action was done?
• On which date/time the confirmation of the DOI was done?

 

How to gather DOI’s
GDPR requires DOI to email contacts. That’s why we started to gather as much relevant DOI’s as possible, for example by:
• Adding opt-in questions to each form
• Adding a link to our preference center in the footer of each email
• Setting up specific DOI-campaigns in which we offer valuable content (for example a whitepaper)
• Asking subscribers to our newsletters to DOI
• Adding banners to our website with a link to our preference center
• Adding pop-up forms to our website with a link to our preference center

 

When we started our preference center and DOI efforts, we analyzed our database. We concluded that 14% of our contacts are the most relevant to us to DOI. The last three months, we realized a conversion of 4,6% on that group with the efforts as described above. We are very pleased with this first result. We are definitely going into the right direction, but we still have a long way to go. The next months we will develop full force all kinds of actions/campaigns to gather as much DOI’s as possible before May 25th.

 

Joined effort
As said, the GDPR will have a major impact on marketing and marketing automation. By using forms, CDO’s and email groups, Eloqua can be a big help in becoming compliant to the GDPR. But it will not do on its own. The way you deal with your customer data, set up your marketing campaigns, do your sales and store employee data: it is all going to change. It will affect your entire company. So, involve your colleagues, set up a project team and start to become GDPR-compliant!

Introduction:

On24 is a webinar service provider, their service is used to host some of our Live/recorded webcasts. An integration between Eloqua and On24 is built such that, the responses are captured from Eloqua progressive profile form and is pushed to On24, which is in turn validated by On24, before allowing a user to watch the live / recorded webcast. This integration has reduced manual effort in uploading data into Eloqua from ON24.

 

==> Benefits:

1. Improve customer experience

Mobile friendly registration page.

Improving brand consistency and continuity.

New responsive design templates.

All emails sent via Eloqua confirmation, reminder, and thank you/follow up.

 

2. Faster flow of Leads and Registrations

Registrants captured on Eloqua.

Automated flow of Attendees to Eloqua.

 

On24

 

===> Identifying ON24 Related Fields in Portal.

OER request form is enhanced to capture all information on On24 event.

1. Request Name must begin with ON24/Eloqua Process + your project name.

 

 

2. Webcast hosted on

i) On24 Selft Serice via Elite – Requester has access to self service tool and request for on24 link.

ii) On24 Via standalone form – Team will request on24 through manual form and will create the registration pages.

iii) Others - is used for Webcast hosted on other applications like webex, brightcove etc. If it is other, a Certain page has to be built with registrations captured on Certain.

 

==> Verifying Event Details:

 

i) If ‘On24 Via standalone form’is Selected.

Run the below report link (On24 link) and search for the event using program code, or event id, If it exists, do not create the event. If not exists, then create the On24 link by using the Manual request form. Also change the date range to see the most recent webcast created in the system.

 

==> Setting Up ON24 Registration:

Webcast can be hosted on On24 by the Marketers themselves (via Elite Self Service Tool) or with the help of On24 reps (manual Form – no access to Elite).

 

i)  ON24 Elite Tool:

ON24 Webcast Elite gives you the power to easily create and deliver professional, media-rich, and fully-branded audio and video webinars. Requirements: To use this tool, you must have an ON24 Elite account and have an active PO for the specific webcast. Contact ON24 to set up your Elite account access.

NOTE: Access to specific events is limited in Elite to the individual account that creates the webcast.

Some marketers would have self-service access on On24, to request for a webcast, and here the marketers will fill all the required details of the webcast on On24. After completing this, they would raise an OER request, by selecting the option “On24 Self Service via elite” for the question “Webcast hosted on”, in the request portal. They would also provide the webcast link which is created from On24. In this case, the team need not set up the manual form, as mentioned in the previous step.

 

ii)  Manual Form Setup By Team.

 

If Marketers do have access to Elite self-service, all the webcast details are provided on the request portal. The team will have to raise a request to On24 on behalf of the marketers. The webcast request is raised using the below On24 request form.

 

Note:

For LIVE webcast - Event Start Date & time should be exact live webcast start and time.

For Recorded webcast – Event Start Date and Time should be the GO LIVE date & time.

Once On24 has created the webcast, they will email the webcast details to both the marketer and secondary requester.

 

==> Setting Up ON24 Registration Pages (Live Webcast):

The On24 Live Webcast requires the following assets to be created.

1. Welcome Page

2. Form Page

3. Thank you/ Confirmation Page

4. Auto-response/Confirmation Email

5. Reminder Email

6. Post Event email (Thanks you or No show)

==> THE BENEFITS OF ON24 :

∞ EXTEND YOUR REACH TO A LARGER, WIDER AUDIENCE

∞ DECREASE THE TIME TO MARKET WITH NEW PRODUCTS

∞ INCREASE AWARENESS AND ACCELERATE PROSPECTS THROUGH THE BUYING CYCLE

∞ STRENGTHEN BRAND RECOGNITION WITH A FULLY CUSTOMIZABLE WEBINAR ENVIRONMENT

∞ ENABLE MORE MEANINGFUL AUDIENCE INTERACTIONS THROUGH MULTI-MEDIA PRESENTATION TOOLS.

 

==> Business Impact on ON24:

1. From driving demand to retaining customers, tech companies face a unique set of challenges. Tech brands struggle to stand out in a hyper-competitive landscape and a global marketplace. Their datadriven cultures put extra pressure on marketers to produce and qualify leads.

 

2. With ON24, it’s easy to deliver great-looking, high-impact webinars to directly engage customers and prospects. Whether you’re delivering thought leadership or walking them through a live demo, ON24 Webcast Elite is powerful, flexible, and scalable enough to help you drive pipeline and grow your business.

 

==> RESULTS :

Results include better webinars and a new webinar offering With the ON24 platform, BRW launched a new webinar concept, moving:

i)  From a traditional marketing model with a single speaker delivering a promotional message

ii)  To an educational webinar with three speakers, all market leaders in their respective fields, addressing topics currently affecting their respective industries.

 

==> Business Review Webinars(BRWs):

The new webinar formula is providing sponsors with improved revenue-generating opportunities while maintaining the objectivity of the webinars topics being presented. The model is a huge success.

 

i)  Larger audiences. A sponsored webinar on nanotechnology drew a respectable audience. The same topic, presented from an academic point of view on the ON24 platform, drew four times as many registrants.

ii)  More webinars. Using Webcast Elite simu-live capabilities, BRW can circumvent speakers’ holiday schedules by pre-recording their sessions and run an additional 190 webinars throughout the typically slow summer months in Europe.

iii)  Higher-quality leads. BRW conservatively estimates its sponsors have sealed contracts worth over $50 million as a direct result of the data and analytics generated from its webinars.

iv)  Time and cost savings through video. A pharmaceutical manufacturing client of BRW turned a physical guided tour of its manufacturing facilities into a video tour that can be streamed during a simu-live webinar. With the use of video, the company did not have to shut down manufacturing operations and deal with stringent cleanroom regulations associated with in-person tours.

 

==> Courses that have helped me:

Following courses have immensely helped me in implementing and developing the Eloqua templates:

 

  • B2B: Fundamentals
  • B2B: Fundamentals of the Campaign Canvas

 

Please do feel free to write to me or comment below if you have any queries or comments on this.

A blog post about the importance of evaluating the how and why of your marketing automation setup and making adjustments to improve the effect of your marketing efforts.

 

Challenge
Our consulting company was recently contacted by a client where Eloqua was implemented little over a year ago and just in time for their evaluation of Eloqua components the client had some turnover of personnel tied to key roles of their B2B marketing team. Prior to the turnover of personnel the client had seen a downward trend on some of their key metrics. For that reason, this evaluation was very important so a decision to bring in outside help was made. The client in question still had a good amount of leads entering their funnel, but prospects were not converting like they used to. The challenge was to come in as Eloqua experts and identify the problem and assist in regaining control of the funnel.

 

Client info

The client is an industrial equipment company who is manufacturing and selling heavy machinery to other industries. 

 

Approach and Measurable

In order to identify the cause of the declining metrics, we reached out to managers within both marketing and sales in order to learn their perception of what is working and what is not. Together, we started by doing research on the ideal customer. We also reviewed funnel stage definitions, lead scoring models and thresholds, existing personas and persona journeys. We were able to identify some discrepancies between how we wanted things to be and how Eloqua was setup. In order to measure the effect of any adjustments, we had to have a before and an after value of the metrics we wanted to turn around. Together with stakeholders from marketing and sales, we reviewed insight reports and campaign dashboard and decided on few key metrics that we would use to measure the effect of our changes.
The metrics we decided on were
:

  • Conversion by lead stage
  • Sales Qualified Oppurtunities
  • Campaign Response
  • Campaign Activity
  • Campaign Hand Raises

 

 

Discoveries

During our review of the client’s lead scoring model and thresholds, we found a decreasing conversion rate between the prospect stage and the marketing qualified lead stage of the clients funnel. We also saw an increasing number of pass-backs from sales to marketing. Sales accepted too many leads where an opportunity couldn't be qualified simply because the quality of the leads wasn't good enough. The numbers were really trending in the wrong direction. We also found some content misalignment where content that was designed to prove edge over competitors and incentive to buy now content was presented in too early stages of the funnel. During a meeting with regional representatives, we also learned that a few countries wanted to populate their email assets with title but the client did not a have a high enough contact field completeness on the title field in their database.

 

Actions and Results

  • Based on updated persona journey, we aligned content to better address the pain-points of each funnel stage. Edge over competitors content has been moved from the early stages of the funnel to the marketing qualified lead stage of the clients funnel and incentive to buy now content has been moved to the justify stage of the clients funnel. Thus far, the updated persona journey has proven to engage contacts of all funnel stages more as campaign responses, campaign activity and hand-raises has increased since implementing the new persona journeys.
  • In order to minimize the pass-backs from sales to marketing, we raised both engagement and profile threshold that prospects need to achieve in order to be nurtured in the marketing qualified lead stage of the clients funnel.  The client is now marketing to a lower amount of marketing qualified leads and sales are also accepting a lower amount of leads but are still able to qualify more opportunities due to the marketing qualified leads being more ready when contacted by sales.
  • In order to start collecting the title field desired by certain European countries, we made the title field mandatory in every type of form a suspect or prospect would use when interacting with assets of certain languages. Together with content re-alignment and updated persona journey, the more formal use of title have really contributed to a big turnaround of campaign metrics in those regions specifically.                                                                                        

Luminary_Blog_Image.PNG

Summary

After implementing our changes we have seen the predefined metrics climb past the levels they were at prior to the start of their decline. We have already seen a small increase in revenue but as sales are able to qualify more opportunities, a significant increase in revenue seems imminent and that is as we all know the ultimate metric. Moving forward, we will be investigating the cultural aspects of different regions where the client has contacts they are marketing too. Similar to the use of title giving a great increase in campaign metrics there might be additional cultural aspects our client can leverage in order to expand their business. Perhaps a process of self targeting through preference center will be in their future.

 

Courses that helped

B2B: Revenue Performance Management
B2B: Fundamentals of forms
B2B: Targeting
B2B: Engagement

Marketing Challenge

 

In my role, I have to do a lot of client and lead-gen webinars. I constantly look for ways to improve the webinars performance and attendance rate. I created a new process to allow instant registration which is a much simpler process for our clients to register for the reoccurring webinars.

 

Goals

 

1. Improve client registration experience

2. Eliminate reminder emails sent through Eloqua since they are manually created which include confirmation, day before, day of, thank-you and sorry emails.

 

Documentation

 

I created a Visio diagram to outline each step and all the little details needed to complete a webinar campaign. There are so many steps in a webinar build that it's easy to get lost in the process. I think the Visio diagram is a great way to visualize all the steps in one place and the sequence of the build process.

 

Campaign Description

 

We use 3 tools for our webinars: ON24, Adobe Experience Manager (AEM), Eloqua

ON24 - It's integrated with Eloqua.  The registration and attendance information will be sent to a CDO in Eloqua. I'm using ON24's built-in email notification to send confirmation, day before, day of, thank-you and sorry emails.

AEM - Landing pages are built within AEM. However, I'm not going to use AEM to build the registration landing page. Instead, I'm using Eloqua landing page. This will save us some time in the whole webinar build process.

Eloqua - I built the campaign flow, registration form, landing page, and invitation emails for the webinar. One benefit of not sending confirmation, reminder and follow-up emails in Eloqua is that I don't have to deactivate the form processing steps of Send Submitter an email and Add to Campaign right after each webinar.

 

See below for the template:

 

Within the invitation email, I used the blind form submit and included a refer-a-friend link. I didn't create a separate form for the refer-a-friend link since I want to keep all the registrants under the same form. I can tell where the registrants are coming from by looking at the registration source. In the query string, I added in a variable of Source to specify the link source. For example, I appended &source=invite1 to the Instant Registration link and &source=raf to the referral link.

Within the landing page, I added the following code in the JavaScript to retrieve the registration source.

 

function getQueryStringParamValue(keyvalue) {

    var params = {};

    var strURL = document.location.href;

    var qs = '';

    if (strURL.indexOf('?') != -1) {

      qs = strURL.substr(strURL.indexOf('?') + 1)

    }

    if (qs.length == 0) {

      return '';

    }

    qs = qs.replace(/\+/g, ' ');

    var args = qs.split('&');

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

      var pair = args[i].split('=');

      var name = decodeURIComponent(pair[0]);

      var value = (pair.length == 2) ? decodeURIComponent(pair[1]) : name;

      params[name] = value;

    }

    var qsparam = params[keyvalue];

    return (qsparam != null) ? qsparam : '';

  }

function setSourceInfo(){

  if(getQueryStringParamValue('source') != "") {

                                document.forms[0].source.value = getQueryStringParamValue('source');

                  } else {

                                document.forms[0].source.value = "Unknown";

                  }

}

 

Within the form, I added the hidden fields: Eloqua campaign ID, SF/OI campaign ID, email ID, ON24 ID, ON24 Key, Source. In the Post Data to Server processing step, I put in "partnerref" as the value for Source. So this registration source information will also be pushed to ON24 reporting dashboard.

 

QA

 

Every webinar needs to be approved before activation. Everything needs to be checked including the campaign logic and settings, all the emails, forms, landing page, etc.

With the new process, the team was able to cut down the QA time from an hour to 30 minutes!

 

Marketing Cloud Courses

 

B2B: Conversion

  • B2B: Advanced Editing and Form Processing
  • B2B: Blind Form Submits

 

Impact on Business

 

This is a win-win strategy for both the clients and the marketers. Having the blind form submit improves the client webinar registration experience since it's only a click away from registration.

This also saves me at least 3 hours in building out the whole webinar process.

4 Lessons Learned converting trial users with a drip campaign

 

The challenge

Our company offers a one-month free trial, and for us, this is one of the single most critical times in our relationship with our trial users. The challenge is that we have four weeks during the trial to get them to use our tool, know and understand our tool and value it enough to buy it. Before we used Eloqua, we didn’t have the means to do just that. We saw a lot of users never actually using the tool. The initial feedback we got back was that they were overwhelmed when they first used it. With Eloqua, we turned that around by using the inbox of the potential leads -- empowering them to use, know and eventually buy our tool.  This post describes the benchmark, flow, and the lessons we learned during the campaign and how to increase customer activation by keeping new users engaged during our trial.

 

Benchmark

Because this was one of our first campaigns in Eloqua, we didn’t have a benchmark

 

Goal

The Goal was to increase the conversion rate from 2-5 % to 5-10%.

 

The campaign

To engage the users during the 4-week trial. we built a welcome drip campaign consisting of two main flows. One for existing customers and one for new customers.

 

Campaign flow steps:

  1. Inbound channels, online campaigns
  2. Form
  3. Inbound segment
  4. Welcome email (personalized based on product data and known CI data)
  5. Filter check (customer – non-customer)
  6. Non- customer: email flow based on engagement with the tool
  7. 4-5 Custom emails based on low, medium, high usage
  8. Customer: 3 emails based on time spend in trial (weekly mail)

 

 

flow steps.jpg

 

Technique/lessons learned

 

1. Send the first Email to users immediately

This is obvious, but at first, we couldn’t send the first email straight away because of technical issues. We immediately noticed that the open rate decreased. After we shortened the period between form filled and email sent, to less than two hours, we saw that the open rates increased again.

 

2. Provide clear by step  instructions how to use the product

The primary goal of the trial is to convince the customer to start using the product as soon they can access it. Our current product is unfortunately not as intuitive as we want it to be.  So for us, it was essential to give clear instructions how to help the customer get started with using the product. In the first email we send, we take the chance to welcome and thank our users for signing up and show the first steps they must take to get started as quickly as possible. We also included a list of helpful resources, including a link to customer support, and additional support documentation.

 

3. Personalize your email

We personalized all the emails in the flow. In our emails, we address the trial users by name and use a personal signature. Besides that, we use a dynamic link to fill the product details in the subject line, header and the closing paragraph.

 

email.jpg

 

4. Interaction based on actual customer behavior with behavior-triggered emails

We use behavioral e-mails based on usage to deliver relevant content directly related to the way our trial users interact with our tool. We have built three paths in our campaign flow (see image below for details) :

 

  1. No usage: When a user doesn’t log in or interacts with our tool. We send a mail where we ask them If there are any issues with logging in and reminding them of the trial with tips for beginners.
  2. Medium usage: We send a mail with triggers, tool, and tips to stimulate usage.
  3. High usage: We send a mail with a link to our e-commerce shop. With the anchor text: “You are a frequent user of our tool, maybe you want to buy…..”

 

Campaign flow step details in Eloqua

 

flowsteps eloqua.jpg

 

 

The Results

For now we don’t have conclusive results from the campaign as a whole.  This is because we just started with the campaign and the lead time is about 8 weeks.

 

Future Results/Business impact in 2018

 

  • 3000 leads (uptake of 25% in 2018 compared to 2017)
  • 500 MQL's  (uptake of 25% in 2018 compared to 2017)
  • 300 SQL's (uptake of 20% in 2018 compared to 2017)
  • 87 opportunities (uptake of 20% in 2018 compared to 2017)
  • 40 customers  (uptake of 10% in 2018 compared to 2017)

 

Conclusion

Marketing automation with Oracle helps us, to nurture prospects with highly personalized, useful content that helps convert leads into MQL's and turn MQL's  in SQL's, opportunities and finally customers. We suspect that the applied techniques in combination with this type of marketing automation will generate significantly more new revenue and will increase our return on the investment with at least 10 – 20 % within the first year.

 

Courses

B2B Technology

B2B Conversion

B2B Engagement

B2B Analysis

Introduction

It is every Campaign Designers’ and every Marketers' dream to build, design and deploy campaigns which can be completed:

•    Using brand approved assets and contents.

•    With best practices & compliance.

•    By building the assets efficiently and effectively and minimizing the assets creation time.

 

The marketing challenge we were trying to solve

With an organization such as ours which operates globally but deliver campaigns at regional levels and design assets accordingly keeping in view the target audience at each geography, standardizing the assets, making sure every asset that is developed follow the same brand guidelines and the principle is a key challenge. At the same time, we were trying the reduce the time taken to create the assets.

 

Goals set at the start to validate success

•    To reduce the asset creation time by at least 30%.

•    Faster deployment of campaigns & reduction of campaign delivery SLA

 

The Solution

To make sure that the assets developed in one part of the globe looks identical and follows the same branding guidelines and principle that are developed in any other parts of the world, we have developed templates and modules which are used across all the regions. The templates are developed for Email, Landing Page, Forms.

The modules have been developed and coded using HTML, CSS & JavaScript.

A master template is designed for each of the assets which carry different modules. As per the requirement of the Marketing Manager, the campaign designer can simply choose the module, add the content text, images, Call to Action button, Hyperlinks, build the assets and deploy it.

This not only enables faster asset building but also to maintain the same standard design as well as brand philosophy across all the regions, among all the different campaign designers who are in different regions.

Following are few of the snapshots of the Email module template.

Email Header: As a standard, the Email header carries the Company logo, which can be quickly changed to a Product logo or anything else as per requirement using the Actual URL from the Component Library > Images.

Banner Image: The Banner image module is designed such that the banner is rendered properly on both desktop, mobile and other devices.

Other modules built into the template as per design and brand philosophy:

•    Single column copy

•    Single column copies with bullet list and primary CTA button

•    Two columns with image on right

•    Two columns with image on left

 

The bottom line is to create and develop the assets quickly, and maintaining same standards, branding and design guidelines. So, an email developed in the United Kingdom would look identical to the one developed in Australia.

EMAIL 2.JPGEMAIL 6.JPGEMAIL 1.JPG

Creating a template

When you have created the Asset, Campaign Canvas, or Segment which are ready to be saved as a template, please follow the following process:

  • Click on the Action button
  • Click on Save as Template
  • Lastly, fill out the details Name, Description, Text to Display for Link, URL for Link and Location to be saved it on.

 

EMAIL 4.jpgEMAIL 5.JPG

 

Going Forward

The templates are being continuously updated and developed to fix bugs and to increase and accommodate new features as per business requirements.

 

Summary

The templates are campaign developer's best friend. They make the process of assets creation faster, simpler and more importantly, easier to follow the best practice and branding guidelines.

With the help of the templates, our team has managed to save a huge amount of time and thereby increasing the overall productivity.

 

Time taken to build campaigns before using the templates: 12000 minutes/month, considering following parameters

•    4 Assets

•    Average of 100 Campaigns/month

•    Average of 30 minutes/Campaign

 

Time taken to build campaigns after using the templates: 6000 minutes/month, considering following parameters

•    4 Assets

•    Average of 100 Campaigns/month

•    Average of 15 minutes/Campaign

 

Overall Business Impact

We could save almost 50% of the time from our campaign build time, which in turn has increased the overall productivity of the team. 

We could also now do faster deployment and delivery of the campaigns. The SLA for campaign delivery is now reduced from 4 days to 3 days for the basic Email campaigns.

 

Courses that have helped me

Following courses have immensely helped me in implementing and developing the Eloqua templates:

 

  • B2B: Fundamentals
  • B2B: Fundamentals of the Campaign Canvas

 

Please do feel free to write to me or comment below if you have any queries or comments on this.

Introduction

If anyone has ever had the pleasure of ripping all of your hair out trying to manipulate a seemingly non-complicated program in Program Builder, you’ll understand what a glorious god-send that is the Program Canvas. You can rinse your contacts in the washing machine, update and maintain CDO data, and manage your CRM integration all on a beautiful whiteboard.

 

While it’s not perfect, and there could be some improvements like having the listener trigger off more than just new contacts or lead score change, I found a non-traditional use for it in one of our more interesting programs.

 

The Game

The Mars Network Challenge is a game on the Cisco website that includes a series of bases and levels where you have to engineer a plan for sustainable life on Mars, with help from our new networking platform. You sign up by filling out an Eloqua form at the beginning of the game, and then that same form is used to post any time someone completes a base (looks like an additional form fill, but has their level score and which base they completed.) So a sign up would be a regular form fill, base completion is more of a blind submit, but both submissions are recorded on the same form.

 

The Marketing Challenge

We found that there were a number of people signing up for the game and not playing, or they would complete one or two levels and never return to the page. We wanted to:

  1. ) increase engagement/return visits to the Mars Network Challenge game on our website
  2. ) provide the user with supporting assets that would correspond with the theme of the level they just completed.

 

The Strategy

The idea is to make sure we first acknowledge the fact that someone has shown interest in the game by signing up and giving us their info. This would explain the game, invite them to play, and remind them of the prizes and leaderboard. Then we want to make sure they are invited back within the next few days, since we had nearly no return visits in the days following the initial signup. For people who were engaging with the game and completing bases, we wanted to congratulate them on their accomplishment and show them their score, but also give them access to assets that support the theme of the base (e.g. security). Some additional touches would be sent for inactivity and new base notifications.

 

Here are the emails we created, and when they are triggered:

  1. ) Base Completion 1-4: Whenever a base is completed (blind form submission)
  2. ) Welcome 1: initial signup
  3. ) Welcome 2: two days later IF they haven’t completed any bases
  4. ) Inactivity 1-2: Sent when the form has not been submitted (no activity) in the last 14 days. They receive the first email, and then 14 days later if still not active, they receive the second.
  5. ) New base alert: When new bases are available on the website

 

Here are some examples of the emails:

 

The Tricky Part

Now that we have the emails, we needed a way to send them at the right time. A curveball in the whole thing was that the game was already live on the site for about 5 months before this email program was created, so there were already form fills that we would need to consider while creating the rules AND we had no choice but to edit the form while it was live. Any Eloqua nerd gets a full anxiety attack when that “this is live are you sure you want to save?” message comes up during a live form edit.

 

The Solution

The four base completion emails are triggered conditionally upon the form being submitted. The rules went off the form field: Level 1 = exactly Complete would trigger the Level 1 Base Completion autoresponder email. Level 2 Complete would trigger the second email, and so on. In the email, we field merged the persons score into the main body, had CTAs to invite them back to the game, and offered supporting assets.

 

 

For the welcome and inactivity emails, we used a combination of program canvas and campaign canvas to coordinate the sending of the emails at the proper time.

 

Program Canvas

Since we used the same form for the game, we needed to use Program Canvas to route contacts. We had two listeners that are listening to the form: 1) is listening to new signups 2.) is listening to ALL form fills. The great thing about program canvas is that someone can exist in two places at the same time on the same canvas.

 

When someone signs up for the first time they enter both listeners. One will send them to the campaign canvas to receive the welcome email, the other will send them into an endless loop to check their activity. If at any point they haven’t filled the form in the past two weeks (meaning they haven’t played the game) they are sent to the campaign canvas to receive the inactivity email.

 

 

 

Campaign Canvas

You cant send emails on the program canvas, so we used it for routing. The campaign canvas holds the actual emails.

 

The welcome path has the first welcome email, wait two days, and a check to see if the CDO has any of the bases marked complete. If they haven’t completed a base, they move to Welcome email 2 which invites them back to the game.

For the inactivity path, we send the first email and then exit them. If they reenter via the program canvas, they skip email 1, we send them email 2 and then exit them.

FYI: This campaign requires us to click the checkbox in settings to allow contacts to re-enter the campaign.

 

 

Results

This was the very first time we have used program canvas, so we were excited to see the capabilities and potential future uses for our company outside of the standard data cleansing and CRM integration tasks.

 

We have only had the program running for about 20 business days, but so far the results are trending positive. Our average unique open rate is 35.79%, and unique click to open rate is 12.21%. This is compared to 14.8% and 1.7% in our existing nurture programs for that same persona.

 

 

Summary

While we don’t have enough volume yet to really see an impact on return visits to the game as we wind down into the holiday season, we are looking forward to seeing the amount of visits jump in the new year.  We are looking to expand this same campaign structure across multiple languages to support our global strategy.

 

This was a great exercise to learn the capabilities of the program canvas beyond what it was intended for.

 

I think our main learning from this is that program canvas can be a powerful tool to be used for lead routing. Using the program canvas to consolidate inbound entry points, push the contact through a series of hierarchical decision steps, and then properly route them based one industry/persona/vertical/interest to the right nurture campaign would be hugely beneficial to our company. This would centralize the routing, eliminate the overlap in segmentations by creating that persona hierarchy, would seamlessly move contacts to their next best action campaign, and reduce the number of times we need to activate/deactivate individual canvases.

It’s that time of year again, where I begin the ultimate task of auditing and organizing our Eloqua database for the upcoming year. A certain amount of degradation happens naturally throughout the year with processes and data, so it’s important to perform this type of check at least on an annual basis, if not more frequently. This year is going to be more challenging, however, as we extend our global reach from the U.S., Europe and South America to bring Asia Pacific support into the fold. The number of assets is growing and the number of folders to keep organized has increased. With the European Union (EU) General Data Protection Regulation (GDPR) coming into effect in May 2018, we must execute programs while meeting rapidly evolving and more rigorous data privacy and compliance standards. All modern marketers are in the same boat in this regard so I’m sharing my process in hopes that it helps others or encourages people in stride with me to share what they are doing to tackle the exciting times ahead of us all.

 

SpringCleaningMeme.jpg

 

Objective: Capture current state of contacts to improve health and measure against the previous year

Goal: Clean, complete database

 

Data is at the very foundation of our sales and marketing strategies. As such, it needs to be as accurate, complete and modified to stay that way as much as humanly possible. With that in mind, I like to begin by purging our database of contacts marked for deletion, including inactive and invalid contacts. I will also be reviewing picklist and lookup table values to ensure the data is still accurate. Documentation will be need to either be created or updated throughout this entire process.

 

To capture the current state of our contact database, I will perform contact audits using the following out-of-the-box Eloqua reports:

•    Database Health Dashboard – This is a must-have for all Eloqua Administrators because it quickly gives you at a glance an overview of your entire contact database.

Contact Details – This report shows you what percentage of your contacts are active and reachable, as well as those who have been inactive and unreachable within a 12-month period.. This report can easily answer your questions surrounding the size of your database, your actual reach, how engaged your active contacts are, and if your database is growing at the rate you have set.

 

ContactDetails.png

 

Contact Field Completeness – I use the Contact Field report to keep an eye on if we are properly are using segmentation or lead scoring, as it shows you the completeness of your standard contact fields. This can help you determine the quality of your data and what fields may need to be appended.

 

ContactFieldCompleteness.png

 

After a thorough review of our contacts and fields, immediate issues can be addressed and recommendations are given with plans to improve the future health of the database.

 

Objective: Review areas where we can improve privacy for GDPR compliance

Goal: Achieve and maintain GDPR and Privacy Shield compliance

 

If you collect and manage personal data from contacts in the European Union (EU), an accurate and complete database is only the beginning of being able to establish GDPR compliancy. Here are a couple main practices I will be focusing on improving to meet these regulations:

•    Opt-In Policy: Consent is required to email these contacts, and this includes opt-in renewals as well. If you already have a defined policy in place you are halfway to meeting compliance. Just make sure you apply a date/time stamp to prove when they consented to your emails. If not, here is a helpful article and a document from Topliners on how to set up a double opt-in in Eloqua 10 to get you started.

•    Data Cleanup: If you don’t have the correct permissions to contact someone via email, you should remove them. You can setup an automated process to take care of this in the future. Also get rid of your hardbounces and unsubscribes if you haven’t already.

 

Objective: Determine if our CRM integration is still supporting our needs for the global business and our planned marketing programs

Goal: Ensure our CRM integration supports global business processes

 

To help facilitate alignment between our marketing and sales team, and to connect our global lead gen processes, our integration with Salesforce must be functioning properly. Some of the areas of CRM integration I will be focusing on are:

•   Field mapping – This will include a complete review of all fields used on a lead, contact and account record in Salesforce, as well as the contact and account fields in Eloqua. It will begin with my field mapping worksheet that documents all the fields that are shared between the two systems. I have attached an example worksheet for you to use and update as you see fit for your own integration. This worksheet was created during the implementation and integration setup and is continuously updated as new fields are added and changes are made. Any field changes that were made throughout the year but not updated on this document can be added now.

 

FieldMappingWorksheet.png

 

•    Auto Synchs, Internal Events and External Calls – An audit will be performed to ensure these calls are working as intended and linking the correct information in each of the systems. At this time, I will also review our lead routing programs in Program Builder to ensure the lead flow delivery process is current or if it needs to be updated in any way.

 

Objective: Organize and clean up our assets, components and folders from the previous year

Goal: Organized database that is accessible to all users

 

This last exercise is the most time consuming, but a good one to get to know your assets and where they are housed. Now is also a good time to document your folder structure and the assets within them if you haven’t already done so. This review includes:

•    Folder structure and naming conventions – Make sure they are organized and the assets within them are still easily accessible. I found this Naming Convention Generator from Topliners very helpful when first developing an organized structure in our database. It is especially helpful when applying names to global assets.

•    Reviewing and organizing all assets - Make sure you include Programs, Campaigns, Landing Pages, Emails, Forms, Components, Users, Custom Objects, Segments, Lists and Filters, Data Tools and Reports. We can then determine which ones are active, no longer being used, outdated, ones that can be re-purposed or can be archived. I start this review by pulling the out-of-box Overview reports for most of the assets from Insight, that way I can see everything at a glance and not in their individual folders in each asset area.

 

Next Steps:

 

Create a schedule for ongoing weekly, monthly, and quarterly maintenance and optimization of the system. The more I keep up with it throughout the year, the easier it will be next year during this time. The more organized and accessible the assets in the instance are, the more agile and proficient we can be.

 

Happy cleaning my friends. Until next year!

 

Helpful Academy Courses:

 

B2B: Fundamentals Series

Eloqua 10: Data Cleansing (ILT)

Eloqua 10: Database Configuration

Eloqua 10: System Integration

B2B: Insight for Reporters

Eloqua 10: CRM Integrations (WBT)

Background

 

As a company that operates globally, effectively managing the challenges of different time zones was critical in our email marketing planning.  As international marketers we needed to ensure that we were delivering the right value to the right audience at the right time (THEIR time).

 

The Current Challenges

 

We wanted to avoid creating separate regional market segments or duplicating email components, as this was very time consuming and created additional workload for the execution team.  It also meant that there were numerous campaign components created in Eloqua.  It was critical however that we were able to provide detailed email reporting metrics, broken down by region.

 

Our Goal

 

Our goal was to improve the user experience by tailoring the deployment times to major regions as defined by our organization.  From a technical standpoint, we needed to adjust the campaign activation time to specific/regional time zones without duplicating email assets and still have access to detailed regional email reporting metrics.

 

Implementation

 

As we needed access to detailed regional email reporting metrics, we decided to implement a separate Campaign Canvas Template dedicated to global deployments.  This consisted of three Regional Shared Filters that allowed us to deploy our global campaigns in specific local times. It also gave us greater flexibility as we didn’t need to create separate market segments or clone emails. Additionally we were still able to report on email metrics for individual regions which added additional value.

 

Step 1: Create Global Campaign Canvas Template that consists of basic campaign components:

 

  • Placeholder for 'Market Segment'
  • Placeholder for Regional 'Shared Filters'
  • Placeholder for 'Email' Component (the same email copy included in the canvas three times)
  • Campaign End 'Wait' Step at the end of the campaign flow (to verify who passed through the whole campaign)

    Note: This scenario is applied only for English deployments targeting a global audience. Localized (region specific) campaigns are coordinated separately.

 

Global_Campaign_Canvas.png

 

Step 2: Set up Regional Shared Filters as per business requirements

 

In our scenario we created three regional shared filters:

 

  • APAC Zone
  • EMEA Zone
  • AMERICAS Zone

    Note:  At the back-end, each of the regional shared filters included a list of the respective countries.

 

Step 3:  Apply the discussed settings to the Global Campaign

 

Once the respective email and campaign canvas was created, we replaced the place holders (described in Step 2) with the actual campaign assets.

 

Important:  In order to make sure that the email was deployed in a proper time zone, we needed to adjust the email ‘Scheduling’ options accordingly:

 

  • Navigate to the email ‘Scheduling’ settings
  • Check ‘Only send during certain days and hours’ option and pick up preferred time range
  • Define the time zone
  • Pick up the relevant deployment date

    Note:
      This needed to be applied to each of the email components separately, according to the respective regional filters. 


Scheduling_Settings.png

 

 

Step 4:  Digging into the reporting capabilities


We used the Eloqua Insight module to obtain reports per defined regional filters:

 

  • Navigate to Eloqua ‘Classic Insight’ reporting Module > Click on Reports & Dashboards’ > ‘Emails’ > Emails Metrics’ Email Analysis with Delivery Type’
  • Choose proper ‘Time Span’ and search for the respective ‘Campaign Name’. Click ‘Run Report’
  • Double click on the ‘Email Name’ to drill into the details
  • Eloqua will generate the report divided in multiple (regional) batches.  We needed to merge them in an Excel spreadsheet, based on the deployment time (and then use Excel formulas to sum them up)
  • To export the data, navigate to the left corner, and follow the steps below: ‘Home’ > Select ‘Export’ > ‘Excel with formatting’ > ‘Export’.  Eloqua graph functionality can also be used if needed

 

Results and Conclusions

 

  • Better user experience by adjusting the deployment time to specific regions (delivering the message in THEIR time)
  • Obtaining granular campaign reporting at the regional level (which provided added value and allowed further optimization of campaigns at the local level)
  • Manual efforts were reduced by decreasing the number of assets created (landing pages, emails) to obtain more detailed reporting

 

Courses that have helped

 

  • B2B: Fundamentals of Segmentation
  • B2B: Fundamentals of the Campaign Canvas
  • B2B: Program Canvas (WBT)
  • B2B: Insight for Reporters
  • Eloqua 10: Insight for Reporters (WBTs)

Our Goal:

Targeted Marketing to the Install Base by Extending Engineered Selling Process

 

Introduction:

 

Corporations already know who their major customers are - their Install Base.  Our strategy to grow sales is to increase our wallet share of the Install Base IT spend.  Engineered Selling was the primary initiative to drive this strategy.  However, Engineered Selling is high-touch and resource intensive, allowing only a relatively small subset of our Install Base to be reached directly.

A low-touch program that allows a similarly proscribed and measurable outreach to IB customers and executives not otherwise directly reached by Sales is needed to augment the Engineered Selling program.

 

Eloqua gives us this capability.  Engineered Campaigns is our proposed process.

 

Marketing Challenge:

 

Enable the shift of demand gen from greenfield to Install Base by:

  • Extending the reach of Engineered Selling program to a broader set of accounts by providing Eloqua-based automated low-touch sales campaigns
  • Enable Product Marketing and Field Marketing to define highly focused campaigns targeting specific IB segments to be executed in a turn-key “push-button” manner by Sales
  • Drive accountability with tailored BI dashboard that validates campaign effectiveness

 

What is the business strategy that this supports?

Effective targeting. In today’s world, rather than reaching out to our contacts and customers, we need to continuously engage them.

 

How will the business benefit from this?

Accurate targeting will help us in generating quality leads at a higher conversion rate, thereby increasing the sale revenue generated per Marketing dollar spent

 

Implementation:

 

- Target accounts categorizations are defined

- Below pyramid shows our target account categorization

 

-Based on product marketing or corporate marketing requirements, engineered campaigns are created in Eloqua. A sample is shown below

 

 

- There are two modes defined for implementation

a. List Mode

b. Self Service mode

 

- Process for list based engineered campaign process as defined below

  -Chosen list is added to Eloqua and added to campaign using REST/Bulk APIs provided by Eloqua

- Self service mode is also provided to sales reps where in they can directly add contacts to chosen engineered campaigns.

 

Self service portal is shown below.

 

- Rep can choose a contact and add them to engineered campaigns. These are then added to Eloqua shared lists and Eloqua Campaign using REST API integration provided by Eloqua

 

Execution:

 

- Once the campaigns are created for particular product/account category, they are approved and published

- Contacts are constantly added to campaigns from list based approach or self service mode as explained above.

-Results of campaigns are analyzed in an activity portal. Activities are extracted from Eloqua using Bulk API and regularly synced to our PaaS environment where activity portal is hosted

 

-Reps and Sales Managers will be able to view activities generated out  of their campaigns.

- At this point they can decide to create a lead in CRM. If that option is chosen a REST API call is made to CRM system and Eloqua contact will also be updated

- If nurture campaign is chosen then by using Eloqua APIs, this contact will be added to nurture process

 

Conclusion:

 

Using the capabilities provided by Eloqua platform, we enabled Product Marketing and Field Marketing to define highly focused campaigns targeting specific install base segments to be executed in a turn-key “push-button” manner by Sales. Campaign effectiveness is constantly monitored and followup actions are performed by sales like creating a lead in CRM system or further nurturing in Eloqua.

 

Targeting right accounts with right message, helped to improve our conversion rates and boosting our sales to our most valuable install base customers

 

Helpful Marketing Cloud Courses:

 

  • B2B: Fundamentals of the Campaign Canvas
  • B2B: Fundamentals of Segmentation
  • B2B RPM
  • B2B Form and Landing pages
  • B2B Engagement
  • B2B Targeting
  • B2B Technology
  • B2B: System Integration

Strategic Initiative

 

Our marketing challenge involved enhancing and improving personalization and the customer journey experience with our company’s events. Currently, event campaigns are not necessarily always with informational campaigns. The overall objective was to better integrate events into omnichannel orchestration, and Eloqua plays a significant role in aiding that on a technological level. To understand event campaign nuances and Eloqua technical capabilities, I needed to understand how Eloqua is used to manage events and the current state of our event management in Eloqua. This relates to current campaign structure, emails, registration pages, landing pages, and other parts of a customer’s digital interaction, and how this plays out in different regions. I also needed to know how we gather events data for analysis. Ultimately, I needed a solid understanding of Eloqua's technical capabilities and how we utilize them when designing and executing event related campaigns.

 

Goals

 

Because this was a strategic initiative, the overall goal was transformational in nature. However, I needed understand the current state and determine how to improve our future state. I wanted to understand how events and associated campaigns are currently conducted using Eloqua, and how we can improve upon the process to improve personalized messaging for events campaigns. To that end, I spoke to Eloqua users at my company to learn about Eloqua’s events capabilities, in addition to my learning from the Eloqua training. I also wrote business use cases related to the events process and segmented them according to event stage, and identified which user stories can be executed using an Eloqua tool or function. These user stories were circulated with Eloqua users and technical implementation experts for confirmation.

 

To build my proposals, I needed to start from the basics. For example, I wanted to understand how Eloqua is used to build event campaigns, and how events are included in existing campaigns. Furthermore, I wanted to determine how we can integrate events into existing campaigns, and segment audiences to serve content that's relevant to their interests. My goal was to determine if event campaigns perform better than informational campaigns, and whether integrating events into informational campaigns will improve informational campaign performance.

 

As part of my analysis, I measured campaign performance for events versus non-events. I wanted to quantify the case for events personalization. My goal was to see if event campaigns perform better in terms of open rates, click throughs, and form submits versus non-event campaigns. I pulled six months of active global campaign data, segmented the campaigns based on keywords related to events, and trimmed the data based on how many people received the campaign emails (6,000 or fewer emails delivered to segment for small and medium size events). Then, I compared the events campaign data to non-event campaign data to measure differences.

 

I discovered that there is a difference in performance between event and informational campaigns. Total open rates were 7% higher, and unique form submissions were 14% higher. Clickthrough rates were the same for event and informational campaigns, but customers are more likely to complete forms when they are related to events.

 

Based on these results, my future goal is to improve integration techniques between event and informational campaigns, and use the event digital interaction data to accurately conduct customer engagement scoring. Ideally, personalization will transcend every aspect of event journeys: pre-event, during event, and post event. For example, personalized content will be offered based on session attendance, based on content downloaded, or based on a meeting. Testing this will involve pilot events where we will use the Eloqua Campaign Canvas to build campaigns and the Events Module to execute events. This will be conducted in the future.

 

Since events data is robust, my long term goal is to prioritize events interactions, and pass this data to other tools in our tech stack to create fully integrated omnichannel digital experiences for the customer.

 

Courses

The marketing cloud courses that directly influenced this project was the B2B Engagement section because it featured specific details about the events management tool, the B2B Fundamentals course because it showcased the basics for campaign creation, and the B2B Analysis section because it diagrammed how to analyze data from campaigns.

 

Business Impact

 

While the strategic initiative is ongoing, the business impact will ultimately result in a more personalized event campaign experience. For example, personalized content could be served to a customer after attending certain event sessions, or event offers could be served to a customer based on their activity within other journeys or campaigns. By integrating events campaigns and content into other types of campaigns and journeys, personalization efforts become more efficient and event ROI could be positively impacted. Ultimately, events data passed from Eloqua to other platforms helps our organization create a fully omnichannel digital marketing experience for our customers.

The Challenge

Working in a large organization has numerous benefits.  But when you have multiple businesses and a single Eloqua database, keeping data consistent, standardized and imported into the system in a timely fashion has its challenges.  Trade shows, for example, often leave us with dirty data. Vendor forms from content syndication in trade journals also present similar issues—inconsistent, non-standardized data.  Getting the data imported into Eloqua also takes time, sometimes too much time.  The delay in importing contacts has made follow-up emails untimely and even irrelevant.  In order to become better marketers, the timing, consistency and completeness of data for Eloqua needed to be fixed.

 

The Solution

Part 1 – Audit the database

To address these issues, we reviewed our database and looked at the most prominent data issues.  Further, we polled our internal stakeholders to determine the most valuable information used in lead scoring and marketing segmentation, so that these fields contained clean and consistent data. Based on both input from our team and the glaring issues we observed, we decided it was critical to standardize the following fields:

  • Buying role
  • Buying/project horizon
  • Customer type
  • Job role
  • Job function
  • Customer type
  • Industry
  • Lead source – most recent
  • Country
  • State or Province

 

Part 2 – Creating a contact washing machine program

In our analysis, we found that many of the values in the data were similar, with slight variations such as spelling or syntax differences.  The solution was clear, especially based on insight from a Modern Marketer Experience Conference.  We needed to develop a contact washing machine program – a robust program that can help standardize data.  You can learn more in the Targeting class as well and through Topliners.  Our program consists of update rules, look-up tables as well as additional logic in the program canvas.

 

The contact washing machine program proved to be valuable.  It immediately improved reporting, lead scoring, and segmentation. Beyond standardizing the information, we added a few steps in the program to append data to the contact record.  For example, we use our program to annex region based on the country, since region information supports contact-level security. In another use case, we added National Electrical Manufacturers Association (NEMA) trade area and the sales district based on the U.S. zip code; district names and NEMA trade areas are convenient when it comes to lead routing in the U.S.  Trade area information is also helpful to segment the database, so that we can access that information when we hold a customer event at a local sales office. Overall, the contact washing machine improved information, but it didn’t solve all of our data-related challenges. 

 

Part 3 – Clean it from the start

In a contact washing machine program, you need to map dirty values to clean values.  It can be a challenge to capture all possibilities. While we used our initial data as the source for our mapping, new data coming in from trade shows or trade publications often contained values that we didn’t have in our program.  With limited resources, we needed to come up with another solution to solve the external source challenge.  Further, we needed to address the lag time it took to upload data. 

 

To improve lead capture and data from trade shows, we analyzed a variety of options and selected Zuant, which is  an IOS-based system used for events.  With a use of a developers’ kit, available for most shows, booth staff can simply scan a visitor’s badge to collect their contact data.  That data feeds into a form in Zuant, which can also include some customized questions for each show. The Zuant form mirrors an Eloqua form on the backend and makes it easy and possible to send contacts/leads to Eloqua in real-time. With a click of the button, our team is able to send the leads directly into Eloqua as soon as they are ready.  Once the contacts pass into Eloqua, the system gets to work and sends follow-up emails and adds contacts to appropriate campaigns, which ultimately results in more timely and relevant communications.  Similarly, we implemented Integrate with other third party data sources. Integrate’s benefits are analogous to those from Zuant, but this program is used for data coming in from trade journals and other data sources.  We define the questions and the picklists that are used on the front end with media outlets. The data is sent automatically to an identical Eloqua form – eliminating the need to manually import data.

 

Results

Implementing the contact washing machine, Zuant and Integrate have helped to solve our data issues—so that our data is consistent, more accurate and communications can be sent in real time.  Specifically, the contact washing machine program helped reduce the number of field values. 

  • Buying role –  56 values to seven
  • Buying/project horizon – we had two different fields collecting this info.  The values went from 44 to 10.
  • Job role - 164 values to 10
  • Job function -   465 values to 18
  • Customer type -  78 values to 13
  • Industry - more than 1000 values to 33
  • Lead source most recent-  1029 values to 25
  • Country and state - standardization, so there is not a mix of abbreviations and proper names

This standardization improved segmentation and lead scoring. Many of our campaigns today were not active before the cleanse, therefore we are not able to provide an apples to apples comparison for impact on KPIs.  However, our industry segmentation has much smaller list sizes, and we find that the highly targeted lists yield higher opens and click-through rates. Further, the integration with Zuant and Integrate helps to funnel data immediately into campaigns.  We have the ability to follow up on trade shows that leverage the Zuant integration in a matter of day or two, whereas we have a delay in response time to events that utilize other systems, which, in some cases, can take weeks or longer. 

 

To improve results from your marketing campaigns, take action and start cleaning your data!

Introduction

In our industry our prospects first need to test samples of our products. This may not be a one-off, so through Eloqua we needed a way to manage this lead follow-up process especially in respect to those recurring prospects (contacts that would need to pass through the campaign more than once). The sample testing process could take months, so we needed a campaign(s) that could handle having a contact entering multiple sample requests over time but still stay in the campaign

 

Goal

Our goal was to systematically gather the feedback from all of our sample requests in order to check that all were being followed up on externally and internally and of course to track the ROI. For us, the initial state was a black hole. So phase one benchmarks were simply to track - Rate (Samples Shipped / Closed Opportunities) and Value ($ Generated per # Samples Shipped)

 

Challenge

One of the major challenges we found was that our initial campaigns were very resource intensive. We used a multi-step campaign to gather feedback from our prospects:

 

  • Did you receive the Sample?
  • How is your testing going – Do you need support?
  • Was your testing successful or unsuccessful? – Do you need support?

 

As we are in the B2B industry, a lot of our prospects come through partner channels, so many ‘prospects’ in our campaigns are actually our partners. Therefore, we had the same unique email address requesting multiple samples a month. So with our full campaign flow sometimes taking up to 6 months, we needed multiple campaigns (multiple CDOs/Emails/Fields merges etc.) to handle the frequent sample requesters.

 

Finally, we were able to come up with an approach that required the minimum of assets in Eloqua and could accommodate frequent requests.

 

Here is how we did it:

 

Campaign 1.0 – Multi campaign approach

  1. Start with a pilot business segment
  2. Analyze the data
  3. Build the campaign to suit
  4. Prospects enter the campaign via a program
    • Allows the same prospect to enter the campaign more than once (standard campaign/segment options do not allow a recurring segment and contact to enter the campaign more than once to be used in conjunction)
    • Send sample
    • Wait
    • Did the sample arrive/how long will you be testing for?
    • Wait
    • How was your testing – did the product meet your need?
  5. Weekly monitoring to review
  6. Build identical campaigns for repeat prospects
    • How many campaigns should you build for repeat prospects?
  7. Quarterly review
    • How are the results looking?
    • Is the campaign design optimal?
      • For us this was the big challenge.  We found the same unique email address could be ordering multiple samples a month. Because they would need to stay in the campaign for months at a time so we needed to build replicate campaigns to handle the additional sample requests
      • Time consuming and difficult to manage so many large campaigns
      • Is this optimal for the prospect to receive specific emails on each sample, or would it be better to receive an overview every month?

 

Campaign 2.0 – Single Campaign approach

  • After review we decided to build a ‘frequent requester’ campaign. The design in itself would be very simple. Just one email with all samples included and the prospect could reply specifically on the feedback of one particular sample. To make this happen we needed the following:
    • CDO 1: Reporting
      • Upload data with all sample requests. (creating our own unique identifier)
    • CDO 2: Running
      • When we want to send a new email, extract data from CDO 1 and transpose it in excel so each prospect has all of their data for all products on one line (allowing field merges to work). Upload into CDO 2
    • Email : Feedback on your samples
      • Field Merges from CDO 2. It is an overview of which samples a prospect has requested
      • Blind form link on the product name
        • This is the key aspect. Each link on the email is a blind form submit (including the unique identifier of the particular sample in the link)

email.PNG

      • Form 1: Blind form
        • A click on the email submits this form (populated fields of email address and unique sample identifier). In the processing step the form is linked to CDO 1. When the redirect to webpage happens the fields merges populate from CDO 1 (even though the email address is
          not unique on CDO 1). This allows us to populate the LP each time with the unique sample info from CDO 1

form1.PNG

      • LP 1: Sample Feedback page for the prospect
        • Contains field merges that pull from CDO 1. This gives the prospect the current status. They can fill in form 2 to update the new status
      • Form 2: Feedback form
        • Prospect submits the form and it updates CDO 1
        • Notification is sent to the Account Manager

form2.PNG

 

Conclusion

You can make your campaign as beautiful and detailed as you like, but if the result is not scalable or sustainable (new regions/languages, people move in and out of the team), then the campaign will eventually die. For us, the single campaign approach, even though it contains more manual steps than we would like, will be something we can easily roll out in other markets and regions and be kept running smoothly as roles change.

 

Results

We have an over 40% response rate (form submissions)

 

How did you leverage the Topliners community when creating this campaign?

Over time I have used Topliners a lot to learn more skills about setting up blind forms, query strings, JS to prepopulate picklists

 

Which Oracle Marketing Cloud Academy courses have directly influenced this campaign?

B2B: Fundamentals of Forms & Landing Pages

B2B: Advanced Editing and Form Processing

 

Marketing challenge

Have you ever wondered if you could get more from e-mail marketing? I did. As I work as an automation specialist, I wondered how I could make my/our campaigns more efficient, and thought about embedding videos in emails. As this was something our company does not do now, I needed to do some research and find out if using video in emails makes sense for our campaigns.

 

Goals

I wanted to check the feasibility of using video in emails, and I had to check what effect this might have on the efficiency of email marketing, and find out what impact embedding video may have on overall email performance including open and clickthrough rates, unsubscribes, and deliverability, taking cost into consideration as well.

 

Benefit for you: Improved e-mail efficiency

So I did some research: According to British marketing firm Adestra, you’d get 20% higher click-through rate by having the word “video” in your subject line, similarly, your open rate would be higher. Brightcove states that 77% of consumers say they’ve been convinced to buy a product or service by watching a video. So clearly this would be a great benefit for my company.

 

Facilitating interactions

When your video is on your own landing page, you have more control over your viewers' next action. They can leave a comment, ask a question, or start a discussion immediately after watching. They can explore other content on your site and consider signing up for an account. They can share your content, and the people they share it with can do it all over again.

Embedding a video into the email takes away the mystery of your video, and keeps your audience in their email client instead of on your website.

One other consideration with video embedded in email is being able to determine how many people who click the video, actually end up watching it. To track clicks, custom click tracking would also have to be implemented.

 

Benefit for your customers: Improved user experience

The main benefit of embedding videos to your email is that your audience will have a better user experience. On mobile devices, embedding video directly to email saves users a click.

Different clients work on different operating systems and have different video display capabilities. Video is one of the most interesting and widely supported features of HTML5. If a large number of your subscribers use Apple Mail/Outlook.com, you may want to try embedding an HTML5 video in your email. You can learn more about HTML5 later on in the risk paragraph. 

 

Trend

According to Campaign Monitor, 76% of marketers plan to increase their use of YouTube and video marketing. Video has an undeniable impact on email KPIs including:

  • Boost open rates by 19%.
  • Boost click-through rates by 65%.
  • Reduce unsubscribes by 26%.

 

The younger the generation, the more likely they are to watch videos

When it comes to video marketing, or online marketing, we need to have a look at the generation’s media consumption habits: how, when, where and so on. The younger the generation is, the more likely they are to watch videos – According to Video-university. Even more: they do expect videos.

 

Risks

Unfortunately, embedding videos into email is not that simple. Not every e-mail client is able to play embedded videos; popular services like Outlook, Gmail, and Yahoo being completely unable to do so. Thus, embedding a video in email becomes a gamble: users of 24% of the platforms will see it, but the other 76% will leave unhappy being deprived of the content that their email client doesn’t allow them to see.

 

Email Client Support:

 

Client

Play Video

Show Fallback

Android Yahoo! Mail

 

Android 4, Native Client

 

Android Gmail

 

AOL Mail

 

Apple Mail

 

Gmail

 

IOS 10, Native Client

 

iOS 9, Native Client

 

iOS Gmail

 

iOS Outlook

 

iOS Yahoo! Mail

 

Lotus Notes

 

Outlook 2003-2016

 

Outlook.com

 

Samsung Galaxy, Native Client

Thunderbird

Yahoo! Mail

 

 

*Source: Email on Acid

 

Support for HTML 5 video is still limited, but the clients that do support it represent over 62% of the market according to Email on Acid. Furthermore, email applications, like the native iOS client, Apple Mail, and the Samsung email client will allow recipients to play your video within the email client itself. Other clients like Gmail and the Android devices will display fallback image.

It is also important to consider ROI before using it as producing video can be a significant expense.

 

Why does an image-linking workaround work better so far?

As much as you want to embed a video in your emails, the current preferred method remains the same: not embedding video at all. Many designers, programmers, and email marketers avoid using embedded video once they’ve weighed its pros and cons.

Most of them prefer using animated GIFs and static images added with a play button to encourage users to watch the full video on their landing page.

This has a couple of advantages: it’s easier to code and allows click-through, making it easier to track which of your emails are driving traffic to your landing page.

 

Conclusion

Investigate your target audience and examine what device they use when opening the email.

An embedded video in an email does improve users’ experience. Despite that, we have to examine if it is worth the time and effort needed to embed a video to an email, at least for now.

It will probably still take time until HTML5 format gets more widespread. Some of the bravest email marketers might use it now, but those will be the exception. Again, what really matters for your results is which email clients your list uses most. It’s a good idea to check your email analytics to see which email clients your subscribers use. You could segment your list by provider and only send the video email to those subscribers who use providers that support the video, but this again has some costs, efforts.

 

Impact on business

Our company decision is to not embed video in email for now, as the potential benefits do not yet justify the additional time and effort. Also, only 10% of our target segment – according to our latest campaign results - would be able to see the embedded version. However, we will keep a close eye on this and be ready to use it when it comes to be widely supported.

 

Solution

In case you decide to use video in your email, check out the following example on how to add the video to your email in Eloqua10 using fallback image.

 

<!-- Video -->       

<video muted="muted" autoplay="autoplay" controls="controls" poster="http://images.info.company.com/EloquaImages/clients/companyE10/%fallbackimagelink" width="398" height="208">

 

<source src="http://images.info.company.com/Web/companyE10/%EloquaaddressVideolink.mp4" type="video/mp4"></source>

 

<img src="http://images.info.company.com/EloquaImages/clients/companyE10/fallbackimagelink" alt="" width="12" height="9"><a style="color: #0067c5; text-decoration: none" href="http://app.info.company.com/e/er?s=~~eloqua..type--emailfield..syntax--siteid.innerText--siteid..encodeFor--url" target="_blank">View Video</a>

 

<object width="398" height="208">

<param name="video" value="http://images.info.company.com/EloquaImages/clients/companyE10/{fallbackimagelink ">

</object>

</video>           

<!-- Ends Video -->

 

In case embedded video is not available to your customers, they will see the image you specify with the IMG part. For others, the video specified after the source tag will get the video displayed.

You can easily configure your code to start the video automatically wherever possible by adjusting the autoplay value.

The links listed are dummy versions of a used link so the relevant fields can be substituted.

 

Marketing courses with influence on this topic

  • Fundamentals of Segmentation
  • Advanced Segmentation
  • Fundamentals of Forms and Landing Pages
  • Blind Form Submits

 

References

 

https://www.envision-creative.com/video-email-marketing-will-increase-click-through-rates/

http://www.marketingprofs.com/charts/2013/11228/the-most-effective-keywords-in-email-subject-lines

http://www.huffingtonpost.com/danny-wong/13-email-marketing-tips-t_b_9050798.html

https://wistia.com/blog/testing-video-thumbnails-in-emails

https://breadnbeyond.com/articles/embed-videos-in-email/

http://www.pardot.com/blog/using-video-in-your-email-marketing-strategy-a-how-to-guide/

https://www.pinpointe.com/blog/video-email-marketing

http://resources.goanimate.com/embed-video-email/

https://wistia.com/blog/embedding-video-in-email

https://biteable.com/blog/tips/video-email-marketing-how-to-embed-video-in-email/

https://www.campaignmonitor.com/resources/guides/video-in-email/

https://www.emailonacid.com/blog/article/email-development/a_how_to_guide_to_embedding_html5_video_in_email

http://video-university.87seconds.com/generation-marketing-we-all-love-video-we-just-express-it-differently/

http://www.29studios.com/blog/why-you-should-use-video-in-your-email-marketing/

Challenge:

 

Keeping data clean, accurate and updated is Marketer’s primary responsibility as data is the key of all marketing activities. Every day we get numerous new contacts in our database and we want to enrich our data in all possible ways so that it can be useful for segmentation. In our organization, we had an existing program created in Program Builder but data processing though Program Builder is time-consuming as each step takes 15 min to process contacts.

 

Our biggest challenge was to analyze current data in the existing database and build a program such that data processes in a more efficient way.

 

Goal:

 

The preeminent objective was to normalize contact data faster without compromising with overall performance. Also, we wanted to ensure that data is segregated so that it is handy in our analysis.

 

Benchmarking:

 

We needed to analyze existing Job-level field and modify the Data Tools and flow based on current Job-level values. Job-level field values were assigned based on Title field.

 

Steps:

 

Program flow:

The program flow contains following steps:

 

Flow1.JPG

Flow2.JPG

 

Contact field:

Created a new field named “Title_Norm” We have assigned same values to Title_Norm as Title and used Title_Norm instead of Title in entire program flow.

 

Title_norm_ContactField.JPG

 

Segments:

We have created two separate segments so that we can control re-evaluation frequency of the program.

 

1. Created segment with contacts created within the last 24 hours.

 

Segment_filter1.JPG

We wanted to reduce the overall number of contacts flowing through the program every day as processing all contacts in the program can affect overall Eloqua performance. Hence, we have added Exclude filter to exclude hard bounces, unsubscribes and inactive contacts.

 

2. Created segment with contacts modified within the last 7 days.

Segment_filter2.JPG

 

Update Rule:

1.Created an Update Rule to set value in Title_Norm field

 

Title_Norm_UpdateRule.JPG

 

2. Created Update Rules for all Job-level values with conditions.

Example:

Update rule.JPG

We have updated existing Update Rules that were used in the old program and modified it based on Title values of current contacts.

 

Compare Contact Fields:

After each Job-level Update Rule, compared the contact field, whether it matches to that specific Job-level, If Yes then exit else flow through the next Update Rule.

 

Shared lists:

Created three Shared lists to store contacts with Blank, Invalid and Valid Job-level. Then added contacts to respective Shared list and remove from other two lists.

 

We have all contacts flowing into the Department Normalizer Program in the last step.

 

Result:

 

We created a program that is running continuously and normalizing our new as well as modified data. We further made it efficient by limiting the data flowing through the program.

 

Eloqua also has the Contact Washing Machine to aid cleansing contacts but implementing it in this way we have greater control over the values and keywords that are unique to our industry.

 

Since, it’s an ongoing process, we are continuously analyzing our current data, and based on the results we are making updates in Data Tools and Program Canvas.

 

Helpful courses:

 

B2B: Fundamentals

B2B: Data Cleansing

B2B: Targeting

 

Conclusion:

 

Using Program Canvas has been a great benefit to our organization as it is processing our contact data much faster than the old Program Builder.

The interface of Program Canvas is simple and clean, hence it is easy to create, manage and update the programs.

Campaign Overview

 

We wanted to differentiate our flagship product in a hyper-competitive business environment. To improve retention/renewal rates, streamline installation, and improve customer satisfaction, we developed a Customer Lifecycle campaign to keep a steady of flow of communication with new customers about Maintenance benefits – a key feature of the product available only to current customers that includes updates, support benefits, and more – for the full 365 days of the customer journey.

 

The campaign includes the following components that were built using Eloqua:

 

- Onboarding (Welcome) Emails with clear next steps for installation, support, and community engagement for new customers, as well as a primer on their Maintenance benefits. A custom data object sends renewal data into Eloqua to pull the right customers into the campaign when they purchase new products.

- A Customer Portal Eloqua landing page with a large number of useful customer resources intuitively consolidated.

- A Survey email to confirm installation and assess customer satisfaction. The survey form integrates with Eloqua and sends data to Salesforce, so support reps are notified to reach out if a customer submits certain responses (e.g. indicates they haven’t installed).

- Monthly Insider Emails, which offer exclusive insights to customers to make them feel like part of an insider group.

- A Renewal nurture, built the previous year that reminds customers to renew, and automates the renewal process using personalized renewal information incorporated into the emails.

- Addition of a tailored set of services and touchpoints for our strategic customers, which includes live contact and tangible value-add materials provided. We have also collected feedback, identified risk, and significantly improved how easy it is for a customer to navigate our tools and resources.

 

CX.JPG

 

Issues Addressed

 

There were several issues the lifecycle nurture campaign helped overcome, and in doing so added value for the customer and drove retention/loyalty. Here are the most critical issues that were addressed:

 

- A lack of automated onboarding support. The only notice a customer would receive was a generic installation email and support email. Enterprise customers (not SMBs) would receive a few onboarding phone calls. Now, the Sales team communicates with the customer throughout the entire customer lifecycle in an automated fashion, aligning messaging with key sales touch points over the course of a year, and keeping the company top of mind and framed positively by using consistent communications.

- No means of determining installation for SMBs. While enterprise customers received follow-up phone calls as part of the sales process, SMBs had only two auto-generated emails for direction. If they did not implement and install the product, support teams had no way to confirm. Now, an automated survey email lets users select if they have installed or not. We later optimized the user experience to improve rates on the survey email by implementing a new one-question email with a blind form submit to determine installation and offering a gift card for completing the onboarding satisfaction survey.

- Improved grouping of customers within internal system. The contacts targeted by this campaign required identification of a specific segment within our data. Unfortunately, the data required to identify the segment was scattered across multiple systems. To start with, we needed to know when customers purchased the product so the entry to the campaign could be timed to the purchase date.   To accomplish this, we teamed with IT to set up a daily synch to pull in Opportunity information as well as contact data for the opportunity. This was made possible because opportunities are created in SFDC within days of the transaction closing. Furthermore, the synch with SFDC enables us to get real-time status of the opportunity and also to write tasks to the opportunity, alerting the renewal rep when the contact is interested in the notification – one of the main benefits of the program.

 

Success Metrics and Program Impact

 

The campaign has been running for over a year now and we have seen a fairly significant climb in renewal rates corresponding with contacts who have been through the nurture entering the renewal period. Year over year, we’ve seen an increase of about 4.5 points in retention where we’ve engaged a customer vs. no engagement. Additionally, we have also had a 26% increase in renewal revenue since the nurture was launched.

 

Benchmarking was very easy. Since this was a brand new campaign, we simply took a snapshot of all renewal data prior to the campaign launch and then compared that data with the post-launch data one year later.

 

In regards to the program’s impact on the organization, these are the key highlights:

 

Customers are proactively advanced through the journey: The nurture offers tools and resources in a timely and intuitive manner and at the right time for that unique customer, which takes the burden off of our reactive customer facing teams who respond to requests.

Ease of use: As our reps engage with customers, they are able to refer back to the materials that were provided, predominantly during the onboarding phase, where a customer may need additional guidance on implementation best practices or creating a new account.

Ensuring Customer Satisfaction: The multiple mid-journey touchpoints are especially helpful to the Renewals team, as they are able to gauge customer satisfaction directly from a conversation with the customer, and recommend steps to improve their configuration and overall security posture.

Issue Resolution: Additionally, the touchpoints are set at a cadence to allow enough time to resolve issues or challenges the customer may be facing with enough time to avoid jeopardizing the renewal.

Partnering with customers: Due to the focus on value-add to the customer at each touchpoint, we are better able to predict which customers will renew based on their feedback directly to us, significantly earlier in the opportunity management process.

Upstream Workflow: With notifications centralized into a single program, resources could turn focus into streamlining the data sources and, just as importantly, data quality. 

 

Future State Improvements and Optimization

 

Campaign expansion: We are in the planning stages of a roll out to other geographies, products, and offerings to continue the momentum.

Advocacy: Develop additional communications to move customers further down the advocacy funnel. As of now, the nurture provides the needed introduction and sustained communications to begin that journey. The next step is identifying advocates and developing targeted campaigns for those contacts.

Better integration with other customer marketing activities, such as our customer advocacy program.

Increased personalization based on customer type.

 

Relevant OMC Courses

 

B2B: Targeting

B2B: Engagement

B2B: Technology

B2B: Conversion

Best Practices: Lead Nurturing Campaigns

Best Practices: Advanced Lead Nurturing

Our Challenge

As a leading internet security provider, the competition is fierce. Like many companies, we have lost customers over the years due to price. We had the challenge of achieving aggressive company revenue goals, while also re-engaging lapsed customers in a highly competitive landscape. We saw opportunities to generate new sales opportunities with a multi-touch, 3-month email campaign.

 

Goals
The primary goal was to accurately target lapsed customers and win them back with a competitive offer. We wanted to see how a significant discount offer would resonate as we had never attempted such a win back campaign previously. With a large pool of expired customers, we were confident this campaign could be successful. Our long-term goal was to add additional touchpoints and incentives to the end of our existing automated renewal track, as customers become lapsed for longer periods of time.

 

Benchmark & Current State

Our target audience was lapsed ESET consumer (B2C) customers who did not have an active ESET license. We went back three years within the data housed in our data warehouse/license database and ERP system (Netsuite). We did not have all of the records within Eloqua initially, so we had to import it manually. Our Business Intelligence (BI) unit created logic to only identify customers who had a license expiration date within the last three years with no active license. 91,000 records met the criteria.

 

Execution

We started with the entire 91,000 records from our data warehouse and ERP system Netsuite. Working with our web development team and Business Systems dept, we generated over 200,000 one-time use promo codes. During an import, we added these to an Eloqua custom field “Email Variable.” We did this to prevent promo code sharing. We anticipated adding more additional lapsed customers later in the campaign, so we requested extra promo codes. 

 

Within Eloqua we took our Email Variable field and performed a Field Merge into the URL. Our web developer made sure the promo code value would populate in a hidden field within the landing page. Once a product was added to the cart on our eStore platform, the discount applied automatically. Currently we track all revenue and orders using Adobe Site Catalyst by referencing the Eloqua email ID. This Eloqua email ID is automatically appended to all eset.com URLs sent from our Eloqua instance.

 

In order to ensure that we were not emailing current, active customers we used another data filter evaluating if the customer renewed in the last 60 days. We have a custom field to hold this last renewed date (HM-Renewed Date). This way, we could exclude anyone who recently purchased. We wanted to ensure our current customers did not see these emails.  

 

Renewed Filter:

HM Renewed Filter.jpg

 

A/B Testing

We randomly sorted the data via Excel and put aside half of it as the “Hold Out” group who wouldn’t receive the initial email. We imported this Hold Out data (45,000+ records) as Shared List and created a separate segment for it.

 

We then took the remaining data group (the other 45,000+ records) and divided it in Excel into two lists. We imported both as Shared Lists and created (2) additional segments.

 

We only used the higher performing offer (by orders generated) in all subsequent emails. We tested a 50% Off against a Buy One Year Get One year free (BOGO) offer.

 

Using a filter within the Campaign Canvas, we split the data in half to A/B test subject lines within each segment (50% Off or BOGO). In order to split the data, we created an Eloqua filter (50:50 split) containing contacts who only have an Eloqua Contact ID ending in either (1, 3, 5, 7, 9).

 

The emails containing the test segments (BOGO and 50% Off) were sent the first email. We then held those records in a wait step. After a week we sent the winner to the Hold Out segment.  The 50% Off CTA generated more orders (a 51% lift). Also, the “We miss you” subject line had a higher open rate in these sends, so we used a variation of it for all remaining emails in the campaign. Two weeks later we sent the 50% Off version to the Hold Out segment the with the “We miss you” subject line.

 

Campaign Flows: BOGO Offer

BOGO offer.jpg

Campaign Flows: 50% Discount Offer

50-percent offer.jpg

Campaign Flows: Remainder Hold Out for Winner

Hold out data.jpg

 

50/50 Split Filter

50-50 split filter.jpg

 

Cadence

We sent monthly emails for about 3 months. Each month we moved the data forward to wait steps within the same canvas and repeated all steps and logic for subsequent sends. We continued to test subject lines using the 50:50 split filter in these additional emails. A final “last chance” email was sent with 1 week left, and again with 1 day left before the promo pricing expired to create urgency. We queried a report through our BI tool to include additional lapsed customers throughout the campaign as well. We imported the newer lapsed customer data and inserted additional segments to the campaign canvas.

 

Eloqua Courses

B2B Engagement (Personalizing campaigns)

B2B Targeting (Advanced Segmentation, Data Cleansing)

B2B Fundamentals (Emails, Campaign Canvas, Segmentation)

 

Results

The campaign had a great impact on revenue for our company with over 1000 won back customers.

  • Received 1,043 orders that generated $102,851 in gross revenue
  • 400,000 emails delivered over a 3 month period
  • Attained an overall open rate of 15.2 percent and CTOR of 7.8 percent
  • Gained additional post-campaign residual orders and revenue ($6,000+) at full price.

 

Conclusion

It’s crucial to have a solid customer retention strategy. Taking a closer look at your data and determining opportunities to win back lost customers back can have a great impact on your business. Even with a challenging data set up within our company, we were able to succeed utilizing the tools and functionality of Eloqua.

Intro

In my time here and at my previous companies, I have seen a few attempts to launch Engage to the sales teams, only to have usage tail off after the second month each time. Speaking to fellow Eloquans, this is a common problem.

It is a tough sell to present yet another new sales tool or system to the sales team. At my company there are over 40(!) different sales tools and systems in various forms, all designed to make a sales person’s job easier and more efficient. So Eloqua Engage has a lot of competition for front of mind in the already hectic day of a sales rep.

 

This blog post attempts to draw some learnings from my experience of what worked/didn’t work on past Engage re/launches. I hope this will give some actionable tips for anyone wanting to increase user adoption on Engage.

 

NB: This blog post assumes that you have access to Engage as part of your Eloqua contract, and that your CRM is/can be synched with Eloqua.

 

14 tips on increasing adoption:

Continued success of Engage relies on building up that ‘muscle memory’ in the sales reps, so that using Engage becomes habit to them. The following points are tips that may help you with this…

 

  1. Send an update to Engage users whenever new content is made available. Keep a regular stream of new content coming out – even if it is just one per month. This keeps it front of mind and re-enforces that this is an active tool.
  2. Aim to have an Eloqua Email associated with every Lead Generating Marketing campaign. When a Lead hits a Sales Rep’s queue, they’ll know that they have something pertinent to send if they don’t get through on the phone.
  3. Via line managers, praise those who use Engage well. Everyone likes a bit of encouragement.
  4. Don’t be afraid to use dynamic content in Engage. If planned well, it can add a lot of value.
  5. Gamify Engage: Sales people can be very competitive!
  6. Celebrate the success stories, highlighting to management where Engage usage results in a sales Opportunity. Document these successes - so you can refer to them in future training.
  7. Choose an influential local Engage Champion (power-user), to help fight for the cause.
  8. Get senior management buy-in. Sales managers set the tone for their teams.  If the sales managers believe in the value Engage brings, their teams will too.
  9. Highlight the fact that the email appears to the recipient to be From you AND the reply will go straight into their inbox. This is a surprisingly common mis-conception from Reps. Another common compliant I hear from Sales Reps is that they think they have to manage 2 Inboxes if they use Engage. Also not true.
  10. Get the team leader/training resource to make some bite-sized training video’s for your team, or make use of the ones Eloqua provides. We found this made a big difference… and saved us some time on the one-to-one assistance.
  11. New Sales employees: Talk to HR and get Engage featured in the Sales onboarding training/pack if you have one.
  12. For new (or resistant) users, sit down with them and go through the process of sending themselves an Engage Email. Once they see it in in their inbox, their apprehensions disappear. Take some time to understand how each sales reps “sells”, then provide recommendations to them on how Engage can fit into or enhance their selling process.
  13. Monitor usage closely. Report back to management and to the community of users. If you see the Total Send stats dropping off, drop a gentle reminder to individual reps, or ask if they are having problems with it.
  14. As you are here reading this on TopLiners, it goes without saying, but test, test and test again to improve your Engage emails.

 

 

5 tips on making it easier for the sales reps:

The easier you make it for the Rep, the more likely continued adoption is. There are some notable low hanging fruit here... 

  1. Embed Engage in your CRM: Having the Profiler/Engage window appear inside your CRM is the biggest win as it makes it so much easier for the Rep if they don’t need to go to leave the CRM to access Eloqua Engage. On this point, we originally had Engage/Profiler only on the Contact and Lead page layouts. However, after consulting with the sales reps we realised that it would be better positioned on the Opportunity page layout, so we added it there too. Key takeaway: If you understand how your sales reps use your CRM, then you can find the “best” ways to surface Eloqua within the CRM.
  2. Create a feedback loop for Sales with scheduled Insight reports by Email (opens, clicks, etc.). When they realise that Engage Emails get roughly 6 times better interaction rates compared to a flat marketing ‘batch and blast’ email, they sit up and take notice.
  3. Set up an Engage template library on an Eloqua Landing page, so that sales users can easily discover what Engage emails are available and browse to find the Email names they want.
  4. Get Sales management involved with the roadmap and in defining the content for new Engage Emails. They know what they need (and I never met a Sales person who did not like to give their opinion), so lean on them. Regularly request suggestions for new Engage Email content.
  5. Get the email naming convention right…

 

What’s in a name? Perhaps surprisingly, the names used for Engage Emails and for Email Groups is important for adoption.

 

If a rep cannot easily find the email they need within seconds, then they won’t go looking for it.

By naming the emails well, reps can easily find the emails they need. Also, using Email Groups like they are folders can massively reduce the noise and make things easier to find.

It pays to spend some time thinking about these 3 tips:

 

  1. Name your Engage Emails using keywords from the language the reps use. Also, keep the name short for Engage Emails, or they will not see the full Email name. Maybe controversially, I would suggest that Engage emails should NOT follow your regular naming convention as you may end up with names either too long to read in Engage, or not understandable to the sales rep:

Use a different (shorter) naming convention for Engage emails, so that Reps can see the whole name and understand it.

 

2. Email Groups can act as folders and are important in reducing ‘noise’ (ie. irrelevant templates) and helping reps find the right email painlessly. Try to stick to having no more than 16 emails in a Group. Structure your Email Group names around your business.  It could be structured based on the products you sell, timing (intro emails, closing emails, etc…) or situational (“Send me something” emails, “How-To” emails, “Sign-up or Buy” emails, etc… :

 

3. To further reduce noise of irrelevant emails, be clear about who needs to access to each Engage Email (content) as part of their job, then set the permissions to restrict access accordingly. This can be the hardest thing to get right as it relies on setting both the asset permissions and the User Groups permissions correctly:

 

          a) Think carefully about what user Security Groups make sense for your Sales org structure. This will result in the reps seeing only the Engage templates relevant to them:

 

b) On each user’s profile, give them only the Security Groups they need:

c) Restrict each Email asset to only those groups that really need the asset, to further avoid the clutter of irrelevant templates: 

 

The above will reduce the ‘noise’ (ie. lots irrelevant emails for the Reps to choose from), but it will take some planning.

 

 

Last piece of advice: Talk to the reps that are not using Engage. Find out their issues with it. You might learn something!

There will always be sales reps who resist Engage because they “prefer using Outlook”. Explain to them that Outlook and Engage are complementary email platforms, not competing email platforms. There are situations where Outlook is the perfect email platform to use (setting appointments, developing the relationship, perhaps more bottom of funnel conversations, etc) and there are situations where Engage is the perfect email platform to use (prospecting, identifying decision makers, providing content, etc.).

 

 

Results to date

It takes time and effort and to be honest, for us it us still very much a work in progress. However, in terms of the number of user who have now used Engage more than once, Engage adoption is up 40% compared to where we were before the re-launch. When you consider that we get 5-6 times higher interaction rate on Engage Emails compared to normal emails, this has so far resulted in many more people being ‘known’ to Eloqua already…. And the more known visitors we have, the more use Eloqua becomes overall.

Next step in my plan is to tie in closed loop reporting on these Engage Emails, which will be the real proof. A subject for another blog post maybe.

 

 

The Future of Engage?

The long awaited new release of the ‘Eloqua for Outlook’ plugin (which can only be better than ‘ELMO’ from a few years ago) presents an exciting development in the evolution of Engage. I have a feeling it will be a lot easier to encourage adoption in the future; however, the above tips may still help give your Engage adoption a kick start.

 

If you have any tips for me, I’d love to hear them.

 

 

 

Further Reading:

https://docs.oracle.com/cloud/latest/marketingcs_gs/OMCAA/index.html#Help/Engage/Engage.htm?Highlight=Engage

 

Eloqua courses:

B2B Analysis: Insight for Reporters

B2B Technology: B2B User Management

Marketing Challenge

 

As a new team supporting the EMEA region of a global company, we were tasked with implementing best in class digital marketing processes, using Eloqua as our Marketing Automation Platform.  This included implementing a lead management process, in order to generate high quality leads for Sales and to support reporting and decision making.

 

Main goals

 

Simply put, the main objectives of implementing lead management were to improve the quality of leads handed over to Sales, and to facilitate accurate reporting of all Marketing activities to support data driven decision making.  SMART objectives were set for each country for implementation dates and business segments to be included.

 

How current state was benchmarked and documented

 

At the outset of the project the business was inexperienced at digital marketing and did not have consistent lead management processes in place.

 

After briefing stakeholders on the intention to implement a lead management process, meetings were held with country offices to understand existing capabilities and processes.  The outcome of these meetings was used to specify how Marketing would support Sales, and the rollout of the process per country.  A simple matrix was used to track progress of the project across the region.

Lead Management Rediness Capture 08122017.PNG

 

What we implemented in each country

 

The Central Marketing team created a lead management playbook, which outlined how to implement the lead management process in a country.

 

Engaging content was created – infographics, white papers, videos, and so on - to attract potential buyers.

 

Landing Page Capture 08122017.PNG

 

Lead nurture campaigns were created to offer the content to target audiences over the course of several months.

 

Progressive profiling forms were created to capture response details and gradually build up profile information of contacts responding to campaigns.

 

All Eloqua assets (Emails, Landing Pages and Forms) were Tagged to facilitate reporting of results using Oracle’s Big Data Discovery tool. This allowed additional reporting to be conducted on asset effectiveness in addition to standard Eloqua reporting metrics.

 

Tagging Capture.PNG

 

Five Lead Scoring Models were created to identify sales-ready contacts for different business segments.  At the outset we decided that 2 content downloads was sufficient for contacts to be passed to Sales as qualified leads for follow up.

 

Segments and Programs were built to extract qualified leads from scoring models and pass them to our CRM system (Siebel C360).

 

Lead Assignment Program Capture.PNG

 

Reporting is conducted in Oracle Big data Discovery and data is used in Budget Review Calls with accountable country managers.

 

BDD Capture.PNG

 

Relevant Marketing Cloud courses

 

  • Fundamentals of Emails
  • Fundamentals of Forms and Landing Pages
  • Fundamentals of the Campaign Canvas
  • Advanced Editing and Form Processing
  • Advanced Segmentation
  • Lead Scoring
  • Progressive Profiling
  • Program Canvas

 

Impact of lead management on the business

 

The lead management process has been very successful and has significantly contributed to a culture of data driven decision making throughout the business.

 

Introducing lead management has significantly improved the relationship between Marketing and Sales.

 

At the time of writing, lead management has been signed off in 8 countries, with a further 6 countries in progress.  Over 20 Lead Nurture Programs have been launched so far in the countries where lead management has been implemented.

 

Year on year, there has been an increase of over 300% in qualified leads handed over to Sales teams.

 

Engagement rates of Lead Nurture Programs have been significantly higher than standard email campaigns.  For example unique open rates for emails are frequently ~50%, compared to ~15% for regular email campaigns.

 

Qualified leads from Events are now routed directly to the CRM system based on lead score, whereas this was not previously the case.

 

Implementing lead management has helped to substantially improve digital marketing skills within each country.  9 Digital Marketing Specialists have been appointed across the region to implement lead management carry out other digital marketing activities.

 

Main Lessons Learned

 

Don't make things too complicated - we found that by simplifying requirements and working in an Agile way, we made faster progress compared with trying to deliver a perfect process at the first attempt.

 

Technology is only half of the story - in many ways creating the technical elements of the lead management process was the easy part.  We also worked hard to engage with colleagues in country offices to ensure they fully understood and bought into the lead management process.

 

Be persistent - challenges were often more complex than anticipated, particularly when it came to CRM integration.  By engaging with the right colleagues and persisting with issue fixes, we were able to overcome complex challenges.

We have used the Eloqua platform for almost two years now, and we do not have a preference centre set up. We run many events through a  bespoke system and do not use email address as the unique identifier, which presents many challenges. Our event cycles last a year, and our events run many conferences during the event. Our biggest challenge was to move from a batch-and-blast way of sending email, to a more intelligent way where we base our communications on customers’ needs at the time they need them. As we do not have a preference centre, I was presented with the challenge to implement an initiative we can use for the event in the interim where we can capture what our customers would like to opt in for (or out of) and tailoring their journey accordingly.

 

The goals:

 

We had some very clear goals in terms of what we wanted to achieve, how to achieve it and how to measure our success. Implementing blind form submits as a temporary preference set-up, our main goals included:

  • Increasing engagement on conference campaigns as customers added to these journeys would be here because they signed up to receiving these emails
  • Decreasing the unsubscribe rate and measuring this year-on-year based on the last event cycle Giving us a great case study around presenting relevant communications to our audiences, based on preferences selected
  • Overall campaign performance as moving away from batch-and-blast, and tailoring communications around best practice customer journeys with a focus on preferences selected. We would need to focus on measuring the following elements within the campaign:
    • Campaign performance as we move into nurturing existing customers and adding them into a nurture campaign to convert as opposed to blasting email messages
    • Benchmarking unsubscribe and Bounceback rates against the last event cycle
    • Completing the customer journey once signed up and value add around return – specifically measuring engagement around the tailored campaigns through blind form submit preferences

 

Benchmarking our current state:

 

Initially, we evaluated the current state of email sends. Therefore, we extracted email reports sent for the last show cycle, broke that down by segment and analysed the data based on the following:

  • Email frequency by month report (you will need an Analyser’s licence for this)
  • Customer Journey based on content and emails received
  • Contact overlap in shared list reports
  • Engagement (clicks & opens) on emails (Email Analysis Overview Report and Campaign Analysis Overview Report)

What we noticed:

  • Due to the lack of a preference centre, our interaction with our audiences was sub-optimal and we were sending far too much information to everyone rather than tailoring their experience. The reason for this was that we needed to promote the overall event, and then segment based on the conferences and sent them separate emails to sign up for these too
  • It was very clear that the customer journey was not planned with the customer in mind, but instead our products – no matter where you were in the buying cycle, you would receive the same communications from the start of the campaign to finish
  • A key driver was our unsubscribe rate was increasing, and customers not having a tailored experience based on their preferences about receiving communications on the show had a direct effect on these metrics

 

The implementation:

 

Firstly, we needed to make sure that we identify what the ideal journey would look like for our customers. We based this on the data we had available, show cycles, and content plans we needed to implement in order to keep them engaged all year round. We implemented the customer journey as well as a campaign schedule to support this journey. Therefore, with this in place, we needed to focus on our customers and our data and providing them with preferences so that they can define their journey pre-event. This experience is just as important to us, if not more, leading up to the event as well as ensuring that they have a great experience on site. Here is what we set up step-by-step:

 

Step 1: Further campaign segmentation based on campaign goals

We identified the following main segments for the upcoming campaign – with a focus on nurturing prospects within our database to become visitors:

  1. One newsletter segment in a monthly nurture campaign
  2. One recruitment segment for visitor recruitment campaign (to promote the event)

 

We then needed separate segments for the four conferences running, but did not want to spam customers by adding them into these campaigns as well. Therefore, we created blind form submits which will trigger off the Newsletter and Recruitment campaigns. Customers will be able to select which conferences they are interested in – and will flow into that campaign and will receive emails based on the conference when it activates a few weeks out from the event.

 

Step 2: Create a landing page inside Eloqua

landing page.png

 

  • For this specific blind form submit, we do not redirect the landing page as we have added redirect links to the processing step of the form based on rules
  • We gave our landing page a name and microsite to reflect our goal with using this in the campaign

 

Step 3: Create a form inside Eloqua with fields to collect your data

Form: Designer ModeForm: Processing Steps
form1.pngform2.png

 

  • We gave our form the same name as our landing page to keep up with Best Practices around naming conventions, and then used the ‘custom fields’ option to add the fields for the data we will need when people sign up to the various conferences
  • As we don’t use email as the unique identifier, we added our unique identifier instead of the email address into the form field as well as the key mapping fields in the processing steps
  • We then amended the form processing step with the following (how to set up form processing):
    • We added a redirect link, and added the landing page we created to the form
    • We also added shared list per conference to capture our customer’s preferences
    • We then added campaigns set up to send these records to so that they can start receiving targeted messaging around this
  • We added in a notification email to make sure we track preferences and to monitor activity for the sales and marketing team

 

Step 4: Create query strings for the conference options

We used the following link provided by Eloqua Topliners to set up all our query strings for the various conferences we have on offer:

http://s[siteID].t.eloqua.com/e/f2?elqFormName=[FormName]&elqSiteID=[siteID}&emailAddress=<span class=eloquaemail>UniqueID1</span>&[TrackedField]=[StaticValue]

 

Here is an example of what the email would look like:

email.png

 

Step 5: How will people unsubscribe from conference emails?

Our conference campaigns will be running separately, and records will be added to the campaign once they have clicked the blind form submit link. In order to manage the data, and unsubscribes, we have implemented the following:

  • Created separate Email Groups and Email Footers for conference campaigns
  • Records that unsubscribe from the conference emails will be added to a filter (these records will still be able to receive event emails, unless they unsubscribe from them as well)
  • The unsubscribe filter has been added into the conference campaigns to remove records prior to email sends (this is a safety net for us as we would like to add them to the shared list – the Eloqua email won’t be sent to them should they pass through to the email step if they have unsubscribed. Unsubscribed records will be held back on the email step)
  • These records will be added to shared lists for review and database clean-up exercises
  • The unsubscribe rate, and metrics will then be benchmarked against what we have for these campaigns in the last year and will then be used for a case study on this campaign

 

Example of an email send in the conference campaign:

 

canvas.png

 

  • We can see the data that we have tested flowing in from the form
  • We have added the form and landing page for reporting purposes
  • We have added the decision step around unsubscription, and moved these records into a Master Unsubscribe List for this conference

 

Which marketing cloud courses have directly influenced this campaign?

 

 

Oracle Eloqua (B2B) - B2B Conversion course focusing on Blind Form Submits

 

The business impact:

 

This is live and underway so we are yet to have metrics to share. We will test and benchmark against campaign performance, Unsubscribe and Bounceback rates as we trial it on the event. We will aim to roll out across events once we have tested this, and forecast a vast improvement on further segmentation within campaigns, a more personalised customer journey, increased engagement and a decrease in our unsubscribe rate which are the main drivers for this initiative.

I have worked with a large amount of clients in my career and one aspect of Eloqua integration that a lot of companies struggle with is Closed Loop Reporting (CLR).

This is crucial for organisations who want to see which campaigns are generating the most Return on Investment (ROI).
The company in this case study clientX is no exception. It was highlighted to me that their CRM integration was set up and configured quite a while ago, and despite having some very technical Eloqua users they required some additional assistance in getting their CLR functioning.

 

This article outlines what was investigated, conclusions drawn & what components were changed or built to get it functioning.


This aspect of Eloqua is detailed and explained in multiple Luminary courses: most notably the B2B: System Integration course & the B2B: Closed-Loop Reporting course as well as in the supplementary Eloqua 10: Closed-Loop Reporting Overview.

 

Warning: Eloqua/CRM integration is a complex area and changes to the existing setup in a production instance should be carefully considered and only changed if you understand the implications of the changes. Failure to do this can adversely affect an already functioning CRM integration.

 

If you do not feel comfortable making changes here, raise a support request through My Oracle Support so that one of Oracle’s Support personnel can assist you.

 

Goals

  • Audit the existing CRM integration.
  • Build new components or fix existing ones so that the revenue fields within Eloqua campaigns automatically pull data from the CRM.

 

Test #1

I tested to see if after campaigns were created, whether they were populating with the CRM Campaign ID.

I created a dummy campaign in Eloqua & checked the ‘sync with CRM’ checkbox in advanced settings. I saved it and obeyed the ‘get a coffee’ rule.

 

What I observed is that the equivalent campaign in the CRM was being created and a CRM campaign ID was being pulled back into Eloqua correctly. I could see this in the advanced settings.

LuminaryBlogImage1.png

Result: It verified that the Eloqua user within the CRM was valid and working, permitting campaigns to be created & thereafter retrieving the CRM ID.
Advice given to clientX to observe the ‘get a coffee’ rule whenever a campaign is built in Eloqua with the ‘Sync with CRM’ box ticked.

The get a coffee rule.
After you create a new campaign in Eloqua & save it for the first time, step away & get a coffee or something else to give Eloqua & your CRM 15-20 minutes to sync up.

 

Test #2

I could see that the synchronisation did appear to be working, at least in part.
I discussed this with ClientX and we investigated the External calls & Autosyncs to see what we could discover.

I built a new retrieve Campaigns Autosync + External call by choosing ‘create new Data Source with External call’ from the Create Data sources menu. (I modeled the mapping, filter & other settings on some already existing External calls.)

LuminaryBlogImage3.png

LuminaryBlogImage2.png

 

We tested the External call

Result: No data was pulled through.

 

Test#3

I thought that it might be a filter issue and maybe there was a problem with the last updated date criteria in the filter.
I adjusted the filters on the external call to see if somehow the filters were excluding the appropriate campaign. I set the filter to ignore any updated date parameter & just mapped on the Campaign ID and Eloqua user CRM ID.

 

Result: No data was pulled through.

 

Test #4

As I knew that Eloqua was populating with at least the CRM ID, I tested how far this was working and if the mapping was correct. I added test data into the cost fields on a test campaign & then Tested the Update Campaign External call.

 

LuminaryBlogImage4.png

By choosing the Eloqua campaign and then pressing ‘Prepare for test’ it shows you the differing values between the two systems. Once you execute the test Eloqua will show you the modified vales in SFDC (if applicable).

 

Result: - The values in The CRM updated successfully. This told me that the field mapping was set up correctly and that we were seeing the data flowing from Eloqua into the CRM, but not back.

 

Test #5

I decided to revisit the filter analysis on the already existing Get Campaigns Autosync. This revealed that the campaigns were being uniquely matched on the SFDC campaign ID field – NOT the External Campaign ID field as it should have been.

LuminaryBlogImage5.png

It was also using the 18 character CRM ID, rather than 15 character CRM ID.

 

 

I corrected these points and asked ClientX to update the financials in one of the Dummy Campaigns within the CRM to test.

Result: Still no updates into Eloqua.

 

Test #6

I set the success AND failure notifications to come to me.
Previously it was only calibrated for failure reports (which never came through).

What I discovered from that email is that the autosync was running successfully but excluding my test record every time with a reason of ‘Rejected Records Missing Required Fields’ – this allowed me to start removing the mapped fields one by one until it did finally successfully run & gave me an updated=true in the autosync report.

Result: The autosync report showed that the CRM was now updating Eloqua.

LuminaryBlogImage6.png

Reviewing the view upload details report Showed the successful mapping of fields after the successful autosynch.

Looking in the Campaign fields in the Eloqua Campaign showed the values were pulled from the CRM Successfully.

 

ClientX was pleased.

They could now get their Sales teams to start completing campaign financials which will loop back into Eloqua allowing reporting on the costs and revenue earned across all their campaigns.

 

What could I have done differently?

Next time I think I would set up the responses for both success & failures from the outset, - that feedback was instrumental in establishing the last error & resolving it. This coupled with the view Upload report from the autosync might have alleviated some of the back & forth testing & confusion that I had been through.

 

So what tips can this experience offer the Eloqua users at large who might be having issues with CLR?

 

  1. Are you observing the ‘Get a coffee rule’?  This will verify if your CRM is receiving the request to create campaigns & sending back the CRM campaign ID.

  2. Check your External call filter.
    1. Are you filtering using the Eloqua User ID? – You should be.
    2. Are you filtering using last modified date? – try removing that.

  3. In your Autosynch Field mapping, are you uniquely matching on the External CRM ID?

  4. Is your mapping correct? You can check this by comparing to working External calls or viewing the ‘View Upload’ report from any autosync that runs successfully.

  5. Are you synchronising on 18 or 15 Character CRM IDs? All objects of the same type should utilise the same ID type, if 18 character fails, try using the 15 character one.

  6. Set up notifications to come to you upon sync successes and failures, as this will allow you to troubleshoot much more effectively.

 

Going further - some useful Topliners posts on Closed Loop Reporting:

 

To Infinity and Beyond | Closed Loop Reporting

Learn It: Closed-Loop Reporting

Auto syncs Closed-Loop Reporting

Closed Loop Reporting Resources

Challenge

When I first started working in the Eloqua space, I came in as a system administrator for a company that had been using Eloqua for approximately a year.  They had already used their maximum number of contact fields and were still requesting more.  As I dug in a little, I learned that there was no data dictionary and no governance established around custom contact fields. Essentially, each business unit had their own set of fields -- many of which were duplicated across business units, but simply had different standard values allowed for each.  This created a significant challenge as we looked at our marketing automation roadmap. We wanted to be able to do things like:

  • create personalized email and landing page templates using dynamic content and field merges
  • automate campaign participation based on field values
  • integrate with other systems (contact centers, sales, CRM, etc)

 

Eloqua is only as powerful as the data you put in it. Since there is a maximum number of 250 custom contact fields available, it is important you know what custom contact fields you have, where they are used and what is in them to truly be able to automate. This is where a data dictionary comes in.

 

Discovery

Our first step in creating a data dictionary was to conduct a complete field audit. We created a list of all custom contact fields -- standard out of the box fields and fields that were being posted to CDO’s.  We added detailed information for each field such as purpose, status, type, standard values, update rule, standard/custom and a brief description of how they are used.

 

contact overview.png

 

Categorizations were created and used for the field purpose.  We identified the primary business process for each field field. For example, we created categories for contact profile (primary and secondary), campaign reporting, lead distribution processing, call center integration as well as a few others.

 

Implementation

Once we knew what the fields were being used for, it was time to consolidate.  As I mentioned, we had numerous fields that were the same purpose and usage, but because the standard values were different, a unique field had been created.  Any fields that had the same purpose, usage and similar standard values were created. This step was probably the most time consuming because all of the field dependencies had to be cleaned up before the fields could actually be consolidated in Eloqua.  We created standard picklists for the newly consolidated fields and documented accordingly in the data dictionary.

 

The last piece of our data dictionary included a governance guide on when and where each field could and should be used.  We aligned the contact fields to our lead stages, form strategy, contact center integration and our lead distribution process. For each field and each element, we determined if it was:

  • NA - Not available/not applicable
  • AA - Additional available (optional)
  • R - Required
  • P - Required for processing (used in suppression rules)
  • S - Standard value (applied by Eloqua)

contact details.png

 

Once we had the data dictionary completed, the field consolidation in Eloqua completed and the new standard values (picklists) created in Eloqua, it was time to put some process governance in place.  We established processes for requesting new fields, regular field and value audits were incorporated into our monthly database health reports and the data dictionary was made available to anyone working on marketing automation campaigns.

 

Results

When all was said and done, our data dictionary contained three components, the contact field overview, contact field select list (picklist) and the contact field table details. We saw numerous benefits in our Eloqua instance once the data dictionary and standards were in place such as:

  • Email and landing page templates with personalization…we could trust the data!
  • True automation…we knew what fields were available to target in segments, create decision rules within the canvas and report on.
  • System integration and data flows…introducing new integrations was much more efficient and easier to execute when we knew the data details.

 

  In addition to the immediate benefits we experienced, as time went on we continued to gain benefit from having a data dictionary with other elements of our roadmap and enhancements to our Eloqua instance.

 

Helpful Marketing Cloud Courses:

B2B: System Integration

B2B: Database Configuration

B2B: Data Cleansing

B2B: Personalizing Campaigns

B2B: Progressive Profiling

RPM: Targeting & Segmentation

RPM: Lead Quality

Situation

Our multinational financial services company has two separate but related nurture campaigns that abruptly received a larger-than-usual number of spam complaints. We were charged with researching the issue to determine the scope and subsequently developing a solution.

 

We put our knowledge of Eloqua Insight, gained in the Luminary B2B Technology course, to work and pulled up the total number of spam complaints for the lifetime of the campaign, as well as the total number of emails delivered, to get a better, more detailed picture. Once finished with this investigation, we uncovered several things:

  1. A good portion of the complaints on that date were unrelated to the division running the above-mentioned campaigns.
  2. All of the pertinent complaints came from a single person.
  3. Even with this relatively large influx, we still determined the spam rate for the lifetime of the campaign to be .02 percent. When we acknowledge that the average, global spam rate for 2016 was somewhere in the neighborhood of 6 percent, our client's rate seems somewhat more than satisfactory in comparison.

 

Task

Despite the fact that it seemed like there was nothing left to do (I mean, if it's not broken, don't fix it, right?) this minor spam scare gave us pause to take a closer look at the campaign to see if we could, in fact, improve the user experience in any other ways.

 

Though they might look like spaghetti on the canvas, these two campaigns have a fairly straightforward setup: a central starting place for all contacts, who are then branched off based on company revenue and then again according to engagement level. Taking our cue from the emails that caused the foregoing spam complaint, we further inspected the "unengaged" path of the campaign and found that, in some cases, contacts who went down that path received more emails than those on the "engaged" path, whether or not they eventually declared any interest in the product. In fact, it's so long I had to use two screen shots to capture it:

Screen Shot 2017-12-05 at 10.59.31 AM.png

Screen Shot 2017-12-05 at 10.59.50 AM.png

 

The other possible issue that came to our attention - and the factor we believe caused the spam complaints - was the cadence of the emails being sent. With only two days in between each send and the likelihood of six emails in total (the two initial emails are not pictured above), it was surprising the campaign wasn't receiving more spam complaints!

 

Action

Thinking back to the best practices we learned in both the E10 Fundamentals and Luminary Engagement and Segmentation courses, we came up with a number of recommendations for our client:

  1. Spam complaints are inevitable…you're going to have at least a few with any campaign. Note when there's a significant increase, but don't beat yourself up over one or two.
  2. Consider giving the unengaged contacts in the campaign an off ramp at some point in the path so they're not sentenced to receive every email in the campaign if they don’t want them. This could be as simple as adding a decision step a few emails in that checks to see whether or not contacts are opening or clicking anything.
  3. Think about changing the cadence of the emails so there's a little more time between sends. Two days is a pretty short span of time, especially when someone already isn't exhibiting the desired digital body language. Increasing the time between emails to five or even seven days will give your contacts ample time to consider and respond to your offer without feeling like they're being inundated with messages, and it could conceivably improve the spam rate even more.

 

Result

While we don't have any results to report yet as this spam issue and campaign review have only just happened, we do have certain expectations of the campaign once the changes have been made. First, we expect to see the continued low spam rate for the duration of the campaign, however long it might end up running. Second, we hope to see a lower overall unsubscribe rate based on increasing the time between email sends and giving unengaged contacts a way out (if they so desire). Finally, another possible benefit could be improved email deliverability. By staying aware of contacts' interest - or lack thereof - in our clients' emails, we can have a positive effect in this area too...because the more contacts who engage, the more valuable the content is perceived, and the better deliverability rates will be!

Getting new and updated information from the contacts in your database is one of the most common and harder aspects to adress when you are managing a great amount of data.

 

Background

I work for a global B2B technology company and, probably just like many of you, I have limited access to Eloqua and some of its functions. Because of that, Oracle University was key to introduce me to all kinds of tools that I did not know before and this opened a vast horizon to explore. In particular, I got interested in reports and dashboards. And that is how it all started.

 

The challenge

Exploring all the information reports could provide, I discovered many interesting things about the quality and health of the database, such as the lack of standardized values, the high percentage of missing data, the frequency I was emailing the same people, among other findings.This was not only being prejudicial for segmentation, but also keeeping people from becoming MQLs and, therefore, leading to many missed opportunities.

 

In order to improve the database health, I decided to create a series of forms asking customers for their updated information. However, I knew people would not give their personnal or commercial data, unless the forms and emails were interesting and motivating. Taking it into account, and also regarding the fact that we could not offer any incentive, I understood that creating a very personalized message was essential to capture the information we needed.

 

With that in mind, I started building up my plan to get this initiative out of the paper.

 

The objective

Improve data quality so contacts can receive proper score in our Lead Scoring model.

 

The goals

The campaign was created to capture contact information through form submits. But since I also wanted to have more achievable and easy-to-measure goals, I took our average rates and set these targets:

  • 20% open rate
  • 1.5% click-through rate
  • Form conversion – of the total clicks, get 40% to submit the form
  • Unsubscribe rate – less than 0.1%

 

Current State

First of all, I used the reports to identify what the current state of our data was. I discovered that from the total number of emailable contacts I manage, 89% had no job title, 78% had no industry, 73% had no state, 15% had no address, 14% had no company, and so on.

 

I was surprised with the numbers and all of the consequences they were bringing to our company, for instance, poor segmentation, lack of knowledge about our customers, bad lead scoring, just to name a few. All of that, without even considering the data we have, but it is not accurate.

 

Implementation

It was clear the campaign had to be simple, direct, personalized and required minimal effort from the contacts. So I started by creating the emails because they would be the first touch point with our stakeholders; they needed to catch attention and make people want to click.

 

I selected which information about our contacts we really had to have in the database: job title, city or state, company and address. One email was created using each of these four fields as reference.

 

A very basic template was used, with just one image, a piece of text, and a button saying “Update Your Profile”. To personalize the message, sentences like “Have you changed companies? Are you still living in <city>?” were included on the second paragraph and subject line, using field merges according to the information we had and the ones missing.

 

email_update project.png

 

I also put together four personalized forms with exactly 7 pre-populated fields, as you can see in the images below. The fields “first name”, “last name” and “email address” were in all forms, and the other 4 varied to match with the information to be obtained from the contacts.

 

form_update project.pngprocessing steps_update project.png

 

Then the mobile responsive landing pages, confirmation email, and confirmation landing page were created resulting in the below campaign, in which every email had a unique message that triggers each exclusive form and asks for specific information.

 

campaign update project.png

 

To reduce the possible drop outs, or people that would delete the email without opening, contacts who had received any communication shortly before the campaign went live were excluded from the segment.

 

The next stage was testing the campaign, which I did using a handful of contacts from within our company to make sure all the steps and workflow were working appropriately. Finally, the campaign went live and I could measure the responses.

 

Results

As the initial goals were very straightforward, with simple reports I was able to pull all the material we needed to make sure the initiative was successful. Using the actions button in each form and selecting “View Submission Data,” I could pull the data from our contacts and export to another format so I was able to analyze.

  • The average open rate was 27% and the click-through rate was 2.9%;
  • From the total number of unique clicks, 41% actually submitted the form;
  • The unsubscribe rate was 0.05%;
  • 335 forms submitted only on our first initiative to improve data quality.

 

Furthermore, the refreshed data submitted results in more accurate lead scoring, helps to improve our relationship with customers and reengage with people that were not responding to our communications in a while.

 

Next Steps

This initiative was only a small part of a bigger project being implemented in our company and those preliminary results are very encouraging for us to keep working in ways to improve the data management and quality.

 

  • We are already working on creating standardized lists of data to improve consistency among fields like country and state. Also, the pickup list for state used in this campaign will be our standard for next year.
  • We are in the process of sending other touches of this campaign to include people that were excluded in the first batch.
  • As we go forward, we will be looking to implement more A/B testing in the emails to understand if there are any elements we could change to make this initiative even more impactful.

 

Courses that have helped

  • B2B Fundamentals Series
  • B2B: Targeting (Data Cleansing)
  • B2B Engagement (Personalizing Campaigns)
  • B2B Conversion (Advanced editing and form processing)

Marketing Challenge:

In today’s complex world of Campaigning, it becomes a real challenge for Marketers to drive traffic to our Tour and Demo pages. We spent some time experimenting and implementing lead generating strategies. Though it had it's challenges, we learned some invaluable techniques on how to drive more product demos.

When it comes to setting up the Campaigns with right set of information, it should simplify the business process, accelerate decision making to near real time and control costing with increased Productivity. All of these can be done right with marketing automation platform like Eloqua.

 

Goal:

Our basic goal was firstly, to improve user experience by reducing the number of forms created for every customer requesting a specific activity Quick Tours or Demos for Cloud Product. And secondly, to efficiently capture responses for online product demonstrations by automating the Response Capture to flow to a designated Campaigns.

 

Benchmarks:

  • We replaced MyProfile login page with Eloqua Landing Page with a flexibility built in for number of fields to collect and whether to “Create” or “Not create” a lead based on regional requirements
  • Quick Tours will carry a link to Request a Demo. The same “Request a Demo” process can also be used independently of Quick Tours to promote across other campaigns
  • Leads created against Quick Tours & Demos will be on a Worldwide Program Code including ones created using other cross campaign promotions

 

Implementation: 

Groundwork was done based on the Product selection as below and the end result was to created Leads for every service.

  • Products split across categories -SaaS/DaaS, PaaS and IaaS
  • Categories are split into Families (CX, HCM, ERP etc)
  • Families are split into Services (Sales, Marketing, Financials etc)
  • Each Service may have one or more Quick Tours

 

All the Products were listed based on the Categories on cloud.oracle.com home page:

 

 

Customer Experience – Request a Quick Tours 

We tried to improvise the experience of Customers requesting for a Quick Tour by providing an option for them to select their Product from the services page on cloud.oracle.com. Only for lead creation, all the 8 fields will be requested; otherwise, just Email Address and Country is sufficient.

 

Customer Experience – Request a Demo

This experience was further enhanced by providing a “Request a Demo” link with every Quick Tour. At this stage, the customer would be asked for either all the 8 fields or just Email Address & Country based on the previous Quick Tour details he/she provides.

 

Campaign Setup

While the front end work goes on, there is a lot happening in the backyard. Instead of building hundreds of Campaigns and to reduce error free response capture, we designed the Campaign Setup in the most efficient way.

 

 

Form Setup

The following contact fields will be requested on the form: Email Address, Country, First Name, Last Name, Company, Title, Phone and Zip Code. We also made Language Specific Pages which can be translated into regional languages based on an additional parameter in the URL for the language code.

 

We also gave Business an option to select a layout style by building 3 different form views like below:

                    2 column format with Content                                                       2 column format without Content                                       

        

         

                             1 column format with Content

 

Landing Pad Setup

There will be one Landing Pad for all the Quick Tours and one landing pad for all the Request a Demo. The URLs of the page will carry a parameter identifying the product the customer has chosen and this will be used to identify the Program Code which shall be passed as Lead Description.

 

Confirmation Page & Email Setup

Once the customer requests for a Demo, a confirmation email is triggered. The confirmation page for demos is dynamic for every service.

    

     Snapshot of Confirmation Page for Demos

 

     Confirmation Email for Requesting a Demo

 

Conclusion: Our main goal was “User Experience.” Only once the customer feels “GREAT” about the buying journey cycle, we see a higher Response-to-Lead Conversion rate leading to higher ROI. And who wouldn’t be happy to get their requested Product details explained by the Experts within no time. Yes, we were able to achieve this because of the awesome flexibility we have with Eloqua assets. Read these below results to know more.

 

Results:

  • Re-usability and Time Saver - Time required to create a hundreds of forms, Landing pages and Campaigns for every Product was saved by creating just 2 Forms for each of the activity type (QT & Demo) and coding the back-end script in a way to reuse the same form with a very user friendly interface across multiple campaigns, was just icing on the cake
  • Faster Response to Lead Conversion time - Since this process implementation we have seen response creation time within a span of 2mins and high percentage of lead creation. Since the Demo forms are scored high, 99% of the responses is creates as a lead within 30mins
  • Easy Reporting - An amazing benefit of tracking each and every Form submission can be pulled with just 2 Forms. Segments can be built to track Response to Lead Creation by providing just with these 2 Forms
  • Manpower Utilization - Manual efforts is reduced by decreasing the no. of people working as it is required to create a few forms and LPs
  • Improved Accuracy - By having a standard script running behind these forms, probability of manual mistakes was reduced as its required only to append the existing scripts than building new ones all the time

 

Useful Marketing Cloud Courses are:

  • B2B Targeting
  • B2B Conversion
  • B2B Analysis
  • B2B Technology
  • B2B Fundamentals and Email
  • B2B RPM

Do you use LinkedIn paid ads?

 

And wouldn’t it be amazing if you could pull that information directly into your Eloqua campaign?

 

Well then, read on...

 

We recently went live with our brand new Health campaign. An integrated campaign with an omni-channel approach to attract prospective clients through our Thought Leadership content.  Our content is available to download via a dedicated Microsite and through our Uberflip Hub.

 

Traffic to these content points is coming in organically through various channels, we are lucky to have great support from our external partners; Simple Truth, Demandbase and Rise Interactive, to drive this.

 

Functionality has been implemented to enable a seamless user experience across our Microsite and Uberflip Hub. Our content is gated and all lead generation forms are feeding into just one Eloqua form. We capture our UTMs through hidden form fields(1) allowing a truly complete view of all interactions and channels in one place.

 

…except for our LinkedIn paid ads which use the LinkedIn hosted forms. 

 

Which leads me to our challenge, how can we integrate our LinkedIn Lead Gen with our Eloqua campaign?

 

Our campaign includes a highly dynamic follow-up email(2). The dynamic content is driven by a Custom Data Object (CDO).  The Eloqua form sends custom values to the CDO via conditional processing steps which determine the value to be sent.  We have 5 dynamic sections within the follow-up email, each with 30+ rules, to ensure that follow-up is directly related to the content downloaded and offers up a highly relevant next CTA to continue the journey. 

 

We want to drop our LinkedIn Lead Gen contacts into the follow-up campaign and not by way of an export and upload process, this must be an automated and instantaneous approach.

 

That’s when we discovered the LinkedIn Campaign Manager App (oooh!).

 

Firstly, you will need to download the App. I will not cover this here, only to say it is a very straightforward process. 

 

LinkedIn Campaign Manager.jpg

 

 

Once you have the App you will notice a new step is available in your multi-step campaign canvas (well 2 new steps actually, but you only need the one for this).

 

To view this new step you will need to maximize your campaign steps pane and fully extend the menu.

 

You can use “LinkedIn Lead Gen Forms” as your segment.

 

Double click or click and drag to add this to your canvas in the usual way.

 

Campaign Steps Pane.jpgConfigure cloud feeder.jpg

 

 

Next configure the cloud feeder:

 

  • Click the pencil to open the feeder.

 

  • Select your credentials from the drop-down.

 

  • Choose your LinkedIn Ads Account from the drop down under "LinkedIn Lead Gen Form" section.

 

  • Select your LinkedIn form.

 

Your LinkedIn form fields will then be displayed and you will need to map each to the corresponding Eloqua contact field.

 

This is how you bring your contacts into Eloqua, but then what?

 

 

 

 

LinkedIn Lead Gen Forms.jpg


 

 


Once configured the "LinkedIn Lead Gen Forms" step is essentially your segment. From here you can build out your campaign however you would like, send an emails, add to a shared list, etc.

 

Then we discovered another equally amazing (if not even more so) step in the campaign canvas menu “Form Submit".

 

This is by far, my favorite step in campaigns!

 

You can find “Form Submit” in the Actions section of the menu.

 

And it does just what it says, it submits a form! Who knew?

Actions Menu.jpg

 

So we built out a simple campaign flow.

 

First we add the contacts to a shared list so we have all of our LinkedIn Lead Gen contacts in one place.


Then we submit our Eloqua campaign form, the same form used across the campaign. When configuring the Form Submit step note it is possible to submit static values.

 

We set static values for our hidden UTMs, and specifically the key field for us "UTM_Content". The value is set so the submission comes through as if the contact had downloaded the piece from either our Microsite or Uberflip hub. 

 

And voila! As if by magic, the "UTM_Content" field value triggers the conditional processing step in the form, the custom value is pushed to the CDO, triggering the dynamic content rule needed to populate the dynamic sections of the follow-up email.

 

 

Campaign Flow.jpg

 

Via another form processing step the contacts are dropped into another campaign where they receive the follow up email.  The reason for this (vs sending the email via form processing) is to have a short wait before the email. This ensures the processing steps can update the CDO before the email send. We have a lot of processing steps(!) so just in case there is a short delay this is our safety net.  Also, there is the added benefit that via a campaign email send we can identify anyone coming in from LinkedIn who is on our master exclude list, these contacts are then excluded from the email send.

 

We now have several LinkedIn Lead Gen forms set up in this way, all flowing into Eloqua and seamlessly receiving our campaign follow-up emails.

 

By adding these contacts to Eloqua and submitting our campaign form through the campaign canvas, we are able to integrate them fully into the broader campaign and our lead scoring. We can track their future interactions through the email follow-up and beyond.  It's early days for this campaign, it has only been live for just over 1 month, but through the LinkedIn Campaign Manager App, we've already captured over 200 new contacts.  By bringing them into Eloqua we can nurture them through our campaign as we offer up the appropriate content pieces to move them through the buyers journey, monitoring them every step of the way through our lead scoring model.

 

These two pretty simple campaign steps have dramatically improved our campaign approach, and the quality of our leads. And improved our understanding of which channels are best to reach our contacts.

 

  1. Oracle University: Capturing Information for a Multi-Touch Campaign (WBT)
  2. Oracle University: B2B Personalizing Campaigns

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